Associations are built on decades of passion and commitment. As the workforce continues to evolve, many organizations are beginning to examine how effectively they are attracting and retaining younger generations – particularly Millennials and Gen Z, who will play a key role in future membership growth.
Engaging younger professionals is essential to long-term sustainability. Their involvement helps ensure associations remain vibrant, relevant, and positioned to adapt, grow, and thrive for decades to come.
Association volunteer leaders can create associations that enable and promote the coexistence of an intergenerational community that younger generations want to join.
Understanding the Bridge: What Younger Generations Are Looking For
Today, Millennials and Gen Z represent approximately 50% of Canada’s workforce; however, according to a study by Lindsey Pollak, most are not joining traditional professional associations, as they “prefer to join an organization founded by peers of a similar age.“
This isn’t because they don’t like joining associations. In fact, a survey found that 58% of professionals under 40 are part of a professional organization or community, and 77% of those who hadn’t yet joined one intended to. The disconnect isn’t a lack of interest; it’s a mismatch of value.
Young professionals aren’t looking for a scaled-down version of what worked for previous generations. They are driven by a sharp, outcome-oriented focus on immediate career advancement. They seek targeted opportunities that get them noticed, help them earn promotions, and increase their earning potential. While seasoned members may appreciate big-picture professional development, young members demand specialized resources tailored to their exact niche, geography, and employment setting.
From Theory to Practice: Building the Bridge in Your Association
Understanding their needs is one thing; meeting them is another. Here’s how to translate these insights into actionable strategies for your association.
1. Rethink Your Value Proposition
The traditional one-size-fits-all membership model is obsolete. Younger generations are comparing your offerings to the flexible, à la carte options they get from other professional platforms. Today, learning and networking opportunities can be found in many spaces, both physical and online. Associations need to offer extra value to younger generations.
Move beyond general networking. Offer a robust job board with relevant postings, career coaching, and skill-building workshops for in-demand areas, especially those not taught in school.
2. Master the “How“: Be the Digital Hub for Your Industry
It’s not just what you offer, but how you deliver it. Millennials and Gen Z are digital natives who expect the immediacy and seamless experience.
For them, a face-to-face meeting every six months or a quarterly newsletter is not enough.
As people who get most of their information from the internet, a clunky website or a member portal that requires three passwords is a permanent turnoff. For them, social networks are extremely important, but not all networks work the same. For example, if they see you using LinkedIn to share industry updates or Instagram to provide behind-the-scenes looks at member businesses, they will feel they belong to an active community and are encouraged to participate in conversations. Learning to use your social networks effectively and knowing where to meet your members makes all the difference in the generational transition.
3. Foster Authentic Community and Purpose
Younger and upcoming professionals are not just looking for transactions; they seek connection and meaning. They are passionate about diversity, equity, inclusion, and social responsibility. They expect the same from the associations they join.
- • Build authentic DEIB (Diversity, Equity, Inclusion, Belonging) into your DNA: Show, don’t just tell. Ensure diverse representation on your panels, meetings, leadership, etc. Make your events accessible and create a culture where everyone feels they belong. Diversity in associations is now more of a necessity than an option!
- • Facilitate meaningful connections: Create opportunities for genuine intergenerational exchange. Facilitate small-group discussions at events, create special interest groups within your online community, and host events that blend social and professional networking.
- • Champion a Cause: Align your association with a social impact initiative that resonates with your mission. Whether it’s promoting sustainability, supporting underrepresented groups in your industry, or offering pro-bono work, giving members a way to contribute to a larger purpose builds profound loyalty.
- • Give them the opportunity to participate: Many young members aren’t interested in just being a membership number or another email address on the newsletter; they want to participate, help, share their opinions, etc. Giving them the opportunity to be seen, share knowledge, and be recognized for their contributions to the association will greatly help not only in attracting more young members but also in increasing their level of commitment and sense of community.
The Path Forward: Don’t Compromise, Harmonize
The goal isn’t to abandon the members who built your association or to the older generations who have experience and knowledge. It’s to harmonize the values older members cherish (deep industry insights, face-to-face connections, and recognized authority) with the immediate, digital, and purpose-driven values of younger generations that are already part of the workforce.
The future of your association depends on its ability to serve as a bridge, embracing evolution and change. Welcoming the younger generations is not just recruiting new members; it is future-proofing your association for decades to come.
The passion and hard work of the past can be the foundation for a solid future if you’re willing to build it together.