Vern Evans
In the ever-evolving landscape of veteran support, corporate brand activations are redefining what it means to empower veterans, moving beyond one-time gestures to meaningful, sustained engagement. Companies are stepping up to develop programs that support veterans holistically, offering more than just job placement and acknowledging the unique life experiences veterans bring to the workforce.
At MCON, veterans-turned-corporate-leaders Joel Martycz, Kevin Schmiegel, and Chris Skahill converged to discuss the deeper significance of corporate partnerships in veterans’ lives. The insights they shared reveal a new approach to veteran support—one that fosters a culture of ongoing service, camaraderie, and purpose, creating lasting impacts for both veterans and their communities.
Building Purpose and Connection Through Corporate Activations
Corporate brand activations that focus on veteran support do more than generate goodwill; they create a space for veterans to reconnect with a sense of purpose. Many veterans leave service looking for the same values that defined their military lives—service, teamwork, and resilience. Through intentional partnerships, companies are providing veterans with the tools and communities they need to thrive in civilian life.
Programs like those at UnitedHealth Group, for instance, focus on building “connected communities” within the workplace. By encouraging mentorship, training, and resource groups for veterans, companies can create a support network that resonates with veterans’ core values. As Joel Martycz from UnitedHealth Group explained, “We have to educate before we can advocate.” This approach fosters an inclusive environment where veterans feel valued and understood and where they are empowered to lead. Martycz added, “If you’re in a leadership position within your community, you owe it to the community that you support to teach and broaden the circle of people that you advocate within.”
These brand activations go beyond hiring practices. Companies are empowering veterans to lead and find renewed purpose within the corporate setting, seeing them not just as employees but as integral members of the organizational culture.
Community-Centered Brand Activations
Localized engagement is becoming a cornerstone of corporate support for veterans. Brands are realizing the power of community-based actions that allow veterans to serve, connect, and make a tangible impact. Apparel brand 5.11, for example, has turned its retail locations into hubs for community engagement. These stores serve as “outposts” for local outreach, partnering with law enforcement, fire departments, and veteran charities to address immediate needs and foster connections at the grassroots level.
“It’s about cutting out red tape and meeting communities where they are,” shared Chris Skahill of 5.11. Through this approach, veterans can continue their mission-driven lifestyle by making a direct impact in their communities. Whether through coordinating local disaster relief efforts or supporting regional non-profits, these companies are building environments where veterans feel they’re part of something meaningful and valued. “Living a life bigger than yourself,” Skahill said, “is what we encourage at 5.11. And it’s a message that resonates strongly with the veteran community.”
Empowering Veteran Entrepreneurship and Small Businesses
An often-overlooked aspect of corporate veteran support lies in fostering entrepreneurship and small business ownership. Veterans own around 2.5 million small businesses in the United States, which employ millions, underscoring the importance of corporate programs that enable veteran entrepreneurs. Companies are increasingly recognizing the unique leadership skills veterans bring and offering partnerships, funding, and mentorship to help these businesses thrive.
Veterans aren’t simply consumers; they are collaborators in building communities and economies. This collaborative approach underscores a mindset shift, as Kevin Schmiegel of ZeroMils pointed out: “When I ran a nonprofit, I would go into a company and say, ‘My number one goal is to help you make money, to help you drive talent solutions, to help you publicly face in a way where the consumer says, ‘Wow, you’re really altruistic.’” By supporting veteran-owned businesses and providing them with resources to succeed, companies are investing in sustainable support that goes beyond any single campaign or initiative.
The Future of Corporate Veteran Support
The conversation at MCON emphasized that genuine corporate brand activations do more than offer token support. They enable veterans to thrive as individuals and members of a connected community. Through local engagements, holistic corporate programs, and entrepreneurial empowerment, companies are transforming how they support veterans.
This is a new chapter in veteran-corporate relationships—one where veterans are not just recipients but active participants in creating value. As Schmiegel stated, “Veterans aren’t looking for handouts or free parking spots at Walmart. They want the chance to make a meaningful difference, to earn their title every day.” As this approach takes root, the message is clear: corporate support for veterans means creating opportunities for them to continue serving, growing, and thriving in civilian life. And in doing so, these companies are not only building brand loyalty but fostering a culture of resilience and service that benefits everyone.
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