The Army’s new branding campaign, unveiled Wednesday, shied away from social justice and diversity themes as it seeks to overcome a historic drop in recruiting, military experts told the Daily Caller News Foundation.

The service’s buy-in on identity politics could turn off conservative families, which have traditionally served as the military’s largest recruiting base, and exacerbated the service’s recruiting woes in fiscal year 2022, experts and lawmakers warn. But, the years-in-the-making rebrand, with a goal of showcasing the Army’s role in defense and innovation throughout American history and encouraging soldiers to push their limits, could help the Army meet its ambitious recruiting goals for 2023, experts in military readiness told the DCNF.

“I think the new brand and commercial better appeal to young people’s desire to be part of a big, important effort larger than themselves,” Thomas Spoehr, director of the Heritage Foundation’s Center for National Defense, told the DCNF. “I think that is the right approach to take.”

The Army has come under fire for embracing perceived left-wing values in branding, according to Task and Purpose. One example is a 2021 advertising scheme that emphasized the different kinds of people who could join the service, highlighting a same-sex family.

Webmaster addition: Actually, I think it's the rush to a World War that is causing the drop in recruitment. Young people would like to avoid being killed and crippled.