They published their research in Mind over Money showing how attitude and mindset toward money impact financial health.
At the same time, they launched a campaign about Optimism through a 30 day challenge during which people can join in performing 30 acts of optimism. They also created a community sharing portal to inspire each other. People can also explore the financial habits of optimists, watch inspiring films the bank produced for the campaign and find out why Frost Bank cares about something like optimism in the first place.
They are building a community around intangible values that we all care about even though they are not reflected in productivity and GDP numbers directly. Their lack of, is reflected in the fact that burnout has become officially a disease according the WHO. Does your bank know that you are sick or that flirting with this disease? How would you feel if your bank actually advised you on how to prevent falling sick from one the rising risk factors – burnout? A disease that has multi-faceted financial health implications.
As you read this, you may think that there are several banks that have all kinds of social responsibility initiatives. I will not disagree, but they are peripheral and segregated from the 99% transactional business they run. These activities are not strengthening the ties within the community of their users. They remain branded as a politically correct item on the corporate list.