Imagine a society where the cornerstone of national defense—its military—faces eroding confidence from the very citizens it serves. This crisis is not just a theoretical threat, but a reality reflected in a startling 2023 survey by the Reagan Foundation, which revealed that public trust in the US military has plummeted to 45 percent, down sharply from 70 percent in 2018. This decline, coupled with a shrinking pool of eligible recruits, jeopardizes the nation’s ability to maintain its security. The erosion of trust in the military not only challenges its operational capacity but also strikes at the heart of national identity. While the US military has long been seen as a pillar of strength and professionalism, its current struggle to maintain public confidence poses profound risks for national security, recruitment, and global standing. Addressing this crisis requires a deep examination of its causes, implications, and solutions.
Public trust in the military has ebbed and flowed in response to major events and societal shifts. In the aftermath of the Vietnam War, widespread disillusionment left military confidence at an all-time low. Yet moments of triumph, such as the swift and decisive Operation Desert Storm in 1991, demonstrated the military’s competence and effectiveness, helping to restore its standing in the eyes of the public. The September 11 attacks represented another high-water mark for trust, with the military hailed as the nation’s protector in a time of unprecedented crisis. By 2009, confidence in the armed forces had climbed to an impressive 82 percent, according to Gallup polling. However, the optimism of the post-9/11 era has since eroded, with recent years characterized by a significant decline in public trust. The Reagan Foundation’s 2023 findings underscore the urgency of this issue, particularly among younger Americans. Only 33 percent of this demographic reported trust in the military, a stark reminder of the growing generational divide in perceptions of the institution.
The reasons for this decline are multifaceted and deeply interconnected. High-profile scandals involving misconduct among military leaders have cast a shadow over the institution’s integrity. Instances of ethical lapses, resource misuse, and sexual harassment have eroded confidence in military leadership, tarnishing its image as a bastion of professionalism. Moreover, the politicization of the armed forces has further weakened public trust. Traditionally, the military has maintained a staunchly apolitical stance, but recent events have blurred this critical boundary. The 2020 deployment of the National Guard during widespread protests, for example, sparked heated debates about the military’s role in domestic affairs and its ability to remain impartial. Such episodes contribute to the perception that the military is increasingly entangled in political controversies, putting at risk its reputation for neutrality and undermining its broader mission.
Perhaps no single event has done more to damage public trust than the chaotic withdrawal from Afghanistan in 2021. What was meant to symbolize the conclusion of America’s longest war instead became a defining moment of disarray and failure. Images of desperate Afghan civilians clinging to departing aircraft, coupled with the tragic deaths of service members during the Kabul airport attack, captured the profound dysfunction of the evacuation effort. The rapid collapse of the Afghan government, despite two decades of US military support and training, further fueled public frustration and disillusionment. For many, the withdrawal represented not only a strategic failure but also a broader crisis of leadership and accountability within the armed forces. Polls conducted in the aftermath of the withdrawal revealed a sharp drop in public confidence, highlighting the enduring impact of such high-profile missteps.
Compounding these challenges is the military’s struggle to attract new recruits, a problem exacerbated by the erosion of trust. In 2023, the services collectively fell short of their recruitment goals by a staggering forty-one thousand personnel (the Marine Corps is the sole service that has consistently met its recruiting targets, while the youngest and smallest service, the Space Force, has also met its early goals). To address this crisis, the Army reduced its end strength target from 485,000 to 465,000 for 2024. This shortfall underscores the urgency of addressing the recruitment crisis, particularly as the pool of eligible candidates continues to shrink. Today, only 23 percent of young Americans meet the stringent requirements for military service. Disqualifying factors such as health issues, behavioral problems, and criminal records further narrow the field, while the diminishing number of recruits with familial ties to the military—a historically reliable source of enlistment—has compounded the problem. As fewer families maintain a connection to military service, the institution faces an uphill battle in appealing to new generations.
Efforts to address these challenges have yielded some promising results. The Army’s Future Soldier Preparatory Course is one such initiative, aimed at preparing individuals who do not initially meet eligibility standards for service. By offering tailored academic tutoring and physical fitness regimens, the program helps recruits overcome barriers to entry and succeed in basic training. While such initiatives offer valuable short-term solutions, they cannot fully offset the broader trends of declining public trust and recruitment shortfalls. The program’s success illustrates that potential recruits exist in untapped populations, but scaling these efforts requires institutional commitment and investment.
A critical component of addressing these intertwined issues is modernizing the military’s public engagement strategies. Younger generations are increasingly disengaged from traditional forms of communication, making digital platforms such as TikTok, YouTube, and Instagram essential for reaching this audience. These platforms not only allow for creative messaging but also offer an opportunity to humanize the military through personal stories from service members. Narratives that emphasize the benefits of military service—career development, education opportunities, and a sense of purpose—can resonate with young Americans who may not have previously considered enlistment. Strategic partnerships with influencers who align with military values can further amplify these efforts, helping the military break through the digital noise and connect with potential recruits.
Outreach efforts must also focus on building trust and visibility in underrepresented communities. Partnerships with schools, community organizations, and local businesses can open new recruitment pipelines and foster stronger relationships with the civilian population. Programs that provide mentorship and resources for students interested in military careers can help bridge the gap between perception and reality, making service feel both accessible and worthwhile.
Expanding the pool of eligible candidates requires reevaluating existing recruitment standards. Certain restrictions, such as those related to minor medical conditions or behavioral issues, may unnecessarily exclude individuals with the potential to succeed. By revisiting these policies and providing support through preparatory programs, the military can broaden its reach without compromising readiness. However, these efforts must be complemented by a commitment to addressing systemic issues within the institution. Leadership misconduct, for example, remains a significant obstacle to rebuilding trust. Greater transparency and accountability mechanisms are essential for demonstrating that the military holds itself to the highest ethical standards.
Beyond addressing internal challenges, the military should also emphasize its broader contributions to society. Humanitarian missions and disaster relief efforts are powerful examples of how the armed forces serve the public good beyond the battlefield. For instance, in the wake of recent hurricanes, the US Army played a critical role in recovery efforts, providing immediate aid to affected communities. From deploying engineers to repair vital infrastructure, such as roads and bridges, to delivering food, water, and medical supplies to isolated areas, the Army’s actions demonstrated its ability to respond swiftly and effectively to crises. The National Guard, a vital component of the Army, was particularly instrumental in coordinating evacuations, conducting search-and-rescue operations, and restoring essential services in disaster-stricken regions. These efforts not only saved lives but also showcased the military’s adaptability and commitment to serving the nation beyond the scope of combat.
Highlighting such contributions can counteract negative perceptions and remind civilians of the military’s indispensable role in both domestic and global stability. By emphasizing these noncombat missions, the armed forces can inspire pride and confidence, fostering a renewed sense of connection between the military and the citizens it protects. These stories of selfless service offer a compelling narrative that can help bridge the gap between the military and a public increasingly disconnected from its work.
Restoring the military’s apolitical stance is perhaps the most urgent priority in rebuilding trust. In an era of heightened political polarization, the perception of partisanship can be deeply damaging to the armed forces’ reputation. Senior leaders must avoid making public statements or endorsements that could be perceived as partisan, focusing instead on their primary mission of national defense. Reaffirming the military’s neutrality not only preserves its integrity but also ensures that it remains a unifying force in an increasingly divided society.
Finally, the military must address the needs of its veterans, whose experiences often shape public perceptions of the institution. Frustration with the Department of Veterans Affairs—including delays in healthcare access, inefficient claims processing, and insufficient mental health resources—has left many veterans feeling abandoned by the very institution they served. This dissatisfaction has far-reaching implications, as disillusioned veterans are less likely to recommend military service to their children, further exacerbating recruitment challenges. By improving the quality and efficiency of services provided to veterans, the military can not only support its former service members but also strengthen its broader reputation and recruitment efforts.
The stakes for addressing these challenges could not be higher. The military’s ability to maintain public trust and attract new recruits is directly tied to national security and strategic readiness. Rebuilding this trust will require bold leadership, innovative outreach, and an unwavering commitment to transparency and ethical standards. The time to act is now. By confronting these challenges head-on, the US military can reclaim its status as one of America’s most trusted institutions. This effort will not only bolster recruitment and readiness but also reinforce the vital bond between the armed forces and the citizens they serve. National security depends not just on advanced weaponry or strategic expertise but on the confidence of the public in the institution sworn to protect them.
Lieutenant Colonel Luke High is an Army marketing and behavioral economics officer currently serving as the associate director in the Directorate of Admissions at the United States Military Academy. Luke has served in various leadership roles in the 82nd Airborne Division, the 1st Armored Division, and the joint staff of United States Forces–Afghanistan. Luke holds an MBA from North Carolina State University and a master of military operational art and science from the Air Command and Staff College at the Air University.
The views expressed are those of the author and do not reflect the official position of the United States Military Academy, Department of the Army, or Department of Defense.
Editor’s note: This article has been updated to clarify that the Marine Corps is the single service that has consistently met its recruitment goals.
Image credit: Hannah Frenchick, Joint Task Force-National Capital Region and the US Army Military District of Washington