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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

Felix Salmon, author of Capital
3 mins ago - Economy & Business

Meme stonks lose their appeal to the world of crypto

Data: Cardify; Chart: Axios Visuals

That sucking sound you hear is the outflow of meme-chasing dollars from the stock market.

Why it matters: The caravan has moved on. The dream of getting rich quick still lives, but today it's more often found in the world of crypto, NFTs or even sports betting than it is in the stock market.

Latinas who brew seek to shake craft beer industry

A server at Mujeres Brew House in San Diego rings up a customer in front of a selection of craft beers. Photo: Russell Contreras/Axios

Independent craft brewers are popping up in cities across the country, and a small but growing number of them are Latina-owned or run by a Latina head brewer.

The big picture: Latinas are opening up independent craft breweries from California to Colorado as Latina-owned small businesses continue to be one of the fastest-growing segments of the economy despite a lack of venture capital.

52 mins ago - Sports

China pulls Celtics games after Enes Kanter criticizes Xi Jinping

Celtics center Enes Kanter. Photo: Jim Michaud/MediaNews Group/Boston Herald via Getty Images

China will no longer stream Boston Celtics games after center Enes Kanter called Chinese President Xi Jinping a "brutal dictator" in a social media post over the Chinese government's repressive policies in Tibet, according to the New York Times.

Why it matters: Kanter's criticism of Beijing has sparked another round of trouble for the NBA in China, one of its largest and most restrictive markets.