Delightful. Beloved. Iconic. Brand mascots have forged emotional connections between consumers and products for decades. As brands seek new ways to deepen engagement with consumers, there is an exceptional untapped opportunity to expand the role of mascots. In a world that demands business serve a purpose beyond profits, mascots can unlock the potential for meaningful connections by championing an authentic, business-aligned social issue. These icons can become the new ambassadors for social good, leveraging their celebrity and their brand's power to drive positive change.

Carol Cone, one of world's foremost practitioners of social purpose, tells a dynamic story about one mascot's unexpected and highly impactful journey from sales-duck to social robot and companion for children with cancer -- and how today's leading brands can harness a mascot's fame for sustained business and social impact.