The SBA calls veterans one of the most successful group of business owners in America. So you would expect organizations would be pushing for supplier diversity through veteran owned businesses. But despite the focus on veteran employment through the diversity & inclusion community, there’s very little on supplier diversity around veteran owned businesses.
25 million Americans have served in the U.S. armed forces, and you just need to look online or watch TV to see how advertisers are increasingly pursuing them. However, most companies don’t understand the veteran market segment opportunity and fewer understand their target insight. While it is not an exact analogy, thinking of military veterans as a part of the multicultural advertising mix gives marketers a framework to think about how they might act with this important market.