'Chief marketers need to be at Davos now' says Salesforce marketing boss

Chief marketing officers ought to be attending the event, according to Salesforce executive VP and CMO Stephanie Buscemi, because they can help tackle societal issues that affect consumers.

"You see a lot of people who will 'wash' a brand with equality messages or something, but then you don't see them walking the walk, following suit.

Gillette made headlines with a marketing campaign earlier this month that asked: "Is this the best a man can get " and challenged "toxic masculinity." Asked for his view of the commercial by CNBC's Hungerford, Unilever's outgoing chief marketing and communications officer Keith Weed said it was a "good example" of a brand having a broader purpose.

Beatriz Perez, Coca-Cola's senior VP and chief communications, public affairs, sustainability and marketing assets officer, said the company has a philosophy of "be, do, say."

"The reality is, if you start talking about but you're not actually doing the work, people will find out and then your brand loses all credibility and trust," she told CNBC.