Adapting Associations for Gen Z and Millennials

Adapting Associations for Gen Z and Millennials

Associations historically provided valuable networking, education, and advocacy for service professionals. However, according to an article by ASAE, they now face challenges in retaining members, particularly younger generations like Gen Z and millennials, who can easily access industry-specific information online for free. The rise of digital platforms like YouTube has diminished the exclusive value associations once offered, leading to declining membership.

To stay relevant, associations must adapt their value proposition by engaging younger professionals with resources tailored to their modern needs and prioritizing operational efficiency, client acquisition, and revenue optimization. 

The article suggests associations can attract and retain younger members by offering tools to enhance their business operations, reduce cancellations, provide payment options, and maximize marketing impact.

Leveraging technology is crucial for fostering sustainable engagement. Associations should offer personalized experiences and relevant industry insights through online tools that help members improve their business performance. These tools may include templates, workflows, in-depth business reporting, and timely industry updates, ensuring members remain engaged and find value in their membership.

Despite the availability of free online content, associations provide a sense of community that digital platforms cannot replicate. To maintain their significance, particularly with Gen Z and millennials, associations must evolve and meet the changing needs of younger professionals in the digital age.