Powering More Than Devices: Batteries Plus's New Model for Corporate Impact

HARTLAND, WI – June 18, 2026 – As the nation gears up to celebrate its semiquincentennial, corporate America is awash in red, white, and blue. Banners and promotions tied to America’s 250th anniversary are becoming ubiquitous. Amidst this patriotic fervor, it’s easy to be cynical, to see these campaigns as little more than opportunistic marketing. Yet, some initiatives demand a closer look, revealing a deeper strategy where corporate growth and social good are not just aligned but deeply integrated. A prime example is unfolding in Hartland, Wisconsin, where Batteries Plus is leveraging the national milestone to amplify a multi-faceted platform of community and veteran support.

The national power and lighting retailer recently announced a partnership with the Veterans of Foreign Wars (VFW), a collaboration that goes beyond a simple marketing tie-in. It represents a significant pillar of the company’s “Power with Purpose” platform, an ambitious effort to redefine what it means for a national franchise to be a community partner. This initiative isn't just about selling batteries; it’s about examining how a corporation can systematically power positive change, from supporting veteran livelihoods to pioneering environmental sustainability.

A Strategic Intersection of Patriotism and Purpose

At the heart of the latest campaign is a direct-support model for one of the nation’s oldest and largest veteran service organizations. Batteries Plus has made a corporate donation to the VFW's National Veterans Service Program, a critical resource that provides free, accredited claims assistance to millions of military members, veterans, and their families navigating the complexities of the Department of Veterans Affairs.

This corporate donation is coupled with a consumer-facing promotion. Through July 4th, customers receive a discount on select LUXPRO lighting products, including patriotic-themed flashlights and headlamps. This dual approach is strategic: it provides immediate, direct funding to a vital veteran service while simultaneously engaging customers, allowing them to feel a sense of participation in the cause. It transforms a simple transaction into an act of support.

“This initiative gives us an opportunity to honor America's 250th anniversary by supporting veterans and military families through an organization with a long legacy of advocacy and service,” said Scott Williams, CEO of Batteries Plus. “We're proud to work with LUXPRO and the VFW on a campaign that allows us to recognize the service and sacrifice of those who have given so much to our country.”

The choice of the VFW is significant. Founded in 1899, the organization’s mission of advocacy and service provides a layer of authenticity and gravity to the campaign, ensuring the impact is both real and measurable.

The 'Power with Purpose' Blueprint

This veteran support initiative is not an isolated act of charity. It is the latest expression of the “Power with Purpose” platform, which the company formally launched in 2025 as a unified, strategic framework for its philanthropic efforts. By creating a dedicated platform, the Wisconsin-based retailer has moved from ad-hoc donations to a consistent, long-term strategy of social and environmental investment. This signals a shift from traditional corporate social responsibility (CSR) to a more integrated model of corporate impact.

A look at the platform’s track record reveals a broad and sustained commitment. In 2025 and 2026, a partnership with the Arbor Day Foundation resulted in the planting of over 74,000 trees. The company also raised $163,000 for St. Jude Children’s Research Hospital in 2026 and has donated over 2.3 million battery cells to Toys for Tots since 2025, providing essential power for children's gifts, including during disaster relief efforts. These diverse initiatives demonstrate a coherent strategy that extends beyond a single cause, building a comprehensive portfolio of community engagement.

More Than Charity: Integrating Support into the Business Model

Perhaps the most innovative aspect of the company’s approach is how it weaves support for veterans into the very fabric of its business operations. The commitment extends far beyond charitable donations and into the realm of economic empowerment. Batteries Plus is an active member of the International Franchise Association's VetFran program, which helps veterans transition from military service to business ownership.

This is not just a symbolic affiliation. The company offers a substantial $10,000 discount off the franchise fee for qualified military veterans, a direct financial incentive that lowers the barrier to entry for entrepreneurship. This commitment has earned them recognition, landing at No. 71 on Entrepreneur Magazine's 2025 list of Top Franchises for Veterans. By creating a tangible pathway to ownership, the company is providing veterans with not just a thank you, but a career. This integration of social purpose with a core business growth strategy—franchise expansion—is a powerful example of how innovation at the intersection of commerce and community can create shared value.

Powering a Sustainable Future

Beyond its social programs, the “Power with Purpose” ethos manifests in the company's environmental stewardship—a critical area for a business dealing in batteries. The firm has become a national leader in battery recycling, processing an astonishing 50 million pounds of batteries annually, including over a million pounds of complex lithium-based batteries.

This commitment was recently supercharged by a $7 million grant from the U.S. Department of Energy. The grant positions Batteries Plus to lead a nationwide initiative to expand and innovate battery recycling infrastructure, with the goal of making recycling free and accessible for consumers at its more than 800 locations. This tackles one of the most significant environmental challenges of the digital age—battery waste—head-on. By turning its retail footprint into a national network for recycling, the company is innovating its business model to serve a critical environmental need, demonstrating that sustainable practices can be a core business function, not just an afterthought.

As the fireworks light up the sky for America's 250th, the Batteries Plus initiative serves as a compelling case study in modern corporate citizenship. It demonstrates that true impact comes not from a single grand gesture, but from the persistent, systematic integration of purpose into every facet of a business—from its philanthropic choices and customer engagement to its franchise model and environmental operations. This holistic approach offers a forward-thinking blueprint for how companies can power not only our devices, but also a more sustainable and supportive future.