The U.S. Army is modernizing its recruitment message in an effort to appeal to a younger generation of Americans placing a priority on purpose-driven careers.
"In the United States Army, we don't have a reverence issue," said Brigadier General Alex Fink, the Army's chief of enterprise marketing. "We have a relevance issue. So we needed to highlight those types of roles that you can play that might be more relevant to the Gen-Z audience."
The military brand launched a new ad campaign designed to introduce Generation Z to the diverse range of Army opportunities and build awareness among the country's youth. The campaign, called 'What's Your Warrior?' puts the spotlight on the Army's 150 careers and eight specialty areas including signal, air and space, cyber, science and medicine, engineering, support and logistics, intelligence, and ground combat.
"In the past, we have tended to focus on certain types of roles, particularly combat roles, but there's so many more things that we do," said Brigadier General Fink.
Brigadier General Fink told Cheddar the Army's disconnect with America's youth is not a consequence of political rift or related to who is in the White House.
"The challenges that we face are really not political at all. It's sort of a growing political civilian divide that we have just because there are fewer veterans that youth are connected to," he said. "And that leads to misconceptions."
Not everybody has to "fast rope out of a Black Hawk and go into combat right away," Brigadier General Fink said.
"Another piece is simply what life is like as a soldier. Can you own a pet? Can you get married? Do you have to live in the barracks? These are all misconceptions that we have."
Tony Drake, founder of Drake & Associates, breaks down the latest CPI report, why ‘inflation is still trending down,’ and why the Fed doesn’t want to cut rates too soon.
Make sure your love don't cost a thing this Valentine's Day to any scammers. Note: we're not talking about your partner that didn't do the dishes after saying they would.
Landing founder and CEO Bill Smith shares how the company’s new Nomad pass and partnership with Frontier Airlines allows subscribers unlimited airfare and accommodations.
The pandemic yielded government financial support and (eventually) a surprisingly strong job market — but racial wealth disparities grew. Why is it so difficult to close the wealth gap?
Plenty of retailers and suppliers are reducing the variety of their offerings to focus instead on what they think will sell best. Many businesses have decided less is better, justifying their limited selection by asserting shoppers don’t want so much choice.
Joe Pompliano, author of the Huddle Up newsletter, breaks down the biggest moments from Super Bowl LVIII, from potentially record-breaking viewership to Taylor Swift’s highly anticipated appearance.
David Wright, President and owner of Wright Financial Group, shares his thoughts on why the Federal Reserve seems hesitant to cut rates, and why regional bank stocks could help move the needle.
Disney and Fortnite-maker Epic Games will collab on making new video games with Disney characters. Hopefully it will be more than Mickey Mouse hitting the Griddy.
