The next generation of members, leaders, and employees is already here.
They are purpose-driven and community-minded. They want careers that matter and organisations that stand for something bigger than profit alone.
They are also digital natives.
They grew up in a world of seamless technology, personalised experiences, instant access to information, and intuitive digital platforms. Their expectations of organisations including associations are fundamentally different to the previous generation.
And the reality is this:
Associations with outdated digital experiences may find it harder to engage younger audiences with a dated website and disconnected member experience.
It may also be difficult to attract high-performing employees by expecting them to spend large amounts of time on manual administration that limits efficiency and staff capacity.
The next generation wants impact. But they also expect innovation.
According to Deloitte’s 2025 Gen Z and Millennial Survey, younger generations are driven by what Deloitte calls the “trifecta” of expectations: money, meaning, and wellbeing.
Purpose matters deeply.
In fact, Deloitte found that the overwhelming majority of Gen Z and Millennials want work that aligns with their values and gives them a sense of meaning. Work-life balance, learning opportunities, and wellbeing consistently rank above traditional corporate ambitions.
But here’s what many associations overlook: Purpose alone is no longer enough.
If a prospective member visits your website and encounters broken links, outdated design, difficult navigation, and manual forms, the experience creates friction early in the engagement process.
If a talented young employee joins your organisation and discovers your systems rely on spreadsheets, disconnected databases, and manual workflows, it can affect their experience of the organisation very quickly.
Digital experience and innovation have become part of organisational culture.
Technology increasingly shapes perceptions of whether or not an organisation is modern, efficient and member focused.
Whether we realise it or not, our systems communicate something about us.
Modern platforms communicate:
Outdated systems communicate:
The best talent notices this immediately.
Microsoft’s Work Trend Index research found that younger workers increasingly expect organisations to embrace modern digital tools and AI-enabled workflows as part of a productive workplace experience.
This is especially important as associations compete with commercial sectors for skilled employees.
Today’s high calibre candidates are looking for workplaces where they can contribute strategically, not spend hours manually reconciling spreadsheets or chasing fragmented information across disconnected systems.
They want to focus on:
Not repetitive administration.
One of the most encouraging themes emerging across the association sector is the growing focus on actively involving younger generations in leadership and governance.
Recently on the Association Matters podcast, Francis Child, Executive Chair of The Association Specialists (TAS) shared an example of a board creating a dedicated seat specifically for a younger board member — ensuring the next generation has a voice in shaping the future of the organisation.
That kind of representation is important for long term sector sustainability.
Younger professionals do not just represent the future membership base; they represent future leadership, future innovation, and future relevance.
Globally, associations are beginning to think differently about how they introduce younger professionals to the sector earlier.
In Korea, university faculties involved in the associations sector are introducing courses focused on Association Management, creating awareness of the profession and encouraging students to engage with associations before entering the workforce.
That is a forward-thinking approach. Because associations are not simply competing for members anymore.
They are competing for attention, engagement, talent, and relevance.
The associations that attract the next generation will not necessarily be the largest.
They will be the ones that:
The next generation wants opportunities to contribute, connect and make an impact. But they also expect the organisations they join to meet them in the modern world.
Associations have an incredible opportunity right now, not just to modernise technology, but to reimagine the member and employee experience entirely.
Because ultimately, modern systems are not just about efficiency. They support better member experiences, stronger staff engagement and more sustainable operations.