WHY BRANDS SHOULD MARKET TO THE MILITARY COMMUNITY
We can help your brand market to the military community because we understand the military audience beyond the numbers.
We know who they are, where they live, and what drives them. Further, we know how to make your brand message resonate with the military to create differentiation between your brand and your competitors.
We speak their language.
We connect with the military community through authentic messaging in channels where they are, which ensures your brand message reaches the target audience. Leveraging custom marketing plans ensures that an armed forces marketing strategy creates the highest conversion from the military community.
The first step in advertising to the military effectively is to understand the military community.
This diverse community is more than a demographic or set of statistics.
What really defines the military community is their shared experiences and bonds forged through service and sacrifice, and as such, the military wants deeper connections, and favors loyalty and support.
THE MILITARY COMMUNITY: BY THE NUMBERS
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1.4 million
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Average age: 28.3
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Average personal income: $77,200
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Total spending power: $80.7 billion
Source: Refuel Military Explorer Study 2022-2023
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1.0 million
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Average age: 31.7
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Average personal income: $67,300
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Total spending power: $64.9 billion
Source: Refuel Military Explorer Study 2022-2023
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1.0 million
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Average age: 34.3
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Average personal income: $78,600
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Total spending power: $63.2 billion
Source: Refuel Military Explorer Study 2022-2023
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3.5 million
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Average age: 34.6
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Average personal income: $92,000
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Total spending power: $207.1 billion
Source: Refuel Military Explorer Study 2022-2023
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15.9 million
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Average age: 60.4
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Average personal income: $82,300
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Total spending power: $799.2 billion
Source: Refuel Military Explorer Study 2022-2023
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2.2 million
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Average age: 64.7
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Average personal income: $69,500
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Total spending power: $126.9 billion
Source: Refuel Military Explorer Study 2022-2023
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A MILITARY MARKETING STRATEGY CREATES ADVOCATES FROM A VALUABLE CONSUMER SEGMENT
+Males make up nearly 79% of the military (compared to 48.7% of general population)
The military community skews heavily male
+More of the military community is from the Boomer generation or earlier (42.4%) than the general population (30.5%)
The military community is older
+34.5% of military have a college degree (compared to 28.8% of general population)
The military community is more educated
+34.2% of military households have a gross income over $80k (25.3% for general population)
Military households have higher gross income
+51.9% of military households have at least $1k in disposable income (35.0% for general population)
Military households have more disposable income
+32.5% of general population never married (compared to 19.4% of military community)
Military are more likely to get married
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Male
Military = 78.9%
General Population = 48.7%
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Female
Military = 21.1%
General Population = 51.3%
Source: YouGov (2023)
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Pre-Silent Generation (born prior to 1927)
Military = 0.03%
General Population = 0.01%
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Silent Generation (born 1928-1945)
Military = 8.6%
General Population = 2.6%
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Baby Boomer (born 1946-1964)
Military = 33.8%
General Population = 28.5%
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Gen X (born 1965-1981)
Military = 24.1%
General Population = 27.4%
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Millennial (1982-1999)
Military = 27.7%
General Population = 31.7%
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Gen Z (born 2000+)
Military = 5.8%
General Population = 9.9%
Source: YouGov (2023)
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Post-graduate
Military = 13.6%
General Population = 10.6%
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4-year secondary education
Military = 20.9%
General Population = 18.2%
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2-year secondary education
Military = 12.4%
General Population = 9.7%
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Some college/university
Military = 23.1%
General Population = 21.3%
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High school graduate
Military = 26.9%
General Population = 33.0%
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No high school
Military = 3.2%
General Population = 7.3%
Source: YouGov (2023)
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$10,001+
Military = 4.1%
General Population = 3.1%
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$7,501 - $10,000
Military = 5.1%
General Population = 2.9%
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$5,001 - $7,500
Military = 6.4%
General Population = 4.4%
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2,501 - $5,000
Military = 11.4%
General Population = 9.2%
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$1,001 - $2,500
Military = 24.9%
General Population = 15.4%
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Less than $1,000
Military = 29.2%
General Population = 32.9%
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No disposable income
Military = 8.8%
General Population = 13.8%
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Don't know
Military = 2.8%
General Population = 8.0%
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Prefer to not say
Military = 7.4%
General Population = 10.3%
Source: YouGov (2023)
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$500,000+
Military = 1.0%
General Population = 0.7%
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$350,000 - $499,999
Military = 1.0%
General Population = 0.6%
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$250,000 - $349,999
Military = 1.1%
General Population = 1.0%
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$200,000 - $249,999
Military = 2.3%
General Population = 1.7%
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$150,000 - $199,999
Military = 4.6%
General Population = 3.8%
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$120,000 - $149,999
Military = 7.3%
General Population = 5.2%
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$100,000 - $119,999
Military = 7.6%
General Population = 5.6%
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$80,000 - $99,999
Military = 9.3%
General Population = 6.7%
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$70,000 - $79,999
Military = 7.1%
General Population = 5.8%
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$60,000 - $69,999
Military = 5.6%
General Population = 4.9%
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$50,000 - $59,999
Military = 7.9%
General Population = 7.0%
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$40,000 - $49,999
Military = 8.4%
General Population = 7.4%
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$30,000 - $39,999
Military = 7.8%
General Population = 8.3%
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$20,000 - $29,999
Military = 7.1%
General Population = 9.3%
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$10,000 - $19,999
Military = 6.2%
General Population = 8.6%
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Less than $10,000
Military = 6.4%
General Population = 10.4%
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Don’t know
Military = 1.7%
General Population = 3.5%
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Prefer not to answer
Military = 7.8%
General Population = 9.2%
Source: YouGov (2023)
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Married
Military = 56.2%
General Population = 40.4%
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Divorced
Military = 12.5%
General Population = 12.5%
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Widowed
Military = 4.9%
General Population = 5.2%
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Separated
Military = 2.6%
General Population = 3.2%
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Domestic/civil partnership
Military = 4.5%
General Population = 6.3%
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Never married
Military = 19.4%
General Population = 32.5%
Source: YouGov (2023)
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5+ children
Military = 0.4%
General Population = 0.5%
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4 children
Military = 0.7%
General Population = 1.0%
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3 children
Military = 3.7%
General Population = 3.6%
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2 children
Military = 10.2%
General Population = 9.7%
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1 child
Military = 13.2%
General Population = 13.7%
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None in household under 18yo
Military = 63.0%
General Population = 59.3%
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Never had children
Military = 3.8%
General Population = 6.4%
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Don’t know
Military = 1.9%
General Population = 1.8%
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Prefer not to say
Military = 3.1%
General Population = 4.0%
Source: YouGov (2023)
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WHY US?
Our team designs and executes military marketing and sponsorship campaigns targeting the military community.
We deliver results because we understand the audience and how to position your brand message so that it resonates with a military audience.
We understand the pitfalls to avoid, the vernacular to use, and how to be authentic.
If your brand's military marketing strategy is offering a military discount, there is more opportunity for your brand to make an impact and connect with the armed forces as a growth strategy.
Let's talk.