You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Marketers, Seize the Opportunity to Help Heal Society's Ills Do the Right Thing: Motivate Consumers With Responsible Marketing That Doesn't Exploit Trends By Larry Light, Published on November 12, 2007 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.