Why will people pay money for what they could have for free?

Ask Jonathan Greenblatt. As reported yesterday, Mr. Greenblatt, founder of Ethos Water, will give the keynote address for Integrity Week on November 14.

If you’re not familiar with Ethos Water, it’s just about the most socially-conscious water you can buy. Owned by Starbucks, a nickel of each overpriced bottle goes toward “helping children around the world get clean water and raising awareness of the World Water Crisis.” As a side note, I like the tactic of emphasizing the importance of your cause by capitalizing it. Would anyone like to donate toward the Nick McAvoy Post-Graduation Employment Crisis?

Yes, Ethos reaffirms the comforting message that we can solve the world’s problems by buying more things. We need not change our lifestyles at all. Go ahead, buy your double-tall exploitative caffeine fix, and grab an Ethos for the road. Be aware of the World Water Crisis — very aware — especially the degree to which your philanthropic purchase is, at this moment, relieving the suffering of many millions.

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