As a Marine Corps veteran, I’ve always believed that service to one’s country doesn’t stop when you take off the uniform. It continues in how we carry ourselves, how we contribute to our communities, and how we protect the values we believe in. Today, those values—truth, freedom, and the public good—are under new kinds of pressure.

Not from tanks or missiles, but from misinformation, distraction, and division. This is the essence of what many now call “fifth-generation warfare.”

I want to be clear: I’m not a subject matter expert on fifth-generation warfare. But I am a proud American business owner who recognizes my company's role in what we do as creators of media. I care about my country, my state, and the everyday people trying to build good lives in a world that often feels confusing and unstable - and I’ve come to realize that in this new era, the battlefield isn’t just overseas—it’s everywhere. It’s in our screens, our conversations, our schools, and even in our local businesses.

Understanding Fifth-Generation Warfare (5GW)

Fifth-generation warfare (5GW) is defined not by who has the most weapons, but by who controls the narrative. It’s about shaping perception, spreading doubt, and leveraging information as a weapon. It’s waged through social media, disinformation campaigns, and increasingly, even through algorithms and artificial intelligence. The targets aren’t military bases—they’re belief systems.

If you’ve ever felt overwhelmed by headlines or unsure who to trust online, you’ve felt the pressure of this new kind of warfare. And if you’ve shared a message meant to inform or uplift, you’ve participated in its counterbalance.

Why Ordinary Citizens Matter

The most powerful force in 5GW isn’t a government agency or a foreign operative. It’s us—the citizenry.

When people choose to learn, to question, to speak truthfully, and to act with integrity, we reinforce the pillars that make democracy work. When businesses prioritize ethics over engagement, and communities prioritize conversation over conflict, we resist the tactics of manipulation.

In this context, I see my work in media, technology, and communication not as just a career, but as a continuation of service. It’s not about promoting an agenda; it’s about reinforcing clarity and unity. And I believe that everyone—from the person running a coffee shop to a marketing strategist or designer—can play a role.

The Role of Business in the New Information Ecosystem

Companies like ours, FocalShift Media, operate at the heart of the information space. We build websites, run digital campaigns, and shape visual narratives that influence what people see, think, and feel. That’s a responsibility we don’t take lightly.

In an era of deepfakes and data manipulation, businesses must anchor themselves in truth, transparency, and human connection. That means avoiding tactics that exploit fear. It means educating clients and audiences. It means telling real stories, and listening as much as speaking.

A Call to the Everyday Person

You don’t have to wear a uniform to protect your country.

You do it when you support local journalism. When you verify before you share. When you teach your kids critical thinking. When you create something meaningful—whether it’s art, software, policy, or a block party that brings your neighborhood together.

Fifth-generation warfare may sound abstract or ominous, but at its core, it’s a reminder that what we say, what we believe, and how we treat one another matters. If we want to build a future that’s safer, stronger, and freer, we need everyone involved. Not just soldiers or specialists—but business owners, creators, voters, parents, students, and neighbors.

We’re all on the front lines now. Let’s show up with purpose.