This is from an excellent article called, "Beyond McMindfulness" by Ron Purser and David Loy.
Also, "In their branding efforts, proponents of mindfulness training usually preface their programs as being "Buddhist-inspired." There is a certain cachet and hipness in telling neophytes that mindfulness is a legacy of Buddhism -- a tradition famous for its ancient and time-tested meditation methods. But, sometimes in the same breath, consultants often assure their corporate sponsors that their particular brand of mindfulness has relinquished all ties and affiliations to its Buddhist origins."
And this: "But mindfulness, as understood and practiced within the Buddhist tradition, is not merely an ethically-neutral technique for reducing stress and improving concentration. Rather, mindfulness is a distinct quality of attention that is dependent upon and influenced by many other factors: the nature of our thoughts, speech and actions; our way of making a living; and our efforts to avoid unwholesome and unskillful behaviors, while developing those that are conducive to wise action, social harmony, and compassion."
I actually like to look at all the ads in Tricycle and other Buddhist magazines. But I've never bought anything from them.
Spiritual materialism isn't just buying cool rupas and great meditation benches, it's also going on retreats with name dropping teachers, and going to foreign countries to study with teachers. It's hard to know if that's really what's required. Maybe you can stay where you are and deepen your practice by your own efforts, and the support of a good local sangha.
Of course generosity is about putting your money where your values are, but it's also a subtle way of increasing the money for a sangha. I've gotten the softest sell at Buddhist centers, but there have been times where I got a harder sell on giving to the community than I did in Christian churches.
Which all goes to show you that you can never turn off your critical faculty, and that if someone pitches you from a spiritual angle, that's just another pitch. Good spiritual friends exemplify, and don't ask anything for it.
I've heard people coming off long retreat, get people wanting them to give them the gist of it, without doing the work. You don't really need anyone else, you just need to go deeper into yourself. Of course the community is good for support. Giving it, not necessarily getting it.