U.S. Army Pitches National Guard as “Uncommon” Career Path for Gen Z

Gen Z prefers flexibility, purpose, and side gigs over 9-to-5 careers as they grow up. This approach is reflected in the U.S. Army's current National Guard marketing campaign, “Uncommon Is Calling,” which offers young Americans a “dual-life” career combination of civilian and military duty.

According to the marketing campaign, the National Guard is the best side gig since members may work regular jobs, fly Black Hawk helicopters in search-and-rescue missions, and respond to natural disasters. In the commercial, audiences are asked, “Who are you not to be uncommon?”

Brig. Gen. Antoinette Gant, Army business marketing commander, said the ad targets Gen Z's entrepreneurial drive. Over 60% of Gen Z find full-time jobs "soul-sucking," while over half work independently or freelance. The National Guard offers a unique opportunity to serve communities, learn skills, and pursue passions.

The black-and-white ad shows Gen Z procrastinating on studies, eating leftover pizza, and overanalyzing texts, appealing to their authenticity. The National Guard promises “the most uncommon time of your life.”

The Army, which has struggled to reach enlistment objectives for years, needs this recruitment campaign. The Army recently met its 2024 objective, but recruits are older, suggesting that traditional Army messaging may not resonate with younger audiences. Gen Z wants to be near to home and family, therefore the National Guard offers part-time service with localized deployments. This sentiment grew during the pandemic.

Gant highlighted that Gen Zers unable to find work post-pandemic stayed home longer and strengthened family bonds. The National Guard uses this emotional bond to offer a job that lets people serve without leaving home.

The National Guard thinks this campaign will make military service an opportunity rather than a duty, as it competes with the gig economy and corporate recruiters. The Guard believes "uncommon" is what Gen Z wants in a time of rapid technology developments, global instability, and economic uncertainty.

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