AIA Group engaged Eden to catalyse ESG innovation across its regional markets and embed sustainability more deeply into its business. They aimed to energise internal teams to co-create ESG-aligned solutions that were emotionally resonant, commercially-viable, and feasible to be launched in their key markets.

APPROACH

Eden Strategy Institute co-led the design and facilitation of a Sustainable Business Value Creation experience for close to 50 of AIA’s leaders from across the region. We designed a full innovation journey, from problem framing to pitch readiness, including:

• Co-developing tailored challenge statements informed by global market trends and internal priorities
• Creating an ESG Innovation Handbook, embedded with tools like prioritisation matrices, innovation canvases, and prototyping and solutioning tools
• Bringing in a Human Library of external speakers to ground participants in the realities of who they are innovating for
• Facilitating five cross-functional and cross-market teams through ideation, solution development, and pitch coaching
• Supporting final pitch presentations to senior AIA Group leadership with clear feedback loops and pathways as implementation follow-up

IMPACT

Several sustainable innovation concepts were fleshed out, addressing novel opportunities in new customer segments, sustainable propositions, financial literacy, inclusive workforce, as well as customer activation. Each solution garnered strong interest from senior leaders, with innovations being positioned toward pilot implementation across AIA’s markets within the next 12 months. The programme strongly activated the cohort of ESG champions with participants strongly rating their experience with Eden over 4/5 on all parameters. The event strengthened AIA’s internal momentum for the next lap of its sustainability maturity, and left behind a repeatable ESG innovation framework that can be used to drive future initiatives across the organisation.