Signal4 Jan 2019
British Army plays on Gen Y stereotypes to recruit them

The British Army has co-opted negative Gen Z and Y stereotypes to drive a recruitment campaign. While phrases such as 'snowflake' and 'selfie-addict' are used to deride the young, the ad turns these perceived weaknesses into strengths and plays on their desire for careers with purpose.

British Army plays on Gen Y stereotypes to recruit them