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

S2: E2

From Slurpees to Sustainability: Driving Purposeful Growth with 7-Eleven's Marissa Jarratt

SUMMARY

In this episode of Opinion Party, host Laura Jones welcomes Marissa Jarratt, Chief Marketing Officer and Chief Sustainability Officer at 7-Eleven. Marissa shares her unique perspective on how marketing and sustainability, often seen as opposing forces, can be reconciled to drive business growth. She discusses 7-Eleven's successful "Seven Collection" merchandise line, the organizational transformation that led to her dual role, and the company's "Good Made Easy" sustainability strategy. Marissa also delves into 7-Eleven's global approach to sustainability, their use of the UN SDGs, and how they balance short-term financial goals with long-term environmental objectives. The conversation highlights 7-Eleven's brand evolution, their focus on "activating awesome" for customers, and the importance of humanized growth across their vast stakeholder ecosystem.

LINKS

• Laura Jones: https://www.linkedin.com/in/lapjones/   
• Marissa Jarratt: https://www.linkedin.com/in/marissajarratt/
• BAV Group: https://www.bavgroup.com
• 7-Eleven: https://www.7-eleven.com/
• Seven Collection: https://7collection.com/
• Sustainability at 7-11: https://corp.7-eleven.com/corp/our-approach
• UN SDGs: https://sdgs.un.org/goals
• Institute for Real Growth: https://instituteforrealgrowth.com

TAKEAWAYS

• Marketing and sustainability are fundamentally about driving behavioral change.
• 7-Eleven's "Seven Collection" merchandise line generates profit that funds marketing efforts.
• Sustainability at 7-Eleven shifted from compliance-driven to organizational transformation.
• Nesting sustainability under marketing ensures customer-centricity and integration.
• 7-Eleven's internal tagline for sustainability is "Good Made Easy," focusing on Planet, People, and Product.
• The UN Sustainable Development Goals (UN SDGs) provide a global standard for 7-Eleven's ESG efforts.
• Balancing financial goals with sustainability is achieved through pilot initiatives and a "triple bottom line" framework.
• 7-Eleven's stakeholder ecosystem includes franchisees, associates, consumers, suppliers, investors, and communities.
• Marissa's Ikigai is making a positive impact on people, from team members to global customers.
• 7-Eleven's brand conflict is "amusing versus essential," aiming to deliver both in customer experience.
• Operationalizing marketing means empowering all associates and franchisees to be brand managers.
• Humanized growth in retail emphasizes the impact across the entire stakeholder community, down to the store level.

CHAPTERS

00:00 Introduction: Marketing and Sustainability at 7-Eleven

01:10 The Success of 7-Eleven's "Seven Collection" Merch

03:35 Reconciling Chief Marketing Officer and Chief Sustainability Officer Roles

04:56 The Evolution of Sustainability at 7-Eleven

07:13 Organizational Transformation Playbook for Marketing and Sustainability

09:53 7-Eleven's "Good Made Easy" Sustainability Definition

10:57 Adapting Global Sustainability Strategy with UN SDGs

13:25 Balancing Short-Term and Long-Term Goals: Measurement at 7-Eleven

15:15 7-Eleven's Stakeholder Ecosystem and Humanized Growth

16:29 Marissa's Ikigai and Impact at Scale

17:44 7-Eleven's Centennial and Archival Efforts

19:18 Evolving the 7-Eleven Brand and Staying Relevant

21:45 The "Amusing vs. Essential" Brand Conflict in Action

23:59 Operationalizing Marketing: Everyone's a Brand Manager

26:29 Humanizing Growth at 7-Eleven

28:20 Conclusion: Busted Myth - Marketing and Sustainability Can Coexist

 
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Opinion Party: the marketing podcast

For season two, twelve 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.  Find it wherever you get your podcasts.

BROUGHT TO YOU BY:

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

Institute for Real Growth

We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.

Learn more at: https://instituteforrealgrowth.com

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

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

🪩 Opinion Party: the marketing podcast 🪩
Season II: Coming Soon

The marketing podcast where we explore marketing's most deeply held beliefs through data and expert insights.
Find us at https://www.theopinionparty.com & wherever you get your podcasts.

For season 2, 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.

This season we welcome this incredible roster to the Opinion Party -- join us!

🪩 Marissa Jarratt, Chief Marketing & Sustainability Officer of 7-Eleven

🪩 Manjiry Tamhane, CEO of Gain Theory

🪩 Javier Meza, President, Marketing & Europe CMO with The Coca-Cola Company

🪩 Claudia Fenske, VP Global Brand & Innovation at WD-40 Company

🪩 Tariq Hassan, Advisor with ZeroToOne.AI & former McDonald's CMO

🪩 Alejandra Denda, CMO of The Federal Savings Bank

🪩 Catarina Barradas Head of Global Brand, EDP

🪩 Andisa Ntsubane CM (SA) FCXP (CX-I), 
Managing Executive: Brand Marketing and Communications Africa for Vodacom

🪩 Ashley Wray, Meditation and Mindfulness Expert

🪩 David Edelman, Best Selling Author and CMO Advisor

🪩 Aljan De Boer, Head of Inspiration TrendsActive & Community Director for the Institute for Real Growth

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: Season II
Hosts: Laura Jones 
Executive Producer: Laura Jones & Ketzirah Lesser
Production: Bronac McNeil Photography & Film

In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski explore the myth of global brands, discussing how brands can appear differently across markets and the challenges of maintaining a consistent brand promise. They are joined by Peter Everett, who shares his extensive experience in building brands globally, emphasizing the importance of local insights and cultural nuances. The conversation covers the definition of a global brand, strategies for entering new markets, and the balance between global consistency and local adaptation. Additionally, they touch on the role of social responsibility and sustainability in branding.

Takeaways
The myth of a global brand often oversimplifies complex market dynamics.
Brands can be powerful locally but may not translate globally.
Understanding local consumer behavior is crucial for brand success.
A brand's promise should remain consistent across markets, with local adaptations.
Cultural nuances can significantly impact marketing strategies.
Building relationships with local teams enhances brand relevance.
Research and data are essential for understanding market needs.
Social responsibility initiatives can strengthen brand identity.
Successful brands often emerge from local insights and creativity.
Global brands must navigate the tension between consistency and localization.

Chapters
00:00 The Myth of Global Brands
08:36 Understanding Local Markets
14:12 Defining a Global Brand
18:42 Best Practices for Global Brand Strategy
24:14 Adapting to Local Realities
25:23 Understanding Local Market Dynamics
29:52 Navigating Global and Local Tensions
34:26 Building Effective Global Marketing Networks
37:35 Social Responsibility and Sustainability in Branding
45:52 Outro

Find us at https://www.theopinionparty.com

Opinion Party is brought to you by:
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:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan

Opinion Party, the marketing podcast, examines the most pervasive myths in modern marketing through the cold, cruel lens of data. 

Season 1 features hosts Laura Jones (CEO, BAV Group) and Jason Gaikowski (Chief Transformation Officer, VML) as they welcome guests from across the branding and marketing spectrum. 

Don't miss any of our season 1 Guests: 

• John Sabine - Merriam-Webster Social Media Guru 
• Jason Falls - Winfluence 
• Tina Cartwright - Rebranding Motherhood 
• Fumi Abe - Comedian/Ex BAV-er 
• Kimberly Whitler - UVA Darden School of Business 
• Peter Everett - Global CMO General Mills
• Samuel Monnie - Purpose Hive

In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski explore the concept of brand purpose and its significance in modern marketing. They discuss the evolution of purpose-driven businesses, the challenges faced by legacy brands, and the importance of measuring purpose effectively. Guest Samuel Monnie shares insights on how to implement purpose in organizations and the economic benefits of empathy in business. The conversation emphasizes the need for a balance between purpose and profitability, encouraging marketers to embrace a more human-centered approach.

Takeaways

• Purpose-driven brands can outperform their peers over time.
• The definition of brand purpose includes positive impact on humanity and nature while being profitable.
• Purpose should be integrated into the core of a business, not just a marketing campaign.
• Examples like Ben & Jerry's show how purpose can align with consumer values.
• Legacy brands can rediscover their purpose by looking at their history.
• Measuring purpose involves both internal and external factors, including employee engagement.
• Economic empathy can drive profitability and positive social impact.
• Bad marketing can undermine purpose-driven initiatives.
• Purpose can be a strategy for growth, but it requires authenticity.
• The conversation around purpose should include evidence-based examples and storytelling.

Chapters

00:00 Introduction to Brand Purpose
07:04 The Role of Purpose in Business
11:53 Defining Brand Purpose
18:22 Examples of Purpose-Driven Brands
26:09 The Importance of Built-In Purpose
29:33 Inclusive Design and Purpose
30:28 Legacy Brands and Authenticity
33:52 The Importance of Origin Stories
35:07 Measuring Purpose Effectively
39:46 Building a Business Case for Purpose
41:56 Humanizing Purpose in Organizations
44:03 Empathy and Economics in Business
49:36 Economic Empathy and Community Impact
53:34 Purpose Hive and Final Thoughts
58:30 Outro

In this 3 minute version episode 8 of Opinion Party, hosts Laura Jones and Jason Gaikowski explore the concept of brand purpose and its significance in modern marketing. They discuss the evolution of purpose-driven businesses, the challenges faced by legacy brands, and the importance of measuring purpose effectively. Guest Samuel Monnie shares insights on how to implement purpose in organizations and the economic benefits of empathy in business. The conversation emphasizes the need for a balance between purpose and profitability, encouraging marketers to embrace a more human-centered approach.

In this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski engage in a deep discussion about whether brands should take a stand on social issues. They explore the data behind brand loyalty, the complexities of consumer reactions to activism, and the role of CEOs in navigating these challenges. Professor Kimberly Whitler joins the conversation, sharing her insights on the impact of marketing on corporate governance and the importance of authenticity in brand activism. The episode concludes with best practices for marketers and the significance of understanding consumer perspectives.

Key Takeaways

• Brands face significant fragmentation and erosion over time.
• Taking a stand can differentiate brands in crowded markets.
• Consumer reactions to brand activism can be polarized.
• Marketers must understand the complexities of taking a stand.
• CEOs have a responsibility to protect brand reputation.
• Brands should align activism with their core values.
• Marketers on boards can improve growth outcomes.
• Authenticity is crucial for successful brand activism.
• Research on consumer preferences is often biased.
• Understanding trade-offs is essential for brand strategy.

Chapters
00:00 The Debate on Brands Taking a Stand
04:18 Data Insights on Brand Longevity
08:19 The Complexity of Brand Activism
14:27 Consumer Expectations and Brand Responses
20:10 The Impact of Political Stances on Brands
26:05 Finding the Balance in Brand Activism
30:38 Skepticism in Youth and Brand Authenticity
32:30 The Importance of Genuine Brand Commitment
36:15 The Role of Customer Experience in Brand Loyalty
37:29 CEO Responsibilities in Brand Management
42:27 The Impact of Marketers on Board Decisions
48:41 Bridging Theory and Practice in Marketing
55:56 Outro

Find us at https://www.theopinionparty.com

Opinion Party is brought to you by:
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:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan

In Season 1, Episode 6, of Opinion Party, hosts Laura Jones and Jason Gaikowski engage in a deep discussion about whether brands should take a stand on social issues. They explore the data behind brand loyalty, the complexities of consumer reactions to activism, and the role of CEOs in navigating these challenges. Professor Kimberly Whitler joins the conversation, sharing her insights on the impact of marketing on corporate governance and the importance of authenticity in brand activism. The episode concludes with best practices for marketers and the significance of understanding consumer perspectives.

Find us at https://www.theopinionparty.com

Opinion Party is brought to you by:
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:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan

It's S1 E5 of Opinion Party! Hosts Laura Jones and Jason Gaikowski explore the intersection of brand humor and marketing with comedian  @thefumiabe   . They discuss the evolving role of humor in advertising, the importance of authenticity, and the creative processes behind comedy. The conversation delves into the effectiveness of comedic characters in advertising, the challenges of cultural identity in humor, and the implications of AI in the creative industry. The episode wraps up with insights on how brands can effectively use humor to connect with audiences while maintaining their identity.

Find us at https://www.theopinionparty.com 

Opinion Party is brought to you by:
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:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan