Nov 5, 2019

Army tries to recruit Generation Z with multimillion-dollar campaign

Photo: Jewel Samad/AFP/Getty Images

The Army is targeting young people "with a new multimillion-dollar advertising campaign designed to help recruit more than 130,000 people over the next year with promises of jobs everywhere from bio labs to cyber and culinary arts," reports Bloomberg Government.

Why it matters: Generation Z largely views of the military as a fighting force doing most of its work abroad, given that many in its ranks came of age after the September 11 attacks.

  • The campaign, called "What's Your Warrior," will launch on Nov. 11 and use "data analytics and social media such as TikTok, Instagram, Twitter, and Facebook, to home in on teenagers who show interest in those skills and need help to develop them, according to Bloomberg.
  • The revamped strategy also comes as U.S. lawmakers have become increasingly concerned about the Army's "misdirected marketing" over the years.

The bottom line: This is the first attempt by the Army to alter Gen Z's perception of what it does as it tries to recruit more young people for highly technical and varied roles.

Go deeper: How Gen Z could change the GOP

Go deeper

More younger members of Generation Z use TikTok than Facebook

Adapted from the Morning Consult's Influencer Report; Chart: Axios Visuals

More young teenagers use TikTok than Facebook, according to a new report from Morning Consult. Instagram and Snapchat still beat TikTok by wide margins, but the viral Chinese karaoke app has quickly become popular amongst Generation Z.

Why it matters: TikTok is following a familiar trajectory, beginning with beating out Facebook as a more popular app for young teens.

Go deeperArrowNov 5, 2019

Trump campaign to blacklist Bloomberg News

Trump at a rally in Florida on Nov. 26. Photo: Paul Hennessy/SOPA Images/LightRocket via Getty Images

President Trump's 2020 campaign announced Monday it will no longer allow reporters from Bloomberg News to obtain credentials to cover Trump campaign events.

The big picture: Campaign manager Brad Parscale described the decision to ban Bloomberg reporters as a reaction to Bloomberg News' announcement that it would no longer do investigative journalism on Democratic 2020 candidates, following the entry of the media outlet's owner, Mike Bloomberg, into the presidential race.

Go deeperArrowDec 2, 2019