It’s all too commonplace to utter a simple “thank you for your service” to an American veteran, only to let those words dissipate into the ether moments later.
But what does it really mean to forge a connection that endures beyond fleeting words?
This Veterans Day, a notable organization is urging individuals across the nation to transcend mere platitudes and take a more “intentional approach to express gratitude toward our nation’s servicemen and women,” fostering authentic connections through meaningful interaction.
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USAA, an entity dedicated to serving over 13.5 million members of the U.S. military, embracing veterans who served honorably, along with their families, is facilitating a “national moment of gratitude” on Monday, November 11, at 11 a.m. local time.
This initiative is woven into the fabric of the Texas-based company’s expansive “Go Beyond Thanks” campaign. As mental health challenges increasingly confront American veterans, the call to “connect with our veterans is becoming more crucial,” a representative of the organization shared with Fox News Digital.
USAA has proudly hosted Medal of Honor recipients at its headquarters in San Antonio, Texas. Employees gather to send them off. (USAA)
Interestingly, many younger veterans report feelings of discomfort or unease when faced with a perfunctory “thank you,” according to company insights.
In a phone conversation with Fox News Digital, Matt Shifrin, a veteran of the U.S. Army and executive director/CEO chief of staff at USAA, articulated, “There are over 17 million veterans alive in the United States today. While that figure may seem substantial, it pales in comparison to the more than 300 million residents in the country. Consequently, a chasm sometimes exists between those who have donned the uniform and those who have not.”
“Consider asking veterans how they’re truly doing.”
To mend that divide, Shifrin encouraged, “We’re imploring individuals to strive to ‘go beyond thanks’ this Veterans Day. Forge connections with the veterans woven into the fabric of your community,” whether they be educators, law enforcement, or colleagues.
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One tangible means to connect is by inviting a veteran to recount their service experiences.
Sgt. William Pekrul, a World War II veteran, animatedly gestures at the Republican National Convention, held at the Fiserv Forum in Milwaukee, Wisconsin, July 17, 2024. (REUTERS/Mike Segar)
“Inquire about their service details—where they served, their missions, and ultimately, how they are faring in life,” he asserted.
These discussions can often lead to reciprocal exchanges as veterans share their stories, prompting inquiries into the lives and contributions of civilians, forging a path to discover shared experiences and pathways.
“This initiative embodies one team—an endeavor capable of uniting us as a nation.”
Another impactful method of expressing gratitude: visit a local American Legion or Veterans of Foreign Wars post, swing by a VA hospital, or connect with community organizations about upcoming veterans’ events. It’s all about intentional engagement, emphasized USAA.
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Additional gestures could involve sending a text message, making a phone call, or arranging a personal visit with a veteran.
Maj. Gen. (Ret.) John Richardson and fellow USAA veteran employees lead over 400 team members in an October event aimed at enhancing understanding of the military community they serve. (USAA)
Ultimately, the objective is to “cultivate a meaningful and nurturing bond with our veterans.”
Shifrin further stressed, “America operates on the collaboration between those who choose to serve and the multitude of individuals back home—those driving the economic engine that powers our nation, offering support to veterans and fostering camaraderie. We’re all on the same team—this endeavor can truly unite us as a nation.”
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He noted, “It merits every bit of time to reach beyond the mundane, far past mere acknowledgment of ‘thank you.’ Serving shapes lives significantly, and generally, we’ve found people are open and willing to discuss their experiences.”
This exchange, Shifrin hinted, could be pivotal in healing “the invisible scars” that veterans often carry.
“Our hope is to begin establishing these vital relationships between individuals.”
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Maj. Gen. (Ret.) Bob LaBrutta, who oversees survivorship and claims at USAA, added, “As the number of Veterans Day celebrations and parades dwindles compared to the past, aside from offering thanks and discounts, many Americans seem uncertain on how best to show their appreciation for those who’ve served,” he shared in a statement.
One way USAA suggests to show gratitude is to visit local veterans’ events or community centers. (Francine Orr/Los Angeles Times via Getty Images)
Shifrin emphasized that despite busy lives, everyone can carve out time for the veterans who defend the nation’s freedom.
“It’s a mantra deeply ingrained within the military—looking to your left and right to ensure your fellow servicemembers are well,” he remarked.
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Further details about this heartfelt campaign can be found online through various social media platforms using #GoBeyondThanks.
A coalition forged by USAA, Face the Fight, is also dedicated to elevating awareness and support regarding veteran and military suicide prevention.
For an array of health articles, visit our health section.
USAA, founded in 1922, has become a notable provider of insurance, banking, and retirement solutions across the United States.
