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Are Gen Z joiners?

Writer's picture: Laura MerrittLaura Merritt

Are you finding it challenging to engage with the next generation of leaders, innovators and influencers? You’re not alone! According to an American Society of Association Executives (ASAE) report, 47% of associations experienced a decline in total membership in 2022, highlighting the challenges in engaging younger generations. This decline in membership suggests difficulties in attracting and retaining young professionals within professional associations.


The good news is the decline in membership has lessened in 2024, thanks in large part to digital advertising. But membership engagement shouldn’t stop with advertising. A new report from XYZ University provides insights into how to better understand and connect with one particular demographic—Gen Z.


In 2024, Generation Z has emerged as a formidable force reshaping how businesses and organizations operate. Born between 1997 and 2012, this generation is characterized by its unique set of values, communication preferences and an unwavering demand for authenticity. As they step into the professional world, their involvement in associations is not just beneficial but essential for both their personal growth and the evolution of these organizations.


The Unique Traits of Gen Z

Gen Zers are often described as digital natives, having grown up with the internet and social media. They value transparency, diversity and inclusivity, and they tend to support brands and organizations that reflect these values. Their communication style is concise and visual, with platforms like Instagram and TikTok being their go-to for interaction. Authenticity is paramount—they prefer genuine connections over scripted dialogues.


Benefits of Professional Associations for Gen Z

For Gen Z, joining a professional association offers several advantages:

  1. Networking Opportunities: Associations provide platforms for Gen Z to connect with industry leaders, potential mentors, and peers. These connections can be pivotal in their career growth and development.

  2. Skill Development: Associations often offer workshops, webinars, and courses that allow Gen Z members to enhance their skills and stay competitive in their fields.

  3. Access to Resources: Membership typically grants access to industry research, publications, and trends, keeping Gen Z informed and ahead of the curve.


Strategies for Engaging Gen Z Members

To effectively engage with Gen Z, professional associations must adapt and implement strategies that resonate with this generation's preferences:

  1. Leverage Social Media Platforms: Associations should focus on platforms where Gen Z is most active, such as Snapchat or Instagram. Sharing engaging content, hosting live Q&A sessions, and featuring stories from existing Gen Z members can create a vibrant online community.

  2. Create Inclusive Spaces for Collaboration: Ensuring that all voices are heard is critical. Gen Z values diversity, so associations should cultivate environments where collaboration thrives and diverse perspectives are embraced.

  3. Offer Flexible Membership Options: This generation appreciates flexibility. Offering tiered memberships or pay-as-you-go options can make joining associations more accessible and appealing to Gen Z.


Examples from the Field

Several organizations and associations have successfully adapted to engage Gen Z members, setting a benchmark for others:

  • The International Grooving and Grinding Association (IGGA) and the American Concrete Pavement Association (ACPA) launched the Emerging Leaders Group (ELG) to help emerging leaders become more engaged in their profession through philanthropic activities, peer networking opportunities and leadership training, positioning them for future leadership roles within their organizations and the broader industry.

  • The American Concrete Institute’s Arizona Chapter Young Members (YM) program is conducting joint events with the Arizona Rock Products Associations (ARPA) "Future Leaders" Group. The hope is that the cross-over events will inspire future leaders for both groups.

  • The American Marketing Association (AMA) has launched initiatives focused on digital engagement, utilizing Instagram to host virtual networking events and share member success stories, thus fostering a sense of community.

  • The Society for Human Resource Management (SHRM) has introduced flexible membership plans tailored for students and young professionals, allowing them to participate without a long-term commitment.


As Gen Z continues to enter the workforce, their involvement in professional associations is set to bring about transformative changes. By understanding their unique characteristics and adapting to meet their needs, associations can not only attract but also retain these dynamic members. Embracing Gen Z's values, communication styles and desire for authenticity is not just beneficial—it's imperative for associations aiming to thrive in the future.


The AOE team has first-hand experience with recruiting and retaining members at international, national and local levels. Whether you have hundreds of members or thousands, individuals or corporations, we know how to get and keep them—including the often elusive Gen Z. Reach out today.

Brian Gallagher

Marketing Committee Chair, National Steering Committee

"The 2023 Concrete Industry Management (CIM) Auction at World of Concrete shattered all previous records! Our partners at AOE were essential in helping the National Steering Committee promote the Auction. For more than 15 years, we’ve counted on AOE to help support our public relations, social media and marketing efforts to promote the Auction and the CIM program. The AOE team was, and continues to be, an important part of our success."

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