With Gen Z preferring to deliver takeaways than join the British military, policymakers face an uphill battle in recruiting for their Armed Forces “gap year”.
The UK is introducing a new voluntary, paid gap year programme to bolster forces recruitment, build public awareness of the threat posed by Russia, and equip young people with life skills.
Launching in March, the scheme will see an initial cohort of 150 under-25s get a taste of military life, spending between one and two years in training in a branch of the Armed Forces, The i Paper revealed this week.
Modelled on a similar scheme in Australia, it would introduce them to a military career or equip them with life skills if they decide not to enlist, with no commitment to join full-time.
From advertisements to itinerary, the military must now decide how to sell its flagship scheme to a largely unengaged demographic.
Experts have suggested it will need to emphasise its commitment to inclusivity and show how it will offer the sense of purpose and work-life balance many in the younger generation seek.
Polling has found that only 11 per cent of youngsters would fight for their country.
Last year, a survey ranked the Armed Forces alongside fast food and delivery firms as the least attractive places for Gen Z to work.
Former Defence Secretary Ben Wallace said that “Generation Z is not joining the Armed Forces in the way my generation did”.
However, there are suggestions this may be changing as the threat from Russian aggresion becomes more overt.
Research from Serco found that 53 per cent of Gen Z and millennials say that the current geopolitical climate is making them more inclined to consider a career in national defence – higher than older demographics.
Defence insiders said the scheme would be an “attractive employment scheme for school and college leavers, and young adults who are undecided on a future career direction”, aimed at those interested in learning a trade to upskill or obtaining life experience for a future civilian career.
Jonathan Wilson, professor of brand strategy and culture at Regent’s University London, said the programme would need to be sold as an opportunity for personal development and social contribution – and address lingering concerns around inclusivity.
“For the past decade or so, the forces have put out some great advertising, which has framed joining as being an exciting way to upskill, see the world, make real friends, and find yourself – all in a dramatised almost role-play video gamescape,” he added.
“To hit home the message for Gen Zs, they need to double down on two things: what’s in it for me, and how can I make a difference? Or put another way, how can I be recognised for changing the world, while having the time of my life?”
Wilson said “purpose, profile, and passion while profiting are big drivers and pulls”, but that it might be tricky to communicate a commitment towards “job flexibility, mental health and inclusivity”.
He added: “Strong imagery where they see and picture themselves are vital.”
Last year, people from ethnic minority backgrounds made up only 3.3 per cent of officers in the UK regular Armed Forces, compared with around 18 per cent in the wider population.
Former defence secretary Tobias Ellwood said that the Government and wider society must spell out the threat facing the UK for Gen Z to take the project seriously, and make it clear that a range of different backgrounds and skillsets are valuable and encouraged.
He added that it was “critical” that the training span new and emerging threats such as cyber, AI and disinformation, as well as traditional air, land and sea domains. It could also contain an segment on the defence industry – the military contractors that provide the forces with weaponry and equipment and would be crucial in sustaining them in any conflict.
Ellwood said the gap year would lead to greater military recruitment and support for the military among the public, but also help “educate society that we are now entering a very, very challenging era of insecurity”.
Defence Secretary John Healey said the scheme would “give Britain’s young people a taste of the incredible skills and training on offer across the Army, Royal Navy and RAF.
“It’s part of our determination to reconnect society with our forces, and drive a whole of society approach to our nation’s defence.”
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