Easiest. Answer. Ever. Because the Military Friendly® designation creates better outcomes for veterans. By setting a standard, then promoting it, we provide positive reinforcement for American organizations to invest in programs that improve the lives of veterans. That’s good for veterans, good for the organizations and good for America. Military Friendly® is the standard that measures an organization’s commitment, effort and success in creating sustainable and meaningful benefit for the military community. Now, let’s unpack that. Because every word of that definition was purposefully chosen.