The "Send Me Tour" is Hegseth posturing and cosplaying "God is on our side", a feature of the evangelical Far Right political playbook.
From AI on why people sign up.
The most useful recent data comes from the U.S. Department of Defense's Joint Advertising, Market Research & Studies (JAMRS) Youth Poll, which surveyed Americans ages 16–21 about why they might consider military service. The Spring 2023 results asked respondents to select all reasons that applied, so the percentages don't add up to 100%.
Reason% saying it was a reason to join
💰 Pay / money
49%
🎓 Pay for future education
44%
✈️ Travel
44%
🏥 Health & medical benefits
38%
🛠️ Gain experience / work skills
35%
🤝 Help others
32%
💵 Pension & retirement benefits
31%
🧭 Experience adventure
29%
📈 Better my life
26%
🫡 Pride / self-esteem / honor
24%
What this suggests
A striking feature is that practical/economic motivations are extremely prominent. The top five were pay, education, travel, health benefits, and job skills. The same general pattern appeared in the 2022 poll: pay (48%), education (44%), travel (43%), work skills (36%), and health benefits/helping others (34%).
That doesn't mean people aren't motivated by patriotism. Rather, patriotism isn't among the top ten specific options in this particular 2023 question. Other research using veterans rather than prospective recruits finds a more prominent role for patriotism and duty. A recent NORC survey, for example, found that veterans commonly cited duty/patriotism, independence, educational benefits, and financial stability as reasons they joined.
There's also qualitative research on actual recruits: RAND found that employment and career preparation were the most commonly mentioned motivations in its focus groups, with benefits—particularly education benefits—coming next.
So, broadly speaking, the evidence points to two overlapping groups of motivations:
Material/practical: money, education, healthcare, job training, retirement
Personal/values-based: helping others, adventure, pride, patriotism, purpose, independence