I recently came across the Red organization.  The idea is that companies associate with this charity by giving some percentage of their profit to them.  They are thereby given the Red status.  Red products can include everything from credit cards to shoes.  The following is excerpted from the "(Red) Manifesto" from the official website, 

"As first world consumers we have tremendous power. [affirming the consumer belief that money is simply equative with power]  What we collectively choose to buy, or not to buy, can change the course of life and history on this planet."  [This is true, and if the manifesto then went on to talk about the needless and excessive spending habits we entertain in the West than it would be saying something of worth]

"Now, you have a choice."  [the basis, mantra, and ideal of consumerism]

"If you buy a (Red) product or sign up for a (Red) service, at no cost to you, a (Red) company will give some of their profits to buy and distribute anti-retroviral medicine to our brothers and sisters dying of AIDS in Africa.  [brilliant, we've created the ability to give by spending; not too dissimilar from saving money by buying sale items we wouldn't have purchased otherwise]

We believe that when consumers are offered this choice, and the products meet their needs, they will choose (Red).  And when they choose (Red) over non-(Red), then more brands will choose to become Red, because it will make good business sense to do so. [companies will give to charity in order to accrue more wealth]  And more lives will be saved.  

(Red) is not a charity, it is simply a business model." [Good that they are honest about this]

"All you have to do is upgrade your choice." [popular colloquial term + choice = buy our products]       

http://www.joinred.com/manifesto.asp downloaded November 30, 2006

I've also seen their commercial.  It is no mistake that the voices, and more exactly the faces, delivering this manifesto via a commercial (with some slight changes), are those of attractive models of varied ages.  Models are cool.  And we (people of all ages) will do what they're doing, buy what they're selling (just like the hundred dollar jeans they're wearing), because we want to be cool too.     

http://www.pitchforkmedia.com/page/news/MP3_Peter_Bjorn_and_John_Lets_Call_It_Off_Gir#39919 Downloaded November 30, 2006

Now you might say, "But they're saving lives, how can that be bad?"  This scheme is so insidious precisely because it seduces us into believing we are good for doing something bad--consuming excessively.  This does not mean we shouldn't buy a Red product.  By all means do so.   However, let's not fool ourselves into thinking that we're somehow enlightened, or selfless, or generous, or charitable, or good, or any other virtue we may be tempted to bestow upon ourselves for doing so (though it might help make us cool).  If we would like to enjoy the reality of these qualities, rather than merely the therapeutic feeling of them, we can sacrifice the myriad things we purchase that are excessive and unnecessary to our survival, and genuine happiness. 

Matt. 13:44-46