GEO AWARD WINNERS

AIA’s Employee Share Purchase Plan (ESPP) won the 2025 GEO Award for Best Use of Equity in Emerging Markets for its exceptional reach, inclusive design, and standout results across 17 countries. With over 24,000 eligible employees and 12,000 participants, the plan achieved a remarkable 550% increase in engagement—driven by thoughtful localization and a clear commitment to financial empowerment.

AIA’s success stemmed from overcoming regulatory barriers in markets like Vietnam, providing clear, culturally relevant communications in local languages, and aligning the plan with its broader purpose of supporting long-term employee wellbeing.

Judges applauded the program’s creative problem-solving, its alignment with corporate values, and its impact across diverse and often challenging markets—setting a high bar for equity inclusion in emerging economies.

Brambles’ global employee share plan, MyShare, won the 2025 GEO Award for Best Use of Equity in Emerging Markets in recognition of its long-term commitment, inclusive design, and expansive global reach. Now offered in all 60 Brambles operating countries, the plan achieved a global participation rate of nearly 52%, with particularly strong results in emerging markets like South Africa, Saudi Arabia, Thailand, and Brazil.

Key to MyShare’s success was Brambles’ dedication to accessibility—introducing a Phantom Plan alternative for countries with legal or regulatory barriers and tailoring communications to local languages and cultures. The plan also addressed economic volatility by allowing low minimum contributions and pegging investments to the AUD, helping employees navigate unstable local currencies.

Judges commended Brambles for its persistence and broad reach, noting the company’s status as a top 15 shareholder through employee ownership. They praised its “excellent and interesting” success metrics, humble recognition of areas for improvement, and the remarkable growth achieved over more than a decade. The result is a globally inclusive plan that continues to foster a strong culture of ownership across diverse markets.

Bakkafrost’s Bonus Programme won the 2025 GEO Award for Best Use of Equity in Emerging Markets for its remarkable outreach, education efforts, and high participation among a uniquely hard-to-reach workforce. With 80% of eligible employees working in frontline roles—often on boats or remote salmon farms in the Faroe Islands and Scotland—the company overcame significant barriers to trust, access, and understanding around equity compensation.

Key to the programme’s success was the personal, hands-on approach taken by the HR team, who traveled across the islands and into rural Scotland—sometimes for weeks at a time—to speak directly with employees, help them set up email accounts, explain tax processes, and build confidence in share ownership. Participation in the Bonus Programme has reached an extraordinary 96%, with 99% take-up in the Faroe Islands, despite widespread technological and financial knowledge gaps.

Judges were deeply impressed by the commitment and creativity shown, calling it a “very impressive approach to a non-traditional employee base” and praising the team for “literally going out on boats” to connect with participants. One judge noted it was their “clear favourite in this category,” applauding the blend of bonus shares, personal support, and educational outreach that continues to drive engagement and build lasting financial literacy.

The Bonus Programme stands as a powerful example of how equity plans can be tailored to empower employees—even in the most remote and disconnected environments.