This paper critiques the consumerization of schooling and knowledge, then looks at the ways in which Chicano students have lashed out against consumption in their education. From early childhood education to the university, U.S. schooling is ensconced in the capitalist notion of the marketplace. Within the marketplace of schools, the curriculum is composed solely of items for student consumption. The emphasis on student as consumer produces a dehumanizing education that does not give students the opportunity to understand aspects of their humanity, such as spirituality. The response of some Chicano students to this education was revealed by examination of annual conferences of MEChA (El Movimiento Estudiantil Chicano de Aztlan)--a Chicano student political organization--which show a dramatic shift in interest toward spirituality and indigenous roots. These students have turned inward and are looking to their own history and culture for a means of redefining notions of education and success. They have integrated spirituality into their education in an effort both to gain a stronger sense of humanity and to move towards a place where they can empower their communities and help other Chicanos. Lessons learned from Chicano students can be applied to the university itself. In particular, Chicano studies is a perfect location in which to develop a spiritualized grounding to intellectual inquiry, redefine notions of success, and allow space for creativity in the learning process. By this means, the academy can contest its own consumerization and empower students. (Author/SV)