Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Interview
Reconnecting Business With Humanity: Inside IRG’s Community of Marketing Leaders
Aljan de Boer describes what a community of 800 chief marketing officers is for, why he frames the work as human-proofing the future, and how marketers translate social
Interview
How IRG Got from Shareholder Value to Stakeholder Impact
Marc de Swaan Arons traces the Institute for Real Growth from a WPP research initiative to an independent program with 850 CMOs through it. He sets out what
Interview
Sixty-One Pilots, and the Case for Systemic Change
Antonio Lucio on separating AI from generative AI, why he shut down a portfolio of marketing pilots, and the argument that work itself is the problem AI is
Interview
Johan Hallin on AI, Stores and Staying Distinct
A Lindex leader describes an in-store copilot, AI in design, and why he thinks brand distinctiveness gets harder as everyone uses the same tools.
Interview
Jon Halvorson on Why AI Adoption Is a Race
Mondelez's marketing leader on narrowing to two use cases, the campaigns he had to kill, and why he thinks a company that falls behind cannot catch up.
Report
The Board’s Role in Stakeholder Value Creation
Impact Study findings presented to board directors, with the gap between growth overperformers and underperformers stated question by question.
Report
Should Companies Give Up on Stakeholder Capitalism?
An article proposal built on the 2024 Impact Study, arguing that intangibles now carry most of a company's value and that marketing is the function that manages them.
Article
Beyond Stakeholder Capitalism: Pivoting Without Getting Fired
An article proposal arguing that the shareholder and stakeholder debate is a false choice, and that the intangibles most leaders cannot measure account for most of what their
Report
Beyond Stakeholder Capitalism
An article proposal arguing that the shareholder versus stakeholder debate is a false choice, and that most business value now sits in intangibles.