This document analyzes how neoliberalism has shaped solidarity and subjectivity in Chilean society. It examines 12 solidarity ads from private companies to see how discourse positions subjects. It finds that solidarity is framed as a market relationship where companies' interests are complementary to beneficiaries and consumers. Companies constitute consumers as "altruistic" subjects representing different lifestyles through their purchases. Overall, neoliberal discourse has capitalized on altruism and established market solidarity and subjectivity as hegemonic in Chilean consumption society.