In the International Journal of Environmental Research and Public Health, Nova Fellows Alan C. Logan and Chris D’Adamo and Scholar Susan Prescott closely examine the underlying values and social constructs that have contributed to deceptive marketing at the cost of individual and collective health. Particularly focused on how cultural “dispositional greed” and marketing that targets marginalized populations mirrors cultural trends that support collective narcissism, this paper calls for a shift toward kindness, reciprocity, and mutualistic values for an equitable future.