According to [Marie] Sigsworth [corporate responsibility director], Aviva's support for street children both reflects and reinforces the company's "culture of recognition". If its 36,000 employees genuinely imbibe this recognition mantra, the theory goes, then morale will spike and customer service will improve. Sound a little wishy-washy? That's only natural. The relationship between responsible corporate cultures and business performance is not easy to prove...Again, the UK insurer has put its money where its mouth is, establishing a five-year, global programme for street children back in 2009. The numbers for the Street to School initiative speak for themselves: 23 charity partners, more than 400,000 children helped, and £5.5m invested to date. [also refers to Coca-Cola]