When brands think about growth markets, they often focus on demographics like Gen Z or emerging global economies. 

However, there is a highly loyal, economically viable, and digitally engaged consumer segment hiding in plain sight: the U.S. military community. With millions of active-duty service members, veterans, retirees, and their families, this audience represents a powerful opportunity for brands looking to build lasting relationships and drive meaningful revenue.

1 in 10 Americans 

Focusing on this segment not only represents a viable marketing strategy, but it has brand-building benefits far beyond the surface level commercial impact. The sheer size and buying power of military audiences are enough that they should not be ignored, but the social benefits of supporting those that serve our country cannot be overstated. In other words, you get to deliver impactful advertising and send a powerful signal about your commitment to the military. 

A win-win for any brand.

There are plenty of reasons to consider this audience for your marketing program, but we will focus on three: The high degree of brand loyalty military marketing can generate, the surprisingly large economic value of this segment, and the highly mobile and digital lifestyle the audience lives in.

Loyalty Comes with the Package

The military community is known for its deep sense of trust and loyalty. It’s baked into their core identity for goodness sake. But the sense of loyalty doesn’t end at their chain of command. These values extend to the brands and businesses that actively support them. 

Research has shown that military consumers have a significantly stronger propensity for brand loyalty compared to the general population. In fact, one study found that 71% of military-affiliated consumers report staying loyal to a brand that supports the military, versus just 34% among civilians.

When a brand authentically invests in the military community, whether through targeted marketing, sponsorships, or other meaningful partnerships, service members and their families notice. For example, USAA has built its entire business on serving military families and is consistently ranked among the top companies for customer loyalty and satisfaction. Similarly, Home Depot’s long-term commitment to hiring veterans and offering military discounts has strengthened its brand perception and customer base among service members and their families.

When military consumers feel understood and valued – SEEN – they respond with long-term loyalty that extends well beyond their years of service. This influences their purchasing decisions for life and they often pass those brand preferences on to their families.

So if you’re not interested in creating a life-long, loyal customer base, stop reading now.

Significant Spending Power to Boot

Something many brands don’t realize: the U.S. military community represents a powerhouse of consumer spending. Its impact is often underestimated, so let’s break it down for the people in the back.

We’ll start with the size of the prize. There are 2.9 million active-duty, Reserve, and National Guard members, nearly 16 million veterans, plus their families—spouses, dependents, retirees to the tune of 15 million—making the military-affiliated population a substantial consumer segment (roughly 34 million people or about 10% of the U.S. population). 

Is there any other demographic group that large you would even think about ignoring?

Now for the real kicker: the economics. Active-duty personnel benefit from assured incomes, housing allowances, and access to commissaries and exchanges. Veterans and retirees remain economically active, bolstered by benefits, pensions, and consumer activity.

It is a stable group, financially speaking.

While precise annual spending estimates vary by source, research indicates that collectively, military-associated households contribute around $1.2 trillion annually across categories like groceries, apparel, financial services, and automobiles.

To put military consumer power into context, let’s compare it with two major demographic groups that regularly receive substantial marketing focus: Hispanics and African Americans.

• Hispanic consumers represent about 20% of the U.S. population. The annual purchasing power of U.S. Hispanic buyers is a rapidly growing economic force estimated at $4.1 trillion. 
• African American buyers’ are about 15% of the population. Sources place their spending power at around $1.7 trillion annually.

To make it easier to see what we mean, we’ll do the math for you on comparative buying power:

• Hispanics spend $60.3 million per million population.
• African Americans spend $33.3 million per million population.
• Military-affiliated spend $35 million per million population.

Although military-affiliated households aren’t always broken out in public reports, and there is certainly overlap with other demographic groups, the sheer size and spending behavior of this segment suggests they’re on par with—or even exceed— these major demographic groups.

Digitally Engaged and Highly Mobile

One of the most compelling advantages of the U.S. military community lies in its mobility and digital savviness. Service members and their families typically relocate every 2–3 years due to Permanent Change of Station (PCS) orders, meaning brands that establish meaningful connections can follow these consumers from one location to the next, creating long-term brand loyalty across geographies. Military spouses, for example, move on average every 2.9 years, often balancing frequent relocations with employment and family needs.

This highly mobile cohort is also intensely digital. Over 90% of service members and 93% of military spouses are active on social media, engaging with platforms like Instagram, Facebook, and YouTube to stay connected, build communities, and interact with the world around them. These behaviors make them a prime demographic for digital marketers and brands that can engage them meaningfully online.

So what, you might ask. Why does this mobility and digital connectivity matter? Well, there are a couple of reasons.

First, brands have an opportunity to be a source of stability through transition. Military families don’t stay in one place, but a brand that delivers continuity through thoughtful digital engagement builds relational stability. That reinforces the bonds your marketing is making and creates a viral effect.

Second, brands have the opportunity of high degrees of digital penetration. With nearly universal social media use among military audiences, digital channels are easily the most reliable way to reach them. That means a highly targetable, budget efficient, anywhere/anytime approach. Better ROI. More impactful campaigns.

Third, these audiences come with built-in community influence. Military consumers don’t exist in silos. Their digital referrals and recommendations have an amplified effect. This extends your brand reach across bases, communities, and networks.

The U.S. military community’s high mobility and digital engagement create a unique marketing opportunity. Brands that can combine geo-targeting, rich digital storytelling, and platform-savvy engagement don’t just reach this audience, their brand will resonate with them long term, across changing locations and contexts.

More than a Niche Audience

Despite its size and influence, the military market is often overlooked by national and global brands. Some assume it is too small or too specialized; others underestimate its economic impact or fail to understand how to reach this audience authentically. 

In reality, engaging the military consumer is no more difficult than other demographic segments. It simply requires a tailored approach and an understanding of their unique needs, values, and cultural nuances. Just like any other segmented demographic group.

The U.S. military community is far from a niche. In both scale and spending potential, it rivals some of the most commonly targeted demographics. When compared side-by-side with the Hispanic and African American consumer markets (both of which regularly command multi-million-dollar marketing campaigns) it’s clear that military-affiliated households represent a similarly significant opportunity. 

Brands ignoring this segment risk missing out on a stable, deeply loyal, and highly influential audience.