Today’s Military: Fast Track

The United State's All Volunteer Force needs people to protect its country. Yet, according to the Joint Advertising Market Research & Studies (JAMRS) - a program within the Department of Defense - a record-high number of young Americans (16-24) never even consider military service. Gen z is navigating a vastly different landscape than previous generations - delayed milestones, financial pressures, and social media-driven culture are reshaping their definition of success. Today’s young adults aren’t just looking for a career; they want a life that aligns with their passions and ambitions. Armed with this insight, JAMRS partnered with MullenLowe to reframe what military service can mean to a generation seeking purpose and personal growth.