Two Ways to Attract Generation Z Into Your Member Ranks
They look to engage and make a meaningful impact
As Generation Z continues to enter the workforce, it’s no surprise that associations are looking to attract these young professionals into their ranks. But to effectively do that, it’s important to understand what they value and need from associations.
"Right now, there is a disconnect between associations and Gen Z," said Jon Berbaum, president of Highland Solutions. "We're seeing a decline in membership engagement from young professionals."
In 2022, Highland Solutions examined this trend by conducting a series of interviews with three segments of young professionals—members, former members and non-members—from associations representing different industries.
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