Though this year’s Remembrance Day is now behind us, we must acknowledge the worrying trend Nov. 11 that has yet to dissipate: the commercialization of commemoration.
As November passes into December, the Christmas season is now in full swing. At every mall in the country, boughs of holly and twinkly lights are strung up across the shop doorways and along the advertisement signs in an enticing, if obnoxious, fashion. The commercialization of Christmas has long been an unfortunate aspect of the holiday, with parents rightfully reminding children that the occasion is a time for kinship, family reunion, and goodwill—not just gifts.
Despite the fact that Remembrance Day is a civic holiday, few Canadians seem to see its commercialization as problematic in the same way many do with Christmas. It is imperative this trend be defeated, and the meaning of Remembrance Day maintained.
Many companies have monetized Remembrance Day, from Eddie Bauer in 2010 advertising Remembrance Day discounts for its Canadian customers, to Gap in 2014 offering a Remembrance Day deal on a “puffer vest” for $19.99.
Each of these examples displays the increasing tendency of retailers to prioritize self-interest on Remembrance Day, at the expense of the commemoration itself. While this is most often expressed through commercialization, other examples of this self-interest include Whole Foods’ universal condemnation for prohibiting its employees from wearing poppies while at work simply to preserve its dress code.
Such actions are vigorously opposed by veterans’ organizations like the Royal Canadian Legion, which has repeatedly stated its desire to see the solemn, appreciative nature of Remembrance Day given its proper due by private citizens and corporations alike.
As I wrote in a previous piece for the Charlatan, Remembrance Day is about recognizing the immense intergenerational sacrifices that built the Canada we know and love today. Canadians gave time and blood to construct a sovereign and stable country, from the hallowed grounds of western Europe, to the Korean peninsula and Afghanistan.
Commercializing Remembrance Day not only shows a careless disregard for the purpose of the occasion, but is essentially profiteering off the emotional connection Canadians have to remembering those who sacrificed in war for the nation. It is manipulative, greedy, and ultimately, dilutes Canadian identity.
It is no secret that consumerism has become a substantial part of our lives in Canada. Whether it’s television ads, social media recommendations, or even newspaper classifieds, Canadians are begged to purchase something hundreds of times each day. This is not necessarily a bad thing. After all, there are products we need and those we enjoy, so having convenient access to them is beneficial.
However, the commercialization of our traditions—in this case, Remembrance Day—undermines what makes us Canadian. The core differences between Canada and the rest of the world are the cultural traditions and values we share as a nation. Remembrance Day specifically inspires the value of appreciating intergenerational sacrifice: a key Canadian value maintained by a key Canadian cultural tradition. Commercializing Remembrance Day replaces the uniquely Canadian occasion of solemn gratitude with a superficial mindset focused on material consumption.
These trends of corporate interest interfering with the sanctity of Remembrance Day must be halted if we are to maintain the meaning of the commemoration itself and the broader Canadian identity.
Featured graphic by Pascale Malenfant.
