Members of “Gen Z” — those born between the late 1990s to early 2010s — are obsessed with nostalgia, from binge-watching episodes of “Friends” to wearing preppy clothes and listening to Green Day albums on turntables.
The Pentagon is hoping to capitalize on this phenomenon to address a major recruiting slump currently facing the U.S. Army.
Military officials say they are bringing back the iconic “Be All You Can Be” recruiting slogan from the 1980s and 1990s, and not just because of mere sentimentality.
The Army has confirmed it will build a new advertising campaign around the slogan over the coming months to help overcome the most severe recruiting challenges faced by the service since the end of the draft in 1973.