Stereotypes were in full swing in 2018 and while I can’t speak for 2019 at the present, they’re probably not slowing down.

In general, while annoying, stereotypes can be pretty easily ignored. Probably down to me being young, some internet commenter called me a snowflake yesterday when I said it was wrong for Jimmy Carr to insult actor Emily Head in front of her dad by insinuating that she was very promiscuous.

They wouldn’t have called a 50-year-old man a snowflake but that’s life.

Anyway, there’s far more offensive stereotypes than that and they can be harmful, but the British Army has decided to challenge the preconceptions around certain labels given, and have a new recruitment campaign that’s meant to see the best in everyone.

All manner of people, including binge gamers, class clowns, phone zombies, snowflakes and selfie addicts have been called upon, as the army tries to open their doors to “Generation Z”.

The idea is that while every trait may have its negative connotations, it also has its uses. Binge gamers are motivated, for example. Selfie-takers have confidence, class clowns are good for moral, etc..

Defence Secretary Gavin Williamson described the campaign as “a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team”.

He went on to say:

It shows that time spent in the Army equips people with skills for life and provides comradeship, adventure and opportunity like no other job does.

Now all jobs in the Army are open to men and women. The best just got better.

Meanwhile, Maj Gen Nanson said:

The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief.

It’s a huge step in the right direction for the British Army.

Images via Army Jobs