Riding the shockwaves: Connecting with the next generation in a volatile and turbulent world

Luke Mantell and Luke Perry

The British Army commissioned research to inform its recruitment efforts by gaining a deeper understanding of its Gen Z target.

Do we still need an army today?

When we began our engagement with the British Army in 2020, many young people’s reference point for what being in the Army might be like was a reality TV gameshow. In the UK, the contemporary image of the combat soldier in popular culture and the professional reputation of the Army was very much defined by the legacy of Britain’s involvement in the War on Terror, and specifically experiences in Iraq and Afghanistan following 9/11 (Akam, 2021). One of the most successful and long running reality TV series in the UK was SAS...

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