If he's sensible he'll have taking his marketing director to the meeting. One of the most important things for a financial institution is being seen to be both ethical and trustworthy - setting out how you're not greedy and you want to improve the lives of your employees goes a long way to doing that. This move sets his company apart from the usual faceless, greed-driven credit card businesses, possibly to the point where they'll take a lot of the green/ethical/social business market.

Given that this move is already paid for, it seems to be a brilliant bit of marketing that also has a real positive impact.