Business Insider:

Franchise industry advocates, franchise company executives, and business publications, both online and offline, have been engaged in some serious target marketing as of late. The focus of this seemingly industry-wide lead-generation effort is on the thousands upon thousands of our military men and women who are returning from two wars.

As you’ll see, this isn’t the first time that franchising as an industry has done this. Check out the Top Franchise Trends For 2012.

It all started in 1991, when a strategic initiative called VetFran was launched. It was led by Don Dwyer, Sr. (USAF, Ret.), Founder of The Dwyer Group, to support veterans returning from the Gulf War transition to the civilian economy. Read more.