Citizens associate the following qualities with Zagrebačka banka: safety, greatness, progress, but also tradition. What makes Zagrebačka banka competitive on the market today is the fact that it as an advisor and a partner in all customers' specific needs and situations. It is a bank that offers reliable, open and responsible solutions, a bank that trusts its customers. The dimension of social responsibility in business surely contributes to the value of Zagrebačka banka being the leading bank in Croatia does not only mean that it has the biggest market share, the largest number of customers and the most innovative quality products. Above all, it means that it has the awareness of its own responsibility and the impact on the community in which it operates, as well as of the needs of this community.