It’s easy to say “thank you for your service”. an American veteran and move on a moment later.

But what about true, meaningful connection that really lasts?

For Veterans Day this year, a prominent company hopes Americans, no matter where they are or who they are, will go beyond a simple “thank you” and become “intentional in showing appreciation for our nation’s military members” by a healthy act of connection.

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USAA — which serves more than 13.5 million members of the U.S. military, as well as veterans who have served honorably, plus their families — is calling for a “national moment of gratitude” on Monday, Nov. 11 at 11 a.m. local time.

The effort is part of the Texas company’s larger “Go Beyond Thanks” campaign. As more veterans across America struggle with mental health problems“connecting with our veterans is becoming more and more important,” the company told Fox News Digital.

USAA had the opportunity to host Medal of Honor recipients at the company’s headquarters in San Antonio, Texas. Employees are shown gathered to send them off. (USAA)

And younger veterans, in particular, often feel uncomfortable or embarrassed when people just say “thank you,” the company found.

Matt Shifrin, 20 years old US Army Veteran who is USAA’s executive director and chief staff officer, told Fox News Digital in a telephone interview: “There are more than 17 million veterans alive in the United States today. And while that seems like a lot, there are over 300 million people living in the US. So sometimes there’s a little demarcation between those who have served and those who haven’t.”

“You might ask the veterans how they’re doing.”

To bridge this divide, “we ask people to try to ‘go beyond thanks’ this Veterans Day and make a connection with veterans in the community,” he said — “whether it’s teachers, police officers or people you work with who served.”

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One way to do that, he suggested, is by asking a veteran to share details of their service.

Sgt. William Pekrul, a World War II veteran, is shown gesturing during the Republican National Convention (RNC) at the Fiserv Forum in Milwaukee, Wis., July 17, 2024. (REUTERS/Mike Segar)

“You could ask them where they served, what they did for the country — and how they’re doing.”

In turn, veterans can respond, he said — and ask others about their work, their lives, their own contributions both locally and nationally, whatever those contributions are, “even what keeps them up at night,” he said.

“I think we’re going to find that there are a lot of similarities between the two groups,” he said.

“This is one team – and this effort can bring us together as a country.”

Another way to show gratitude: Go to a local American Legion or VFW post or event. Go to a VA hospital. Check out community centers about veterans events. It’s about being intentional, USAA said.

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Even more ways are to send a text message, make a phone call, or visit a veteran one-on-one.

Maj. Gen. (Ret.) John Richardson and fellow USAA employee veterans lead more than 400 USAA employees to an event in October where participants gain a better understanding of the military community they serve. (USAA)

Either way, the goal is to “create a meaningful and supportive connection with our veterans.”

Shifrin added, “America does not function without those who choose to serve and those who have returned home to do the hard work, generating the economic engine that makes us so capable, supporting veterans and bringing them together. This is one team. — and this effort can bring us together as a country.”

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He added: “It’s worth the time to engage in more than just ‘Thank you.’ Service is a defining moment in people’s lives, and most people, I’ve found, are generally willing to talk about their service.”

He said interaction and connection can help heal “the unseen wounds” which many veterans carry with them.

“We’re really hoping to start building those relationships between people.”

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Added Air Force Maj. Gen. (ret.) Bob LaBrutta, vice president of survivability and claims at USAA, “As Veterans Day parades and celebrations “Compared to years past, in addition to saying thank you for our service and offering sales discounts, we’ve found that many Americans are unsure how to show their appreciation for our nation’s veterans,” he said in a statement. .

Another way to show gratitude, advises USAA: Stop by a local American Legion or VFW post or event. Go to a VA hospital. Check out community centers about veterans events. (Francine Orr/Los Angeles Times via Getty Images)

He said that no matter how busy people are, they can take a little time for veterans who have served the nation.

“It’s a mantra that runs deep in the military – look left and look right to make sure your battle buddies, shipmates, devil dogs, wingmen, guards or ribs are all right.”

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More information about the campaign can be found on various social media platforms at #GoBeyondThanks.

A coalition created by USAA, Face the Fight, is also charged with raising awareness and support for veterans and military. suicide prevention.

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Founded in 1922, USAA is a leading provider of insurance, banking and pension solutions in the United States.