Marketing Fail #144: Honoring Vets… in the Parking Lot Sauna

Yesterday was Veterans Day—a time to pause, reflect, and honor those who served.

So there I was at my local Lowe’s, running errands and minding my own business, when I spotted something that made me stop in my tracks. Right there, in the middle of the blazing hot parking lot, surrounded by pallets of fertilizer and the scent of melting asphalt… was a table and some folding chairs, obviously meant as a rest area for customers.

Let me set the scene: It was 82 degrees. Humid. Not a breeze to be found. Basically, the kind of weather where you could sauté onions on the hood of your car. And this—this—was the designated “honor the vets” zone? A couple of chairs dumped between the Camrys and the carts?

Now don’t get me wrong. The idea was thoughtful. A place to rest. A moment of recognition. But the execution? Oof. It screamed “afterthought” louder than a dad joke at Thanksgiving.

Here’s a tip, Lowe’s (and any brand listening): Veterans don’t need to be toasted like marshmallows in your parking lot to feel appreciated. You have air conditioning. You have aisles. You have break rooms. Put the chairs inside. Add a fan. Maybe a cold bottle of water. Show that the gesture wasn’t just checkbox marketing—but actual, human consideration.

Because here's the thing about older adults—and many of our veterans fall into this category—we notice the difference between a photo op and genuine respect.

And we remember it.