The future of associations lies in their ability to attract and retain the next generation. However, what worked for older generations does not necessarily work for today’s young professionals. The value propositions that brought seasoned members into your association are likely missing the mark with millennials and Generation Z.

What Young Members Really Care About

In the past, younger members often joined associations to connect with like-minded professionals and learn more about their industry. The new generation has a sharper focus: career advancement.

Millennials and Gen Z are driven to succeed and are outcome-driven in their expectations. They aren’t looking for general networking and education; they want targeted opportunities that get them noticed, help them earn promotions, and increase their earning potential.

While older members appreciate big-picture professional development, young members demand something more specific. They are looking for specialized resources tailored to their exact needs—their subspecialty, geography, and employment setting. They seek immediate, practical tools that apply to their jobs today.

One client discovered that younger members were hungry for practical skills they hadn’t learned in school, like understanding the business side of their industry or how to communicate effectively with marketing or finance teams. The association created a powerful reason for younger members to engage by offering these specialized programs.

It’s Not Just What They Want, It’s How They Want It

Millennials and Gen Z grew up in a digital world where everything was available on demand. They expect the same immediacy from their professional associations. Younger members aren’t interested in exploring a catalog of offerings or attending in-person events to get what they need. They want information to be immediately accessible, easily searchable, and available across platforms.

Experienced members may enjoy reading your journals, attending event sessions, or lingering at chapter meetings. Younger members don’t operate that way. Inconvenience and irrelevance are permanent turnoffs for them. If they can’t find what they need quickly, they will build their own support systems on other platforms and networks.

One young member we spoke with wanted her association to come to her office to explain her membership benefits because she didn’t have time to understand them on her own. However impractical, it speaks volumes about the expectations associations are up against.

Don’t Expect Them To Grow Out of It

Traditionally, associations have counted on members’ needs to evolve in predictable stages—with increasing levels of engagement with the organization's traditional value propositions -- like generalized networking and professional development -- as they progress in their careers.

That model is breaking down. Young members’ desire for immediate, personalized resources isn’t something they will grow out of. That mentality is here to stay and will only accelerate as AI and other technologies make career resources ever more accessible outside of associations.

Associations can no longer assume that younger generations will eventually come to appreciate traditional value propositions as they advance their careers. Instead, associations must pivot and embrace these changes to stay relevant in the long term.

Meeting in the Middle

The challenge is that older members don’t necessarily want the same high-tech, instant-gratification experiences as younger members. Older members value face-to-face connections and industry-wide insights. They may welcome the convenience of digital tools, but they often find more fulfillment in meaningful, real-world interactions and relationships built on shared experiences.

Here’s the good news: Experienced members hold much of what younger professionals seek—knowledge, expertise, and professional networks. Younger members are eager to learn, and older members are ready to share. Associations are uniquely positioned to facilitate this exchange through informal information-sharing, 1:1 career-mentoring, and curated networking.

One client implemented a micro-mentoring program that matched experienced members with younger professionals for in-the-moment project guidance and career advice. The result? Both groups found the experience immensely rewarding.

Don’t Compromise, Harmonize

To bridge the generations, associations must continue delivering the high-quality, traditional experiences that older members expect while building a different value proposition and membership experience that will resonate with younger members.

It’s not about compromise; it’s about harmonizing their experiences. Associations that balance younger members’ on-demand, tech-driven expectations with the relationship-based, professional development experiences older members value will succeed.

As the needs of younger generations continue to change—fueled by technology and shifting career landscapes—associations must be prepared to adapt their offerings and meet them where they are.