How media helps to shape the conversation around innovation and social good to create global impact.

This week my guests are:

- Pierre-Yves Lanneau Saint Léger, CEO of Forbes Luxembourg and Silicon Luxembourg
- Jess Baldry, Editor-in-Chief of Forbes Luxembourg
- Genna Elvin, co-founder of Tadaweb and President of Pulse, Luxembourg’s largest startup association.
- Anne Goeres, founder of Philantree


Why Forbes Came to Luxembourg

For Pierre-Yves Lanneau Saint Léger, the arrival of Forbes in Luxembourg was a recognition that our success stories deserve a global stage. Forbes embodies the values of celebrating entrepreneurship and Luxembourg is now part of the global Forbes family (49 editions).

Pierre-Yves also highlights the continuing importance of Silicon Luxembourg, launched 13 years ago as a blog and now a vibrant community of 40,000 followers.

“If you create your startup, you are in Silicon; when you sell your startup, you are in Forbes,” he quipped, neatly capturing the lifecycle of highly successful entrepreneurship.


Storytelling and Connection

Jess Bauldry knows that in Luxembourg, connections and jobs are often fostered through in-person engagement, especially in the startup sector.

“So many business deals and jobs here are still made through face-to-face encounters, not just applications.”

Storytelling is business necessity. Nonetheless, Jess and her team at Forbes and Silicon Luxembourg are highly attuned to spotlighting innovators who may not be the loudest in the room but are making transformative contributions without the self-promotion. She feels it is their job to shine a spotlight on people like this, rather than the ‘same faces’ constantly.

Building a Startup Nation

Genna Elvin has become the pin-up girl for entrepreneurial tech success in Luxembourg. From modest beginnings in Brussels to developing Tadaweb in Luxembourg, the team has grown from nothing to 150 employees, raised €40 million in capital and expanded internationally with offices in Luxembourg, Paris, London and the United States.

Recognised as one of Forbes’ Top 100 Female Founders in Europe, Genna now also leads Pulse, Luxembourg’s largest startup association.

Elvin recalled being told a decade ago that Luxembourg could never attract top talent. “That’s not true,” she insisted. Instead, her company recruit globally, offering newcomers an instant community and support system. From an in-person welcome to apartments on arrival, to thoughtful gestures like helping employees navigate supermarkets,  Tadaweb put people first.

“At a human level, you need to get the base right if you want to execute at a high level,” she said, referencing Maslow’s hierarchy of needs.

Her perspective also touched on Luxembourg’s risk-averse culture, often cited as a barrier to innovation. While family-run businesses might make caution understandable, Genna knows that progress requires calculated risks.


Philanthropy: Love for humanity

Anne Goeres, who previously ran Luxembourg’s children’s cancer foundation, has now founded Philantree, an organisation designed to help businesses and families channel their wealth into meaningful impact.

Goerges explained that while terms like charity, foundation or non-profit differ in structure, their essence is the same: love of humanity.

“It always starts with a group of people committed to a cause,” she said, noting that even the largest organisations begin with small acts of compassion.

Today, she sees a shift toward long-term partnerships rather than one-off donations. “Companies want to integrate philanthropy into their culture, aligning their values with those of their employees,” she said. This approach not only deepens impact but also helps unite generations around shared purpose.

ESG: Beyond Box-Ticking

Of course, philanthropy and sustainability are not immune to scepticism. Regulations can sometimes feel bureaucratic, and companies risk treating ESG commitments as box-ticking exercises. Yet Pierre-Yves and Bauldry agree that in today’s job market, values-driven business is non-negotiable.

Millennials and Gen Z want purposeful careers. Without them, companies will lose talent, and no amount of AI can replace that.

That is why Forbes Luxembourg continues to highlight stories that blend profit with purpose. From entrepreneurs innovating in health and space tech to executives shaping green finance, the magazine seeks to showcase leaders who both earn and spend wisely, with an eye toward long-term wellbeing.


The Future: Voices That Matter


As Luxembourg prepares to unveil its Forbes Under 30 list, the challenge is not just to identify the loudest voices but to find and elevate those who deliver true, lasting impact. There is still time to apply or nominate someone!

“Some founders don’t have time for self-promotion,” Bauldry admitted. “Our job is to find them, investigate, and shine a light on their work.”

This inclusive approach reflects the broader Luxembourg ecosystem: diverse, international, ambitious, yet grounded in a sense of community.

https://philantree.lu/
https://www.tadaweb.com/
https://www.gennaelvin.com/
https://www.forbes.lu/
https://www.siliconluxembourg.lu/
https://www.linkedin.com/in/pylsl/
https://www.linkedin.com/in/jess-bauldry/?originalSubdomain=lu
https://www.forbes.lu/under-30/