{"id":37286,"date":"2019-01-04T22:49:46","date_gmt":"2019-01-04T22:49:46","guid":{"rendered":"https:\/\/one.sightlinemg.com\/armytimes\/uncategorized\/2019\/01\/04\/new-in-2019-the-army-is-pulling-out-all-the-stops-to-attract-generation-z\/"},"modified":"2026-08-08T03:14:32","modified_gmt":"2026-08-08T03:14:32","slug":"new-in-2019-the-army-is-pulling-out-all-the-stops-to-attract-generation-z","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2019\/01\/04\/new-in-2019-the-army-is-pulling-out-all-the-stops-to-attract-generation-z\/","title":{"rendered":"New in 2019: The Army is pulling out all the stops to attract Generation Z"},"content":{"rendered":"\n

There were audible sighs in the room back in October, when Training and Doctrine Command boss Gen. Stephen Townsend <\/a>told reporters that it had been years since the Army had put out a new recruiting commercial<\/a>.<\/p>\n\n\n\n

Senior leadership has pointed to low unemployment rates and a high instance of childhood obesity<\/a> as negatively affecting the number of potential recruits, but as part of its push to move out of its old-school recruiting ways, the Army is overhauling its marketing strategy.<\/p>\n\n\n\n

\u201cIt\u2019s a little embarrassing to sit here and tell you all that we haven\u2019t had a new commercial in two or three years,\u201d Townsend said at the press conference. \u201cAs of last week, the ones that are running today are two or three years old.\u201d<\/p>\n\n\n\n

About a week later that had changed, however, when the Army dropped its new \u201cWarriors Wanted” campaign. The Army also stepped up its \u201chometown recruiter\u201d<\/a> multimedia, recording short greetings from soldiers currently serving.<\/p>\n\n\n\n

\"\"
The Army debuted a new recruiting slogan in October. (Army)<\/figcaption><\/figure>\n\n\n\n

Then in November, Army Recruiting Command put out the word that it was looking for a few dozen soldiers to join either a functional fitness or esports team, aimed at marketing to two niches of American youth with skills or interests that could translate to service.<\/p>\n\n\n\n

\u201cLooking at modern times, where do young men and women go when they\u2019re not in school?\u201d 1st Sgt. Glenn Grabbs, who is heading up the functional fitness team, told Army Times. \u201cIt\u2019s a big section of the population that goes into some sort of e-gaming interest, and there\u2019s some segment of the market who are into fitness.\u201d<\/p>\n\n\n\t