Opinions expressed by Forbes Contributors are their own., they likely think of service to the military. The company not only devotes itself to providing help to the “military community and their families”—its ubiquitous mantra in commercials—but was formed in 1922 by 25 Army officers to insure each other's cars after companies had told them that they were too high-risk.
"Only 5% of companies in corporate America focus on military-related causes," O'Neill says."We ask our membership where they want us to direct our resources, our time, our dollars."to produce the Social Impact list, which assesses public perception of a brand’s values and trust, social stances, sustainability efforts and community support. USAA rose on this year's list in part due to strong scores in community support and social stances.
A case in point is USAA, which tries to combine national initiatives with local volunteering and partnerships. Last June, the company kicked off, a suicide prevention campaign with the aim of reducing before the end of the decade, by half, the number of veterans taking their own lives.