Experts have long understood that as we head to the marketplace to satisfy our wants and needs, we also pursue some unstated and often subconscious agendas. On a narcissistic level, we want to show the world we are smart, beautiful, powerful, wealthy, you name it. However, we also vote with our dollars for certain social and political ideals. In this way we reward producers, retailers and service providers who meet our definition of "good." Lately this aspect of shopping has come to the fore, as people look for ways to exert their influence on the social landscape and ease their frustrations about problems that seem gridlocked by politics.