May is Military Appreciation Month. Many companies offer special deals to the military and their families to celebrate the month. The marketing of these deals promotes how ‘military friendly’ the companies are. While considerate and sometimes helpful, it is also a PR move. It is a chance to pull in military families to use the discount, attract military supporters favoring companies that give back, and showcase corporate patriotism. But is a military discount enough?
Several military members and their spouses shared that while they appreciate the discount, they would prefer that the discounts are offered year-round versus only on a promotional basis. The promotional basis feels like a strict public relations move and not demonstrating the steadfast support of military members and their families around the globe. The National Parks, for instance, offer a free family pass to military and veterans for year-round access to National Parks. And home improvement stores Home Depot and Lowes offer a year-round discount.
One Marine Corps spouse stated, “We are too dependent on discounts as a form of appreciation, especially when it’s a marketing tactic to get our business. Show your appreciation by supporting nonprofits that support us in the community, host a dinner for deployed families, and match donations to local resources.” The unfortunate reality is that corporate discounts and other benefits are increasingly necessary to make ends meet, but should they be?
When military retirement has decreased from 2.5% to 2% of base pay per year of service and retiree healthcare is increasingly outsourced to understaffed private networks, military retirement is not as stand-alone as it once was; is a military discount enough to make up for that? In all fairness, retirement benefits do not apply to all active-duty military. Per the Army’s statistics, the average service length is typically 2-6 years.
In 2022, the total number of those serving on active duty, reserve, and guard was around 1.18 million. Of those on active duty, the Army had 482,416, the Navy 343,223, and the Air Force (Space Force included) had 328,888. The Marine Corps had 179,378 on active duty. Per the Council of Foreign Relations, this is less than 1 percent of the population of the United States. Per the Census Bureau, the number of veterans continued to decline; in 1980, veterans made up 18% of the population, while by 2018, only 7% of the population, which continues to decline.
This decrease in number corresponds to fewer representatives fighting for those who serve. Reflecting the community, it serves, only 17% of the legislators in the 117th Congress in 2021 were military veterans, whereas, in 1973, 81% of the Senate and 75% of the House had served in the military. The draft of World War II can explain this high percentage. Even in the late 1990s, this dropped to 37% in the Senate and 27% in the House 30 years after the end of the draft.
With such a low number of those serving, and those in Congress, a place of power to change the military culture, a similarly low percentage, what can be expected for thanks of military service?
The Right Now Benefits
For those serving for a few years, the benefits include the GI Bill, the military commissary, and healthcare benefits.
The GI Bill is the most significant benefit. This benefit allows service members to utilize the GI Bill to pay for a four-year college. If they do not want to or cannot use it for themselves, they can gift it to their spouse or children. This is a financial benefit, especially as the cost of attending a 4-year university soars.
The military commissary is the grocery store on post specifically there to support those who serve. The commissary, supported by congressional funds, provided the most affordable way to shop. The Government Accountability Office has reviewed the commissaries appropriated funding and the business model for the commissary. Over the last ten years, the appropriation funding has dropped several hundred thousand dollars translating to less savings for shoppers as the commissary moves to a self-sustaining business model. For reference, all other grocery stores are self-sufficient, and the commissary is considered part of military pay for now.
One of the many things said during recruiting is that all healthcare will be free for the service member and any family members. While TRICARE Prime does offer free healthcare, is it accessible healthcare? Military Treatment Facilities, or MTFs, were established to care for military members and their families. Over the last decade, available services have dropped in several locations requiring that military families are seen off-post civilian facilities. The civilian medical community is already overwhelmed in many areas, and adding thousands more family members to the system has led to a backlog. The backlog means that family members cannot receive healthcare in a timely manner. That promised healthcare is no longer there. Many medical groups have dropped TRICARE as an accepted insurance due to the low payouts that TRICARE provides. Groups dropping military families also go for the dental coverage of United Concordia. While there was a brief period when MetLife provided dental coverage and did provide more coverage than United Concordia, it changed back several years ago. Like medical providers, many dental providers no longer take United Concordia due to the low payout. TRICARE has started requiring generic medications for all patients, servicemembers, and dependents as a cost savings measure. For medications like Synthroid, a medication for those with low thyroid hormone, the change to generic can negatively affect their health. Generic medications have the same ingredients as brand-name, but sometimes their additives differ enough, over 20% in some cases, to lead to absorption changes – thus affecting their health and wellbeing.
While military discounts are appreciated, does it compensate for the loss in benefits? Many new recruits may not know any better, and perhaps any medical or dental care is better than none. For those seasoned military families who have been in since 9/11, they have seen a real change in provisions – and a drastic one. A discount on Disney tickets is not the same as receiving timely visits with a new provider in a new town.
Service members and families alike would give up discounts if it meant that legislation with real changes passed. If childcare was made more accessible and jobs for military spouses were a true priority, this would be genuine appreciation. The world of the military is no longer a one-income world – it is not sustainable. Inflation skyrockets, and the pay is not enough for many families to get by. However, remaining a two-income family comes with the family’s sacrifice when military members take unaccompanied orders so the spouse can remain on the job.
One military family with 10+ years of service stated, “I’d just like our benefits to be left alone. That would be true appreciation.”