British army criticised for ad campaign targeting “snowflake” millennials

The UK army has been heavily criticised for a new recruitment campaign targeted at millennials.

The posters riff off the iconic WWI army ads, but now feature “snowflakes”, “selfie addicts”, “binge gamers” and “me me me millennials”.

Despite aiming to “look beyond the stereotypes” and highlight qualities such as confidence, drive, and compassion, the campaign has been criticised for its patronising tone. It’s also been lampooned by many as a pathetic attempt by middle-aged marketers to create something that resonates with Generation Z.

Gavin Williamson, the defence secretary, defended the campaign, describing it as “a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team”.

“It shows that time spent in the army equips people with skills for life and provides comradeship, adventure and opportunity like no other job does,” he added. “Now all jobs in the army are open to men and women. The best just got better.”