Assessment of the External Social Activity of Russian Insurers at the Present Stage of Insurance Market Development

The relevance of the research is associated with the task of more active promotion of the principles and ideas of corporate social responsibility in the insurance community. It is mediated by the duty of involvement of representatives of all types of business in the formation of a civilized social developed public space in Russia.

The purpose is to assess the degree of external social activity of Russian insurers at the current stage of development of the insurance market.

Objectives: establish the share of insurance companies participating in external socially oriented projects and events; identify the most common forms of their external social activity; assess the level of awareness of potential recipients of insurance services about the participation of insurers in socially oriented events, identify their attitude to such practices.

Methodology. The research is based on a content analysis of the factual material of invariant sources and the results of a sociological survey. The fulfillment of the tasks was ensured by referring to general scientific methods of generalization, interpretation of data and their analysis.

Results. The share of insurers involved in the implementation of socially oriented projects and activities is currently extremely small. Only 20% of insurance organizations demonstrate consistent active external social activities; there are few large-scale projects. The most common objects of social response are sports, culture and the interests of the population in need of social protection. The awareness of the population about such practices is extremely low and, as noted by the majority of respondents, is able to influence the attitude towards the insurance organization, but not so much that it affects the formed partnerships in the field of insurance.

Conclusions. The insurance market demonstrates the passivity of most insurance organizations in participating in the social life of society, going beyond the problems of minimizing risks. Quite often, involvement in the trend of conducting socially responsible business is only declared. The task is to increase the social activity of insurers not only as an ethical aspect of their presence in the socio-economic space, but also as a way to meet the expectations of potential recipients of insurance services and society as a whole.

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