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The Principal Financial Group Named as one of the "World's Most Ethical Companies"

For the fourth consecutive year, The Principal is recognized by the Ethisphere Institute

March 23, 2010 (Des Moines, IA) - Upstanding business practices and initiatives are instrumental to any company's success and were just a few reasons the Principal Financial Group® was once again recognized by the Ethisphere Institute as one of the World's Most Ethical Companies for 2010. The Principal® is one of only three financial services companies to be included on the list.

"The logic is simple for The Principal. Good ethics means better business. And that's why we are thrilled that the solid ethical foundation on which our company was built has been recognized by the Ethisphere Institute for the fourth straight year," said Mary O'Keefe, senior vice president and chief marketing officer, The Principal. "Our deep commitment to ethics starts from the top and is sustained through the dedication of our employees."

Through in-depth research and a multi-step analysis, Ethisphere reviewed thousands of nominations from companies in over 100 countries and 36 industries in order to determine the winners.

"We understand that this year's award was more competitive than ever, because companies realize that making ethics a priority is critical amidst a tough economic environment," said O'Keefe.

This is the fourth year Ethisphere has published the "World's Most Ethical" rankings, which appear in Ethisphere Magazine's Q1 issue.

"The Principal's promotion of a sound ethical environment shines within its industry and shows a clear understanding that operating under the highest standards for business behavior goes beyond goodwill and 'lip-service' and is directly linked to performance and profitability," said Alex Brigham, executive director of the Ethisphere Institute.

Read about the methodology and view the complete list of the 2010 World's Most Ethical Companies at

About the Principal Financial Group

The Principal Financial Group® (The Principal®)[1] is a leader in offering businesses, individuals and institutional clients a wide range of financial products and services, including retirement and investment services, life and health insurance, and banking through its diverse family of financial services companies. A member of the Fortune 500, the Principal Financial Group has $284.7 billion in assets under management[2] and serves some 18.9 million customers worldwide from offices in Asia, Australia, Europe, Latin America and the United States. Principal Financial Group, Inc. is traded on the New York Stock Exchange under the ticker symbol PFG. For more information, visit

About Ethisphere Institute

The research-based Ethisphere Institute is a leading international think tank dedicated to the creation, advancement and sharing of best practices in business ethics, corporate social responsibility, anti corruption and sustainability. The Institute's associated membership group, the Ethisphere Council, is a forum for business ethics that includes over 200 leading corporations, universities and institutions. The Ethisphere Council is dedicated to the development and advancement of individuals on its membership council through increased efficiency, innovation, tools, mentoring, advice, and unique career opportunities. Ethisphere magazine, which publishes the globally recognized World's Most Ethical Companies RankingTM, is the quarterly publication of the Institute. More information on the Ethisphere Institute, including ranking projects and membership, can be found at

The Principal Financial Group and The Principal are registered service marks of Principal Financial Services, Inc., a member of the Principal Financial Group.
As of December 31, 2009.

Call 515.246.4907 or see the full Media Relations contact list.

Call 515.246.4907 or see the full Media Relations contact list.

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