Happy Veterans Day: Its History and How Businesses Can Honor Veterans

Every November 11, the United States sets aside a day to thank the men and women who have served in its armed forces. Congress renamed Armistice Day to Veterans Day in 1954, and President Dwight D. Eisenhower issued the first Veterans Day Proclamation on October 8 of that year, 72 years ago. Today, Veterans Day is observed on November 11 no matter which day of the week it falls on.

As a veteran, this day means a great deal to me. It is also a good moment for business leaders and marketers to think about how they honor veterans, not just on November 11, but in how they hire, partner, and communicate all year.

The History of Veterans Day

Veterans Day marks the anniversary of the armistice that ended the fighting in World War I. The armistice between the Allies and Germany took effect at the eleventh hour of the eleventh day of the eleventh month of 1918, ending hostilities on the Western Front. The war did not officially end until the Treaty of Versailles was signed on June 28, 1919.

Here is how the observance evolved, based on the history of Veterans Day published by the U.S. Department of Veterans Affairs (VA):

• 1919: President Woodrow Wilson proclaimed November 11 as the first commemoration of Armistice Day.
• 1938: An act of Congress made November 11 a legal holiday known as Armistice Day, dedicated to the cause of world peace and primarily honoring veterans of World War I.
• 1954: After World War II and the Korean War, Congress replaced the word Armistice with Veterans, and November 11 became a day to honor American veterans of all wars.
• 1968: The Uniform Holiday Bill moved Veterans Day to a Monday in October, and the first observance under the new law on October 25, 1971, created widespread confusion.
• 1975: President Gerald Ford signed a law returning Veterans Day to November 11, beginning in 1978, honoring the wishes of most state legislatures, veterans service organizations, and the American public.

Eisenhower’s first proclamation asked the entire country to take part:

In order to insure proper and widespread observance of this anniversary, all Veterans, all Veterans’ organizations, and the entire citizenry will wish to join hands in the common purpose.

President Dwight D. Eisenhower, Veterans Day Proclamation, October 8, 1954, via the U.S. Department of Veterans Affairs, History of Veterans Day

One small detail that trips up a lot of brands: the official spelling is Veterans Day, with no apostrophe. As the VA explains, it is not a day that belongs to veterans; it is a day for honoring all veterans.

Veterans Day vs. Memorial Day

Veterans Day is often confused with Memorial Day. Memorial Day, observed on the last Monday of May, honors the men and women who died while serving our country. Veterans Day recognizes everyone who has served in the military, in wartime or peacetime, and is a day to thank living veterans for their service. Getting that distinction right matters to veterans and to the families of those who did not come home.

Veterans in Today’s Workforce

Veterans are a significant part of the workforce and the communities that every business serves. The U.S. Bureau of Labor Statistics (BLS) reported this year:

In 2025, 17.3 million men and women were veterans, accounting for about 7 percent of the civilian noninstitutional population age 18 and over.

The unemployment rate for all veterans increased to 3.5 percent in 2025 and was lower than the rate for nonveterans, at 4.2 percent.

U.S. Bureau of Labor Statistics, Employment Situation of Veterans 2025, April 28, 2026

Veterans are already leading teams, managing programs, and running businesses, and many more are making the transition into the private sector every year.

Why Veterans Thrive in Marketing and Technology

Military service builds habits that translate directly to marketing, sales, and technology teams:

• Mission planning: Breaking an objective into phases, assigning responsibilities, and planning for contingencies is the same discipline behind a well-run campaign or product launch.
• Leadership early in a career: Many service members lead people and manage expensive equipment at an age when their civilian peers are in entry-level roles.
• Process and accountability: Checklists, standard operating procedures, and after-action reviews mirror the documentation, quality assurance, and retrospectives that keep marketing operations and development teams reliable.
• Composure under pressure: A site outage, a public relations issue, or a launch-day surprise is far less rattling to someone trained to make decisions with incomplete information.
• Security awareness: Respect for operational security carries over naturally to data privacy, access controls, and protecting customer information.
• Teamwork across differences: Veterans have worked alongside people from every background toward a shared goal, which is exactly what cross-functional teams require.

If you are hiring, look past job titles and ask candidates about the missions they supported and the problems they solved. Translate military experience into the skills you need rather than screening it out because the language on a resume is unfamiliar. Resources like the VA’s careers and employment programs can help employers and veterans connect, and the U.S. Department of Labor’s HIRE Vets Medallion Program recognizes employers for their investments in recruiting, employing, and retaining veterans.

Support Veteran-Owned Businesses

Many veterans go on to start companies, including agencies, consultancies, and technology firms. Choosing a veteran-owned vendor is one of the most practical ways to show support. The U.S. Small Business Administration (SBA) offers veteran contracting assistance programs, including the Veteran Small Business Certification (VetCert) program, which certifies veteran-owned and service-disabled veteran-owned small businesses to compete for federal contracts. If your organization works with suppliers, consider asking whether they are veteran-owned and making room for them in your procurement process.

Veterans Day Marketing Tips

If your brand recognizes Veterans Day publicly, do it with care. Promoting veterans is promoting their service and sacrifice, not promoting war.

• Respect and Authenticity: Approach Veterans Day with sincerity, recognizing the significance of veterans’ service and sacrifice. Avoid over-commercialization that detracts from the day’s meaning.
• Get the Details Right: Use the correct spelling, Veterans Day, and never confuse it with Memorial Day. Small mistakes signal that the message was an afterthought.
• Inclusive Messaging: Acknowledge the diversity of veterans across service branches, roles, eras, backgrounds, and experiences, including the National Guard and Reserve.
• Engage with the Veteran Community: Collaborate with veteran organizations to ensure accurate, respectful messaging and to find ways to give back.
• Educational Content: Use your platform to share the history and significance of Veterans Day, demonstrating a commitment that goes beyond promotions.
• Highlight Real Stories: With permission, share the stories of veterans on your own team, among your customers, or in your community.
• Meaningful Offers: If you provide free or discounted services to veterans, make the offer substantial and keep verification and redemption simple.
• Avoid Political Statements: Keep messages non-partisan and focused on honoring military service.
• Subtle Branding: Keep your brand in the background; the focus should be on veterans rather than your products or services.
• Feedback and Responsiveness: Be ready to respond to feedback, particularly from veterans and their families, and be open to changing course based on their input.
• Year-Round Engagement: Support veterans beyond November 11 through hiring, mentorship, partnerships, and community involvement throughout the year.

To my fellow veterans, thank you for your service… Happy Veterans Day!