The Challenge
We approached the strategy by first getting to know Gen Z and their world, and in the process uncovered a pivotal disconnect. Research revealed that Gen Z youth want to pursue their passions, find their purpose, and become the best versions of themselves (Blue Ocean Study, 2020). But their behaviors told a different story: youth are delaying important adulthood milestones, pausing education plans, and dropping out of school once they start (Ipsos 2024). Their mental state is partly to blame, with unprecedented levels of loneliness and anxiety. But the issue goes even deeper: more than any previous generation, Gen Z is struggling with self-efficacy—they believe their life outcomes are controlled by external forces rather than their own actions (University of Michigan Longitudinal Study). Young Americans are facing a profound crisis of confidence that prevents them from believing they can achieve the futures they envision.
The Solution
The Be All You Can Be campaign was an unprecedented success, establishing this period as the most impactful marketing in the U.S. Army’s modern recruitment era. Most importantly, our success meant that we got more young Americans to join the organization that could help them the most.