Dan Shewan argues that each of the businesses he discusses 'all share a common characteristic: a commitment to giving back and protecting the rights and livelihoods of some of the world's most vulnerable people. He goes to say that 'these companies have embraced ethical marketing not as a cheap gimmick they can exploit to drive sales, but as a core part of their mission and values as organizations! Why do you think it is important for modern companies to embrace ethical marketing? Identify one or two reasons why a company with a conscience is better than one who supports 'cheap gimmicks' in their advertising?