There's something deeply irritating about Bono et al's appropriation of the colour red for their 'capitalism with a conscience' venture. The latest element - the American Express RED card - is the worst so far. Check out the billboards showing the super model Giselle with the African woman whose life she is saving through spending money with her Amex.
Daniel Ben-Ami has written a good crititique on this fraudulant ethical consumption. He quotes the model Giselle saying, 'We can all start shopping more, and feel good about it. No more guilt!' This sums it up really. And in the meantime, while the Red credit cards and white 'make poverty history' wristbands make some in the west feel good about themselves, the issues surrounding tackling global poverty are pushed further away from consideration.
