The Thriving Veteran: A New Playbook for National Service and Corporate Talent

WASHINGTON, D.C. – June 08, 2026 – On the campus of Georgetown University today, a coalition of corporate executives, government officials, and nonprofit leaders are tackling one of the nation’s most pressing strategic challenges: the future of its all-volunteer military. The 3rd Annual National Military Thriving® Change Forum, convened by the veteran-owned social impact company ZeroMils, isn't just another conference. It’s the operational headquarters for a movement aiming to fundamentally rewire the relationship between military service, veteran success, and the American economy.

Set against the backdrop of America’s 250th anniversary and the 25th anniversary of 9/11, the forum’s mission is twofold: reverse a worrying decline in military recruitment and dismantle the pervasive “broken veteran” stereotype that harms both veterans and national readiness. For the businesses involved, this is not just philanthropy; it’s a strategic investment in a high-value talent pipeline.

Anatomy of a National Challenge

The initiative was born from a crisis. The first forum, held in October 2024, was a direct response to the U.S. military’s staggering 41,000-recruit shortfall in fiscal year 2023. While recruitment numbers have seen a fragile recovery in 2024 and 2025, the underlying challenges remain acute. A strong civilian economy, a shrinking pool of eligible youth—with nearly 77% unqualified without a waiver—and a growing cultural disconnect between Generation Z and military institutions have created a perfect storm.

Compounding the numbers problem is a narrative one. The public perception of veterans has often been shaped by a focus on trauma, struggle, and sacrifice, inadvertently branding them as liabilities rather than assets. This “broken veteran” trope, while highlighting the real needs of a minority, overshadows the reality for the vast majority who transition with unique skills in leadership, discipline, and complex problem-solving.

“The Military Thriving Change Forum exists to do one thing: change the broken Veteran and empower Veterans and their families to thrive as students, employees, entrepreneurs, and civic assets,” said Kevin Schmiegel, CEO of ZeroMils and a retired Marine Corps Lieutenant Colonel. This sentiment is the core of a strategy that reframes military service not as an endpoint, but as a powerful accelerator for civilian success.

From Social Problem to Business Solution

ZeroMils, recognized as the 2025 Emerging Veteran-Owned Business of the Year by the Northern Virginia Chamber of Commerce, has orchestrated a multi-year plan to execute this narrative shift. The first forum in 2024 crowdsourced a community blueprint. The second, in 2025, formalized the strategy by launching the Military Thriving® Action Coalition, bringing corporate heavyweights like Wells Fargo, CVS Health, National University, and Neighborly to the table.

These companies see a clear business case. By investing in the “Military Thriving” model, they are not only addressing a national security issue but are also building a sustainable pipeline for talent that is notoriously difficult to cultivate. The focus of this year’s forum on education and entrepreneurship underscores this pragmatic approach.

National University, whose President & CEO Dr. Mark Milliron delivered the opening keynote, is tailoring its educational models for what it calls “Military ANDers”—service members who are simultaneously students, employees, entrepreneurs, and caregivers. “Military ANDers…deserve a higher education model built around their lives, not the other way around,” Dr. Milliron stated, highlighting a strategic move to capture a dedicated and highly motivated student demographic.

The ROI of Resilience: Service to Startup

The most direct link to the bottom line is the forum’s emphasis on veteran entrepreneurship. Mike Davis, CEO of the home services franchise giant Neighborly, articulated the value proposition in his keynote address. “Veterans bring something no business school can teach: leadership forged under pressure, a mission-first mindset, and the discipline to execute,” he said. “Across Neighborly, we've seen firsthand how those strengths create thriving franchise owners, strong teams, and lasting impact in local communities.”

Neighborly’s commitment is a case study in strategic talent acquisition. By providing a structured pathway to business ownership, the company taps into a pool of leaders who are uniquely suited for the demands of running a small business. This model, supported by organizations like the International Franchise Association, views veterans not as charity cases, but as a competitive advantage.

The forum’s agenda reflects this economic focus, with panels and workshops dedicated to creating pathways into national security industries and recognizing veteran-owned small businesses as engines of local growth. By giving thousands of veteran and military spouse entrepreneurs a “seat at the table,” ZeroMils is building an ecosystem where military-honed skills are directly translated into economic value.

A Decentralized Strategy for National Impact

Perhaps the most innovative aspect of the Military Thriving® movement is its strategy for scale. After testing its blueprint in 15 regions throughout 2025, ZeroMils has identified six anchor communities—in Texas, Tennessee, North Carolina, Southern California, Virginia, Georgia, and Indiana—to host their own Regional Change Forums. This decentralized model empowers local leaders to adapt the national blueprint to their specific economic and social landscapes.

By shifting from a single annual event in Washington, D.C., to a network of interconnected regional hubs, the initiative aims to create lasting, localized cultures of support. This structure fosters collaboration, allows for the sharing of best practices, and builds local accountability—a far more sustainable model for change than top-down directives.

As the nation reflects on 25 years since 9/11—a moment that inspired a generation to serve—this coalition is making a calculated bet that the best way to inspire the next generation is to demonstrate, in clear and compelling economic terms, that military service is a pathway to a thriving life. It’s a strategic pivot from a story of sacrifice to one of success, and corporate America is taking notice.