A friend of mine doesn’t like war and militarism. Good for her. So when she was looking for fun clothes to give her granddaughter, she wasn't very happy to find theitem pictured above on sale at the website of one of the pioneers in marketing to athletic women.
The site had a complaint form. She used it. This is what she remembers writing.
She actually got an answer.
I can't say I entirely buy this. Seems to me, whenever the U.S. gets itself into a war, we get a run of cute, slightly titillating pseudo-military fashions. Somehow I doubt the folks who have wear the real thing in dangerous places think it is so cute.
What I like about this is the story of a consumer discovering something that offended her morals and taking action. The piece of this response I do believe is that marketing VPs take customer complaints seriously. Our democracy may seem on its last legs in part because too many of us have given up on active civic participation, but we are energetic consumers. We can let the companies we give our money to know what we care about. We can express ourselves as much as possible through our consumer choices.