Why brands are missing one of their most loyal consumer groups: Military personnel

When marketers think about closed consumer groups, students usually take centre stage. But another audience remains chronically under-leveraged: the military community.

In a recent focus group of active-duty members, veterans, and military families, one sentiment was repeated again and again: military consumers actively look for brands that recognise them. They talk, they share, they recommend—and they remember which brands show up for them.

Yet, most brands don’t market to this group at all, or they do it inconsistently. And that’s a massive missed opportunity.

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The everyday reality behind military shopping habits

Unlike many consumer groups, military personnel face a shopping landscape shaped by constant change. Frequent relocations, unpredictable schedules, and tight budgets mean they’re always planning, comparing, or replacing essentials.

“I do try to support who supports us as much as possible.”

–Military personnel focus group participant

It’s not simply about snagging a deal, it’s about feeling recognised.

Another added that even a small discount can have real impact:

“Especially in this economy, I try to make sure that I can maximise savings for my family.”

–Military personnel focus group participant

The focus group revealed that discounts aren’t a perk for this community—they’re part of their purchasing strategy. Whether it’s groceries, clothes, tools, household items or the occasional big-ticket purchase, savings matter because life in the military demands constant financial flexibility.

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Military personnel is ready to spend, but many brands still get it wrong

Across the group, nearly everyone said they base purchase decisions on whether a military discount exists. But the biggest frustration wasn’t the size of the discount—it was the inconsistency and difficulty of accessing it.

Several participants explained that military discounts are hard to find, and some brands exclude veterans or retirees entirely because of outdated verification methods:

“Some companies make it almost impossible for a veteran to get the discount.”

–Military personnel focus group participant

For marketers, this highlights a major disconnect. The military community is eager to engage with brands, but poor visibility, inconsistent verification, or a lack of inclusive offers often shuts that door before it opens.

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Military loyalty spreads fast if you get it right

One of the most powerful insights from the focus group was how quickly information travels. Most said they learn about military deals through other service members, not through marketing:

“Most of it is word of mouth. The best ones are definitely going to be word of mouth.”

–Military personnel focus group participant

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For brands, this means one strong offer doesn’t just convert one customer—it can ripple across entire bases, units, and family networks. These communities rely on each other for guidance, and when a brand offers real value, everyone hears about it.

Just like other consumer groups, loyalty can be fostered by tapping into key seasonal moments such as Veterans Day to offer exclusive value.

This amplification effect is something few consumer groups can match, and it’s why aligning with the military can create a disproportionate brand lift.

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What the military community actually wants from brands

1. Meaningful discounts, not token gestures

The group unanimously preferred better discounts over a long list of participating brands. A 5% discount, they said, often feels like an afterthought. A 15–40% discount signals genuine appreciation.

2. Discounts that cover real life

Military families don’t just want savings on sportswear. They need discounts on the everyday things they buy the most:

• Furniture and appliances
  
  
• Clothing and shoes
  
  
• Home improvement tools
  
  
• Kids’ essentials
  
  
• Travel and entertainment
  
  
• Groceries and household basics
  
  

One participant even noted that some high-need categories rarely offer military savings at all, especially furniture, despite the fact that many families must replace these items every time they relocate.

3. Easy, trustworthy verification

The military community spans active-duty members, reservists, veterans, spouses, and dependents. They want brands to recognise all of them in a streamlined way that doesn’t require digging up old IDs or navigating clunky systems.

So what does this mean for brands?

Marketers who want to grow brand awareness and acquire high-value customers have a wide-open opportunity here. The military audience isn’t saturated with brand offers like students are. They’re hungry for recognition, eager to find deals, and extremely loyal when they discover brands that prioritise them.

And the barriers that once made targeting this group difficult—verifying eligibility, reaching the audience at scale, promoting exclusive offers—are no longer limitations.

Today, solutions like Pion allow brands to reach verified closed consumer groups with ease. Instead of building a verification process from scratch—or hoping military customers stumble upon your offer—brands can use verification technology like Beans iD to validate military status instantly and ethically. They can also list offers directly on the Beans iD marketplace already filled with millions of verified military and other closed-group consumers actively looking for exclusive value.

It’s a subtle shift that solves multiple problems at once: discoverability, verification, acquisition cost, and brand trust.

The military community isn’t a niche, it’s an opportunity

This audience isn’t small, and it isn’t passive. It’s a powerful, loyal, underserved consumer group that wants brands to meet them halfway.

Brands that step into this space aren’t just offering a discount. They’re building long-term customer relationships and tapping into a vibrant network of word-of-mouth advocates.

And with modern verification and marketplace technology making the process seamless, there’s never been a better time to start.

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