Progressive’s “Neighborhood Mayor” Commercial Misses the Real Point of Neighboring
Author's note: Progressive released this commercial in 2020. I wrote the first column in 2021, and updated it in 2025 and then again in 2026.
Progressive Insurance recently released a commercial called “Neighborhood Mayor.” In it, a cheerful and hyper-involved neighbor chats over hedges, waves at everyone walking past, and seems to have an impressive knowledge of what’s happening on her street. The punchline of the ad, of course, is that she’s gone too far — that her level of awareness is intrusive, over-the-top, and vaguely creepy.
It’s funny, and humor absolutely has value. Sometimes humor can surface important issues. But it’s also shaped by the cultural moment we’re living in — a moment where “good neighbors” are praised most for keeping to themselves, minding their own business, and not bothering anyone.
And that’s where Progressive’s message misses the mark.
Engagement vs. Meddling — We’ve Lost the Distinction
There is a real difference between being engaged and being a meddler, and there’s a difference between love and apathy. But our culture increasingly lumps both together and calls the whole package “overbearing.”
The research we’ve conducted in Missouri demonstrates that most people now define a good neighbor as someone who is quiet and respects privacy — which is another way of saying “a good neighbor is someone who leaves me alone.”
That definition may keep things comfortable, but it doesn’t build community. It certainly doesn’t reduce loneliness, strengthen civic health, or prevent the types of problems that make insurers like Progressive nervous.
What an Engaged Neighbor Actually Is
For clarity, here’s the definition of neighboring that guides my work:
“Neighboring is the art and skill of building positive relationships with the people who live closest to you. It starts with learning and using names. It deepens through shared experiences. It blossoms into a network of engaged neighbors who strengthen their block, neighborhood, and community. The goal: to make neighboring normal and appreciated.”
That’s not surveillance. That’s human connection.
And here’s the Engaged Neighbor Pledge we promote: “I choose to become an engaged neighbor—to notice, listen, share, gather, and include those living around me. I will turn politeness into connection and friendliness into belonging. Together, we can make every neighborhood a place where everyone feels seen, safe, and valued.”
None of that is creepy. None of that is meddling. But a neighborhood full of people like that is precisely the kind of place where crime is lower, trust is higher, and—ironically—insurance claims are fewer.
Progressive Should Be Cheering for Neighborhood Mayors
If anything, the “Neighborhood Mayor” in the commercial is doing great work. More neighborhoods need “mayors” — people who know names, notice details, connect dots, and initiate belonging.
In a country battling loneliness, disconnection, declining trust, and civic fragmentation, humor that reinforces isolation sends the wrong signal at the wrong time.
If Progressive truly wanted to help people understand the path forward, they could replace the punchline with the actual path of engagement. I call it the Engaged Neighbor Framework* — five simple but powerful steps:
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See and Be Seen
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Listen and Learn
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Share and Care
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Gather and Grow
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Include and Encourage
These are not the behaviors of busybodies; they are the behaviors of citizens. They are how communities become safe, resilient, and connected again.
MORE INFORMATION
Take the Engaged Neighbor pledge and become part of a movement! The pledge outlines five categories and 20 principles to guide you toward becoming an engaged neighbor. Sign the pledge at https://nomoregoodneighbors.com. Individuals who take the pledge do get special invitations to future events online and in person. Contact the blog author, David L. Burton via email at dburton541@yahoo.com or visit his website at http://engagedneighbor.com.
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