Every November, our nation pauses to honor the men and women who have worn the uniform. Veterans Day is a moment of gratitude and a time to reflect on their service and sacrifice. From a marketing perspective, veterans are a loyal and economically powerful group of consumers who deserve more thoughtful attention year-round.
Why They Deserve Your Attention
Putting economics aside for a moment, veterans as a group have earned some attention. Veterans represent the best of what makes communities strong. They stand for dedication, leadership, and resilience in the face of insurmountable hardship. Some veterans have given the final measure for this country. Additionally, service members, in general, live a life of sacrifice, giving up so much to protect what we all hold dear.
After their service, many veterans go on to become small business owners, mentors, and community leaders. Some choose to serve in other ways, taking up a career in teaching or in politics.
This is a special group of people that have some truly rare qualities.
This is a community that simply deserves to be seen. After years of service and sacrifice, veterans and their families deserve brands that understand their journey, respect their experiences, and appreciate their ongoing contributions.
When brands invest in this audience, they’re building a relationship rooted in gratitude and respect.
The Power of the Veteran Market
There are more than 16 million veterans in the United States today, and when you include their spouses and families, that number gets even larger. Veterans represent a major consumer segment with significant buying power and influence across industries like food, retail, automotive, and home improvement.
According to Nielsen and the U.S. Department of Veterans Affairs, military households tend to outspend the average American household in key categories and demonstrate strong brand loyalty once they find products or services that align with their values.
Connecting authentically with this audience can lead to long-term growth that goes far beyond a single purchase.
You want to talk about building a brand? The power of the veteran market might be your secret weapon.
How to Reach Veteran and Military Consumers
Now that you are starting to recognize the economic value here, let’s discuss how to activate that potential.
The main point here is that while gaining veterans’ loyalty is powerful, the approach you need to take is not a linear one. Waving a flag and saying “thank you for your service” is not it. It’s a start, but veterans can spot insincerity a mile away.
The good news is that they reward brands that demonstrate genuine respect and understanding.
So, say what you mean and stand behind what you say. Here are some specifics:
- Speak to their values, not their uniform. Veterans value authenticity, integrity, and community. Brands that highlight shared values like teamwork, perseverance, and reliability will resonate more deeply than those that rely on clichés.
- Engage through trusted channels. Platforms like MyMilitaryLifestyle.com, MyMilitarySavings.com, and other military-focused media offer direct access to service members, veterans, and their families. These are spaces where content feels relevant, credible, and community-driven. [shameless self-promotion]
- Support with action, not just words. Veterans pay attention to how brands show up. Look at tangible programs veterans will feel…like hiring initiatives, supplier diversity programs, or partnerships with veteran-owned businesses. This puts your money where your mouth is, so to speak, and demonstrates long-term commitment.
Get the point? To connect with veterans you have to approach it with some real earnestness. You have to care about the audience and show them the love.
When brands take the time to connect authentically with veterans, the impact goes far beyond purchases. You are earning advocacy, brand evangelists, a group who will actively share your stories, recommend your products, and remain loyal for years.
It’s a fat-tailed marketing effort, but you’re buying into potential that will give more than it takes.
This Veterans Day, Go Beyond “Thank You”
At bBIG Communications, we’ve spent years helping brands connect meaningfully with military and veteran audiences. Our work is guided by one simple truth: authenticity builds loyalty.
When brands show up for this community in real, human ways, they make a lasting impact in trust and reputation.
This Veterans Day, we encourage brands to look beyond a single Veteran’s Day post. Instead, we encourage you to find ways to tell the stories of veterans, because when you honor those who have served, you set an example everyone should follow.