Triumph | Army 'snowflake' campaign hailed huge success

In January 2019, Recruitment Grapevine reported on the controversial debut of the UK Army’s ‘Snowflake Generation’ campaign.

At the time, the recruitment drive was seen as extremely dividing, with some claiming that its branding of Millennials as ‘binge gamers, phone zombies, me me me Millennials, and selfie addicts’ was detrimental to the concept of convincing younger generations to join the military.

“Not sure why the British Army thinks insulting young people is a good recruitment tactic. What an awful campaign,” Sarah Hayward, Director of Croydon’s Violence Reduction Network tweeted, whilst Hussein Kesvani, Editor of MEL Magazine, added: “Nothing makes me have more belief in myself than being insulted first.”

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Millenials | 'Insulting' recruitment drive for snowflake millennials

At the time, Stephen Cappello, Senior Psychologist at Thomas International, a psychometric assessment firm, told Recruitment Grapevine that this type of recruitment merely parroted 'unevidenced' stereotypes.