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Every year, Americans pause on Veterans Day and Memorial Day to honor those who have served. Flags are waved, speeches are delivered, and social media posts express thanks. Then, the next day, life continues as usual for the rest of America. For veterans and their families, however, recognition often feels limited to these few moments on the calendar.
As one veteran explained, “People stand up at a parade in November and clap, but in December, nobody remembers the challenges we still face.” That sentiment captures the reality: recognition tied only to holidays is fleeting. Respect becomes seasonal, almost like decorations that are packed away until the next occasion.
Veterans carry the weight of service every day, facing challenges that don’t pause when the parade ends. Their impact also endures daily, demonstrated by the freedoms and peace we enjoy in our nation. To truly honor them, recognition needs to be practical, consistent, and woven into everyday life.
What’s it truly like to be a veteran? During their active duty, service members and their families are exposed to unique challenges that go beyond the dangers of deployment. For instance, according to the Federal Trade Commission, military families are 76% more likely than civilians to experience fraud or scams.
The hurdles don’t stop once their service is complete. The transition from military to civilian life is filled with significant obstacles, with more than 200,000 service members making this change annually. Many must immediately begin navigating complex challenges related to employment, housing, and healthcare.
This is why simple gestures and recognition that only happen on holidays miss the mark. Acknowledging their sacrifice isn’t just about sentiment — it’s about creating systems of trust, support, and cultivating a community where military service is recognized. Veterans need practical, tangible acknowledgment every single day — visible signs that their service and sacrifices are valued, coupled with resources that make a real, daily impact on their lives.
Scott Higgins, a U.S. Army veteran, knows this challenge firsthand. Returning home after service, he often felt invisible. “I felt like nobody saw what I had done or the challenges I faced,” he said. That experience inspired him to help build the New York Vietnam Veterans Memorial in the 1980s — a way to honor service publicly and tangibly.
But Higgins didn’t stop there. In 2000, he and his spouse Lin left their Wall Street careers to create WeSalute, a platform designed to give veterans, active-duty members, reservists, and their families tangible rewards for service — every day, not just once a year. Their first partnership was with Amtrak, and the first member to sign up was a sailor on a submarine in the Pacific at 2:30 AM. That moment illustrates the importance of daily recognition: it reaches service members wherever they are, whenever they need acknowledgment.
Respect cannot be confined to a calendar date. It needs to appear in ordinary routines — every grocery run, the annual family vacation, shopping for daily essentials. Tangible, consistent acts — like discounts, priority service, or raising awareness of inspirational stories of service — can become part of culture when recognition is embedded into everyday life.
One veteran summed it up: “I did not enlist in the military so I can be thanked on Veterans Day. I want people to remember that my service shapes my life 365 days a year. I did it to make the world a better place, and I look back with pride each day and so should the rest of America..”
That’s why recognition becomes meaningful when it’s natural, tangible, and continuous — not limited to ceremonial occasions.
Holidays compress recognition into short bursts, which can create the illusion of respect without delivering lasting impact. Parades and ceremonies are meaningful, but when recognition disappears for the rest of the year, veterans can feel overlooked and isolated.
Research supports this. Pew reports that 44% of post-9/11 veterans have experienced challenges re-entering civilian life. Limited, symbolic recognition fails to address the ongoing needs of those who serve, leaving gaps in support, belonging, and community engagement.
Businesses and organizations hold a powerful role in shifting the culture from occasional acknowledgment to year-round appreciation. WeSalute learned early that authentic, trusted partnerships can successfully weave recognition into the fabric of everyday life for veterans and military families.
For example, when United Airlines began providing year-round ticket discounts in 2004, that ongoing support demonstrated that respect isn’t a one-day event—it lives in practical, accessible actions. As Higgins explains: “We don’t need every brand. We need the right brands. We carefully screen our partners for the right fit, because WeSalute Members trust us to ensure we deliver on an everyday commitment to enhance their lifestyles from patriotic companies who genuinely care.”
Each new, trusted partnership we establish gives veterans a consistent, tangible reason to feel valued. This continuous effort reinforces that their service and contributions are appreciated well beyond holiday speeches and ceremonial gestures.
Recognition doesn’t stop with veterans. WeSalute is extending that appreciation to first responders, teachers, nurses, and caregivers — people whose work sustains society. By broadening the focus, the culture of everyday respect strengthens, creating a ripple effect across neighborhoods, schools, and workplaces.
Higgins often asked his team: “Who is being left out?” That simple question prompted them to expand recognition programs and ensure that no one serving their community was overlooked.
The lesson is clear: consistent and inclusive acknowledgment strengthens bonds and builds lasting trust.
Everyday recognition becomes real when communities, businesses, and individuals take intentional actions.
Businesses:
Schools and Communities:
Individuals:
Each of these steps, =creates a culture where recognition becomes habitual rather than ceremonial.
Year-round acknowledgment benefits veterans, communities, and organizations alike. When veterans feel seen and supported, they integrate more smoothly into civilian life, contribute their skills, and strengthen the social fabric around them.
Regular recognition reduces isolation, builds trust, and reinforces loyalty. Businesses gain engaged, appreciative customers; schools foster understanding and empathy; communities experience stronger social cohesion. The impact is cultural, emotional, and practical.
Recognition tied only to holidays is not enough. Military veterans deserve to be honored every day, in ways that are visible, practical, and meaningful.
One veteran summarized it simply: “I don’t want to be a hashtag on one day of the year. I want to feel like my service matters every single day.”
The opportunity is clear. Support veteran-owned businesses, and encourage your local businesses to foster safe and year-round benefits programs. Partnering with WeSalute ensures this steps take root, and expand nationwide.
When everyone finds one way each day to honor someone who serves, the economic and lifestyle impact can transform communities, turning fleeting gestures into lasting appreciation and building a culture where service is celebrated every single day.
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