This approach stems directly from our founding values of integrity, security and prudence. These values remain as strong today as ever and drive our commitment to the well-being of our customers, employees, agents and the communities in which we operate.

In 2009, financial institutions came under increased scrutiny as a result of the market turmoil and people understandably became concerned about their financial security. Insurance companies are, however, different from banks, because we invest in assets for the long term, and, during the financial crisis, we were able to help stabilise the market by providing liquidity during difficult times to the benefit of the whole economy.

The insurance industry plays a unique role in society by helping people manage uncertainty and plan for a more secure future. Prudential has been meeting customers’ needs for over 160 years and we do not underestimate the importance of the financial decisions our customers face, and the trust they place in us to help them meet their changing requirements for savings, income and protection.

At Prudential, our corporate responsibility commitments are built around core themes supporting our customers, our people, the environment and our communities. During 2009, over 6,400 employees signed up as volunteers, amounting to approximately one in four of our workforce, with nearly half of them participating in our flagship programme, The Chairman’s Award. Supporting the relief efforts after natural disasters in our communities is another important part of our activities, and, in September 2009, when a massive earthquake struck Western Sumatra, Indonesia, we responded immediately to support our employees, agents and the wider community.

As Board sponsor for corporate responsibility this is an agenda that I take very seriously. Prudential has been reporting on corporate responsibility objectives and progress for the past eight years and our activities are regularly reviewed by the Board.

This report provides an overview of those activities which I hope you will find both interesting and informative.

Harvey McGrath
Chairman, Prudential plc