(GFI)_Colonel_Smith_Presentation.pptx

Presentation to Colonel Stephanie Smith

22 March 2012

A New Era For the All-Volunteer Force The AVF has evolved with the times and the military's changing needs.

Default AVF: “Standing Army” Boomer Generation, Cold War Era, Economic Market Default Job, Low Quality, Rose Garden

Transformed AVF: “Pax Americana” Generation X, Post Cold War, Personal Growth, “Be All That You Can Be”, Rising Quality, Chess

Service AVF: Warriors Millennials, War on Terror, Soldierly Character, High Quality, America’s Marines

TYPOLOGY OF YOUTH GOALS

The Strategic Chess Board

Benefits for Self

Good paying job Good lifestyle Prepare for future

Benefits for Others

Protect people Assist people in need Support democratic systems Dignity

Personal achievement Respect for self Respect for others

Fidelity

Service to country Leadership Teamwork with others

Intangible Tangible Other Oriented Self Oriented

The New Era The fight has moved from the top of the Integrated Typology to the bottom.

The All-Volunteer Force entered the last decade a “Be All That You Can Be”-style employer but has left it a warrior culture.

The New Era: Selfless Sacrifice Cannot appeal to selfless sacrifice by pitching selfish interest.

The New Era: The “We Generation” “We’re seeing a huge cultural shift away from the word ‘I’ to the word ‘We’ in this new generation of young people coming in.

And that’s to be celebrated.”

—General James Jones, Former Commandant of the Marine Corps Speech at the United States Naval Academy, 2005 Millennials are about “something bigger than themselves.”

The New Era: The Passage of Time Distance from Vietnam, 39 years of self-selection and the crucible of war have produced a force which embraces and promotes the values of the officer corps – the original volunteers.

And … the Force has a history of selling what it needs.

Recently, it has needed warriors.

Benefits for Self

Good paying job Good lifestyle Prepare for future

Benefits for Others

Protect people Assist people in need Support democratic systems Dignity

Personal achievement Respect for self Respect for others

Fidelity

Service to country Leadership Teamwork with others

Intangible Tangible Other Oriented Self Oriented

STRATEGY FOR A NEW ERA

Arc of the story – Marines lead the way into Other-Oriented with America’s Marines

Elite Warrior Transformation for a Purpose

A growing problem exists at the bottom of the Typology and business as usual will not promote “face of the nation results for the Marines …

Two Service Cultures

“Blood and soil” patriot culture of the “heartland” from which recruits increasingly come.

Community service-“global citizen” culture of the coasts from which they don’t.

New Challenges: Culture WARS

2004 Electoral Race

Ratio of Accessions to Age-Eligible Population

New Challenges: Demographics The Force, (ground forces in particular) is becoming increasingly White, (and regionalized) as the population becomes increasingly non-White. Why?

The demise of the “Be All That You Can Be” force which resonated powerfully with Blacks but did not stress patriotism?

A reversion of the ground forces in the GWOT era to the ethno-cultural roots of the old nation-state, (White Southern Protestants in particular)?

There is convergence between the Corps’ military mission and what diverse, high quality youth want to do, (“global white hats” to quote Robert D. Kaplan) as well as between the Millennial Generation’s mood, (less “me”, more “we”) and “Corps Values.”

Communications which connect these dots within the brand construct have the potential to deliver a significant positive impact on enlisted and officer recruitment.

JWT Strategic Planning Priorities Letter, March 2009 Hypothesis

Hired SocialSphere of Cambridge, MA to examine hypothesis and other influences through the lens of race, youth goals, the public mood, influencer opinion and political culture defined as:

People’s attitudes, beliefs, thoughts and behaviors regarding the public realm and its institutions. Not “politics”.

FY10 Strategic RESEARCH Initiative

MCRC Long Range Strategy Conference Phase I Generational Overview: Contemporary Views of Service among Millennials and their Parents

Highlights from the FY10 Strategic Research Initiative

Demographics Overview The Millennial boom is over. In total numbers, the peak for 16-20 year-old population occurred in 2010 (22.1 million) -- this level will not be seen again for for another 14 years.

The racial composition of the Marine Corps is moving further away from the face of the nation.

Source: U.S. Census Bureau and USMC Forces and Concepts, 2010, Changing Demographics Population growth among Whites (non-Hispanic) and Blacks is ending right now. In 2000, for every 16 to 20-year-old Hispanic, there were 3.9 Whites. In 2025, for every 16 to 20-year-old Hispanic, there will be 2.2 Whites.

I will also make the point here and on the next slide that in terms of raw numbers, peak population occurred in 2010 for the recruiting age population and that we won’t see this level again until 2025. Not only is there a context issue, there is the raw numbers issue of a - relatively - shrinking population that has to be dealt with effectively.

Census Projection – By Race and Ethnicity U.S. Census Projections of Recruiting Age Population (16–20 years)

White and Black Populations both slated to contract in the next 14 years while Hispanics, Asians, and Mixed/Other Races will continue to grow.

In Thousands

Source: US Census Bureau

5,369 21,262 22,081 20,752 21,770 22,868 20,549 Total Pop. 16-20:

Whites and Af Am population actually shrinking in terms of raw numbers. This exaggerates the gains of Hispanics.

Census Relative to USMC Composition of Recruiting Age Population Composition of Marine Corps

Source: U.S. Census Bureau and USMC Forces and Concepts, 2010, The Corps appears to be growing relatively Whiter with time.

Substitution of Blacks and Hispanics and the emerging differences among Hispanics. In other words, the 14% who are Hispanic in 1995 will be a very different group than the 24% in 2025. I’ll point to myself as an example of this and how the “Hispanic” label is becoming a less significant marker. If it makes sense, I can also point out that this is a “Political question.” IE, what is the “face of America” that we are recruiting to...

Contemporary Views of the Military There is a significant, negative shift in attitudes between parents (mostly Baby Boomers and Gen Xers) and the recruiting age population (Millennials) regarding the U.S. military.

Source: U.S. Census Bureau and USMC Forces and Concepts, 2010, Views of the Military: Generation Gap On average, Millennial views toward the military are 50% less favorable than the views of their parents generation -- and this appears to be quickly becoming a highly politicized issue.

Views of the USMC: Race & Gender Among Millennials, White men are the only group that rates the USMC 50%+; Significant challenges with African American women of both generations must be addressed.

Essentially, gaps amongst Millennials are much smaller than gaps among parents. Outside of White Males, it all falls within a range from 27% to 42%, relatively tight. While parents there are much bigger differences. This is powerful in explaining previous generation. Not as much now.

Views of the Military: Generation Gap Millennials consistently rate favorability toward the military and each branch approximately 50% lower than their parents. USMC is less than 50% favorable among Millennials.

Remarkable for a few reasons: 1. relative gaps between branches are astonishingly consistent. Second point out just how big of a problem this is, and how even the most favorable branch is under 50%. Respect for the flag IS the context of the current USMC marketing and branding. If that is not a universal of resonance, the entire thing must be re-evaluated.

Views of the Military: Party ID Among Parents, political party affiliation is not as powerful as race as a way of explaining views of the military / branches because of higher support across the board.

Parents

Step wise - GOP subtract 15 to 10 to get Independent, subtract 10 more to get DEM... Party is not as powerful as Race as a way of explaining views because of higher support across board.

Views of the Military: Party ID Party affiliation is a strong predictor of military favorability; with young Republicans an outlier, views of the military are likely to become more politicized. Understanding the “political culture” of Millennials is critical.

Millennials

Party is MUCH more powerful than Race as an explanation here. Also, GOP is now out on an island, and perceptions of the Military are potentially now politicized - the power of “political culture” as a way of explaining perceptions of the Military is important, because it is the context through which Young people now view public affairs. So, to understand the Military, we must do a much better job of coming to understand political culture and everything that is involved in it, which is what the next section of the document does.

Citizenship and Community Giving back, staying connected with friends, family and those with shared interests are integral elements of the Millennial generation that transcend race and politics.

Citizenship and the Community For the vast majority of contemporary youth “service” is an orientation to the world most associated with community service and least often with military service.

“Now our generation is more of a generation of helping, helping the environment, helping other people, helping other countries with whatever it is, donating.”

Dallas, Hispanic College Millennial

JDV:

Based on the qualitative research that was a part of Phase II of this project -- we heard loud and clear that “giving back to others” -- and “feeling a responsibility to others, where ever they live” -- is integral to the fabric of this generation.

Here is one example, from a recent high school grad from Memphis.

Citizenship: Millennials Giving back locally, globally and voting keys to being a good citizen; military service trails significantly.

In this table, we see the results from the way in which Millennials view citizenship today. I would like to highlight a few things:

Giving back locally is paramount, 78% view this as an important part of being a good citizen - with little difference based on gender, race, or whether or not someone is propesned;

Helping people wherever they live is also very important to this generation -- though slightly more important for Blacks and Hispanics than for Whites -- and one of the places where Millennials diverge from parents. Parents view helping people in need wherever they live as important, but 2nd to last.

Also, please note the last line in the table -- only 31% of Millennials believe that serving in the military is important to being a good citizen today. When we ask that same question of parents, 49% say that serving in military as important. 52% white, 47% Hispanic, 41% Black.

Community: Millennials “Other Americans” rank near the bottom of people and groups that are integral to community for Millennials.

53% of Parents Rate “Other Americans” as Important

One of the techniques we used to better understand how Millennials define their community, their place in a changing world -- we asked them to rate the importance of 9 different kinds of groups on a scale from 1 to 5 -- where one meant that the group was not an important element of their community and 5 meant that the group was very important.

Again, what’s interesting is that Millennials see themselves connected to others locally and globally -- in a world where physical boundaries are far less important than they seemed even a decade or two ago. In fact, people with shared interests wherever they live is considered more important to community than people they attend school with, other Americans, or people who share the same faith.

Not surprisingly, parents are significantly more likely to believe that other Americans (53%) and those who share their religious faith (46%) are important elements of community.

Life Goals: Doing Good and Doing Well “Doing good” and “doing well” -- both very important to Millennials.

Again, tapping these emerging definitions of citizenship and community -- Millennials want to be part of something that they consider is “good.” That has value to others -- something that makes them and their parents feel proud.

But -- likely driven by this Great Recession that has taken a serious toll on their families -- they also seek opportunities that come with job security and traditional HC and pension benefits.

“Tribes” within the Emerging America Segmentation analysis tells us that the emerging “face of the nation” can be more precisely defined by 7 political cultural segments, rather than by race alone.

The Political Tribes The fault lines between the Marines’ propensed and non-propensed, (including definitions of service) and supporters and non-supporters are functions of both race and political culture or, race “times” political culture.

Segmentation Analysis 16-24 year-old Millennial population fits into 7 clusters:

Disengaged 13%

Middle Americans 13%

Anti-Military Establishment 14%

Minority Liberals 14%

Southern Conservatives 20%

Cynics 10%

Multi-Cultural Moderates 16%

Segmentation analysis, like factor analysis, is an exploratory tool; it clusters survey respondents into “types” which are not inherent in the data, but which emerge when respondents are sorted based on the similarities or differences in their patterns of responses to certain survey questions. In segmentation analysis, the data itself does NOT provide interpretation or explanation of the “types” that emerge from analysis. Rather, it is up to the researcher to describe the emergent segments, maximizing the differences between segments, and minimizing the differences within segments, so that the resultant groups are as distinctive as possible on the characteristics of interest.

Segmentation Analysis: Overview While factor analysis groups survey questions based on common responses, segmentation analysis is performed to group the surveyed individuals into categories or segments based on selected characteristics. Segmentation analysis, like factor analysis, is an exploratory tool; it clusters survey respondents into “types” which are not inherent in the data, but which emerge when respondents are sorted based on the similarities or differences in their patterns of responses to certain survey questions.

In segmentation analysis, the data itself does NOT provide interpretation or explanation of the “types” that emerge from analysis. Rather, it is up to the researcher to describe the emergent segments, maximizing the differences between segments, and minimizing the differences within segments, so that the resultant groups are as distinctive as possible on the characteristics of interest. The result of segmentation analysis is very useful when trying to characterize, define and isolate certain population subgroups for further study. In our survey of youth age 16-24, the following 7 segments were identified through segmentation analysis:

Southern Conservatives: 20% Multi-Cultural Moderates: 16% Minority Liberals: 14% Anti-Military Establishment: 14% Middle Americans: 13% Disengaged: 13% Cynics: 10%

JDV

16-24 year-old Millennial population fits into 7 clusters.

Disengaged 13%

Middle Americans 13%

Metro Elites 14%

Minority Liberals 14%

Southern Conservatives 20%

Cynics 10% Multi-Cultural Moderates

Southern Conservatives are a distinctly defined cluster of youth in both their demographics and values. More often White, male and Southern, with over half “Born Again” Christians, they have the highest propensity of all youth segments. Eight in ten have had a close family member serve in the military.Politically, they are most likely to believe the country is off on the wrong track, intensely supportive of the US Military and Afghanistan war, and the strongest believers in forceful response to attacks from another country or terrorists. They are more propensed to the Marine Corps than other youth segments.

Disengaged 13%

Middle Americans 13%

Metro Elites 14%

Minority Liberals 14% Southern Conservatives 20%

Cynics 10%

Multi-Cultural Moderates 16% Multi-Cultural Moderates are one of the youngest of the 7 segments, less than half White and one-third Hispanic (mostly Mexican). Predominantly Catholic, they believe very strongly that good citizenship means giving back both locally and globally. Importantly, they are the most likely of any segment to equate military service to good citizenship and hold the most favorable view of the Marines of any segment.Not a part of the 2008 Obama movement, a majority of this segment is Independent -- with some leanings to the right when it comes to domestic social issues.

The two most important life goals for this group in the next 5-7 years are doing something they can be proud of and having job security.

Disengaged 13%

Middle Americans 13%

Metro Elites 14%

Minority Liberals 14%

Southern Conservatives 20%

Cynics 10%

Multi-Cultural Moderates

Minority Liberals are disproportionately Southern and Western, and two-thirds are either Hispanic or Black. They are likely to be enrolled in junior or 4-year colleges (58%), and are somewhat higher on the military propensity likelihood than most other groups, especially if it would afford them better education and job opportunities. Minority liberals are more propensed toward the Air Force than other segments examined.Politically, these youth are quite liberal, almost all Obama supporters, and moderately favorable toward the Military. Over half have had a close relative serve in the Military. They have a strong sense of obligation to the community and feel that good citizenship means both helping those in need and serving their country. They place high importance on voting in all elections and keeping up with what’s going on in the world. They are three times more likely than the overall sample to want to be famous.

Disengaged 13%

Middle Americans 13%

Anti-Military Establishment 14%

Minority Liberals 14%

Southern Conservatives 20%

Cynics 10%

Multi-Cultural Moderates

The Anti-Military Establishment is a strongly Democratic, racially heterogeneous, highly educated youth demographic, characterized by being disproportionately female and older. This group was a significant part of Obama’s 2008 base, but has become less enthusiastic to date. Less than one in five believe our country is on the right track. The group expresses high negative propensity to military service, which may be partly gender driven, but no doubt a function of their quite liberal politics and very unfavorable stances toward the war and the Military in general. Only 3% of this group supports US troops in Afghanistan.This group feels a heightened sense of global responsibility; however, it manifests in humanitarian interventions like natural disasters more than militaristic ones.

Disengaged 13%

Middle Americans 13%

No-obama Progressives 14%

Minority Liberals 14%

Southern Conservatives 20%

Cynics 10%

Multi-Cultural Moderates

Middle American youth represent largely what their label implies: a somewhat whiter segment of youth, equally split by gender, and very close to the population mean on most demographics traits. If they are Hispanic, they tend not to be Spanish proficient. They are disproportionately Midwesterners.This group’s likelihood to enlist in the service is lower than both Minority Liberal and Southern Conservative youth, but higher than all other segments. Ideologically, these youth are moderate, but remain strong Obama supporters nonetheless. They have a mixed opinion of the Military, as often positive as not. They are liberal on most social issues, motivated by humanitarian needs, but also supportive of military intervention to help allies under attack and help in genocide situations.

Disengaged 13%

Middle Americans 13%

No-obama Progressives 14%

Minority Liberals 14%

Southern Conservatives 20%

Cynics 10%

Multi-Cultural Moderates 16% The Disengaged is the larger of the two less active groups and is notably the most socially and politically alienated of the segments under examination.

It is disproportionately White and male, and not clearly distinctive by region of the country. A significant proportion are still in high school, but they have a higher high school dropout rate than any other segment (9%). Among those of voting age, over half did not vote in 2008. This group gave neutral responses to most opinion items, suggesting a disinterest or unfamiliarity with the issues -- especially those focused on military missions.

Disengaged 13%

Middle Americans 13%

No-obama Progressives 14%

Minority Liberals 14%

Southern Conservatives 20%

Cynics 10%

Multi-Cultural Moderates

Cynics is a disengaged segment that represents a small cluster of youth. Cynics show low support for the military and the war, and are unsupportive of the current administration. They place little importance on keeping up with national and world news and have low voting rates. This group is more often male and not inclined to join the Military under any circumstances. They also have the highest rate of refusal to many survey questions.

Propensity: Military Propensity among Millennials tracks with recent DOD research.

Millennials

“Propensed” “Open, but not considering it now”

DK or JDV

Drivers of Propensity and Views toward Modern Military Missions Officer candidates, enlisted poolees and significant segments within the Millennial and parent cohorts understand, appreciate and respect the “duality of the Marine Corps” mission (i.e., hard and soft power).

Analysis of traditional political-cultural segments as seen through the lens of propensity reveals an expansion opportunity among a politically and socially moderate group whose demographics mirror the youth populations’.

Understanding Propensity Drivers

“People think that the Marines are, you know, crazy... that they are great fighters, but a lot of people don’t see the humanitarian missions they do... I like the fact that the Marine Corps can have this duality... they know how to fight but at the same time they can help people out.”

USMC Officer Candidate (Hispanic male), May 2010

“I don’t think it’s something that we should have to do, but in reality it is something that we have to do...there are certain battles that we won but it just looks bad. You have to have that public image and doing all these relief efforts helps with that public image. Without the people behind you, without the funding, without any of that, there is no Marine Corps. So, as much as you want to be that elite force, if you’re viewed as a savage elite force, you’re going to lose that support.”

USMC Officer Candidate (White male), May 2010

Mixture-Model Segmentation Using the Mixture-model, 5 segments emerged accounting for 87% of Millennials.

Mixed-Model: Joiners

Joiners are the most likely group to want to join the Military, and are most propensed towards the Army:

51% Army Propensity 40% Air Force Propensity 36% USMC Propensity 31% Navy Propensity

They are the most supportive of missions that explicitly involve force: “Defending an ally or sovereign nation that asks for assistance in response to being attacked” (82% support) and “Responding forcefully when attacked by another country or terrorist group” (82% support).

Joiners are more likely to support the war in Afghanistan (43% support) than the population as a whole (25% support), but a significant percentage (39%) oppose US Military troops in Afghanistan.

They are also the most pessimistic segment responding about their current financial situation: 49% rate their current financial situation as “Good,” while 51% rate it as “Bad.”

Key Demographics 59% White, 13% Black, 21% Hisp.

47% Southern 17% Fundamentalist, 11% Protestant 29% Dem., 26% Rep., 45% Ind.

63% Favorability of the USMC

Mixed-Model: White Leaners

80% White, 5% Black, 13% Hisp.

49% Southern 12% Fundamentalist, 19% Protestant 24% Dem., 36% Rep., 40% Ind.

63% Favorability of the USMC

White Leaners, the second most likely group to join the Military, are a predominately White, largely Southern group.

They are very supportive of missions that explicitly involve force: “Defending an ally or sovereign nation that asks for assistance in response to being attacked” (77% support) and “Responding forcefully when attacked by another country or terrorist group” (71% support).

Like Joiners, White Leaners are more likely to support the war in Afghanistan (42% support) than the population as a whole.

Politically, they are the most undecided group when it comes to the 2012 election, with 48% “leaning Obama,” the highest percentage of leaners of any group.

Only 2% of White and Persuadables are traditionally propensed, but 72% are either open to joining (23%), would join if the country needed them (24%) or would potentially join for the right benefits (25%).

In terms of support of various missions, the biggest difference from the more propensed groups emerges when asked about “fighting the continual global war on terror.” Only 44% support that mission.

LIke Joiners and White Leaners, they are more likely to support the war in Afghanistan (42% support) than the population as a whole.

White and Persuadables are the least likely segment to say the country is headed in the right direction - only 10% feel that way.

Key Demographics Mixed-Model: White & Persuadable 97% White, 2% Black, 1% Hisp.

Regional representation matches general population Religious composition matches the general population 25% Dem., 37% Rep., 38% Ind.

54% Favorability of the USMC

Mixed-Model: Multi-Cultural Fence Sitters

Only 3% of Multi-Cultural Fence Sitters are propensed in the traditional sense, but only 15% say they would not join under any circumstances (compared to 53% of the population).

They are equally likely to support humanitarian missions like responding to the earthquake in Haiti (69% support) and responding to a terrorist attack (69% support).

They are more likely than the other groups that show some proclivity towards military service to oppose the war in Afghanistan - 42% oppose, while only 29% support it.

Multi-Cultural Fence Sitters are the group most likely to approve of the job Obama is doing as president - 47% approve compared to 26% of White and Persuadables.

48% White, 17% Black, 25% Hisp.

Regional representation matches general population Religious composition matches the general population 42% Dem., 22% Rep., 36% Ind.

47% Favorability of the USMC

Mixed-Model: Rejecters

60% White, 13% Black, 19% Hisp.

Regional rep. close general population, though slightly more likely to be from the Northeast Religious composition matches the general population 46% Dem., 20% Rep., 34% Ind.

32% Favorability of the USMC

Rejecters are those who have no interest in joining the Military - 98% would not join under any circumstances.

While they support humanitarian missions for the Military like relief in Haiti (64%), they strongly oppose fighting the continuing global war on terror and protecting citizens of other nations to ensure the flourishing of democratic values.

They strongly oppose the war in Afghanistan - 53% oppose it, while only 14% support the war effort.

Rejecters are in line with the rest of the population in their views toward President Obama - 43% approve of the job he is doing, while 32% disapprove.

Multi-Cultural Fence Sitters vs. Rejectors Black MCFS tend to be less likely to be in college and more likely to live in the South; for both Hispanics and Black MCFS, having a close friend who has served is an important distinguishing factor.

Northeast - Midwest

33% - 47%

Key Facts: Male MCFS and Rejectors [23% of Black respondents and 15% of Hispanic respondents were not classified by the mixed model]

Each individual’s scores on the two indices were then combined. In addition to individual scores, the mean scores for various demographic and segmentation groups were then created and plotted (see following pages) in order to analyze the way that these groups viewed issues related to roles of the Military.

Methodology: Role of the Military

Importance of a member of the Military being “tough”Importance of a member of the Military being “a warrior”Supportive of responding forcefully when attackedBelieves photo of Marine in combat speaks to what is right about America Supportive of fighting GWOTImportance of defending an ally or sovereign nation that asks for assistance in response to being attacked Hard Power Variables

Supportive of helping people when persecutedSupportive of responding to natural disasters around the worldSupportive of protecting citizens of other nations to ensure democratic ideals and values can flourishImportance of member of the Military being “diplomatic”Importance of member of the Military being a “humanitarian”Believes photo of Marine with children speaks to what is right about America Soft Power Variables

Hard and Soft Power Indices

Expected Mean

Soft Power Hard Power

Supportive of helping people when persecuted Supportive of responding to natural disasters around the world Supportive of protecting citizens of other nations to ensure democratic ideals can flourish Importance of being “diplomatic ”Importance of being “humanitarian” Believes photo of Marine with children speaks to what is right about America Soft Power Index

Importance of being “tough” Importance of being “a warrior” Supportive of responding forcefully when attacked Believes photo of Marine in combat speaks to what is right about America Supportive of fighting GWOT Importance of defending an ally or sovereign nation that asks for assistance Hard Power Index

If answers had been chosen completely at random on all 12 questions used for the creation of the indices, the expected mean would occur here.

Soft Power Hard Power Actual

The actual mean for the population ended up being significantly higher on both indices - indicating a convergence on soft and hard power missions.

Supportive of helping people when persecuted Supportive of responding to natural disasters around the world Supportive of protecting citizens of other nations to ensure democratic ideals can flourish Importance of being “diplomatic” Importance of being “humanitarian” Believes photo of Marine with children speaks to what is right about America Soft Power Index

Importance of being “tough” Importance of being “a warrior” Supportive of responding forcefully when attacked Believes photo of Marine in combat speaks to what is right about America Supportive of fighting GWOT Importance of defending an ally or sovereign nation that asks for assistance

Soft Power Hard Power Actual Mean The size of each sphere represents the number of respondents whose responses fall on a specific point.

Supportive of helping people when persecuted Supportive of responding to natural disasters around the world Supportive of protecting citizens of other nations to ensure democratic ideals can flourish Importance of being “diplomatic” Importance of being “humanitarian” Believes photo of Marine with children speaks to what is right about America Soft Power Index

Importance of being “tough” Importance of being “a warrior” Supportive of responding forcefully when attacked Believes photo of Marine in combat speaks to what is right about America Supportive of fighting GWOT

Soft Power Hard Power

In order to understand the various segments and demographic sub-groups, analyzing the mean scores can shed light on how these various groups view potential military missions. Because of a tendency for large group scores to cluster towards the overall mean, in order to observe key differences, the area shaded in yellow is focused on in the next series of slides.

Actual

Supportive of helping people when persecuted Supportive of responding to natural disasters around the world Supportive of protecting citizens of other nations to ensure democratic ideals can flourish Importance of being “diplomatic”Importance of being “humanitarian” Believes photo of Marine with children speaks to what is right about America Soft Power Index

Importance of being “tough”Importance of being “a warrior” Supportive of responding forcefully when attacked Believes photo of Marine in combat speaks to what is right about America Supportive of fighting GWOT

Soft Power Hard Power White Other Hispanic Black Actual Mean Hard and Soft Power Indices: Race While some variance exists among the racial and ethnic groups, they tend to cluster very close to the actual mean, with no group very far from the mean. Still, the slight variance that does exist shows that minority groups tend to be above average on their Soft Power index, while Whites are slightly above average on their Hard Power index.

The relative strength of race is very, very small. There is a total of 1 point (out of 25) in both the X and Y direction.

Actual Mean Hard and Soft Power Indices: Segments Southern Conservatives scored the highest of any group on the Hard Power Index, and were slightly lower on the soft Power Index than Middle Americans and Multi-Cultural Moderates, but still above the mean. Minority Liberals had the highest Soft Power Index, but were still above the mean on their Hard Power Index.

Southern Conservatives (20%) Disengaged (13%) Anti-Military Establishment (14%) Cynics (10%) Middle Americans (13%) Multi-Cultural Moderates (16%) Minority Liberals (14%)

Actual Mean Hard and Soft Power Indices: MM Segments Joiners have the highest Soft Power and Hard Power scores, while Rejecters are below the mean on both indices. While White and Persuadable are below average on their Soft Power score, Multi-Cultural Fence Sitters are above average on both scores.

Joiners (3%) White and Persuadable (8%) White Leaners (2%) Multi-Cultural Fence Sitters (33%) Rejecters (41%)

Navy

USMC

Army Actual Mean Hard and Soft Power Indices: Propensed For all branches, the averaged propensed Millennial is significantly higher on both indices. Those propensed towards the USMC have the highest average Hard Power score, while those in the Army have the highest Soft Power score. Those propensed towards the Navy are the closest to population average score.

Air Force Military National Guard

Implications

The growing political-cultural homogeneity of the Corps drives the Marines’ diversity challenges.

The different “tribes” are closer together when it comes to the dual missions of today.

One segment in particular, Multicultural Fence -Sitters, holds promise as it large numerically, mirrors the youth population today, (America tomorrow) and is most approving of mission duality.

It also contains the largest number of persuadable African-Americans .

Branded messaging that conveys the breadth of Marine Corps missions has a significant chance of connecting with this segment and bridging cultural divide.

Army and Navy aligning with “Two Americas”.

> Army: using heritage rooted in the older nation-state to connect with citizen-patriots.

> Navy: using its “strategic rational” to connect with the cosmopolitan coasts and its “global citizens”.

The contest between the forces of nationalism, (“drum-beating patriotism”) and those of globalization, (“re-constructionist global constabulary”) will preoccupy the armed services for the foreseeable future.

The great divide u.s. ARMY – The Fraternity of Patriots

U.S. navy: A Global force for Good

Addresses the broadest range of youth service definitions in an ownable way.

Marines = supremely effective enemy of “global bad” as opposed to either a “global force for good” or a “patriotic adventure.”

US Marines: straddling the Great divide image1.png image2.png image3.jpeg image4.jpeg image5.png image6.jpeg image7.jpeg image8.png image9.png image10.png image11.png image12.png image13.png image14.png oleObject1.bin image15.png image16.png image17.png image18.png image19.png oleObject4.bin oleObject5.bin oleObject6.bin oleObject2.bin oleObject3.bin image20.png image21.png oleObject7.bin image22.png image23.png oleObject8.bin image24.png image25.png oleObject9.bin image26.png oleObject10.bin image27.png image28.png image29.png oleObject11.bin image30.png image31.png image32.png image33.png image34.png image35.png image36.png image37.png image38.png oleObject12.bin image39.png image40.png oleObject13.bin image41.png oleObject14.bin image42.png oleObject15.bin image43.png oleObject16.bin image44.png oleObject17.bin image45.png oleObject18.bin image46.png image47.png image48.png image49.png image50.png oleObject19.bin image51.png oleObject20.bin image52.png oleObject21.bin image53.png oleObject22.bin image54.png image55.png image56.jpeg