Cause marketing as we know it is dead, according to Carol Cone, founder and former CEO of Cone LLC. Carol takes a moment to explain the evolution of cause marketing and of the citizen consumer, which she says is dramatically changing. Find out why she thinks a fifth P should be added to the “Price, Product, Place and Promotion” mantra of most Corporate Social Responsibility initiatives in this interview.

Two studies released in recent weeks have confirmed what many marketing and brand professionals have been observing and intuiting for months: consumers want to do good in the world through their purchases.