This deck holds the promotional material prepared for the launch of IRG’s Impact Study. It pairs published statistics on stakeholder expectations with a set of poll questions aimed at senior leaders, all pointing at the same launch date.
Key findings
- The study is large. It rests on 500 vision interviews with C-suite members and thought leaders, 1000 survey respondents, an AI hypertrend analysis of 110,000 items, and coverage of 52 countries.
- The findings are structured by role rather than by theme, addressing the CEO, CMO, CHRO, CFO and CCO separately.
- A cited poll finds a clear majority expecting boards to widen their definition of success to include the societal impact of operations, at 62.2 percent against 37.8 percent.
- A second cited figure holds that 46 percent of marketers place equal importance on the environment and on financial growth.
- Against that, growth remains the dominant expectation of marketing. Nearly half of CEOs say the CMO’s most critical role is to grow the business.
The questions the campaign asks
Rather than asserting conclusions, most of the deck poses questions to the audience. It asks how the organization defines growth, whether incentive plans are aligned with the stakeholder value creation strategy, and who the reader’s number one stakeholder is.
Two questions test whether stated ambition survives contact with the organization. One asks whether the company drives systemic change to deliver sustained stakeholder value. The other asks whether the company purpose guides all strategic decision-making.
One question is about self-censorship. It asks whether the fear of being accused of wokeness or greenwashing limits what the company does.
Another looks outward to joint action, asking respondents to rate their company on partnering to drive collective change initiatives.
The design argument
The campaign line for the environmental statistic is about method rather than sentiment. It presents the point as the power of stakeholder centered design.
Scope and limitations
This is a working campaign file rather than a finished set of posts. At least one slide is marked as an example to be replaced, and some sections are labeled as scratch.
Source
This page summarises We need a blueprint for the ‘overstretched’ CEO, by Institute for Real Growth, January 2024.