The U.S. military community represents a powerful consumer segment, brimming with potential for businesses that understand their unique needs and preferences. However, it’s crucial to move beyond simplistic stereotypes and recognize the rich diversity within this population. To effectively connect with them, marketers must delve into the nuances of their demographics, values, lifestyles, and media consumption habits. Refuel Agency’s Military Explorer Series™, a large-scale study of military service members, spouses, and veterans, provides invaluable insights into this dynamic audience, offering a data-driven foundation for successful military marketing campaigns.
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Military Demographic Diversity
Understanding military demographics is paramount for tailoring your messaging and selecting the appropriate channels to reach each segment effectively. The military community is far from a monolithic group; it’s a tapestry of individuals with varying characteristics and experiences.
Active Duty
Let’s begin with Active Duty personnel, the core of the military force. Imagine young, tech-savvy recruits embarking on their first tour of duty alongside seasoned officers with years of experience. This segment has an average age of 28.6 years old, with a significant portion (43%) belonging to Gen Z, making them a key demographic for brands seeking to connect with younger consumers. Their average household income is $115.6K, with variations between single ($99.1K) and married ($131.2K) members. A particularly striking characteristic of this group is their strong connection to their military identity, with four in five likely influenced by it. This strong sense of identity underscores the importance of messaging that resonates with their military experience and values.
Reserve / National Guard
Then we have the Reserve/National Guard, those who serve part-time, often balancing civilian careers with their military duties. They are generally older than active duty, averaging 32 years old, although Gen Z still represents a notable 32% of this group. This segment boasts the highest average household income at $134.6K, with single members earning an average of $138.1K and married members $142.7K. A unique aspect of this group is that one in three joined the military because of family history, highlighting the strong tradition of service within their families.
Military Spouses
Military Spouses also play a vital role in the military community, providing unwavering support to their service member partners and often facing unique challenges. This group is predominantly female (91%) and skews towards Millennials, with 63% between 26-35 years old. They have a high average household income of $141.8K. A notable characteristic of this segment is their focus on financial stability, being 18% more likely than other military audiences to plan for emergency savings, reflecting the unique demands of military life.
Read next: How to Advertise to Military Families
Post-9/11 Veterans
Post-9/11 Veterans represent a generation shaped by a defining era of U.S. history. This group is also largely comprised of Millennials (95%) with an average age of 34.3. Their average household income is $116.6K, with single members earning $99.1K and married members $131.2K. A defining characteristic of this segment is that one in two are likely to pursue non-military employment after their service, indicating a strong focus on transitioning to civilian careers.
Read next: How to Market to Veterans
Other Veterans & Military Retirees
Finally, we have Other Veterans & Military Retirees, representing veterans from previous conflicts and those who have retired from military service. These segments are primarily comprised of Boomers, with 53-54% being 65 years and older. Other Veterans have an average age of 61.2 years, while Retirees average 65.2 years. Average household income is $110.2K for Other Veterans and $90.6K for Retirees. For Other Veterans, product loyalty is mainly driven by “Made in America” claims, highlighting the importance of patriotism and supporting domestic businesses. Retirees, on the other hand, show high loyalty to their medical/health insurance, indicating the importance of stability and trust in healthcare providers.
Military Core Values and Attitudes
To truly connect with the military community, it’s essential to understand the core values and attitudes that shape their worldview. These aren’t just abstract concepts; they are the bedrock of their identity and influence their decisions in profound ways.
At the heart of the military ethos lies patriotism and a deep commitment to duty and service. This isn’t just a sense of national pride; it’s a driving force that shapes their actions and inspires their dedication. Honor and integrity are also paramount. Honesty, ethical conduct, and a strong moral compass are highly valued within the military community. It’s a culture built on trust and accountability.
Furthermore, the military fosters a strong sense of community and camaraderie. Service members rely on each other for support, build lifelong bonds, and share a unique understanding of the challenges and rewards of military life. This creates a powerful sense of belonging and mutual respect. Finally, trustworthiness and kindness are highly valued traits across the military audience, particularly among Active Duty and Reserve/Guard members. This emphasis on interpersonal connection highlights the importance of building genuine relationships and demonstrating empathy in your interactions with this audience.
Marketing campaigns that resonate with these values and demonstrate a genuine understanding of the military ethos are far more likely to be successful. It’s about showing that you understand who they are, what they stand for, and what’s important to them.
Military Lifestyle Considerations
Military life often presents unique challenges and circumstances that significantly influence consumer behavior. Marketers must be mindful of these factors to effectively reach and serve this audience.
One of the most significant lifestyle considerations is frequent relocations. Active duty personnel and their families often move frequently due to Permanent Change of Station (PCS) orders. This constant mobility can impact their purchasing decisions, brand loyalty, and needs for specific services. For example, they may prioritize convenience, portability, and services that cater to transient lifestyles.
Deployment is another key factor. Deployments create unique needs and challenges for service members and their families. Marketers should be mindful of the stress and uncertainty associated with deployments and offer support, resources, or products that can ease these burdens.
Finally, the transition to civilian life is a major life event for veterans. This transition presents unique challenges in terms of employment, education, and healthcare. Marketing campaigns can address these challenges by offering resources, support, or products that facilitate a smooth transition and help veterans achieve success in their post-military lives.
Military Media Consumption Habits
Reaching the military community effectively requires a strategic approach to media consumption. They are a digitally savvy group, utilizing various platforms to stay connected, informed, and entertained.
Digital Engagement is paramount. The military community actively uses various digital media platforms. Social media, streaming services, and online forums are key channels for reaching this audience.
When it comes to Social Media, platforms like Facebook, YouTube, and Instagram are widely used by military members to stay connected, access information, and consume entertainment. Spouses and Post 9/11 Veterans also use TikTok. Understanding the nuances of platform usage within different segments is crucial.
Streaming Media is another key area. Streaming video and music services are popular among the military community, offering opportunities for targeted advertising and content partnerships.
While digital is essential, Traditional Media still plays a role, especially on-base advertising, which can be effective for reaching service members in their daily lives.
Effective Military Advertising Strategies: Building Trust and Resonance
To connect with the military audience, consider these strategies:
- Authenticity is Paramount: Avoid stereotypical portrayals or pandering. Genuine appreciation and respect are essential.
- Highlight Shared Values: Emphasize duty, honor, service, and community in your messaging.
- Offer Practical Support: Discounts, resources, and services tailored to the military lifestyle can be highly valued.
- Engage with Military Culture: Understand and respect military traditions, customs, and language.
- Build Trust: Transparency, reliability, and strong customer service are crucial for earning trust within this community.
Read next: 6 Examples of Brands That Got Military Advertising Right
Building a Lasting Connection with the Military Audience
Advertising to the military is more than just a marketing tactic; it’s an opportunity to build a lasting connection with a dedicated and influential community. By understanding their values, embracing authentic messaging, and utilizing the right channels, businesses can create impactful campaigns that resonate with service members, veterans, and their families, fostering loyalty and driving meaningful results.
At Refuel Agency, we’ve specialized in US army advertising for over 35 years, and we can create a personalized, targeted media plan to get your military discount in front of the military audience. Learn more about our military marketing solutions, or contact us for your customized media and marketing plan.
