Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Published Feb. 19, 2025 By 1st Lt. Nadia Rossin Air Education and Training Command Public Affairs SAN ANTONIO, Texas -- Air Education and Training Command hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. The event gathered 25 participants from across AETC to assess current outreach efforts and propose new ways to enhance recruiting, digital engagement and messaging strategies. "The future of our force depends on how effectively the Air Force connects with and inspires the next generations," Lt. Gen. Brian Robinson, commander of AETC, said. "This conference isn't just about identifying challenges—it’s about developing solutions that help us meet young people where they are." 02:02 VIDEO | 02:02 | GEN-Z UNMUTED FORUM Highlight Video Throughout the event, participants analyzed trends in social media, digital consumption, and public perception to better understand what resonates with younger audiences, particularly Generation Z—those born between 1997 and 2012. At the end of the event, participants presented their findings to Maj. Gen. Clark Quinn, deputy commander of AETC, and Brig. Gen. Christopher Amhrein, commander of Air Force Accessions Center, providing recommendations on how to enhance digital engagement, refine messaging and improve recruiting strategies. "This generation has different ways of consuming information and making career decisions," said Kristi Hilbert, AETC Senior Strategic Media Advisor for Total Force. "We need to ensure our outreach efforts reflect their values and interests while highlighting the incredible opportunities the Air Force offers." The event was facilitated by Hilbert and Marcus Carrion, AETC’s Innovation, Futures and Strategy Division innovation deputy branch chief, who provided strategic guidance and advisory support to ensure discussions were focused, productive and actionable. For many attendees, the event was an opportunity to share their perspectives on how the Air Force can better communicate its mission to young people. Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Attendees pose for a group photo during the AETC Public Affairs Gen Z focus group presentations on Joint Base San Antonio-Randolph, Feb. 7, 2025. Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. Photo Details / Download Hi-Res SLIDESHOW | 7 images | Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Attendees pose for a group photo during the AETC Public Affairs Gen Z focus group presentations on Joint Base San Antonio-Randolph, Feb. 7, 2025. Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. 1 of 7 Photo Details / Download Hi-Res Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Public Affairs professionals brainstorm ideas during the AETC Public Affairs Gen Z focus group in San Antonio, Texas, Feb 3-7, 2025.Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. 2 of 7 Photo Details / Download Hi-Res Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Public Affairs professionals brainstorm ideas during the AETC Public Affairs Gen Z focus group in San Antonio, Texas, Feb 3-7, 2025. Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. 3 of 7 Photo Details / Download Hi-Res Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Kristi Hilbert, AETC Senior Strategic Media Advisor for Total Force interacts with attendees during the AETC Public Affairs Gen Z focus group in San Antonio, Texas, Feb 3-7, 2025. Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. 4 of 7 Photo Details / Download Hi-Res Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Public Affairs professionals brainstorm ideas during the AETC Public Affairs Gen Z focus group in San Antonio, Texas, Feb 3-7, 2025. Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. 5 of 7 Photo Details / Download Hi-Res Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Public Affairs professionals record innovative ideas on how to engage and inspire the next generation during AETC Public Affairs Gen Z focus group in San Antonio, Texas, Feb 3-7, 2025. Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. 6 of 7 Photo Details / Download Hi-Res Cleared for Takeoff: For Gen Z, the Sky’s the Limit When It Comes to Engagement Marcus Carrion, AETC’s Innovation, Futures and Strategy Division innovation deputy branch chief interacts with attendees during the AETC Public Affairs Gen Z focus group in San Antonio, Texas, Feb 3-7, 2025. Air Education and Training Command officials hosted its first Gen Z focus group, bringing together public affairs professionals to explore how the Air Force can better connect with the next generation through modern communication strategies and engagement efforts. 7 of 7 Photo Details / Download Hi-Res "It's rare to have a platform where we can directly impact how we engage the next generation," said Staff Sgt. Colville McFee, public affairs marketing NCOIC for the 339th Recruiting Squadron. "This wasn't just about ideas—it was about making sure our voice helps shape the future of the Air Force." AETC leaders will review the recommendations from the focus group to identify practical ways to improve recruiting, training, and outreach efforts moving forward. By listening to and incorporating insights from young leaders, AETC leaders are working to ensure the Air Force remains relevant, accessible and appealing to the next generation of Airmen.