Camo cup sleeve photo courtesy of Starbucks.

Starbucks has a new camo cup sleeve that the chain hopes will show off their proud commitment to veterans.

The coffee giant has received some backlash in the past for "not committing enough" to this group. However, Starbucks has hired over 10,000 veterans and military spouses since 2013. Furthermore, the new camo cup sleeves are part of a campaign that reinforces Starbucks' strong commitment to those who've served.

Along with the new sleeves, which are already in stores, Starbucks also plans to hire 15,000 more vets and military spouses by 2025. Additionally, they aim to open 100 Military Family stores, or locations run by the aforementioned, by 2022.

It's not just jobs that Starbucks hopes to create, however. Starbucks' new project also aims to bring veterans back into communities where they may feel isolated. As such, they've created a pair of ads that encourage people to talk to veterans they meet about their service. The videos suggest questions that civilians can ask those who've served to begin those conversations. Since many veterans can feel isolated, especially with a decreasing population of armed forces and vets, these conversations are more important to have than ever. Starbucks hopes that through their ads, more veterans will be able to talk with each other and the public to see past stereotypes and understand the challenges veterans face.

So when you get your coffee or eventual Pumpkin Spice Latte, check out the sleeve and remember the message to understand veterans better. It can help in more ways than you possibly think.