Eda Anlamlier (Marketing and International Business) and her co-authors, Jenna Drenten of Loyola University - Chicago; Colleen Harmeling of Florida State University, Mengtian Jiang of the University of Kentucky, and Sevincgul Ulu of New Jersey City University, received the best proposal award at the 2021 Conference for Positive Marketing. The team paper, “Targeting Through Taboo: Understanding Moralistic Tensions in Positive Marketing,” also was awarded a $1,500 grant from the Center for Positive Marketing and the ANA Educational Foundation. This paper aims to bring both scholarly and practical insights to the conference theme, Building a Positive New Normal with Brands.