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

But what about true and meaningful connection that really lasts? 

For Veterans Day this year, a prominent company is hoping that Americans, no matter where they are or who they are, will go beyond the simple words of “thank you” and become “intentional in showing appreciation for our nation’s servicemembers” through 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 honorably served, 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-based company’s larger “Go Beyond Thanks” campaign. As more veterans in America struggle with mental health issues, “connecting with our veterans is becoming more important,” the company told Fox News Digital. 

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

Matt Shifrin, a 20-year U.S. Army veteran who is USAA’s executive director and CEO chief of staff, told Fox News Digital in a phone interview, “There are over 17 million living veterans in the United States today. And while that sounds like a lot, there are over 300 million people living in the U.S. So there’s a bit of a divide sometimes between those who have served and those who haven’t served.”

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

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

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One way to do that, he suggested, is by asking a veteran to share the details of his or her service. 

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

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

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

“I think we’re going to find that there’s a lot of similarity 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: Stop by a local American Legion or VFW post or event. Drop by a VA hospital. Check in with community centers about veterans events. It’s about being intentional, said USAA. 

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

Maj. Gen. (Ret.) John Richardson and fellow USAA employee veterans lead over 400 USAA employees at an event in October, in which 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 doesn’t work without those who decide to serve and without those who are back home doing the hard work, generating the economic engine that makes us so capable, providing support to 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 is worth the time to engage in a little bit more than just, ‘Thank you.’ Serving is a defining moment in people’s lives and most people, we’ve found, are generally willing to talk about their service.”

He said the interaction and connection can help heal “the unseen wounds” that many veterans carry around 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 survivorship and claims at USAA, “As Veterans Day parades and celebrations dwindle compared to years past, besides thanking us for our service and providing sales discounts, we’ve found that many Americans aren’t sure how to show their appreciation for our nation’s veterans,” he noted in a statement.

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

He said no matter how busy, people can take a bit of time for veterans who have served the nation.

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

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 veteran and military suicide prevention.

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

As thousands of wounded warriors and military veterans battle disabilities and injuries every day, the most common ailment often gets overlooked.

Tinnitus, or ringing in the ear, is the leading disability in the United States Department of Veterans Affairs (VA), according to Dr. Tom Tedeschi, chief audiology director for Amplifon Hearing Health Care.

Utah-based Tedeschi, who is also a Vietnam-era Army veteran, shared with Fox News Digital how prevalent hearing loss and complications are among the veteran community.

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About 60% of Vietnam veterans and 50% of Gulf War veterans suffer from hearing loss, according to the expert.

“It’s estimated that probably one out of every three veterans has some degree of hearing loss or tinnitus,” he said. “And it’s just because we’re around noise all the time … The military is not a quiet place.”

Everyone’s hearing is different, Tedeschi said, with various sound levels affecting people in different ways.

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“For some people, if they hear a loud noise like a gunshot, it can damage their hearing permanently,” he noted. “Other people can sustain a lot of noise, and it won’t cause permanent damage right away.”

Different roles in the military will have different levels of exposure to loud sounds, Tedeschi said – but for some combat-facing soldiers, even during peace time, there’s plenty of “sustained” noise.

For some combat-facing soldiers, even during peace time, there’s plenty of “sustained” noise, the expert said. (iStock)

Although hearing protection is issued for military personnel, Tedeschi said it’s not always “practical,” especially in active combat.

“There are more people now under the age of 50 with hearing loss than over the age of 50.”

When hearing is lost, it “doesn’t grow back,” the expert cautioned — and even mild hearing loss in young veterans can become more severe with time.

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“When we’re young, we still believe we’re invincible and that hearing loss is not going to happen … that it’s an ‘old person thing,’ which isn’t true,” he said. 

“There are more people now under the age of 50 with hearing loss than over the age of 50.”

Care and protection

The biggest hurdle in addressing hearing complications among veterans is acknowledging the problem, according to Tedeschi.

“Most people who have hearing loss do not acknowledge it,” he said. “It’s the people around them who notice.”

Tedeschi urged veterans to seek help if they experience a constant ringing in the ears, otherwise known as tinnitus, or trouble hearing while having conversations or watching TV.

Many young veterans mistakenly assume that hearing loss only happens at an older age. (iStock)

“We can’t cure [tinnitus] or make it completely disappear, but there are different protocols and strategies to help,” he said.

This could include wearing hearing aids, which Tedeschi said are “light years ahead” of what they were a decade ago.

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Tedeschi emphasized the importance of wearing proper hearing protection, like ear buds and earmuffs, both in and out of combat.

“We live in a noisy world,” he said. “If you’re out mowing the lawn, you should pop in some hearing protection. A lot of people love to go to concerts … Those are loud and they can sustain damage.”

Hearing protection should be worn during other loud activities, like mowing the lawn or attending a concert, experts advise. (iStock)

If you hear ringing after a concert or other loud event, that means you’ve sustained some damage to your ears, Tedeschi cautioned.

While there is usually a recovery period, in some cases the damage can be permanent, he said.

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Some medications, like aspirin, can cause hearing loss as a side effect, Tedeschi warned.

“If you’re taking a lot of aspirin for arthritis or things like this, you need to be careful – and talk to your doctor about whether there is an alternative,” he advised.

“It’s just a normal thing, like wearing glasses,” the expert said about using hearing aids. (iStock)

Tedeschi encouraged veterans to seek help to avoid further complications linked to hearing loss, such as cognitive decline.

“We’re seeing more and more individuals with untreated hearing loss who have faster decline in their cognitive function, because the brain is working overtime to compensate,” he told Fox News Digital.

“We’re seeing more and more individuals with untreated hearing loss who have faster decline in their cognitive function.”

“For our veterans, you need to know there’s help out there for you, and there’s no need to experience all the co-morbidities associated with hearing loss.”

Veterans can visit their local VA center to have their hearing evaluated or connect with their counselor for a referral to a hearing loss specialist.

Six years after his Alzheimer’s diagnosis, 90-year-old Zelik (Zel) Bocknek refuses to slow down — and he believes his active lifestyle is key to keeping his symptoms at bay.

Bocknek, a retired business owner in Toronto, Ontario, was 84 when he began experiencing minor memory slips, such as forgetting the day of the week and not knowing the answers to basic questions.

After being diagnosed with mild cognitive impairment due to Alzheimer’s, he was offered the opportunity to join a clinical trial studying an experimental dementia drug, lecanemab (LEQEMBI), which was approved in July 2023.

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Since the trial ended 18 months ago, Bocknek has continued taking the medication and still enjoys his favorite activities, including downhill skiing, painting and volunteering at the local zoo.

“You have to keep yourself active, both physically and mentally,” Bocknek told Fox News Digital in an interview. “It’s important to stay busy.”

“Last year was the first time in over 70 years that I didn’t ski because it was such a mild winter,” he said. “I’m keeping my fingers crossed that this year will be better.”

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Bocknek also regularly works out at the gym to stay in prime skiing shape, he and his wife, Gail Bocknek, told Fox News Digital during an interview.

His exercises of choice are stretch classes and strength training with weights.

Painting has become another passion project. Since starting with paint-by-numbers projects, Bocknek has cultivated his skills and now paints complex works of art for his six grandchildren to display in their bedrooms.

“I’m now on my 75th painting,” he said.

Zail Bocknek is pictured with his wife, Gail. “You have to keep yourself active, both physically and mentally,” Bocknek told Fox News Digital in an interview. “It’s important to stay busy.” (Zelik Bocknek)

Volunteering is also part of his regular routine — Bocknek works as a greeter at the Toronto Zoo, where he welcomes and guides visitors, and also puts in hours at a local hospital.

He also regularly plays bridge with three different groups throughout the week.

Bockneck has not experienced any additional cognitive decline, which he attributes to his busy schedule.

“I am what I am today because I have been very active throughout my life, physically and mentally.”

“I am what I am today because I have been very active throughout my life, physically and mentally,” he said. 

“And it’s important to be able to laugh — a sense of humor gets you through a lot of difficult times.” 

Fighting Alzheimer’s with exercise

Physical activity increases blood flow to the brain, which preserves the health of neurons, according to Dr. Gail Saltz, associate professor of psychiatry at the New York Presbyterian Hospital Weill-Cornell School of Medicine.

“This includes cognitive functions, memory functions and even centers related to mood,” Saltz, who has not treated Bocknek, told Fox News Digital.

“To be clear, this will not stop the progression of Alzheimer’s disease, but it may slow its cognitive effect.”

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Beyond cognition, exercise also helps to improve patients’ physical health, including their cardiovascular system, flexibility and muscular systems, Saltz noted.

“Improving or preventing the decline of these body systems also helps the Alzheimer’s patient by allowing them to be continued participants in daily grooming, walking, going to appointments, physically feeling better and extending life,” she added.

Spending time outdoors in the sunshine also increases serotonin, which can be beneficial for Alzheimer’s patients, an expert noted. (Zelik Bocknek)

Physical activity can also help to prevent nighttime wandering, a common danger among Alzheimer’s patients due to dysfunction in their circadian rhythms, according to Sherri Snelling, a gerontologist and spokesperson for Comfort Keepers in California.

“Keeping an Alzheimer’s adult physically active during the day will help to create more natural exhaustion so they can achieve better sleep during the night,” Snelling, who also has not treated Bocknek, told Fox News Digital.

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Spending time outdoors in the sunshine also increases serotonin, the expert noted, which can help to decrease agitation or episodes of “sundowning,” which is when patients have outbursts, delusions and paranoia during dusk.

Any activity that increases heart rate can slow the progression of Alzheimer’s, the experts agreed.

“Any movement releases endorphins, which are ‘feel-good’ hormones and natural pain relievers,” Snelling said.

“I’m relaxed and going on with my life as best I can, for as long as I can.”

Snelling recommended several specific activities that are most beneficial for dementia patients.

“Walking is great – and doing it with help is important, because balance issues may cause a loved one to fall,” she said.

Yoga or tai chi are also recommended for older adults with Alzheimer’s.

Bocknek has cultivated his painting skills and now creates complex works of art for his six grandchildren to display in their bedrooms. One of his paintings is displayed here. (Zelik Bocknek)

“Swimming or water aerobics are also wonderful for older adults – the natural resistance of the water is great for muscle strength, and the tactile feel of the water is soothing to AD adults,” Snelling said, adding that it’s important for a companion or caregiver to be present for safety.

Making music is also helpful, she said, as musical memory is retained the longest in an Alzheimer’s brain.

Staying social

Socialization and interaction can also help to slow dementia-related decline, according to Snelling. 

“It has been reported that we can prevent cognitive decline and delay the onset of Alzheimer’s if we keep mentally active and frequently participate in social activities,” she told Fox News Digital. 

This is another reason that Snelling is a proponent of in-home care. 

“While they are able to do so, it’s important for Alzheimer’s patients to remain at home, in familiar surroundings,” she said. 

Another of Bocknek’s paintings is pictured here. “I’m now on my 75th painting,” he told Fox News Digital. (Zelik Bocknek)

Alzheimer’s cases in the U.S. are projected to rise from six million to 13 million by 2050.

To others who may be experiencing cognitive symptoms, Bocknek says it’s important to take steps to get a diagnosis as soon as possible.

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“As soon as you feel there’s any sort of problem with your memory or your brain, go to get tested,” he advised.

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When asked about whether he’s concerned about worsening symptoms, Bocknek said, “I’m not worried about it.”

“I’m relaxed and going on with my life as best I can, for as long as I can.”