Today’s Military Reframes What Service Can Mean for Gen Z

The United State's All Volunteer Force needs people to protect its country. Yet, according to the Joint Advertising Market Research & Studies (JAMRS) - a program within the Department of Defense - a record-high number of young Americans (16-24) never even consider military service.

Gen z is navigating a vastly different landscape than previous generations - delayed milestones, financial pressures, and social media-driven culture are reshaping their definition of success. Today’s young adults aren’t just looking for a career; they want a life that aligns with their passions and ambitions.

Armed with this insight, JAMRS partnered with MullenLowe to reframe what military service can mean to a generation seeking purpose and personal growth.

Launching this week, the latest evolution of the 'You Have a Calling, We Have an Answer.' campaign shifts the narrative: military service is more than a noble calling - it’s a smart, strategic choice that can help young adults achieve their future goals. While the tagline remains, its meaning expands beyond career aspirations to encompass a fulfilling life.

Directed by acclaimed Academy Award-nominated filmmaker Ellen Kuras - well-versed in military storytelling through her work on Lee, Catch 22 and The Betrayal - the campaign’s centrepiece is a series of cinematic films that reframe military service as a transformative experience, one that can propel young people toward an extraordinary future. Complementing the films is a robust social media strategy that shares real-life stories from current service members and drives engagement on TodaysMilitary.com. With military subject matter experts helping shape the creative, the campaign strikes a balance between authenticity and aspiration.

Find the full series here. 

This multi-year platform reflects the strength of MullenLowe’s decades-long partnership with JAMRS, built on a shared commitment to understanding and adapting to the next generation. By understanding the evolving needs of young adults, MullenLowe was been able to craft a campaign that meets gen z where they are today.