Can marketing transcend traditional business goals and actually be a force for good? Mastercard CMO Raja Rajamannar shares how purpose-driven initiatives — like “touch cards” for the visually impaired and debit cards that let people choose how their names appear — align profit with purpose and position businesses to create meaningful, positive change. (This conversation was hosted by TED's Whitney Pennington Rodgers.)

The art of marketing — for good

Chief Marketing and Communications Officer, Mastercard

Marketing can become a powerful force for good when it prioritizes genuine societal impact alongside business growth. Innovations like payment cards with tactile notches for the visually impaired and chosen names for transgender individuals show how small changes can spark dignity and independence. Even in times of crisis, such as helping one in five Ukrainian refugees in Poland find work and housing, purpose-led strategies build deep trust and lasting brand value. Companies that put people at the center do more than boost their bottom line—they reshape what business can mean.