Marketing is the art of understanding customer needs and creating, communicating, exchanging, and capturing customer value. Proliferation of technology and artificial intelligence has enabled marketing companies to develop new marketing orientations, marketing models, and practices. Some of the marketing practices have been criticised for the unknown of ethical and moral hazards. Unethical marketing practices, an attempt to groom customers, have been criticised in the media as well by the customers. The customers are becoming more empowered and aware. Hence, there is a dire need for organisations to reimagine their marketing orientations for the future. This chapter explores various approaches to recuperative marketing, including transparency initiatives, ethical branding, and customer engagement and conscious marketing. This chapter provides a theoretical framework of successful recuperative marketing and conscious marketing strategies in digital contexts. The chapter also discusses the effectiveness of trust-rebuilding strategies and principles of conscious marketing orientations.