Supporting veteran-owned businesses strengthens brands and communities

Supporting veteran-owned businesses goes beyond a simple transaction. For companies and consumers alike, buying from veteran-owned enterprises brings resilience, adaptability, and integrity into the business world. Veterans not only honor their service through entrepreneurship but create values-driven organizations that often reflect a mission-oriented approach unmatched in traditional corporate environments. Yet, for many, the transition from military to civilian life can be challenging, and bridging this gap is crucial—not just for veterans but for brands looking to strengthen their own organizational values.

At MCON, a recent gathering of veterans and business leaders, David Reid, a former Army Ranger shared his personal story of resilience and reinvention. Injured on his third deployment, he faced the unexpected challenge of finding new direction outside the military. This led him first to medical school and eventually to launching Terra Arma, a company specializing in compliant uniforms for government contracts. For him, the discipline and mission-focused skills he gained in the military became central to his business. “It’s not just about selling uniforms,” he said. “It’s about building a community and lifting others up.” This value-driven culture is something veteran-owned businesses offer—a focus on the people behind the work as much as the work itself.

Veteran-owned businesses bring a unique ethos to the marketplace, prioritizing collaboration over competition. Veterans are naturally inclined to share best practices, foster strong teams, and support their peers. Reflecting on this, one business owner emphasized at MCON, “If you want to drive diversity, you want to drive inclusion, you want to drive culture in an organization—surround that organization with military personnel.” This deep-seated collaborative spirit brings a refreshing alternative to the traditional corporate culture, which can sometimes feel siloed or self-serving.

Hiring veterans or working with veteran-owned businesses also means a commitment to integrity and accountability. Veterans are trained to give their all and hold themselves to the highest standards. “Our retention rate with veterans is through the roof,” said one executive with years of experience in corporate veteran outreach. “They come in and put in the work—you’ve got to practically kick them out at the end of the day.” This dedication is deeply embedded in veteran-owned businesses, where the drive to meet commitments and uphold a mission-driven work ethic is paramount.

Veteran entrepreneurs also bring with them the military’s “after-action review” mindset—a dedication to improvement, learning, and adaptability. One speaker noted, “Even after a successful project, veterans look at what went well and what could have been done better. It’s about constantly improving, and that resilience is ingrained in them.” This approach, common in veteran-owned companies, ensures that each effort is a step toward excellence.

For companies looking to bridge the gap and support veterans, it’s essential to recognize the adaptability and proactive mindset veterans bring. Veterans are quick learners, trained to solve problems under high-pressure conditions. As one veteran entrepreneur described, “You tell me how to color inside the lines, and I’ll exceed your expectations.” Their solution-oriented approach benefits not only the veteran-owned businesses themselves but also any organization that partners with or hires veterans.

Beyond the individual qualities veterans bring, supporting veteran-owned businesses means investing in a community dedicated to lifting others up. Veteran entrepreneurs view others in their industry as allies rather than competitors, often prioritizing collaborative efforts that drive broader community impact. As one attendee at MCON put it, “In the veteran community, we’re always asking, ‘How can we work together to move that needle a little bit?’” For companies, partnering with veteran-owned businesses brings a wealth of values, teamwork, and fresh perspectives that can create long-lasting impacts on organizational culture.

As awareness of veterans in business grows, so does the understanding that they bring something unique—qualities that many companies invest years and significant resources in cultivating. Supporting veteran-owned businesses isn’t simply about charity; it’s about enriching brands and communities with a sense of mission and resilience that veterans bring naturally. In the end, buying from veteran-owned businesses is a commitment to values that strengthen everyone involved.