Last week I posted about some potential problems of “awareness branding,” when products are marketed by promising to make a donation to breast cancer research, or wilderness restoration, or something of the sort. Greg P. then sent me a link to a video on RSA Comment where economist/philosopher Slavoj Zizek argues against a reliance on private charity, and particularly ethical consumption, as a solution to global problems. He suggests that, say, buying fair-trade coffee at Starbucks is unlikely to relieve inequities that are directly related to global capitalism (of which Starbucks is a part and beneficiary), and may in fact reinforce them by making individuals in more privileged nations feel like they’ve done something to address the problem, thus relieving them of any obligation to look more deeply into the problem: