Materialism - Some Holiday Thoughts ... Briefly

Condemning materialism has become a commonplace during the holiday season around Thanksgiving (in the US) and Christmas. I won't question the sentiment, but will ask what it means. How meaningful is criticizing materialism if you believe the world is nothing more than material? How meaningful is your criticism if you offer nothing greater than the pursuit of material goods and experiences? The only thing you can control is what you do, so what does what you pursue say you believe in?