Rising global tensions, unpredictability and the collapse of the post Second World War consensus - has the international chessboard truly been ‘tipped over’[1]?
With increased commitments to defence spending, the national conversation around defence has reached a fever pitch. This has called for a ‘whole-of-society approach’ by former NATO Secretary General, Lord Robertson, who led the Strategic Defence Review (SDR), alongside Dr Fiona Hill CMG and General Sir Richard Barron[2].
More than half (53 per cent) of Gen Z (ages 16-28) and Millennials (29-44) say that the current geopolitical climate is making them more inclined to consider a career in national defence. These figures are even higher (62 per cent) among young adults aged between 25 and 34.
That said, the SDR highlights the Ministry of Defence (MOD)’s “longstanding recruitment and retention crisis”[3]. Whilst concerns around workforce shortages in the public sector are nothing new, British Prime Minister, Sir Keir Starmer, commits the largest increase to defence spending since the end of the Cold War.
Maintaining an army that is fit-for-purpose has been an increasing challenge in the backdrop of declining public engagement. Data from 2022 suggests half of Britons under 40 say there are no circumstances in which they would be willing to go to war[4]. Yet, our recent data suggests a shift in attitudes as people, especially younger generations, are becoming more inclined to consider a career in national defence because of rising geopolitical tensions, not in spite of it.
This was one of the key findings from an independent, population-representative survey commissioned by Serco to uncover the public perception of the Defence Enterprise - which encompasses the network of organisations, industries, and activities involved in a nation's defence and security - and outlook on careers in the sector, amidst an ongoing shift in the UK workforce.
The SDR: putting ‘personnel at the heart’.
The review advocates for a ‘whole-of-society’ approach to defence, with one of its strongest messages dedicated to the importance of attracting and retaining talent, whilst also recognising their need to diversify, and that young people “want different things from their employers”.
Similarly, the National Security Strategy (NSS), published only weeks after the SDR, warned that Britain must prepare for “an era in which we face confrontation with those who are threatening our security.”[5]. Collectively, these signalled that investment in drones, submarines and AI is not enough to win a war - people will also be critical to the UK’s defence.
It’s this Human Factor approach which is central to Serco’s findings in the report, highlighting that changing attitudes towards defence and national security offer an important and unique opportunity.
Geopolitical turmoil: a surprising recruitment tactic?
Our research found that 53 per cent of Gen Z (ages 16-28) and Millennials (29-44) say that the current geopolitical climate is making them more inclined to consider a career in national defence. These figures are even higher (62 per cent) among young adults aged between 25 and 34.
By contrast, only a third (33 per cent) of Gen X (ages 45-60), and 27 per cent of Baby Boomers (61-79) say they feel the same way. Whilst Baby Boomers are less likely to be seeking new career opportunities, this figure remains noteworthy.
“Defence is not a dirty word when it comes to where young people want to work. From conflicts on European soil to increasing geopolitical tension, you can see how the current environment is moving the younger generation to consider a career in defence.
“As the face of warfare changes, we will need the skills of multiple generations. What the data proves is what motivates younger people has also changed. Purposeful work, an opportunity to see the world, and a chance to develop skills clearly matters most to young people and the Defence Enterprise is a perfect place to deliver on all of these things.”
Doug UmbersManaging Director, UK Defence
A divide by gender, region and sector
Our findings demonstrate the challenge the Defence Enterprise has in articulating its benefits to a broad audience, and that looking at this just through demographics is too reductive.
- Our data demonstrates that stark gender differences exist too. 50 per cent of men feel more inclined to consider a career, whilst this figure is only 31 per cent for women who share this view. Likewise, 60 per cent of men believe the UK Defence Enterprise offers valuable career opportunities for them, whilst only 41per cent of women echo the same sentiment.
- Location is important too, with some cities much more enthusiastic than others. For example, those in Greater London are 60 per cent more inclined, whilst those in South East England, only 34 per cent are affected by the wider context.
- Employment needs to be considered too. Those in IT and Telecoms are far more inclined, at 72 per cent, compared to only 21 per cent of those in the legal sector.
These findings demonstrate that some groups may see greater alignment with defence given their skillsets - something our final report will explore.
Behind the numbers
When asked to elaborate on their answers, respondents spoke of patriotism, duty, contribution and fulfilment:"[geopolitical tensions] foster a stronger sense of duty and a desire to protect one's country."
It’s clear there broadly exists a strong appetite for the military when considered alongside its geopolitical context. But this doesn’t go far enough to explain why there’s such a crisis in recruitment, and what the military can do to better engage with potential recruits.
The pursuit of purpose and principles
Whilst Gen Z value purpose-led work more than any other age group, the Defence Enterprise need to better position its alignment to what Gen Z want if we’re to plug our recruitment gap.
At 78 per cent, closely followed by Millennials at 75 per cent, Gen Z respondents said that an organisations’ purpose and mission statement is important when searching for a job role.
Similarly high numbers (76 per cent) of both groups would leave a job if they found the organisation no longer reflected their principles and beliefs. When Baby Boomers (61-79) were asked the same question, only 50 per cent felt the same.
When respondents were asked directly whether ‘The Defence Enterprise offers opportunities for meaningful and purpose-driven work', two-thirds of all age groups (66 per cent) agreed with the statement. Among Gen Z and Millennials, both agree the Defence Enterprise offers meaningful and purpose-driven work. These starkly contrast to just 38 per cent of Baby Boomers.
Nevertheless, only 36 per cent of students believe that the Defence Enterprise offers valuable opportunities for them. Given this, it’s evident that there’s an opportunity for the defence enterprise to offer meaningful work. But the results are a clear signal that effective early engagement has a long way to go.
More than just money...
As the SDR outlines, “Young people today want different things from their employers.”[6]. Our research found the top three priorities when considering a job role for Gen Z are work life balance, flexible working and job security. All other generations of working age said that a competitive salary was the biggest priority. Just 31 per cent of Gen Z said that a competitive salary was one of their top three priorities when considering a job, compared to 55 per cent among all other generations of working age.
Conclusion
Our results are extremely encouraging. Young people are ready to experience what the Defence Enterprise can offer them, driven by the geopolitical climate and what matters to them in a job - a sense of purpose. It's now up to the Defence Enterprise to capitalise on this opportunity and fundamentally address our retention and recruitment crisis.
[1]Ministry of Defence, Strategic Defence Review, p9. https://assets.publishing.service.gov.uk/media/683d89f181deb72cce2680a5/The_Strategic_Defence_Review_2025_-_Making_Britain_Safer_-_secure_at_home__strong_abroad.pdf
[2]Lord Robertson, General Sir Richard Barrons. Dr Fiona Hill, “The world has never been more volatile. Britons must be prepared to fight for their country”, The Daily Telegraph, https://www.telegraph.co.uk/news/2025/06/01/strategic-defence-review-lord-robertson-fiona-hill-barrons/ (accessed 22 July 2025).
[3]Ministry of Defence, Strategic Defence Review, p65. https://assets.publishing.service.gov.uk/media/683d89f181deb72cce2680a5/The_Strategic_Defence_Review_2025_-_Making_Britain_Safer_-_secure_at_home__strong_abroad.pdf
[4]YouGov 2022, Study: War and Britons’ willingness to serve in the armed forces. https://yougov.co.uk/politics/articles/43813-yougov-study-war-britons-serving-armed-forces
[5]Cabinet Office, National Security Strategy 2-25: Security for the British People in a Dangerous World. https://www.gov.uk/government/publications/national-security-strategy-2025-security-for-the-british-people-in-a-dangerous-world/national-security-strategy-2025-security-for-the-british-people-in-a-dangerous-world-html
[6]Ministry of Defence, Strategic Defence Review, p65. https://assets.publishing.service.gov.uk/media/683d89f181deb72cce2680a5/The_Strategic_Defence_Review_2025_-_Making_Britain_Safer_-_secure_at_home__strong_abroad.pdf
