From Shareholder Value to Stakeholder Impact with Marc de Swaan Arons
Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
brought to you by BAV Group & IRG
From Shareholder Value to Stakeholder Impact:
How the Institute for Real Growth is Reshaping Marketing Leadership with Season 2 Episode:1
How the Institute for Real Growth is Reshaping Marketing Leadership with Season 2 Episode:1
SUMMARY
In our first episode of season two, we welcome Marc de Swaan Arons to Opinion Party: the marketing Podcast. Marc is the founder of the Institute for Real Growth (IRG), and he joins host Laura Jones, Global CEO of BAV Group, to discuss the evolution of marketing, the impact of AI, and the importance of humanized growth. They explore how the IRG has transformed the marketing landscape, emphasizing the need for a human perspective in business. The conversation also delves into the integration of personal, career, and business purpose through the Japanese philosophy of Ikiga, which is a core aspect of the IRG program. As Marc and Laura look to the future, they highlight the upcoming IRG Marketing 2030 study and the collaborative approach to understanding the changing expectations of stakeholders in the age of AI.
LINKS
- Marc de Swaan Arons: https://www.linkedin.com/in/marcdeswaanarons
- Laura Jones: https://www.linkedin.com/in/lapjones/
- Institute for Real Growth: https://instituteforrealgrowth.com/
- BAV Group: https://www.bavgroup.com
- Ikagai of Marketing: https://instituteforrealgrowth.com/pdf/TheFounderPerspectiveTheIkigaiofMarketing.pdf
TAKEAWAYS
- The IRG has evolved from a WPP initiative to an independent institute.
- 850 CMOs have participated in the IRG program, showcasing its impact.
- AI is changing marketing, but fundamental principles remain important.
- Humanized growth focuses on value creation for all stakeholders.
- Personal purpose is crucial for effective leadership in marketing.
- The Ikigai philosophy helps align personal and professional goals.
- Emotional safety in organizations enhances performance and connection.
- AI presents opportunities for innovation in marketing strategies.
- Successful CMOs view AI as a business growth opportunity.
- The Marketing 2030 study aims to redefine future marketing strategies.
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Opinion Party: the marketing podcast
12 marketing leaders from a world class set of organizations joined host Laura Jones to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025.
Brought to you by BAV Group & The Institute for Real Growth
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
BAV Group, the world’s leading authority on data-driven branding. ™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeil Photography & Film
Photos © Bronac McNeil Photography & Film
Photography: Bronac McNeil Photography & Film (c) 2025
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeil Photography & Film
Photos © Bronac McNeil Photography & Film
Photography: Bronac McNeil Photography & Film (c) 2025
Creators and Guests
Host
Laura Jones
She's a CEO on a mission to transform data-driven branding one bit at a time. Enthusiastic yogi, girl mom, Girl Scout Leader and change maker.
Guest
Marc de Swaan Arons
Founder of the Institute for Real Growth. Inspiring CMOs to increase personal, business, and societal impact.
