For the past several years now, a phalanx of defense officials and retired senior officers have been lamenting the dearth of people willing to serve in the U.S. military.

The problem is particularly acute for the Army, the largest of the U.S. forces, which fell short of its target by 25,000 recruits over the past two years. The situation is so grave that experts claim it imperils the all-volunteer force, an institution that has provided manpower for the American military for half a century.

Why does the Army, an organization that prides itself on achievement, fail at this fundamental task? Excuses tend to focus on market dynamics such as shrinking recruiting pools, lack of knowledge among American youth about service opportunities, and impacts from COVID 19. These factors are undoubtedly relevant, but are they the actual cause of the Army’s failure?

Current officials seem to think so. After failing in 2022, the Army increased its efforts to convince young people to serve. This, combined with a campaign to overcome “misperceptions” about life in the military, was a primary focus of the branch’s $104 million advertising budget in 2023.