Everyday Heroes: How Daily Expressions of Thanks Build a Stronger Community

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The Real Challenge: Seeing & Honoring Those Who Serve

Americans often want to express gratitude for those who serve — veterans, military families, teachers, first responders — but there’s a problem: we don’t always know who they are. Recognition can’t happen if identity is misunderstood or mishandled.

Without knowing who deserves thanks, appreciation often misses the mark.

Military families, in particular, live with constant change. Frequent relocations, deployments, and separations force them to rebuild routines, friendships, and support systems over and over. A discount at a coffee shop or a coupon at the store may offer temporary relief, but it doesn’t address the deeper issue: feeling seen and valued in everyday life.

Veterans, for their part, also appreciate meaningful recognition for their service. “The biggest impact isn’t a $2 discount on Veterans Day. It’s about the collaborative efforts to step up and offer ways to enhance my lifestyle every day of the year, so I too can enjoy the American way of life I served to defend. That’s a real thank you,” as one veteran says.

Why Identity Matters for Active Duty Military & Veterans

The challenge begins with visibility. Military families move every two to three years on average. Each move means new schools for children, new workplaces for spouses, and a new community where few people understand their experiences. These disruptions create instability, and the pressures of active duty can set families on difficult financial paths that often continue into post-military life.

Isolation becomes a recurring challenge, both for those still serving and for veterans adjusting to civilian life. Blue Star Families reports that nearly 60% of military families feel disconnected from their civilian communities. Without recognition, this isolation intensifies. Being seen — acknowledged for sacrifices and contributions — is more than symbolic; it is foundational to well-being and belonging.

One spouse shared, “I’ve had to redo my résumé more than ten times in 15 years. Every move meant starting over, and every time I felt invisible.” A trusted community that delivers real recognition can make a huge difference.

Why Recognition Shouldn’t Wait for Holidays

Research consistently shows the value of recognition. A Gallup survey found that 70% of people feel more engaged when they receive regular acknowledgment. This principle applies beyond workplaces — to neighborhoods, schools, and communities.

Holidays such as Veterans Day or Teacher Appreciation Week are important — they shine a spotlight on service and sacrifice. But limiting recognition to a few dates is like watering a plant once a year: it may survive, but it will not thrive.

For military families and transitioning military, everyday acknowledgment is especially critical. Nearly half of post-9/11 veterans report difficulty re-entering civilian life. Millions of young Americans who’ve served are in need of recognition that delivers an economic advantage, especially during the challenging times of the current affordability crisis for Millennials and Gen Zs.

The Economic Impact of Gratitude

The pervasive challenge of veterans struggling with civilian transition and the current affordability crisis demands more than symbolic gestures; it requires a functional and enduring solution. When nearly half of post-9/11 veterans report deep difficulty re-entering civilian life, and millions of young families face a high-cost environment, the traditional forms of acknowledgment simply aren’t enough.

This philosophy — gratitude that delivers economic empowerment with the advantages to live better lives — is the core principle that must anchor any successful recognition program, shifting the narrative from a momentary “thank you” into a lasting financial advantage.

This approach channels real purchasing power back into the hands of military families. It involves securing exclusive, reliable savings on major life expenditures —from travel and technology to retail and healthcare — directly addressing the cost-of-living squeeze hitting Millennials and Gen Zs.

This economic advantage acts as an essential cushion during career transitions and major life events, ensuring that the recognition of service is not only heartfelt but also perpetually helpful. For those grappling with the high costs of housing, education, and raising a family, this empowerment becomes a critical tool for building a more secure and prosperous life outside of uniform.

Lessons from WeSalute

WeSalute was founded to solve the very problem of identity-based recognition. Scott Higgins, a U.S. Army veteran, saw that service members and families were often overlooked after active duty, leaving gratitude to chance. So in late 1999, he and his spouse Lin, daughter of a WWII Marine Corps veteran, started WeSalute (formerly Veterans Advantage).

WeSalute built a community platform for veterans where recognition could happen daily, consistently, and safely. One of the first veterans to use the platform signed up from a submarine in the Pacific at 2:30 a.m. That moment illustrates the power of making gratitude accessible wherever and whenever someone is. Recognition doesn’t have to wait for holidays or ceremonies — it can be integrated into daily life.

WeSalute provides verified identification for veterans, enabling businesses to confidently recognize those who served with meaningful savings without fear of fraud or dilution from unqualified users. The WeSalute platform publishes its partner offers to deliver reliable, meaningful recognition that contributes to belonging, community, and economic advantages..

Recently, NerdWallet rated WeSalute #1 in four categories in its feature “5 Military Travel Discounts You Won’t Want to Miss” — a recognition of both the platform’s credibility and its deep value to the military community.

As the nation approaches Veterans Day and the busy holiday travel season — Thanksgiving through New Year’s — WeSalute is highlighting exclusive airline discounts designed to make travel easier and more affordable for military families, building on the success of past campaigns like the Fourth of July celebration.

A Call to Action

Every person can strengthen their community, especially those who want to honor service in a meaningful way. But it requires consistency, visibility, and intention.

As one veteran said: “A coupon saves me money. A trusted community that recognizes my service and sacrifice saves me a lifetime.”

WeSalute is building that community — one where gratitude becomes everyday, identity is honored, and belonging is the norm. Together, we can ensure that no service member or family feels invisible again.