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."
Thanksgiving travel is set to smash records as millions fly, drive, and ride despite FAA disruptions and economic uncertainty. Here’s what you need to know.
AI, BNPL and new digital tools are reshaping holiday shopping. PayPal’s Michelle Gill shares survey insights, tech trends, and tips for smarter spending in 2025
'The Chair Company' blends sharp satire with workplace conspiracy. Lake Bell joins us to talk its corporate themes, quirky characters, and why viewers love it!
It's a tough time for the job market. Amid wider economic uncertainty, some analysts have said that businesses are at a “no-hire, no fire” standstill. At the same time, some sizeable layoffs have continued to pile up — raising worker anxieties across sectors. Some companies have pointed to rising operational costs due to U.S.'s new tariffs, while others have redirected money to artificial intelligence investments. Workers in the public sector have also been hit hard. Federal jobs were cut by the thousands earlier this year. And many workers are now going without pay as the U.S. government shutdown has now dragged on for more than a month.
Nvidia smashes earnings with record-breaking revenue and soaring Blackwell demand as shares slip this morning, Barron’s senior writer Adam Levine unpacks it all
Jeff Wagoner, CEO of Outrigger Hospitality Group, discusses the company’s coral preservation initiatives and sustainable practices at their hotels and resorts.
