Singapore – AIA Singapore is betting that the cleanest answers to sustainability may not come from boardrooms or policy papers, but from children.
The insurer has launched a four-part short film series that reframes environmental responsibility through the eyes of children aged six to twelve. The aim is simple, if slightly subversive: strip sustainability back to instinct, curiosity, and everyday behaviour.
The move comes as corporates across Asia lean harder into climate storytelling, often struggling to bridge the gap between abstract ESG targets and lived experience. AIA’s approach avoids the jargon altogether.
Instead, the films lean on candid conversations and playful interactions. Children talk about nature, waste, animals, and inclusion without the weight adults tend to attach to the subject.
“Sustainability can often feel overwhelming, but the values behind it – caring for our environment, protecting life, reducing waste, and practicing inclusion – are simple and intrinsic,” said Liu Chunyen, Chief Investment Officer at AIA Singapore.
The series unfolds across four themes: protecting the planet, upcycling, biodiversity, and inclusion. None are framed as corporate objectives. All are framed as instinctive behaviours.
The move comes as AIA continues to anchor its long-term positioning around what it calls “Healthier, Longer, Better Lives”, a slogan that increasingly doubles as a sustainability narrative.
“Seeing the world through a child’s eyes reconnects us with the simple, significant values we often overlook as adults,” said Liu. “It is up to all of us to nurture these values today so that our future generations can carry them forward and shape the world we live in.”
