Less Rock, more Earth: Increase recruitment by making the armed forces a climate force

Did you hear the U.S. military spent a total of $99 million on Dwayne “The Rock” Johnson and NASCAR to draw recruits, but ended up with little to show for its efforts? It’s clear that big names and fast cars aren’t enough to draw my generation into military service. 

Let’s be real. My generation isn’t flocking to recruitment centers, not because we don’t respect the military, but because our battles are different. We’re the ones refreshing our feeds, not for the latest celebrity post, but for updates on the climate crisis, which feels more immediate and real with every record-breaking summer.

We’ve been taught to seek out careers that offer not just a job, but a chance to make a tangible difference in the world — that’s what we’re searching for. Sure, we have been raised in a much softer environment than the “Greatest Generation,” but that doesn’t mean we don’t want to work for a better future.

Here’s a wild idea: What if the military rebranded itself as a force on the front line against climate change?

Instead of presenting service solely as fighting foreign adversaries, highlight its role in tackling what many believe is the biggest threat to our future — the chaos of global climate change.

Imagine this: soldiers, sailors, airmen, Marines, national guardsmen and guardians, not just as dutiful fighters but as noble protectors of our planet. It’s a powerful image, right? It could be a game-changer for recruitment, aligning the military’s mission with the values of a generation that wants to see action on climate change.

Let’s channel those millions of marketing dollars away from celebrity endorsements and into publicizing the military’s completed and ongoing climate action projects. Then, take it a step further and give the armed forces more money to get them fully engaged in the climate fight— because if there’s anyone who can mobilize quickly and effectively in the face of a crisis, it’s the military.

How can the military become relevant to young Americans who want to be of service? First off, let’s drop the party lines when talking about climate change and national security. If we start saying, “Fighting climate change strengthens national security and force readiness,” it becomes a unifying call to action. This crusade should make politics seem petty in the face of survival and adapting to a world where environmental catastrophes are the new battlegrounds.

How do we enact this vision? Empower the military with an expanded domestic climate action portfolio and a beefed-up budget. Public confidence in the military remains higher than any other government entity, and for good reason. Historically, the military has exemplified professionalism, answering the call of duty and steadfastly protecting the American way of life.

The military is already laying the groundwork with comprehensive plans and projects. The Army’s 2022 Climate Strategy advocates for robust, resilient infrastructure. The Navy’s Climate Action 2030 plan addresses the new challenges in the Arctic, while the Air Force’s initiatives slash fossil fuel use and fortify bases against extreme weather.

These aren’t just token measures; real projects include the advanced microgrid system at Marine Corps Air Station Miramar, the wind-solar hybrid installation at Fort Cavazos (formerly known as Fort Hood), and a partnership supplying carbon-free electricity to various military installations.

Now, imagine boots on the ground, not only in conflict zones but also in every corner of America that needs robust climate resilience measures — installing advanced electrical grids, engineering sustainable water systems and upgrading infrastructures to withstand the rigors of our changing planet. These visible and impactful actions to safeguard our future can broaden the public perception of the military into the role of a climate warrior — a role that deeply connects with a generation eager to see real, tangible action against climate threats.

Our generation can spot insincerity a mile away. We have seen it from random celebrity endorsements to tone-deaf ad campaigns. We won’t buy into a military role in climate action unless it’s backed by real commitment and substantial funding. High-profile, well-funded and consequential projects need to be the norm, not the exception.

By expanding the military’s mission to include combating climate change, we can forge a connection with young Americans who want to make a meaningful contribution to a brighter future. The outcome would rejuvenate military recruitment and serve as a catalyst for a broader national effort toward sustainability and resilience. It’s a win-win that aligns national security with the defining existential threat of my generation while ushering in a new era of servant leaders.

Amrik Chattha, founder of the Marin Academy Climate Tech Club and an ROTC scholarship candidate, collaborates with the New York University Environmental Studies Department as a student researcher focusing on the carbon credit market in India.