Our Approach

//Our Approach
Our Approach 2018-09-14T14:07:58+00:00

We’re inspired by shared-value creation. Our purpose is to make business personal for the common good. It is founded on the principles of loyalty – trust, reciprocity and engagement. Intuitively, when we launched our global social purpose strategy back in 2012, we knew it was the right thing to do. Since that time, the evidence has mounted that our structured approach to social purpose contributes to strengthen our business, attract the brightest minds, fuel innovation, deliver shareholder value and inspire loyalty.


  • Aimia supports Canadian not-for-profit organizations through data analytics for a sixth consecutive year.
    Learn more »
  • Data philanthropy hub launch – IVADO and Aimia join forces to put big data to work for not for profits.
    Learn more »    Watch the video »
  • Aimia holds Global Month of Data Philanthropy.
    Learn more »
  • Aimia ranks on the 2017 Corporate Knights’ Best 50 Corporate Citizens in Canada.
    Learn more »
  • Stakeholders consultations involving 2,000+ key stakeholders in Canada and the UK leading to key social purpose priorities identification.
    Learn more »
  • Launched Aimia Code of Ethics — replacing previous codes inherited through acquisitions.
    Learn more »
  • Adopted of Aimia’s 5-year Social Purpose Roadmap (2014-2019).
    Learn more »
  • Groupe Aeroplan officially becomes “Aimia”.
    Learn more »
  • The company’s ticker symbol on Toronto Stock becomes “AIM”.
    Learn more »
  • First year achieving carbon neutrality.
    Learn more »
  • First year reporting the environmental performance on the CDP.
    Learn more »


Our business and social purpose are built on trust and reciprocity. We believe that real relationships develop from conversations, meaningful interactions and emotional engagement. All this is made possible by trust and reciprocity — the foundation of everything we do.


In 2013, to guide and accelerate our way forward, we held dozens of conversations with Aimia leaders around the world. This dialogue led to the adoption of our five-year social purpose roadmap (2014-2019), which explores opportunities in three focus areas: Loyalty for Good, Employees & Communities and Responsible Business Practices.

Our ambition — By 2019:

  • Have solid evidence of our social impact through loyalty.
  • Be known for our distinctive culture and our volunteer engagement models that leverage our employees’ unique skills, strengths and passions.
  • Affirm our leadership in the most material aspects of our business.


In our business, we use data to help our clients build strong relationships with their best customers. In this same way, by understanding what is most important to our key stakeholders, we have been able to refine our social purpose activities and focus on those activities where Aimia can have a distinct and deep impact.

To better understand what is important to our stakeholders, in 2014 we consulted more than 2,000 people – customers, members, partners, employees, investors and regulators. These discussions brought clarity to what’s important to our stakeholders and helped us align these issues with our social purpose roadmap’s three focus areas — Loyalty for Good, Employees & Communities, and Responsible Business Practices. Our social purpose roadmap and our stakeholders consultation have help focus, stimulate and align our efforts across Aimia as never before.