Corporations have cashed in on nearly every symbol available in the name of profit, but should the poppy and Remembrance Day be exempt? Recently, a number of companies have launched advertising campaigns, some making sizable donations to support Canadian veterans, but does this really help veterans and raise public awareness, or does it undermine the sanctity of remembrance by turning it into a marketing ploy?

 

"It’s commercialization and its commodification, but it’s quite effective and it gets people thinking," said Jonathan Vance, a War Scholar and professor at Western University. "I’m not too bothered with the corporate involvement if it has a positive impact on the profile of commemoration."

 

Arguably, the most high-profile campaign to support current forces and veterans is from Walmart Canada. The retail giant runs programs such as "Home for the Holidays," where active military personnel have a chance to spend the holidays with their families. They will also hire any veteran who has been honourably discharged in their first 12 months of off-active duty, with specific recruitment for leadership positions. In addition to that, Walmart runs an "Entrepreneurship Bootcamp" for veterans who want to start their own business.

 

Julian Fantino, Minister of Veterans Affairs, commended Bob Hakeem, Executive Vice-President of Human Resources for Walmart Canada, for all the contributions Walmart has made to support veterans. Hakeem commented that Walmart is proud to support those who have served for our country; they are known for their excellent leadership and teamwork skills and would be an asset to any company.

 

Unfortunately, transitioning back into civilian life is difficult for many Canadian Forces personnel, and this includes finding a job that suits their particular needs and skills. Veterans Affairs provides career transitioning services, including their "Hire a Veteran" program, but the support of more Canadian employers is still needed.

 

Bell Canada, Cenovus Energy, Toronto Hospital for Sick Children, Intuit Canada, Cabela's Canada, Mount Allison University, Queen's University and the Canadian National (CN) Railway have also committed to the "Hire a Veteran" program.

 

In 2010, Walmart committed to making a $10 million donation over 5 years to veterans and their families, and they doubled the amount in 2011. Over the past 12 years, the company has donated more than $7.5 million for the Juno Beach Centre Association, which operates a war museum in Normandy which honours Canadian heroes from WWII.

 

Glenfeddich Canada, a high profile whiskey manufacturer, auctioned off a very expensive, rare scotch in 2012 and donated the $52,000 profit to Wounded Warriors, a non-profit organization that helps veterans regain physical and mental health after returning home from war. In 2013, they committed to giving $2 of every bottle of Glenfiddich 15-year-old malt scotch sold to Wounded Warriors; the total amounted to more than $131,000, making it the largest donation Wounded Warriors has ever received.

 

On Remembrance Day, veterans can get a free coffee from Starbucks or a free entree from Applebee's, and although it's nice that companies are giving back, it is doubtful that getting free stuff would be a veteran's top priority. Indeed, customer backlashes in the United States following Veterans Day sales provide a glimpse into what would likely be the Canadian reaction if retailers continue to promote shopping rather than remembrance on November 11th. 

 

While it is unclear as to whether these companies truly want to support veterans or simply reinforce their bottom line, their actions are often needed, providing veterans and the organizations which support them with inarguably necessary financial assistance and helping to integrate our former soldiers back into civilian life.