What if imagination and storytelling guided our savings choices?
What if imagination and storytelling guided our savings choices?
How can storytelling inspire more responsible savings decisions? This question is explored by Guillaume Lasserre, Head of Asset Management and Member of the Executive Committee at LBP AM, and Marc Obéron, founder of the international Cinema for Change festival.
Launched in September 2024 at the initiative of the media outlets ID, L’Info Durable and L’Agefi, the Think Tank 2030, Investing in Tomorrow aims to foster debate and bring financial stakeholders together around the major challenges of sustainable finance.
To date, the initiative is structured around six thematic working groups, each co-founded with a recognized organization known for its commitment to sustainability.
Climate at the center of the discussion
To support these reflections, a podcast series was created, with each episode dedicated to one of the working groups. This edition highlights climate issues through the group “My climate trajectory boosted by my savings,” co-founded by LBP AM.
Designed as a platform for dialogue, the podcast brings together the perspectives of those who finance the transition and those who implement it on the ground. In this episode, Guillaume Lasserre speaks with Marc Obéron about the importance of developing new narratives around sustainable finance and the role imagination can play in accelerating awareness of climate challenges.
When savings meet purpose-driven cinema
This conversation illustrates how LBP AM approaches responsible investment. The firm places social and environmental dimensions on the same footing as financial considerations, which is why the Cinema for Change initiative resonated strongly with its teams.
The festival selects films that illustrate the United Nations Sustainable Development Goals. Its objective is to use the emotional power of short films to raise awareness of these universal issues among a broad audience. The initiative goes beyond screenings: the team also organizes expert-led sessions for companies to translate global challenges into practical, accessible discussions.
“In corporate settings, we use short formats that rely on the emotional impact of films to raise awareness and encourage dialogue,” explains Marc Obéron.
The power of storytelling to drive momentum
Impressed by this approach, Guillaume Lasserre sees such initiatives as effective ways to mobilize people around major societal challenges, particularly climate action. In his view, savings—still too often perceived by individuals as a secondary lever—deserve greater recognition as a concrete tool for transition.
“At the festival, I was struck by how Marc’s framework offered a fresh perspective on environmental issues, even for someone already familiar with the topic. His approach, rooted in storytelling and imagination, particularly resonated with me,” he notes.
What comes next?
The episode then turns to the challenge of fostering engagement around savings and climate, an area where educational efforts often struggle against the complexity of finance. The discussion explores how to transform technical discourse into compelling narratives that encourage action, and how to move beyond anxiety-driven messaging to make room for imagination and visions of desirable futures.
At the heart of this reflection, culture and storytelling emerge as levers to make change more tangible and understandable. In a context where savings are still predominantly held by generations less directly exposed to the impacts of climate disruption, younger generations can play a key role in influencing how capital holders make their decisions.
