The United State's All Volunteer Force needs people to protect its country. Yet, according to the Joint Advertising Market Research & Studies (JAMRS) - a program within the Department of Defense - a record-high number of young Americans (16-24) never even consider military service. Gen z is navigating a vastly different landscape than previous generations - delayed milestones, financial pressures, and social media-driven culture are reshaping their definition of success.
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