When Every Day is September 12th - a 9/11 Remembrance Event Becomes a National Call to Serve

ZeroMils and Wells Fargo Present Uniting in Service Minneapolis, Showcasing the Power of Veterans, Youth, and Business Leaders Building Community Through Purpose

MINNEAPOLIS, Sept. 10, 2025 /PRNewswire/ -- In the wake of the tragic attacks of 9/11, Americans everywhere – young and old – heard the "call to serve" our country, our communities, and one another. Tens of thousands lined up outside of recruiting offices to enlist in the armed forces to fight the Global War on Terror, while millions more served in different ways, with nonprofits, community organizations, and in public service. The quote: "Every day is September 12th" became a national mantra.

Today that clarion call is a distant memory. Americans under the age of 24 weren't yet born on September 11, 2001. And we are seeing alarming trends in a generation that isn't hearing the same call to serve. Military recruiting rates are at all time lows. Similar shortages exist in service professions and industries that young people are considering less frequently. In addition to these massive skills gaps threatening our national security and hindering economic growth; our country and our communities are divided by polarization.

On Friday, September 12, 2025, we will demonstrate the power of hands on service as an antidote to what is ailing America. On the day after the 24th anniversary of 9/11, hundreds of veterans, students, corporate leaders, and volunteers will convene at the National Sports Center in Blaine, Minnesota, for Uniting in Service Minneapolis. Hosted by ZeroMils, a Veteran-owned social impact organization, the event is part of a growing national movement to transform remembrance into a renewed commitment to inspire the next generation of Americans to lead through service.

What began as a somber anniversary is now being reimagined as a day of unity and action. The event brings together veterans, youth, and military-connected employees from companies such as Wells Fargo, Neighborly, US Bank, F&G and more. Together, they will participate in a hands-on day of impact, designed to reignite the spirit of September 12, 2001, when Americans came together across every divide to serve one another.

"Our goal is to turn remembrance into actionable leadership and service," said Kevin Schmiegel, CEO of ZeroMils and a retired Marine Lieutenant Colonel. "This isn't about looking back with sorrow, it's about moving forward with strength and purpose. It's about showing young people what thriving through service looks like today."

The day includes a community tribute run led by wear blue: run to remember, a 5,000-food bag packing service project with *Blessings in a Backpack* to provide food over the weekend for school-aged children in Minnesota and Wisconsin who might otherwise go hungry, and a Spartan DEKA STRONG fitness challenge open to all ages and fitness levels. It will also serve as a rallying point for addressing the military's ongoing recruitment crisis and restoring trust in public institutions.

In 2023, the U.S. military fell short of its recruitment goals by 41,000 people, highlighting a growing disconnect between young Americans and traditional service pathways. While recruitment rebounded by over 12% in 2024 and most branches are on track to meet significantly lowered goals this year, long-term challenges remain, including a shrinking pool of eligible candidates and declining interest in military service in general. Research from ZeroMils shows that over two-thirds of youth feel disconnected from leadership or service pathways, making events like Uniting in Service vital for bridging that gap and inspiring the next generation.

"Veterans bring unmatched leadership, resilience, and a commitment to mission- qualities every community needs more of," said Sean Passmore, Head of Military & Veteran Initiatives at Wells Fargo. "When we invest in service, we invest in the future."

This Minneapolis activation is one of several happening across the country as part of ZeroMils' Military Thriving^® movement. Launched in 2022 the initiative works to reframe how the nation, and youth in particular, perceive veterans – not as broken, but as bold leaders who can help communities thrive beyond the uniform.

For more details and to Register: Visit: www.zeromils.com/events/uniting-in-service-minneapolis

About ZeroMils
ZeroMils is a service-disabled, Veteran-owned small business with a mission to build Military Thriving^® communities across the country. Through civic activation, corporate partnerships, and national storytelling campaigns, ZeroMils is helping reestablish trust in service and leadership among rising generations.

Featured Partners
wear blue: run to remember - Honoring the fallen through community fitness.
Blessings in a Backpack - Providing weekend meals for food-insecure children in 44 states.
Spartan DEKA STRONG - A global leader in endurance and resilience events
Wells Fargo - Leading employer for veterans and community impact.
Neighborly - World's largest home services company with more than 5,500 U.S. businesses.
Genesys Works Twin Cities - Preparing underserved youth for college and careers through professional experience.

Contact: [email protected] 

SOURCE ZeroMils