This excerpt from an article by Pablo Turletti in Forbes discusses the need for marketing to become a driving force for social and environmental change. The author argues that while profit is important, marketing needs to go beyond simply maximizing profit to focus on creating sustainable and ethical business models. These models should benefit not only shareholders but also consumers, employees, and the environment. Turletti emphasizes that companies can build trust and loyalty by aligning their business practices with their social and environmental values, ultimately creating long-term value for both the company and society as a whole. He concludes with practical steps that marketing leaders can take to move towards a more sustainable and socially responsible future.