Effective communication plays a crucial role in raising awareness about insurance, but the success of the industry additionally depends on economic stability, offering highquality products, and the skills of insurance agents
Our interlocutor, Ms Natasa Đurđević, likes to say that all employees are responsible for good corporate communication, representing their company in both work and private environments, and that they should all be the best PRs and ambassadors of Generali Osiguranje. And judging by this insurance company’s results, they are all succeeding in this endeavour.
Does the constant evolution of corporate communications require your continuous adaptation and keeping up with trends?
— Corporate communications are evolving rapidly, driven largely by the rise of social media and Artificial Intelligence.
While the core messages that matter to clients and other stakeholders remain the same for the most part, the way companies communicate these messages, the tools and channels they use, have changed significantly.
Audiences now prefer short, more direct and engaging content, free of corporate jargon, over lengthy corporate statements. Simple, clear language, visuals and video storytelling resonate far more than traditional text-heavy formats. Social media platforms and AI-powered tools have also reshaped the dynamics of communications, enabling companies to personalise interactions, respond in real-time and create more targeted content and engagement with stakeholders.
Has effective communication helped raise public awareness in our country regarding the risks and importance of insurance?
— Effective communication plays a crucial role in raising awareness about insurance, but that is only one part of the equation. Economic stability and people’s income levels have a significant influence over their ability to invest in insurance. Additionally, the success of the industry depends on offering high-quality products that truly meet people’s needs, as well as the skills of insurance agents.
Audiences now prefer short, more direct, and engaging content, free of corporate jargon, over lengthy corporate statements
In the insurance industry, perhaps more than in other industries, corporate communications and marketing departments, and the campaigns they launch, aren’t only responsible for building company reputation and gaining the trust of clients and stakeholders, but also for increasing awareness of insurance generally.
When it comes to selecting products or jobs, are people today increasingly choosing socially responsible companies and those that have a clear sustainable business policy?
— We are proud and happy that we are recognised as a company that contributes strategically to the wellbeing of Serbian society.
Generali Osiguranje Serbia, as part of the Generali Group, believes that sustainable growth is only possible if society progresses. That’s the very reason that we strategically and methodically integrate CSR activities and ESG principles into our operations.
Our approach is based on four key roles: responsible insurer, responsible investor, responsible employer and responsible citizen. One of the brightest examples of our corporate responsibility is The Human Safety Net programme, which focuses on supporting families with children aged up to six.
We have been implementing this programme in Serbia since 2018, in collaboration with the Novak Đoković Foundation, through the “Support, Not Perfection” programme, which includes workshops for parents. As part of this initiative, we have opened 15 parent centres across Serbia and equipped three sensory rooms.
By June 2024, the programme had reached 3,800 parents and made a direct or indirect impact on 5,700 children.
We demonstrate through our initiatives that corporate responsibility can have a direct and positive impact on society. We aim to inspire our people, other companies and our clients to become part of the change.