As of 2023, there were approximately 1.3 million active duty members and 778,000 civilian members. There are also approximately 18.2 million veterans in the United States, according to the US Department of Veteran Affairs. Notably, while unemployment for veterans is lower than the national average, research shows active  duty military spouses have one of the highest unemployment rates in the country at around 22 percent. 

This military-connected collective comprises active-duty members, veterans, military spouses, dependents, and supporters. What sets it apart is their unwavering commitment to service and the treasure trove of technical and soft skills that they bring to the table—a veritable goldmine of potential. 

Yet, astonishingly, this remarkable group of people are largely left out of many consumer strategies.

Mastering the Art of Connecting with Military-Connected People

Avoid the traps of tropes.

One cardinal rule when engaging with the military-affiliated is to avoid the minefield of stereotypes and tropes. This community is different. They come from various backgrounds, have different skills, and like different things. Forcing veterans or military spouses into predefined molds is a disservice to their diversity. Instead, take the time to unravel each individual’s unique journey and let their stories and aspirations guide your connection.

Tap into their passions.

Go beyond the surface to forge a genuine connection with military-affiliated individuals.

Veterans, reservists, and military spouses are not defined solely by their time in uniform. They are driven by passions, interests, and aspirations that stretch far beyond the boundaries of military life. Find out what truly ignites their souls—is it the thrill of innovation, the canvas of creativity, the challenge of problem-solving, or the art of building meaningful relationships? Tailoring your message to align with their passions creates a connection that reverberates on a profound level.

Focus on community connection.

Military service forges bonds that transcend time and distance—a powerful sense of community, camaraderie, and trust. When you talk to people connected to the military, it’s important to recognize and respect their shared experiences.

It’s more than an experience; it’s a shared journey. Demonstrating your understanding of their collective experiences can be the cornerstone of an enduring bond. But don’t stop there—create avenues for them to reconnect with peers who’ve walked similar paths. This sense of belonging can be the driving force behind their decisions.

Build trust.

Trust is the bedrock on which meaningful connections are built. It’s not a sprint, it’s a marathon, requiring careful cultivation over time.

Military-connected individuals often rely on the wisdom of their fellow service members when making life-altering decisions, be it pursuing education or career opportunities. To gain their trust, you must consistently show strong support for their community. Provide spaces for them to engage in meaningful conversations with trusted peers and mentors. Position yourself as an accessible and steadfast ally by consistently demonstrating your unwavering commitment to their welfare.