Veterans Day: Where’s the line between praise and pandering?


“We exist in a marketplace where consumers are very much concerned with authenticity,” says Kelly Martin, Associate Professor of Marketing and Ethics at Colorado State University. She says it’s hard to tell which companies are trying to recognize veterans and which ones just want their money. “A lot of it comes down to how it makes them feel, right? If it doesn’t feel authentic, my guess is that it’s probably not.”