News & Opinion | January 3, 2019 10:25 am

See How The British Army Is Recruiting “Snowflake” Millennials

The military needs help from the phone-obsessed generation.

A screengrab from British Army recruitment ads targeted at millennials (YouTube)
A screengrab from British Army recruitment ads targeted at millennials (YouTube)

The British Army wants the “Me” generation to step up and serve. New ads from the U.K. military show millennials in a positive light after NBC News reports a declining number of troops in recent years.

The ads, broadcast on television, tout skills like focus and drive from “binge gamers” and “phone zombies.” The “self-obsessed” are applauded for their “self-belief” and “snowflakes,” oft-criticized for “lacking resilience” and “taking offense” are “wanted for their compassion.”

Take a look at some of the ads below.