SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

A. INTRODUCTION

This study examines the attitudes, beliefs, and values of the Millennial generation, represented by a select group of community college students, regarding military service.

The study replicates methods used by Andrew Wilcox for a similar project in 2001 at the Naval Postgraduate School (NPS). By employing the same survey used in 2001, the present research can compare the results from both studies to identify attitude changes and trends over the intervening decade.

Data collection for the study utilizes qualitative methods similar to those applied by Wilcox in 2001, including a structured survey and eight focus-group discussions. The sample is comprised of 481 students at four community colleges in California’s Monterey Bay area. Heavy emphasis is placed on a literature review and Wilcox’s study to develop a conceptual framework for the present research; these sources are used throughout the analysis as a reference point to compare current findings. Additionally, the present study departs from previous work to examine Millennials’ perspectives and beliefs relating to the repeal of U.S. Code, Title 10 Section 654, also known as “Don’t Ask, Don’t Tell”

(DADT).

B. SUMMARY

The Navy and Marine Corps have been relatively successful in their recruiting efforts over recent years. These successes can be attributed to many factors, from effective recruiting management and attractive enlistment benefits, to a drawdown of the wars in Iraq and Afghanistan, to a national economic recession and limited civilian job opportunities for military-age youth. In the long term, the prospects for military recruiting will continue to depend heavily upon maintaining a solid connection with contemporary youth. This means that recruiting research needs to continually re-evaluate, understand, and stay current with young adults’ values, attitudes, and beliefs.

In 2001, Wilcox examined the Millennial generation and identified several unique characteristics that set this group apart from previous generations. According to

generational researchers, Millennials tend to be empowered, accomplished, and highly dynamic. Growing up in a very resourceful, highly interactive environment has helped to shape their perspectives of the world, providing them with many avenues of communication. They are generally not limited to a narrow way of thinking; they tend to think on a global level, as the world (due to rapid technological developments) is virtually in the palm of their hand.

Wilcox’s Millennial Culture Model (Wilcox, 2001) identified five forces that influence the attitudes and perceptions of this generation. These forces include: Parents;

the demand for and value of Higher Education; the condition of the Economy;

Technological Advancements; and the ubiquitous Media. Utilizing this Millennial Culture Model, Millennials in the 2011 study were asked to rank these factors according to their strength of influence on personal decision-making.

Parents were found to be the strongest influencer of youth decisions. Although more Gen Xers are inevitably parents of today’s Millennials (compared with the Baby Boomer parents of the 2001 study), both generations of parents are very involved, nurturing, and supportive. Gen X parents were found to be even more involved than Boomers. They are generally willing to make large sacrifices to provide opportunities for the future of their Millennial offspring—but, at the same time, they tend to set high expectations and standards for achievement.

Considerable parental and societal pressure is placed on today’s youth to attend college. Millennials are also described as being strongly motivated to succeed and to excel in today’s job market. College aspirations were an important part of their upbringing; and the “default plan” for many of them was attending college rather than joining the military or entering the work force. Millennials are also very aware of current economic conditions that demand higher educational credentials. Most participants in the present study planned to remain in college for at least two years. They clearly understood the significance of a college degree and how it could affect their career goals.

Today’s youth are immersed in technology and media—they are connected twenty-four hours a day. Constant improvements and innovations provide Millennials

with mobile, lightning-fast access to information. Their perspectives and outreach are expanded to a worldwide level. With this omnipresence, the media have also widened their reach to influence youth via many different modes. Despite their reliance on—and daily interaction with—technology and media, Millennials in the present study conveyed a strong skepticism of media information, and these sources fell dead last on the list of influences.

Study participants also selected their preferred service branch under the scenario of a reinstated military draft. The top choice among these Millennials was the Air Force, followed by the Marine Corps, the Navy, and the Army. During focus group discussions, participants also expressed their perceptions of each service branch, as well as their motives regarding why they had never considered—or why they would consider—joining the military.

Among study participants who had not considered the military as a career option, the following reasons were given: (1) Does not Match Career Goals; (2) College-bound;

(3) Risks Involved; (4) Personal Beliefs; (5) Loss of Personal Freedom/Control; (6) Deployments/Separation from Family; (7) Parental Pressure not to Join; and (8) Lack of Information. Features currently offered by the military that Millennials say might attract them to consider the military as a career option include: (1) Extrinsic, tangible benefits, including money for college, the opportunity to travel, pay and health benefits, job security, and retirement benefits; and (2) Intrinsic, intangible benefits, such as duty and service to country, self-discipline and leadership development, and challenge.

Most Millennials reported that they rely on personal, credible sources rather than on media sources for information on the military. The most influential sources for a majority of participants were family members or friends with military experience. Many negative views of the military, as mentioned in focus group discussions, were attributed to the news media and popular entertainment, particularly war movies. The Marine Corps has remained successful through recent years in recruiting Millennials due to its strong brand identity that appeals to the target market. Previously somewhat less successful, the Navy has since realigned its marketing strategy with its recruiting strategy. Of particular

note is the Navy’s revised recruiting theme, which appeals to this generation’s intrinsic needs and aligns those needs with the Navy’s unique value in a global environment.

The majority of Millennials claimed to have a basic understanding of DADT.

Most participants supported equal rights and the repeal of DADT, allowing gays and lesbians to serve openly in the armed forces. These Millennials also believed generally that the repeal was long overdue and would not impede the effectiveness or capability of the United States military.