Becoming a Patriotic Brand

Image: The Home Depot

​​Corporate Challenge: Promoting patriotism while creating stakeholder value.

Ironbound Strategy: Using a brand to enhance the lives of veterans is a great way to create value for customers, employees, and society.

Ironbound Action:  Georgia based The Home Depot has renovated over 48,000 veteran homes, as part of an initiative to grow their brand among veterans.  In the highly competitive home improvement market space, The Home Depot attracts veterans by offering 10% discounts (to 18.5M veterans, 7% of the US Population), while donating heavily to veterans causes.  Creating value for veterans is a phenomenal way to grow pride among employees, attract new customers, and enhance patriotism in society.

​​* The Home Depot Foundation is expected to donate $500M to veterans causes by 2025, half of that amount is expected to be donated between 2018 and 2025.
 
** Home Depot has been known to hand out $5,000 at a time to registered non-profits in Community Impact Grants.
 
*** Veterans are more likely to have a bank account, take on debt, and purchase a house versus non-veterans in the same consumer category.