The hot look everyone wants

For celebrities, consumers and businesses alike, charity is the "hot look" that everyone wants. We have created a conscience industry that is fast transforming our notion of charity into a lifestyle concept, conveniently packaged and highly desirable. But if we lose the ability to discern caring from posing, we risk devaluing charity into a public performance devoid of meaning and credibility. By creating an illusory culture of caring, we believe we are doing good when in fact we are doing nothing. (Quotes from original text)