There are people of all demographics who've had a raw deal. In modern America, there are black people born into lives of "privilege," and there are white people born into adversity. So does flagging a business as minority-owned tell the full story of the owner's life circumstances? Certainly not.

On the other hand, veteran ownership is a common thing to see advertised. I guess I have no problem with businesses self-advertising their own values. I take more issue if Google has a short list of business attributes, and only causes they deem worthy make the list. I don't know if that's the case though.