Primary Arms Odyssey 2023

Integrating Technology in Gun Culture Showcases Millennial Support for Second Amendment

According to Adams Arms, their consumer roster of millennial first-time gun owners has increased and is now the second highest purchasing demographic after women. This generation – no longer the persona of middle-aged white men, is more educated on the Second Amendment, has yielded a younger group of military veterans re-entering civilian life after having enlisted post 9/11, and has buying power due to their increased wealth and education.

(Brooksville, FL) July 18, 2022— Nearly 50% of all millennials are now homeowners, according to a Bloomberg study. They have also become wealthier and more highly educated.(1) In short, they have come of age; a milestone which also appears to include greater knowledge of and appreciation for the Second Amendment and the greater technology in firearms. Adams Arms President Jason East points to millennials’ pattern of investment in technology as one of the reasons their roster of millennials as first-time gun owners has seen a spike recently. “Another reason is the change in the dialogue in gun stores. In years prior gun owners would not ask questions – the store owner would tell them what they wanted and needed. Millennials ask a LOT of questions and demand the latest proprietary technology,” points out East.

Millennials, much like the baby boomer generation and those older, are a demographic that is independent in their view of the world.(2) As youngsters skateboarding was a prevalent culture for them. Anything they did generally became trends. For example, The Defcon Group, a manufacturer of outdoor wear and sporting goods, was largely popularized by Navy Seals and other Special Operators, giving way to following special operations into the firearms culture.(3)  

That world is now projected by Influencers. Instagram is alive with people who claim to be part of the “tactical community”, a culture of high tech rifles and drills that embody a messaging of positivity paired with images of attractive internet personalities and their guns. This source of their news speaks louder than mainstream political news.(4)

Millennials are a blend of veterans who enlisted in the military following 9-11, have an interest in firearms because video games have been a big part of their virtual lives, and support the right to carry concealed weapons and the Second Amendment providing Americans the right to carry firearms in public for self-defense. An example would be support for the decision handed down by the U.S. Supreme Court this week ensuring rights under the Second Amendment and striking down laws in states violating that right.(5)

But they also recognize a problem in America and want to keep guns out of the hands of people who can not be trusted.(6) Older people are saying they want guns for protection, but younger folks are saying they’re more into going shooting at a gun range. “Millennials are also more likely to listen to gun-oriented podcasts and shows, more likely to participate in online forums, and generally more likely to integrate technology in gun culture,” acknowledges East. “Our experience has been that they like the latest, coolest, proprietary technology in firearms.”

About 74 percent of military veterans who enlisted post 9/11 are millennials, born between 1980 and 1996. 82 percent of the U.S. Army is comprised of millennials.(7) A large number of these who re-enter civilian life do so with solid training and excellent skill in firearms operation and safety.(8)

East adds, “Young veterans are a skilled exception. We typically see first-time gun owners begin with a handgun. Over the course of the training their skills and confidence level become transferable to a rifle. Some millennials, following extensive research on the technology, have started with a rifle. Our piston drive system is a favorite of the military and law enforcement – and civilians such as these millennial first time gun owners now see its merit. The rifle is cleaner, cooler and more reliable. In short, its operation is there when it counts the most, which feeds millennials’ desire for quality technology. Social media, Instagram in particular, demonstrates the message about the superiority of our piston system over direct impingement.”



1 Gongloff, Mark. “Terrible News: Millennials are Finally Buying Houses”; Bloomberg; 03 January 2022;

2 McGuire, Jen. “Here’s How Many Millennials Keep Guns in Their Homes”; Romper; 16 February 2018;.

3 Staff Writer. “About DefCon Group”; Tactical; 2022;

4 Zuylen-Wood, Simon. “The Heavily Armed Millennials of Instagram”; The Washington Post Magazine; 04 March 2019;

5 Gresko, Jessica. “Supreme Court Expands Gun Rights, With Nation Divided”; AP News; 23 June 2022;

6 McGuire, Jen. “Here’s How Many Millennials Keep Guns in Their Homes”; Romper; 16 February 2018;.

7 Trent, Sgt. Maj. Kanessa. “Motivating and Educating Millennials”; Army University Press; December 2019;

8 Staff Writer. “Profile of Post 9/11 Veterans: 2016”; National Center for Veterans Analysis and Statistics; March 2018;

8 Responses to “Integrating Technology in Gun Culture Showcases Millennial Support for Second Amendment”

  1. Chuck says:

    lol hello fellow millennials

  2. SteveV says:

    If Millennials were born between 1980 and 1996, that makes them between 26 and 42 years old today. Isn’t that pretty much bracketing middle age?

    • Nicco says:

      Pretty much.

      It’s been my experience and observation that most of the time when the term Millennial (Generation Y) is thrown around the person actually means Zoomers (Generation Z).

    • Scott says:

      At some point or another, millennial started meaning (in the minds of many) ‘kids these days’. It does make some sense though, because many things that apply to millennials also apply to Gen Z, like early and fast adoption of technology, significant amounts of time spent on the internet and other communication media, grew up playing video games, etc.

      • Nicco says:

        Yep, Millennial has become a generic term for ‘people who are younger than me that I don’t understand or can’t relate to’. Speaking as a millennial on the younger side of the range, you aren’t wrong that we do have many similarities to Zoomers. But I think it’s worth noting that easy access to the internet and tech like smartphones is only something that came about in our teenage years or early twenties. Zoomers have spent their entire existence with it and have had much of their childhood documented on the Internet. To make an unintentional Batman reference, us millennials adopted the internet, Zoomers were born into it.

        We also were old enough to remember 9/11 and the immediate aftermath, speaking for myself I know it had a profound effect on my life and my general worldview. Something I think many SSD readers can relate to. But despite growing up in the aftermath, it’s history to Zoomers. Their perception of 911 and GWOT is shaped by 20 years of retrospective analysis and commentary. That’s not a bad thing, you can’t stop the march of time. But I think it does change how they relate to things.

        I don’t really have any larger point, I just find it inherently interesting to think about the various similarities and differences between Gen Y, X, and Z.

        • Iggy says:

          Good post. I’d add millennials may remember 9/11 but don’t remember the Cold War ie Sovietism and nuclear MAD, and without updating themselves fast run the risk of flirting with that stuff again. That shits not in the can yet while people like Putin and the Ayatollah are still in power.

  3. Mike says:

    I’m a Millennial. I’m 40.

    We need to focus on people much younger than me. The anti-gun communists are hitting them pretty hard already.

  4. AbnMedOps says:

    These digital-native generations can embrace all the connectivity and “influencers” they like, but their RL future is gonna be heavy on bulldozers and Quick-Lyme.