The Royal Air Force has come under heavy criticism after using Gen Z slang in an attempt to connect with young people during one of its most significant recruitment crises. The controversial move was aimed at promoting the Cosford Airshow in Shropshire, but many have questioned whether such a tactic is appropriate for a military institution.
In a viral Instagram video, Squadron Leader Chris Wilson of RAF Cosford enthusiastically describes the upcoming airshow as ‘the dopest event of 2025,’ and adds, ‘giving main character energy’. He continues with lines like, ‘Tired of cheugy airshows with no rizz? Aight bet. Cosford hits different.’ To finish, he says, ‘Slay. Feeling boujee?’
The video, which has garnered thousands of likes, is part of a strategy developed by a so-called ‘Gen Z marketing expert’ and is intended to appeal to younger audiences. However, many have taken to social media to express their discomfort with the tone, with some labelling it as inappropriate for a military branch that represents a long-standing national institution.
One former RAF member expressed their disapproval on Instagram, writing: “It isn’t clever, it’s sad. Is this the standard the RAF wishes to set? Please reflect on your traditions and history, you are a combat arm of the nation’s military, not selling trainers to sixth formers.”
Another commenter lamented, “The Battle of Britain to this, just makes everyone who serves embarrassed.”
The backlash highlights the challenge the British Armed Forces face in trying to boost recruitment, as they continue to miss their targets. Last month, Defence Secretary John Healey revealed that for the past year, the Armed Forces have been losing 300 more full-time personnel each month than they have been recruiting, leading to a significant understrength workforce across all services.
The RAF’s use of Gen Z slang echoes similar efforts by the Royal Navy, which recently introduced a glossary of Gen Z terms for instructors at the HMS Raleigh training centre in Torpoint, Cornwall. The list includes words like ‘cheugy’, which describes things deemed uncool, and ‘slay’, meaning to succeed or look great. These attempts are part of a wider strategy to ensure military personnel can communicate effectively with younger recruits.
Colonel Philip Ingram, a former Army Intelligence officer, also criticised the RAF’s video, stating, “Whoever is advising them on communications strategy, never mind who signed this video off for release, needs to be removed from post immediately.”
The move comes amid growing concerns over the state of recruitment across the British Armed Forces, which have struggled to meet their recruitment targets for the past ten years.
Secretary John Healey recently warned that the morale of military personnel had reached record lows in the last year. The current recruitment efforts, which include adopting trendy slang, have raised eyebrows among veterans and military experts who feel that such tactics could undermine the seriousness and professionalism of the forces.
As the RAF, Navy, and Army grapple with dwindling numbers, questions are being asked about the balance between adapting to modern marketing trends and maintaining the integrity and traditions of the armed services.
