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.
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