The world is looking at enterprises to solve its most pressing challenges and break out of their lesser self and transform into more giving entities to affect change within communities. By prioritising social impact, integrating it within business and setting it as a differentiator, they can live up to the evolving expectations of consumers, and build an equitable and purpose-driven industry. CEO Lounge speaks to five stalwarts from different backgrounds to understand how social impact marketing can finally find its place in the sun.