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  • British Army plays on Gen Y stereotypes to recruit them
  • British Army plays on Gen Y stereotypes to recruit them
    MoD/Crown Copyright (2019) ©
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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.

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