Every brand that markets to the military community will eventually make a mistake. It might be a stock photo with the wrong uniform. A tone-deaf Veterans Day post. A policy that unintentionally excludes part of the community. The question isn't whether you'll slip up—it's how you'll respond when you do.
The military community is tight-knit, vocal, and has long memories. But they're also remarkably forgiving of brands that own their mistakes and demonstrate genuine change. Here's how to recover when things go wrong.
Common Mistakes That Trigger Backlash
Understanding what goes wrong helps you respond appropriately. Most military marketing failures fall into a few categories:
Visual Authenticity Failures
- Stock photos with incorrect uniforms, mixed branch insignia, or costume-quality gear
- Ribbons arranged incorrectly or rank insignia upside down
- Models who clearly never served wearing dress uniforms to casual settings
As Task & Purpose has documented, veterans can immediately spot when a stock photo model 'just walked into a military surplus store.' These images get screenshotted and shared in veteran Facebook groups within hours.
Policy Exclusions
In November 2020, athletic-wear brand Fabletics faced backlash when a female Air Force veteran was told their military discount was 'only for men.' The incident, covered by The Washington Post, highlighted how policies can unintentionally exclude parts of the military community.
Tone and Attitude
In November 2024, a Firehouse Subs franchise owner in Pooler, Georgia told veterans on Veterans Day: 'You Veterans are entitled because you served your country. I'm tired of you getting free stuff.' The incident went viral, generating over 100 negative reviews and national coverage.
The Wrong Way to Respond
When backlash hits, brands often make things worse with these instinctive reactions:
- Deleting negative comments (screenshots spread faster than you can delete)
- Posting a generic 'We're sorry if anyone was offended' statement
- Blaming vendors, agencies, or individual employees
- Going silent and hoping it blows over
- Continuing the campaign in markets where it hasn't gone viral yet
These responses signal that you don't actually understand why people are upset—which confirms their suspicion that you never really cared about the community in the first place.
The Recovery Playbook
When you've made a genuine mistake, here's how to rebuild trust:
Step 1: Acknowledge Genuinely
Skip the corporate PR-speak. A human, personal response from leadership resonates far more than a polished statement. Acknowledge specifically what went wrong and why it matters to this community.
After the Firehouse Subs incident, the corporate response worked because it was direct: they called the behavior 'not representative of the proud work of our brand' and took immediate action.
Step 2: Take Immediate Action
Words mean nothing without action. Within 24-48 hours, you should:
- Pull the offending content everywhere, with public acknowledgment
- Pause related marketing while you assess
- Announce specific next steps (not vague promises)
Firehouse Subs backed their apology with a $25,000 donation to a veteran organization through their Public Safety Foundation—a concrete action that demonstrated commitment.
Step 3: Address Root Causes
The community will watch whether you fix the underlying problem or just apologize for getting caught. Consider:
- Military cultural competency training for marketing teams
- Veteran review processes for all military-facing content
- Hiring veterans or military spouses into marketing roles
- Creating a military advisory board
Step 4: Listen Before Re-Engaging
Before resuming military marketing, invest time in listening:
- Hold conversations with military community members
- Survey your military customers about what authentic support looks like
- Meet with veteran advocacy organizations
- Let critics tell you what would rebuild their trust
Step 5: Prove Change Over Time
Trust rebuilds slowly. Plan for a 6-12 month recovery, not a quick fix:
- Launch improved programs (year-round discounts, not just Veterans Day)
- Share behind-the-scenes content of your new review processes
- Partner with veteran-owned businesses and employment organizations
- Let customer testimonials tell your story instead of marketing claims
What Good Recovery Looks Like
The military community will know you've recovered when:
- Your harshest critics become willing to give you another chance
- Veterans share your content positively in their communities
- Military customers return and bring others with them
- You're known for how you handled the mistake, not just for making it
Prevention Is Better Than Recovery
The best crisis response is avoiding the crisis entirely:
- Build review processes now: Have veterans review all military-facing content before launch
- Hire from the community: Military spouses and veterans on your team catch mistakes others miss
- Create a crisis plan: Know exactly how you'll respond before you need to
- Build relationships early: Community connections made during good times help during bad times
The Bottom Line
The military community has seen too many brands treat them as a marketing checkbox rather than real people. They're skeptical by default—and rightfully so.
But they're also incredibly loyal to brands that demonstrate genuine respect and commitment. A well-handled mistake can actually strengthen your relationship with this community, because it proves you're willing to be accountable.
The formula is simple: Acknowledge genuinely. Act immediately. Fix root causes. Prove change over time.
Do that, and the military community will give you another chance. Fail to do that, and they'll make sure everyone knows.