Five brand commandments to market with a purpose

Several brands have recently gone to market with purpose driven creative, Pepsi with Kendell Jenner, McDonald’s grieving child, and Heineken's Worlds Apart creative to name a few.
This has caused debate within the industry about the function of marketing. Does it remain about increasing awareness and then changing people's preference so that we contribute to the bottom line through incremental sales? Or, can we make it about something loftier, something that changes the planet, someth