The U.S. Army is rebranding its image, with a departure from “woke” messaging and instead placing emphasis on the history and potential opportunities of serving the nation. The move comes as recruitment numbers have been in decline for years and the Army needs to appeal to traditional families, who make up the majority of enlistees.
Gone are the days of prioritizing background and identity, the Army is now emphasizing the personal and career development opportunities that come with serving in its ranks. The “be all you can be” slogan from 1981 to 2001 has been resurrected to showcase the wide variety of career fields available in the Army.
Two new 90-second ads have been released as part of this rebranding, highlighting the history of the U.S. Army and emphasizing themes of “overcoming obstacles” and pushing towards the future with new technologies that better the lives of civilians as well as serving the nation’s defense. While these ads feature an ethnically diverse cast, they do not speak to any particular demographic.
The Army’s prior marketing campaigns under the most recent branding scheme alienated some target audiences, and this rebranding is a way to broaden the appeal to Gen Z audiences. It is part of the Army’s goal to reach its ambitious recruiting goals for 2023, and it knows it needs to appeal to those who see America as a great country, not one that is filled with systemic racism.
With traditional families making up the majority of new recruits, the Army is doubling down on messaging about benefits and career opportunities available to soldiers in 2022 and into 2023. It is offering bonuses in the thousands of dollars for successful referrals and new recruits’ willingness to ship out within 45 days of enlistment.
Additionally, it is investing in healthcare, education support, and vacation while pleading with lawmakers to set aside funding for housing assistance, child care, and spousal career assistance, all to hold onto the recruits they get.
It is clear that the Army understands that to be successful, it needs to appeal to all Americans, regardless of their political beliefs or background. The Army needs to show that it is a capable and hard-hitting force that can defeat and deter enemy aggression, not one that prioritizes inclusion over competence and lowers standards to accommodate more self-described identities.
By shifting away from social justice and diversity themes and towards patriotism and an appreciation for our country’s history, the Army is making a smart move to ensure that it reaches its ambitious recruiting goals and continues to be an essential part of the U.S. Armed Forces.
In this way, the Army is demonstrating its commitment to the best interests of America and ensuring that its soldiers remain ready to defend our great nation.
WATCH the video below:
In 1981, “Be All You Can Be” inspired me to be the best version of myself I could be. pic.twitter.com/NhoBNLDRA4
— GEN James C. McConville (@ArmyChiefStaff) March 11, 2023
Sources: Libertyonenews, DailyCaller
