Cause Marketing

In the lead-up to Veteran’s Day, held in the U.S. last Friday Nov. 11, 2011, Time magazine ran a cover package that concluded that the Americans and military veterans have never been further apart culturally. Why? Well, the warrior culture and mainstream American culture don’t intersect much, the thinking goes. Many American political leaders have never served, in steep contrast to, say, the Vietnam War era when nearly 2/3rds had served in the military. And without a draft the all-volunteer military just doesn’t touch that many Americans. Nonetheless Time’s conclusion struck me as reaching. I myself was in the National Guard. My brother retired from the Air Force and one uncle died in the service. My father-in-law served a hitch in the Army. A business associate was in the Special Forces. An old roommate served several tours in Afghanistan as did a neighbor. J.R. Martinez, a wounded vet, is the odd-on favorite to win Dancing With the Stars this season. And my friend and fellow cause...