Cause marketing is increasing its footprint, thanks to a growing socio-environmental conscious consumer segment. It is being viewed through a prism where an organisation’s social and economic pursuits are simultaneously achievable. This new view has exponentially enhanced the idea of embracing the fifth ‘P’ — ‘purpose’ of marketing, imbibing it into the organisational DNA. While it has thrown open doors that capitalise and quantify the emotional impact, the question of the underlying story truly bringing out transformation and a meaningful change is a constantly lingering one. CEO Lounge invites some of the country’s top marketing leaders to share their views on how marketing power can be used for the greater social good.