Veterans deserve a ‘moment of national gratitude’ on Veterans Day to help heal ‘invisible wounds’

It’s easy to say “thank you for your service” to America’s veterans and move on after a while.

But what about a true and meaningful connection that lasts?

On Veterans Day this year, the iconic company hopes that Americans, no matter where they are or who they are, will go beyond a simple “thank you” and have a “purpose to show appreciation for our nation’s workers” through a healthy lifestyle. the act of communication.

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USAA – a financial services company that serves more than 13.5 million members of the US military, as well as veterans who have served honorably, and their families – is calling for a “moment of national gratitude” on Monday, Nov. 11, 11 am local time.

The effort is part of the Texas-based company’s larger “Go Beyond Thanks” campaign. With more American veterans struggling with mental health issues, “connecting with our veterans has become even more important,” the company told Fox News Digital.

And younger veterans, in particular, often feel awkward or uncomfortable when people say “thank you,” the company has found.

Matt Shifrin, a 20-year US Army veteran who is USAA’s executive director and chief human resources officer, told Fox News Digital in a phone interview, “There are over 17 million veterans living in the United States today. And while that sounds like more than 300 million people live in the U.S. So there is a slight divide between those who have served and those who have not.”

“You can ask veterans how they are.”

To bridge that divide, “we’re asking people to try to ‘go beyond gratitude’ this Veterans Day and connect with veterans in the community,” he said — “whether it’s teachers, police officers, or co-workers who have served.”

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He pointed out that one way to do that is to ask a veteran to share details of their service.

Sgt. William Pekrul, a World War II veteran, is shown waving during the Republican National Convention (RNC), at the Fiserv Forum in Milwaukee, Wisconsin, on July 17, 2024. (REUTERS/Mike Segar)

“You can ask them where they worked, what they did for the country – and how they are doing.”

In turn, veterans can give back, he said — and ask others about their work, their lives, their contributions locally and nationally, whatever those contributions may be, “even what keeps them up at night,” he said.

“I think we will find that there are many similarities between these two groups,” he said.

“This is one team – and this effort can bring us together as a country.”

Another way to show appreciation: Stop by an American Legion or VFW post or event. Drop off at the VA hospital. Check in with community centers about veterans events. It’s about being intentional, says USAA.

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Another option is to text, call or visit each veteran.

Maj. Gen. (Ret.) John Richardson and other USAA veterans led more than 400 USAA employees to an event in October, where participants gained a better understanding of the military community they serve. (USAA)

Either way, the goal is to “create meaningful and supportive connections with our veterans.”

Shifrin added, “America doesn’t work without those who decide to serve and without those who come home to do the hard work, to produce the economic engine that makes us so capable, to support veterans and to bring them together. This is one team – and this effort can bring us together as a country.”

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He added, “It’s worth the time to share more than just, ‘Thank you.’ Serving is an important time in people’s lives and most people, we have found, are usually willing to talk about their work.”

He said communication and networking can help heal the “invisible wounds” many veterans carry.

“We hope to start building that relationship between people.”

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Added Air Force Maj. Gen. (Ret.) Bob LaBrutta, vice president of survivors and claims at USAA, “As the Veterans Day parades and celebrations are down compared to previous years, other than thanking us for our service and offering sales discounts, they’ve found that many Americans aren’t sure how to show their appreciation veterans of our nation,” he said in a statement.

Another way to show gratitude, advises USAA: Stop by the post office or at an American Legion or VFW event. Drop off at the VA hospital. Check in with community centers about veterans events. (Francine Orr/Los Angeles Times via Getty Images)

He said that no matter how busy people are, they can take time for veterans who have served the nation.

“It’s a running mantra in the military – look left and look right to make sure your battle buddies, shipmates, devil dogs, units, caretakers or ashore are okay.”

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More information about this campaign can be found on various social media platforms at #GoBeyondThanks.

A coalition formed by USAA, Face the Fight, is also charged with raising awareness and supporting veterans and preventing military suicide.

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Founded in 1922, USAA is a leading provider of insurance, banking and retirement solutions in the United States.