Evolving buying habits, an inside-out mind reset, and uber levels of access to new information have handed over the power of ‘the greater good’ to consumers. Today, people expect to know the stronger social impact story behind a brand. A brand’s dopamine-inducing online sale may not make it to the hall of hearts simply on the merits of its offerings. Demonstrating a purposeful commitment to the planet or embracing the right cause can make a world of difference. We speak to five industry veterans to understand how marketing can dispatch its duties with shared resolve and drive businesses for a better world.