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Center for Accessions Research Update


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Title: Center for Accessions Research Update

Proud to Be Here, Proud to Serve
Proud to Be Here, Proud to Serve
U.S. Army Accessions CommandFirst Handshake to
First Unit of Assignment
  • Center for Accessions Research Update
  • State of the Youth Market
  • to
  • COL Garcia
  • 06 Dec 06

Objective and Purpose
  • The State of the Youth Market is a living
    document designed to consolidate insights on
    youth attitudes, beliefs and behaviors gained
    from a wide variety of research sources.
  • Its purposes are to
  • characterize and describe the Army recruiting
    market and market situation and
  • recommend strategies and/or programs based on
    these critical insights and trends that enable
    successful recruitment and training of Army

Research Sources
  • Gallup Polls
  • US Census Bureau
  • US Center for Disease Control
  • Natl Center for Education Statistics (NCES)
  • Millward Brown Ad Tracking Study
  • US Army New Recruit Survey
  • US Bureau of Labor Statistics
  • Marketing Leadership Council
  • Yankelovich Study
  • DoD Youth/Adult/Influencer Polls Spring 06
  • Teen Research Unlimited (TRU) Spring 06
  • Student Monitor Spring 06
  • US Military Image Study - 2004
  • Influencer Military Perceptions and Attitudes
    Study - 2004
  • Market Contact Audit - 2006
  • MRSI Hispanic Influencer Study
  • Beloit College Mindset List - 2006

Top Market Insights
  • About 73 of American youth are not eligible for
    Army service
  • Propensity is the lowest its been in over two
  • Patriotism has steadily decreased since 2002, yet
    still higher than pre-9/11
  • College is overwhelmingly the preferred post-high
    school choice (for both prospects and
  • Risk / Reward ratio favors civilian work vs
  • Breaking through media clutter continues to be
  • Teen social concerns focus on issues that
    directly impact youth and that are local to them
  • Army is perceived as ordinary vs other services
  • GWOT continues to have a polarizing effect on the
    youth market

Size of 17-24 Year Old Recruiting Market
  • The 17-24 year old recruiting market of 30.8
    million is defined as the documented, male and
    female population, not institutionalized or
    currently serving in the Armed Forces
  • Approximately 50 of the recruiting market is
    lost due to overweight, moral, medical or
    dependent disqualifications
  • 27 (8.3 million) of the 17-24 year old
    recruiting market is qualified with a HSDG and
    TSC A-B
  • The prime market consisting of fully qualified,
    HSDG, TSC I-IIIA males is 2.2 million (7.1 of
    the primary recruiting market)

17-24 YO Youth Population (M/F)
Refining the Market for FY07
30.8 M
Potential Market minus - Cat IV - Non-HSDG
10.7 M
6.1 M
Target Market minus - IIIB - I-IIIA Females -
Waivers (1.2 M)
8.8 M (Less than 3 of 10)
5.2 M
14 M
In-Military 1.1
Non-HSDG 3.1
  • Total Market minus
  • Disqualified
  • Medically
  • Morally
  • Dependent
  • Overweight

8.3 M
HSDG Female I-IIIA 3.0
HSDG Female I-IIIA 3.0
2.2 M
HSDG Male I-IIIA 3.4
HSDG Male I-IIIA 3.4
HSDG Male I-IIIA 2.2
Potential Market
Target Market
Prime Market
Recruiters must focus on finding the Prime Market
Even with a waiver, less than half are able to
Limited number of Non-HSDG and CAT IV are able to
Estimate based on 2005 Camber Prime Market
Study 2005 DOD QMA Study 2005 Woods Poole
(2006 projections)
Insight 1 About 73 of American youth are not
eligible for military service
  • Youth market size 30.8M 17-24 year olds (Woods
    Poole 2006 estimate)
  • Qualified Military Available (QMA) is 27.2M which
    includes enrolled in high school, high school
    graduates, GED certificates, enrolled in college
    (2- or 4-year), or college graduate
  • 55 disqualified for weight, medical, moral
    dependent reasons
  • 44 disqualified for education aptitude
  • (these are not mutually exclusive)
  • Approximately 27 of youth market (8.3M) is fully
    qualified HSDG TSC A-B
  • Only 2.2M males qualified HSDG TSC A 17-24 year
  • Male high quality market
  • 51 of RA contracts produced from this market

2005 Camber Prime Mkt Study 2005 DoD QMA
Insight 1 27 of American youth are qualified
for military service
We need to continue to find ways to get American
volunteers qualified to meet the standards for
  • Actions from Intelligence
  • Incentives
  • Examine potential for expanding the market (RER
  • ARMS
  • Increase enlistment age
  • DoD body fat standards

Insight 1 Nearly 1 out of 3 Public High
SchoolStudents wont Graduate
  • The national graduation rate is between 64 and
  • Nearly half of all dropouts ages 16-24 are
  • Many companies require a high school diploma
    rather than a GED because a diploma shows that
    these applicants had the discipline to gut out a
    tough processthey learned to get along with
    people, some of whom they may not have liked so
    well, in order to achieve their goals.

Actions from intelligence
  • Develop programs in schools to encourage
  • Examine potential for expanding the market
  • Spanish language ASVAB
  • Non-citizens
  • Promote ASVAB preparation (March 2 Success / ACE)
  • Promote better academic performance in urban
    areas through JROTC

2002 Northeastern University Study
Manhattan Institute Study
Insight 2 Propensity for the Military is the
lowest it has been in 2 decades - prospects
An individual who indicates that they Definitely
Will or Probably Will serve in the military in
the next few years is considered Propensed.
Propensity is used as a barometer for overall
youth attitudes toward military service. The
steady decline that began in the 1991 (with the
exception of 2003) has increased drastically
since 2003.
DoD Youth Poll for Spring 06 Not officially

Question How likely it is that you will be
serving in the military in the next few years?
Source YATS (1984-1999) and DoD Youth Polls
(2001-2006)(Fall 2005)
Insight 2 Only 37 of influencers (29 of
parents) said they would likely recommend the
Military post high school
  • When specifically asked whether they would
    recommend the Military as a post high school
    option, only 37 of influencers said that it
    would be likely.

Question Suppose one of your children/students/a
youth you know came to you for advice about
various post-high school options. How likely is
it that you would recommend? Would you be very
likely, likely, neither likely nor unlikely,
unlikely or very unlikely? Source
DoD Influencer Poll
Insight 2 43 percent of Mothers would Try and
Talk Their ChildOut of Joining the Military
Statement If my child/grandchild/young person
told me they were thinking of joining the
military, I would try to talk them out of it.
Strongly Agree/Agree
Action on Intelligence
  • Target influencers with both advertising and
    recruiting efforts (national local)
  • Develop marketing to allow influencers to become
  • Be specific target moms.
  • About 23 of households are single mother
    households in the US. (US Census Bureau - 2005)
  • Moms are also the least knowledgeable about the
    military (only 18 say they are knowledgeable
    about the military).
  • 59 of mothers say I would need to gather more
    information about the military before I would be
    prepared to discuss it with my child/grandchild/yo
    ung person.

JAMRS (Dec 05)
Insight 3 Patriotism has Declined Since 2002
Responses from youth regarding Is Being
Patriotic In or Out?
(16-19 Year Olds)
Fall 01 Survey was fielded prior to 9/11
Fall 05 and Spring Fall 06 Displaying
the American Flag was not on the in list
Source TRU, Fall 06
Insight 3 Being Patriotic is In for less than
57 of 16-19 Year Olds
Actions from Intelligence
  • Maintain strong military presence in communities
  • Aggressive Call to Duty
  • Army Advocacy
  • Involve current military, parents, veterans,
  • Continued emphasis on public relations
  • Target the Probably Not propensity group with
    targeted marketing addressing barriers, rather
    than motivators
  • Pre-prospecting

Insight 4 College is overwhelmingly the
preferred post-high school choice
Going to college is a desired societal norm the
expectation is if you can, you will. Choosing
not to results in a social stigma.
  • Over 92 of 16-19 year olds plan to go on to
    college 67 of HS graduates actually do continue
    on to college.
  • College is by far the most preferred option of
    influencers in giving guidance for choices after
    high school (91.6 recommend a 4-year college).

TRU Fall 06 / NCES
Source DoD Influencer Poll, Fall05
Insight 4 67 percent of High School
Graduatesgo on to College after Graduation
Of those 67, 55 graduate from a 4-year
institution and 33 graduate from a 2-year
Actions from Intelligence
  • Total price of attendance (tuition plus room and
    board and other expenses) for full-time
    undergraduates in 2003-2004 was 15,200 at public
    4-year college/universities (with a 10 yearly
    increase, by 2006, the cost estimate is 18,392).
  • Nearly 75 of full-time undergraduates receive
    some type of financial aid (student loans,
    grants, scholarships, work study, etc.). However,
    education costs are rising faster than aid, thus
    financial aid provides a lower percentage of the
    total cost.
  • Student indebtedness is on the rise due to
    increase college cost and decreased financial aid
  • Target of opportunity for the Army Reserve and
  • Penetrate the College Market
  • Increase Army Reserve Simultaneous Membership
    Program (SMP)
  • Capitalize on the following
  • Montgomery GI Bill
  • Army College Fund
  • Loan Repayment Program
  • Concurrent Admissions Program
  • Tuition Assistance
  • eARMYU
  • ROTC
  • Green to Gold Program
  • Integrated Career Plan (ICP)
  • PaYs

Insight 5 Risk / Reward ratio favors civilian
work vs military
  • Military financial reward is comparable to
    civilian sector perception is that risk is
    greatly imbalanced
  • Average E3 lt2 yrs annual salary 33,990
    (includes Base Pay, BAH and BAS - single) (OSD
    Military Compensation Web Site)
  • Average male with HS diploma annual salary is
    29,011 (2004 US Census Bureau projected for 2006
    single never married)
  • Example Diesel mechanic, 1 yr experience, HS
    Diploma avg salary 37,033 (rural) to 39,117
    (metro) (
  • Civilian benefits packages vary widely

Insight 5 How to Overcome the Risk/Reward Ratio
Actions from Intelligence
  • Increase Special Pay
  • Partnership for Youth Success (PaYS)
  • A larger percentage of military pay is disposable
    incomestress benefits
  • ICP

Insight 6 Breaking through media clutter
continues to be challenging
  • Developments in media and entertainment
    technology enable youth market to be more
    selective in what they view.
  • Teens use media first and foremost for
    entertainment purposes.
  • Nearly 80 of teens do something other than watch
    TV commercials when they come on.
  • Nearly 70 of teens have a cell phone and 94 use
    the cell phone for text messaging.
  • Nearly all teens (92) go online during an
    average week. Approximately 85 have access to a
    computer at home and 91 have online access.
  • Teens use the computer and cell phone to expand
    their social groups and can be in constant
    contact with friends and family (text messaging,,, blogging, etc.).
  • Nearly half of girls and more than one-third of
    guys report having a profile on
    Sixteen percent write their own blogs and nearly
    one-third watch streaming videos online.
  • New trend is Digital Video Recorders (DVRs)
    While only 11 of US homes have DVRs 87 of
    those households zap commercials. (US News
    World Reports)

Source Teen Research Unlimited, Fall 06
Insight 6 Breaking through media clutter is
a challenge - Our Prime Market is
Technologically Savvy
Web Online Applications
Email Marketing
TRU analysts have been talking up their Virtual
Intimates theme for more than a year now,
reminding clients that connection-positive teens
are looking to make friends and meet brands on
community sites like MySpace, Facebook, and
Xanga. Be there or be less relevant in their
Use Text Messaging
Increase local advertising
Ensure that is linked to this
technologically savvy generation.
Insight 7 Teen social concerns tend to be local
and focus on issues that directly impact them
  • Child abuse
  • Drinking and driving
  • AIDS
  • Abortion
  • Prejudice/Racism
  • Education
  • Sexual Assault
  • Drug Abuse
  • War
  • Terrorism

Terrorism How Safe Do You Feel?(16-19 Year Old
Based on top 3 and bottom 3 out of 10 scale
Source Teen Research Unlimited, Fall 06
Insight 7 Focus on Social Concerns
DirectlyAffecting this Age Group
Action from Intelligence
  • Community focus provides opportunity for Reserves
  • Stress community involvement, education, and
  • Explain the no tolerance to prejudice, racism,
    and sexual assault policies in the military
  • Army involvement in Education
  • Physical education
  • Prevention of child abuse programs
  • Prevention of drunk driving programs
  • Humanitarian efforts (Katrina, etc.)

Insight 8 Influencers perceive Army as
ordinary vs other services
  • Relative to other branches, the Army is still
    most likely to be considered ordinary one half
    describe the Army as a last resort for a military
    career choice. (Source 2004 Image Equity Study)
  • Imagery trends have remained fairly consistent
    across waves. In Wave 12 (Jan-Mar 06), 80 or
    more of influencers associated the Army with the
    following images
  • For people willing to sacrifice for their country
  • Opportunity to travel (87)
  • Money for college (85)
  • Something to be proud of (83)
  • Opportunity for adventure (80)
  • (Source Wave 12 DoD Advertising
    Tracking Study Wave 12 (Jan-Mar 06)

How likely are you to recommend youth to join the
Source DoD Influencer Poll, Fall 05
Insight 8 Perceptions of Army vs Other Services
  • Relative to other branches, the Army is still
    most likely to be considered ordinary one half
    describe the Army as a last resort for a military
    career choice.
  • The Armys shares many positive common traits
    with the Marines
  • Physically tough, where the action is, best
    representing the U.S. Military, and never leaving
    a fallen comrade behind.
  • Although the Marines better personify the Warrior
    Ethos and Soldiers Creed overall, the Army holds
    its own on several of these dimensions and shares
    many positive traits with the Marines.
  • The Armys image is weaker than the other
    branches on technology, high standards, being
    elite, or for better educated people.
  • The Air Force is seen as elite, with high
    standards, training, and higher on use of cutting
    edge technology.
  • The Navy is more specialized, better for women,
    and like the Air Force, provides skills to help
    you get a better job, and provides training on
    cutting edge technology.

2004 Image Equity Study
Insight 8 Army perceived as ordinary
Actions from Intelligence
  • Army Strong / Branding initiatives
  • Continue to stress the technology aspect of the
  • Increase awareness that 90 of accessions are
    High School Diploma graduates or equivalent
  • Leverage Army advocates
  • Utilize website

Insight 9 GWOT has a polarizing effect on the
youth market
Youth 17-24
Source Gallup Polls
Source DoD Youth Poll, Fall 05
Insight 9 GWOT has a polarizing effect on the
youth market
Actions from Intelligence
  • FY07 Research Studies focusing on motivators and
  • National call to service
  • Recruiter talking points
  • Army advocacy (parents, grandparents, soldiers,
    veterans, spouses)

Understanding the Market
Market Composition
  • 2006 Total Target Pop Size (QMA) 27.1M 17-24 YO
    and 15.3M 25-29 YO (50-50 male/female split)
  • Projected Growth By 2010 17-24 YO pop will
    increase by 1.1M (3.9) and 25-29 YO pop will
    increase by 1.2 M (7.3).
  • QMA Race/Ethnic Breakout (17-24 YO) Although
    African-American, Hispanic, and API all show
    growth in numbers and proportion, by 2020
    Hispanics will overtake African-Americans as the
    2nd largest QMA group. Caucasians will
    decline in proportion (-8.4).

Source Woods Poole
Market Location
17-24 Qualified Military Available by County
2006(with Rctg Bn Boundaries)
Clusters found in and around major US population
Source Woods Poole
Market Location
Actions from Intelligence
  • Continue to place recruiters where market is
  • Maintain strong recruiter presence
  • Utilize segmentation down to lowest practical
    levels (battalion---company)
  • Utilize technology to target specific market

Interesting Facts about the Prime Market Youth
  • They were born around 1988.
  • They have only known two presidents.
  • The Soviet Union has never existed and therefore
    about as scary as the student union.
  • There has always only been one Germany.
  • They are wireless yet always connected.
  • A stained blue dress is as famous to their
    generation as a third-rate burglary was to their
  • A coffee has always taken longer to make than a
  • Smoking has never been permitted on airplanes.
  • DNA fingerprinting has always been admissible
    evidence in court.
  • They grew up pushing their own miniature shopping
    carts in the supermarket.
  • Google has always been a verb.
  • Text messaging is their email.
  • Madden has always been a game, not a
    Superbowl-winning coach.
  • They grew up in minivans.
  • Reality shows have always been on TV.
  • They have no idea why we needed to ask can we
    all get along?
  • They have always known that In the criminal
    justice system the people have been represented
    by two separate yet equally important groups.
  • Young womens fashions have never been concerned
    with where the waist is.
  • They have rarely mailed anything using a stamp.
  • Brides have always worn white for a first,
    second, or third wedding.
  • Affluent troubled teens have always been subjects
    of television series.
  • They have always been searching for Waldo.
  • Michael Moore has always been showing up
  • Disposable contact lenses have always been

Source Beloit College Mindset List for the
College Class of 2010
Whats In
  • Blogging MySpace
  • Ripped jeans polos
  • Rap/Hip-hop
  • Going to the movies
  • DVDs Cellphones
  • Long Hair
  • Blogging Podcasting
  • Playing cards, poker,
  • and gambling
  • Hooded sweatshirts
  • Graphic tees
  • Rap/Hip-hop
  • DVDs and Cellphones
  • Long Hair on Girls

Source TRU, Spr 06
Favorite TV Shows - Male
Action from Intelligence
  • Place TV advertisements during
  • these shows

Source TRU, Spr 06
Online Facts
  • 84 of teens have access to a home computer
  • 90 of teens with a home computer have online
    access at home
  • 55 of online teens have a high-speed internet
    connection at home
  • 44 of teens have set up personal sites and/or
    view others profiles
  • Girls socialize more online while males lead in
    gambling, entertainment, and e-commerce.
  • Time Spent Online
  • 0 Hours 14
  • Less than 5 hours 36
  • 5 to 10 hours 24
  • 11 20 hours 13
  • More than 20 hours 13

Source TRU, Spr 06
Goals and Aspirations
  • Most youth still believe in the work ethic and
    value doing something with their lives.
  • However, they are still looking for long-term
    financial success and recognize technology skills
    and education as the means to attain it.
  • Having fun and experiencing life to the fullest
    are high priorities, but not at the expense of
    future success.
  • Young people are not overly concerned with safety
    or avoiding risks, but willingness to fight for
    ones country is low and depends on the cause.

2004 Image Equity Study
  • 9 in 10 young adults say they are happy,
    confident, and positive
  • Optimistic
  • Decreasing worry about violence, sex, or drugs
  • Suicide rates falling
  • Believe growing up easier for them then their
  • Team Players
  • Gravitating to group activities
  • Believe Selfishness is a major cause of
    problems in the country
  • Believe in their own collective power
  • Accept Authority
  • Identify with their parents (current) values
  • Trust and feel close to their parents
  • Half believe that a lack of parental discipline
    is a major social problem
  • Majority favor tougher rules against misbehavior
    in the classroom and society at large
  • Follow Rules
  • Declining youth crime, teen pregnancy, and
    abortion rates

Sources Millennials Rising
Barna Research Group Federal
Interagency Forum on Child and
Family Statistics (Americas Children 03)
Motivators For Military Service
Five most important military motivators
  • Educational assistance
  • Get help paying for a college education 58
  • Benefits
  • It offers excellent benefits, such as health
    care, retirement, and vacation 55
  • Adventure
  • The opportunity to travel and see the world
  • Have exciting experiences and adventures 49
  • Pride and honor
  • The military is an honorable occupation 50
  • Be a part of something I can take pride in 49
  • Experience
  • Gain management and leadership experience 49

Source 2004 Image Equity Study
Barriers To Military Service
Top of mind military barriers
  • Personal injury or death
  • I might be killed in combat
  • I might be captured and tortured
  • I might be wounded in combat
  • Possibly facing an enemy who might use chemical
    or biological weapons
  • Aversion to fighting/military
  • I might have to kill innocent people
  • I dont want to kill people
  • Career
  • I have other career interests
  • Time commitment
  • I might hate it once I got in and then be stuck
  • The long time commitment required
  • Ethical concerns
  • May have to fight for a cause I dont support

Many of the barriers that exist today were not
factors in 2000.
In the past barriers were about inconvenience or
preference for another life choice. Now they
have switched to something quite differentfear
of death or injury.
2004 Image Equity Study
Military vs College
4-Year College Wins
  • Help finding good paying job (74)
  • Something parents/family proud of (73)
  • Do something mentally challenging (72)
  • Prepare to achieve personal goals (71)
  • Prepare you to succeed in life (70)
  • Enjoy your life (65)
  • Do something you can be proud of (64)
  • Do something friends will respect (63)
  • Be treated fairly (59)
  • Develop personal values qualities (53)
  • Get training in specific job skills (45)
  • College beats the military on delivering many
    desirable future benefits.

The military, however best delivers physical
benefits, including doing something challenging,
discipline, and adventure.
Military Wins
  • Do something physically challenging (78)
  • Discipline (72)
  • Adventure (69)
  • Develop leadership skills (54)

Military and college are at parity on making a
difference and job security.
  • Opportunity to make a difference
  • Have job security
  • Get paid well right away

2004 Image Equity Study
Who Influences Youth Career Decisions?
1 Mom 2 Dad 3 Close Friends 4 Brothers
Sisters 5 (Much Less Influential) - Guidance
Counselors/ Teachers/Clergy/Coaches
And They Know It!
Hispanic and African American moms have more
influence than in other groups.
2005 Influencer Study MRSI Hispanic
Influencer Study
Influencer Attitudes (Desires for the Youth)
  • 4-year college is by far parents preferred
    choice for their child. College is perceived to
    deliver on many of the attributes considered
    important for the future.
  • Although civilian jobs are preferred over
    military service as a career option, military
    service compares fairly well against civilian
    jobs, and especially 2-year college, on many of
    the attributes considered important for career
  • Parental discussions with children on career
    choices are more directive with High School kids
    than with College or Work Force.

2005 Influencer Study
Influencer Attitudes (Opinions of the
  • Best reasons for joining the military money for
    college, self-discipline, learn trade or skill,
    training in new technology, and opportunity to
    travel. Service to country ranked seventh, which
    is down from last influencer poll.
  • Safety/Exposure to being killed/wounded is the
    major concern for influencers.
  • Other top reasons for not joining Have to put
    career plans on hold, loss of a normal lifestyle.
  • The Army falls far below the Air Force as the
    preferred service branch in terms of a career
    choice among all ethnic groups.
  • The Armys current image as a career choice
    relative to the other branches ordinary,
    accepts anybody, last resort as a career choice,
    most exposure to being killed/wounded.

2005 DoD Influencer Poll
Influencer Attitudes (Advice on the Military)
  • Overall, most parents would remain neutral or be
    supportive if their child decided to join the
  • More African American parents are opposed to
    their child joining the military. However, along
    with Hispanics, they also have a higher
    proportion who support joining. White parents
    are more neutral.
  • Dads are more supportive of their child joining
    the military than are moms.
  • Parents of college kids are more opposed than
    parents of high school or Workforce/Stop-out,
    Drop-out kids.

2005 DoD Influencer Poll
Influencer Attitudes Impact of the War in Iraq
on Likelihood to Recommend
2005 DoD Influencer Poll
SSpring FFall
Likelihood to Recommend Military Service
Third year anniversary of invasion of Iraq (3/20)
Cindy Sheehan gains popularity (August)
Anti war rally in D.C. (9/24)
Iraqi Shias win Parliamentary elections (1/21)
Iraq parliament chooses president (April)
Iraqi Parliamentary elections (12/15)
Transfer of Power (6/28)/ Iraq takes custody of
Saddam Hussein (6/30)
Iraqi President goes to Iran (11/18)
Zarqawi allegedly wounded (5/26)
Saddam trial begins (10/19)
100 killed in Hilla car bombing (2/28)
5 Marines killed in bombing (6/10)
Falluja retaken by US (11/15)
London bombings (7/7)
Pres. Reagan Died (6/6)
Iraqis vote (1/30)
Stand-off at Najaf Begins (8/05)
1st Afghanistan Election (10/8)
Presidential Debates (9/30-10/13)
Presidential Election (11/2)
Attack on US base in Mosul (12/22)
Democratic Convention (7/26-29)
Republican Convention (8/30-9/2)
Abu Gharib Allegations (early May)
New Iraqi PM appointed (4/22)
Bodies dragged in Fallujah (4/1)
State of the Union (1/20)
I would like to ask your opinion about some
specific choices that young people have. Suppose
a youth you know came to you for advice about
various post- high school options. How likely is
it that you would recommend joining a military
service such as the Army, Navy, Marine Corps, Air
Force or Coast Guard?
JAMRS Influencer Study April 2006
Influence of GWOT on Those Who Choose to Enlist
S6Q1 Has the ongoing nation-building mission in
Iraq had any impact on decisions to enlist?
Source NRS 2005
Other External Factors
Political Social Economic
Political Environment
  • Veteran Representation among Politicians and in
    the population as a whole is declining.
  • Congressional Support for a Stronger Military
    Has increased as a result of the attacks of 9-11,
    the War on Terror, and Operation Iraqi Freedom
    but funding is still an issue.
  • Election 06 Candidates had fundamental
    differences in their views on the conduct of the
    War on Terrorism, Economy, etc. Close election
    reflected corresponding split in public opinion.
    There are younger members of Congress and less
    are veterans. Congress had a net loss of 9
    veterans in the last election.

Total Veteran Population (Millions)
Source VA
Source Congressional Research Service
Social Environment
  • Since 9-11, public confidence in the military
    generally higher. (Leads next ranking
    institution by 25.) Expect high level for at
    least as long as public opinion of the war is
    viewed separately from opinion of soldiers/Army.
  • Extensive media coverage of Operation Iraqi
    Freedom increased public awareness and interest
    in military, but also awareness of the hardships
    of soldiering.
  • Public support of Army / propensity historically
    decline as hostilities lengthen and success /
    validity of the campaign is questioned
  • People generally respect those who serve in the
    military, but are not inclined to join the

War on Terror
Desert Storm
Reagan Re-elected
Source Harris Interactive
Daily news almost always includes stories about
terrorism, war, or unrest somewhere in the world.
Youth Economic Environment
  • Youth unemployment from 2000 to mid-2003
    increased steadily at a rate of 2 each year.
  • Near term Strengthening youth labor market with
    unemployment gradually decreasing.
  • Job Security This was the first economic
    downturn that the current youth cohort has
    experienced Youth are optimistic about the
    recovery and their ability to find jobs in the
    recovering economy.
  • Expected Economic Recovery - benefits nation,
    however many studies (Rand, Early-Warning System)
    indicate that there is a lag in effect when it
    comes to recruiting.

Quarterly Youth (16-19 year old) Unemployment Rate
(Jan 89 Thru 2d Quarter 06)
Source Bureau of Labor and Statistics
  • Todays youth are
  • concerned about their community
  • service-oriented
  • team-oriented
  • technologically savvy
  • focused on college
  • concerned with influencer input, but educated
    enough to decide on their own
  • Army Strong addresses many of the attitudes,
    behaviors and beliefs that motivate the youth of
  • We must continue to research, analyze and address
    the barriers that prevent the youth market from
    considering the Army as their first choice for
    service to their nation

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