Dear Veterans,
Writing this article is very upsetting because I am disgusted by many businesses that falsely claim to support veterans. Furthermore, let me be clear: veterans do not expect a discount when they shop normally, but you should avoid advertising a discount if you are actually taking advantage of a veteran status.
Why Veteran Exploitation Persists
Here’s the brutal truth: corporations profit from veteran vulnerability.
Once the cameras are off and the media leaves, all of that support quickly fades. This practice is degrading, and the fight against this type of outrageous fraud is one of the most decisive battles facing the veteran community today.
Veteran Washing—How It Works
The CEO of a corporation claims to offer veterans assistance (e.g., a discount on travel, accommodations, car rentals, meals, and education) while in front of the cameras; however, once the media attention has subsided, the support quickly ceases. The deceptive presentation is dehumanizing, and we witness it everywhere. It’s in the bumper stickers, the hashtags, the carefully curated social media posts on Veterans Day, and the soaring rhetoric delivered from podiums draped in flag bunting. This tactic is veteran washing—and it’s a multi-billion-dollar corporate strategy designed to look good while doing the minimum.
False Patriotism
Companies frequently exploit veterans’ trust and patriotism through misleading claims about military discounts, veteran-owned business status, or products specifically marketed to service members.
Class action settlements for false advertising provide veterans with financial compensation when companies make deceptive claims about their products or services. These lawsuits hold corporations accountable for misleading marketing practices that specifically harm the veteran community.
“We stand with our heroes.” “We owe them a debt we can never repay.” If we truly care about veterans, we must stop using them as props for our own political or social signaling. Caring for veterans is not a spectator sport; it is an active, ongoing obligation.
We have turned “Thank you for your service” into a social lubricant—a polite phrase we say to check a box before moving on with our day. While the sentiment may be genuine in the moment, it is often hollow if it isn’t followed by action.
JetBlue, Hertz, Hilton, Airbnb
I recently sent letters to the CEOs and presidents of several major corporations (such as JetBlue, Hertz, and Airbnb) asking for details on the discounts they provide for veterans; only JetBlue replied with an informal email stating that they are reviewing my request. Hertz, Hilton, and Airbnb apparently do not want to be bothered with respect to my inquiry, and lack of response is disappointing.
What Authentic Veteran Support Actually Looks Like
Fortune 500 marketing departments don’t provide true veteran support. It originates from companies run by veterans.
The Bottom Line: Vote With Your Wallet
You don’t have to patronize corporate veteran washing. You have another option: authentic veteran-owned businesses. Shop a company that is genuine and veteran-owned.
Sincerely,
Ron Tebo