Gen Z unfamiliar with military – surveys prove benefits unknown and not effective
Tiron, Reporter for Bloomberg Government, 2022
[Roxana, “US Army Is Facing ‘War for Talent,’ Courting Gen Z With Benefits,” Bloomberg Government, June 1, 2022, https://about.bgov.com/news/us-army-is-facing-war-for-talent-courting-gen-z-with-benefits/, accessed June 22, 2023, GDS-LL]
National Survey
The Army is basing its new marketing campaign on a national survey of 3,000 US adults aged 18-76, conducted March 7-15. The survey found that 73% of Gen Z claimed to be familiar with the Army—the highest of any generation—but the data showed they had a limited understanding of the service and its ability to deliver on their needs.
The survey showed only 51% of Gen Zers think the Army allows time for recreation and hobbies, according to the data shared with Bloomberg Government. Gen Z is also the least likely cohort to think soldiers have work-life balance, the Army found. Many Gen Zers surveyed said they were “surprised” to learn about the job benefits the Army provides, and were more likely to see service as a good career option as a result, an Army executive summary said.