From Shareholder Value to Stakeholder Impact with Marc de Swaan Arons

Opinion Party: the marketing podcast 
brought to you by BAV Group & IRG 

From Shareholder Value to Stakeholder Impact: 
How the Institute for Real Growth is Reshaping Marketing Leadership with Guests

• Ketzirah Lesser - Producer


• Laura Jones - Host


• Marc de Swaan Arons - Guest

Click here to view the episode transcript.

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. 

CHAPTERS
00:00 Welcome to Season Two of Opinion Party

01:11 Understanding the Institute for Real Growth (IRG)

03:44 The Evolution of Marketing and AI

06:14 The Importance of Humanized Growth

09:14 Integrating Ikigai into Marketing

12:52 Personal Connection and Leadership

15:54 AI's Role in Marketing's Future

20:30 The Intersection of Innovation and Stakeholder Relationships

22:29 Looking Ahead: Marketing 2030

26:29 Closing Thoughts and Gratitude

----

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.

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