Digital Natives: A New Generation of Warfighters
Meet Generation Z
There is a new generation of warfighters joining the ranks - Generation Z. Born 1997 to 2012, Generation Z (Gen Z) has encountered unique challenges and events at distinct times in their youth and adult development that have shaped aspects of their paradigms. While previous generations of service members - Millennials (born 1981 to 1996) and Generation X (born 1965 to 1980) - may have navigated the same life-altering events, their established behavior patterns, determined objectives, and entrenched values systems influenced their interpretation and response. According to research, the most influential events in these generational cohort lives were the fall of the Berlin Wall, Desert Storm, the Columbine Shooting, the terrorist attacks of 9/11, Operation Enduring Freedom and Operation Iraqi Freedom, Hurricane Katrina, and the Great Recession. Gen Zers entered adulthood as a different series of events unfolded. For example, many new recruits had their high school or college experience interrupted by the COVID-19 pandemic lockdowns. Gen Z service members made the decision to join the U.S. military in a world of very real and active Russian aggression toward Ukraine. The conflicts and wars that had dominated the lives and service of previous generations of service members, such as Afghanistan and Iraq, are now in the rear-view mirror - historical events discussed in the context of military history vs. upcoming deployments.
Additionally, new threats to democracy and national security are emerging as Gen Zers come of age. In the past few years, advanced cyberattacks went from Sci-Fi possibility to reality, armed U.S. citizens - including numerous retired and former military service members attacked the U.S. Capitol on January 6th, and the terrorist group Hamas massacred over 1200 Israelis, took hundreds of hostages, and committed atrocious acts of gender violence. The influence of these events on the perspective of Gen Z service members has the potential to shape actions, beliefs, and priorities across this diverse demographic in ways that impact recruitment, retention, and readiness. Many of the tactics that worked on previous generations of service members are not effective at reaching or engaging this new generation of warfighters. Gen Zers are noted as having lower trust in institutions, more access to civilian career opportunities, and fewer familial ties to the military, thus decreasing their interest in serving in the military. The U.S. military needs Gen Z recruits, but, as evidenced by recent recruitment numbers, Gen Z may not need the U.S. military, thus introducing an additional layer of complexity to the modern military’s approach towards this generation.
Perhaps the most pivotal of early life events shaping Generation Z is their unique status as true “digital natives” - a generational cohort that has no memory of a world without smartphones and social media. Hyperconnectivity has always been a part of life for Gen Zers. While previous generations remember a world characterized by landline phones, fax machines, mailed postcards, printed calendars, phonebooks, and Friday nights at the bowling alley, ballpark, or supper club (all enjoyed without snapping selfies and sharing electronically with friends who were not at the event), Gen Zers have lived their entire life in a multi-domain world with 24/7 online access to electronic communication, entertainment, and information. Many Gen Zers were online before they ever established an Instagram or Snapchat account, as their “digital immigrant” parents prolifically documented their lives via social media and other technology platforms and shared this content with the world. As a result, Gen Zers shift seamlessly between the digital and physical worlds, snapping, streaming, and posting about all aspects of life, including should-be-confidential military information, as in the case of Jack Teixeira - the Massachusetts Air National Guardsmen who leaked sensitive data to Discord - a popular social media platform among gamers. Social media has always been a key component in Gen Zer’s lives, and they don’t remember a world without it.
Hyperconnected Lives: Convenience vs. Critical Vulnerability
As a result of their digital native status, Gen Zers use the capabilities of hyperconnectivity differently than their predecessors. Instead of being just a communication tool for keeping in touch with friends and family, or a supplementary entertainment option for helping wait times pass by, many Gen Zers have evolved to consider social media as an integral part of their lived experiences, including experiences service members have in uniform. One example of this distinct generational usage of social media is Gen Zer’s valuation of user-generated content (UGC). While previous generations may review UGC, they also value online content from verified sources such as organizations, government agencies, and reputable media outlets. Recent reports show that some Gen Zers place higher trust in UGC shared on social media than in organization or brand-generated online content. Gen Zers that prioritize UGC may view this non-verified social media content from individuals as more authentic than professionally produced content from entities. Given the prevalence of mis- and disinformation, along with artificial intelligence, avatars, and deepfake technologies, UGC that appears to be from individuals may be manipulated and misleading content produced and distributed by adversaries, enemy states, and terrorist groups. Gen Zers who lack digital literacy skills effective in distinguishing fact from fiction online may fall prey to adversarial manipulation at higher rates than individuals who take a more balanced approach to consuming online content from verified sources. Recognizing this potential vulnerability in terms of cognitive security is important for organizations engaged in national security and defense, including the U.S. military – an organization that has a high concentration of digital natives among its ranks.
Generational Influences on Social Media Usage Patterns
To navigate a changing operating environment, military leaders must be aware of social media's evolving role in Gen Z service members' lives and have a working knowledge of social media platform capabilities, in-app features, and user behavior patterns. Digital immigrant generations, such as Millennials and Gen Xers, tend to utilize social media to document edited versions of their life online, focusing on posting filtered content that serves as a “highlight reel” of achievements, happy days, and picture-perfect looks. This type of social media engagement is the cornerstone of the in-app experiences of more traditional social media platforms, such as Instagram, Facebook, LinkedIn, and Pinterest.
In contrast, Gen Zers gravitate towards more ephemeral content-focused social media platforms such as TikTok, Snapchat, BeReal, Sidechat, and Jodel. These Gen Z-concentrated social media platforms’ user experience incentivizes unedited, in-the-moment reporting of the world as they experience it. While Millennials may document a vacation online by taking 100+ photos, editing the best ten, and posting after their return how with a captioned recap of the travel experience, Gen Zers tend to approach travel content creation as a rolling process - snapping and posting 500+ unedited pictures, videos, and reels, along with their “authentic” unedited thoughts, as they occur across multiple social media platforms. One aspect of Gen Zers’ preference of utilizing social media apps that offer short-lived, disappearing content, such as Snapchat’s 24-hour Stories features, may be an attempt at reducing their digital footprint from an archival perspective. However, it’s important to note that just because a Story is supposed to be visible for just 24 hours, there are multiple ways in which it can be documented and shared later. Very few digital communications disappear in terms of evidence. Such digital documentation capabilities present numerous concerns to military leadership, who may be responsible for Gen Z service members engaging unethically, irresponsibly, and unprofessionally on social media, such as the current issues with cyber harassment and the spread of mis/disinformation observed at the military service academies (MSAs).
Another key feature of Gen Z-distinct social media behavior is their preference for micro or niche online networks. Some Gen Z users prefer social media platforms highly concentrated around an activity or community, such as Discord with the gaming community. Others seek out a more geographically localized experience, such as hyperlocal apps like Jodel, Sidechat, and Gas. Many of these geographically based social media apps are organized based on a college or university setting - such as the military service academies - or an active-duty base installation. One concerning feature of these Gen Z-concentrated apps is user anonymity options. Unlike Facebook or LinkedIn, where social media users build an online presence based on their identity - who they are, where they work, where they live, who they are connected to, and their personalized interests - the anonymous social media apps see concentrated usage among Gen Zers.
Potential Impacts of Gen Z’s Social Media Usage on Readiness:
Opportunity Costs Related to Readiness/Professional Development
Gen Zers spend copious amounts of time online, with today’s teenagers reported averaging over 8 hours a day on their smartphone. This time spent “connected” to the internet comes at an opportunity cost, as time is finite and not of endless supply. Every minute Gen Zers spend on social media is time not spent on personal and professional development – two key components of warfighter readiness. The strategies previous cohorts used to develop and maintain resilience, such as investing time in friendships and supportive relationships, participating in hobbies and recreation, volunteering in the community, and participating in community, membership, and religious organizations, are not being used by this new generation of warfighter. In fact, many Gen Zers have substituted their online activities for potentially beneficial activities such as taking a workout class, meeting a friend for lunch, or discussing career decisions and progress with a mentor. The insidious and evasive nature of constant connectivity in our pockets has dismantled lifestyle norms and stress reduction activities that enhance well-being.
Excessive time spent on social media can have extensive negative impacts on the users’ health and well-being. Such readiness-reducing effects can have extensive and long-term impacts on the fighting force. Current levels of social media usage across Gen Zers present numerous challenges both in terms of retention and recruitment. While disqualification reasons are multi-faceted, over 70% of Gen Zers in the United States don’t qualify for military service. The current levels of failure to meet fitness standards and mental health disorders are restricting the pools of potential recruits from which the military can select. Social media usage among American youth has contributed to these lapses in physical and mental health, and little has been done to curb these long-standing impacts of hyperconnectivity across our population.
Online Misconduct Patterns Continue Through Service
Hyperconnectivity across Gen Zers has enabled expansive exposure to cyberbullying and technology-facilitated harassment. While it may be tempting to assume today’s service members don’t engage in such online misconduct intended to harass and threaten fellow service members and civilians, recent reports and policy developments indicate otherwise.
Patterns of cyber sexual harassment have been noted as an ongoing concern and threat to force by the Department of Defense. In 2021, the DoD’s Independent Review Commission on Sexual Assault in the Military report included the following recommendations:
“3.3 DoD must execute on the principle that addressing sexual harassment and sexual assault in the 21st century requires engaging with the cyber domain.
3.3 a Collect data to measure the problem of cyberharassment (and related harms).
3.3 b Educate leaders on cyberharassment and technology-facilitated sexual harassment and sexual assault.
3.3 c Hold Service members appropriately accountable who engage in cyberharassment and other forms of technology-facilitated sexual harassment and sexual assault.”
According to the 2023 Military Service Academies On-Site Installations Evaluation Report, online misconduct posted by cadets and midshipmen to Jodel – a German-based hyperlocal social media app - was mentioned as a contributing propellant of aspects of culture-related elements of sexual assault and harassment observed at the U.S. military service academies (MSA). While the occurrence of cyberbullying or cyber sexual harassment is often thought of in a juvenile context, procurements and new programs by the U.S. Air Force to combat cyberharassment across multiple fronts indicate this challenge may persist in the U.S. military long after service members are sworn in. The presence and normalization of cyberharassment among the ranks can result in negative outcomes for individuals, units, and the organization. Service members who are targeted for cyberharassment may see a decline in performance and sense of safety. Additionally, retention and recruitment may be negatively impacted as the digital nature of cyberharassment via social media often provides a broad audience of spectators.
The Ever-expanding Expectations of Access
Gen Z service members have come of age in a world where anything they want – food, entertainment, jobs, music, television, and sex – are all at their literal fingertips. This distinct digital native experience has ushered in a new era of expectations regarding connectivity in all aspects of life – personal and professional. Gen Zers are accustomed to having access to extensive amounts of information, people, and attention on-demand. As a cohort, they don’t consistently follow orders without requesting more information on the whys and wherefores of their tasked responsibilities. In the defense sector, such expectations may present some challenges, as Gen Zers are noted as wanting to know “why they’re being asked to do something”. This type of approach may be increasingly prevalent in the private sector, where teams work collaboratively on unclassified projects in a very horizontal management structure. However, due to the nature of the work of the U.S. military, such accommodations may not be as readily available. Depending on rank and clearance level, Gen Z service members may not receive the full download on missions before being asked to risk their lives to execute.
The same type of access employees has to executives in the private sector may not be advisable or possible in the U.S. military. For example, within a corporation, it’s not unheard of for employees to be able to reach executives via email, social media, or simply by walking into their office. Additionally, the CEO’s ultra-transparent, extremely authentic disclosures on social media, such as mental health crises, political views, and religious convictions may generate positive online engagement, news headlines praising such transparency, and a sense among employees of camaraderie and familiarity; however, this type of content posted by senior military leadership isn’t advisable, nor, in many cases, authorized. Thus, modern military leaders must find alternative ways to connect with Gen Z subordinates.
A positive example of supporting the command climate and being accessible to service members via social media is LTG Theodore Martin (Ret), USA. Utilizing Twitter, LTG Martin provides an excellent example of how to build connections and maintain professionalism across the global military community through his authentic, engaging, and informative online presence. While Deputy Commander of TRADOC, LTG Martin provided followers a behind-the-scenes look at a career in the U.S. Army in a way that was entertaining, humorous, and memorable. LTG Martin recognized the role social media plays in Gen Z’s lives, applied their dynamic leadership strategies to the digital world, and provided access, connection, and transparency that is rarely found in the military context.
Social Media-Related Threats to the Modern Warfighter
Hyperconnectivity via social media introduces a new type of multi-domain threats - adversarial manipulation, catfishing and related scams, cyber harassment, mis- and disinformation, OPSEC violations, radicalization and recruitment into extremist groups are very real realities of the digital landscape. While it’s tempting to think that highly trained operators and mission support elements are distinctly immune or impermeable to cultural developments and trends that may be present in the civilian sector or the broader aspects of total force; however, such assumptions may present vulnerabilities and limitations. Military leaders must recognize and address active and potential threats. Unfortunately, while Gen Z is noted as the “digital native” generation, their high usage rates and comfortability with technology do not necessarily translate to digital media literacy – the skills and strategies needed to distinguish what’s accurate vs. inaccurate and safe vs. not safe online. This lapse in capabilities makes this hyperconnected generation highly susceptible to mis- and disinformation relayed over their preferred social media channels, insular online communities, and echo chambers of highly personalized social media feeds.
Modern military leaders must equip troops to succeed in a multi-domain operating environment that includes social media. Instructing service members to refrain from being active on social media was attempted and not effective. When used ethically and responsibly, social media can support the U.S. military mission; however, just because Gen Z service members may be prolific social media users doesn’t mean they are skilled or trained on acceptable use of these popular platforms. Providing service members with the digital media literacy skills needed to succeed in this dynamic space can help mitigate the operational risks associated with social media usage by service members and support the force’s overall mission and readiness. Like service members' training on correctly handling and caring for weapons, the next generation of warfighters should be trained in navigating a hyperconnected world. Even if service members themselves are not active on social media, the people they are responsible to leading, defending, and fighting are and therefore, a working knowledge of the threats and vulnerabilities social media presents into the cyber, cognitive, and physical domains is critical.
Social Media’s Ongoing Impacts on U.S. Military Force and Mission
Social media usage isn’t going to go away anytime soon. Gen Zers status as the first generation of true digital natives – people who do not remember a world without smartphones – presents new opportunities and challenges to military leaders responsible for recruiting, developing, retaining, and leading this generation of warfighters. It’s critical that the U.S. military understands the evolving role social media plays in people’s lives, including service members, allies, citizens, and adversaries. The heightened levels of hyperconnectivity afforded us via the Internet have drastically shifted the way was connect, communicate, source, and distribute information. Social media’s evasive and expansive impacts present numerous threats and vulnerabilities across the force – recruitment challenges, cyber harassment, mis- and disinformation, etc. However, this hyperconnectivity simultaneously presents new opportunities in terms of multi-domain leadership development and enhanced digital media literacy skills within the U.S. military. Confronting social media-related challenges from a place of education and skills development can empower service members to support command objectives while simultaneously strengthening cyber defense.