---
title: Strategies for Associations to Connect with the Next Generation
description: "Gen Z is here: socially conscious, creative, eager to be heard, and love a good bargain—ready to make their mark in the workplace."
image: https://insights.yesandagency.com/hubfs/Imported_Blog_Media/Yes%26_April22_Blog_Assets_V1_KB-GenZ_1600x800-1.png
---
[ ](https://yesandcommcore.com/)
[ ](https://yesandagency.com/)
[Back](https://insights.yesandagency.com)
[Yes& General](https://insights.yesandagency.com/tag/yes-general)
# Membership Dilemma: Reaching Gen Z
**Lara Mandell
## SHARE
- [ Twitter ](https://twitter.com/intent/tweet?url=https://insights.yesandagency.com/reachinggenz&text=Membership%20Dilemma:%20Reaching%20Gen%20Z)
- [ Facebook ](http://www.facebook.com/share.php?u=https://insights.yesandagency.com/reachinggenz)
- [ Linkedin ](http://www.linkedin.com/shareArticle?mini=true&url=https://insights.yesandagency.com/reachinggenz)
A new generation has arrived, and it’s time to welcome them into the workplace. They’re socially conscious, creative, want their voices to be heard, and love a good bargain. If you haven’t guessed it by now, we’re talking about Gen Z.
Associations are beginning to shift their focus to targeting members of Gen Z. Members of Gen Z are finishing up their time in higher education. Now they’re beginning to enter their careers and explore the different paths they can take. They are searching for the best learning opportunities, the best networking, and the strongest professional development path.
As associations are scrambling to connect with the next generation of members, they should consider the unique perspectives Gen Z can bring to the workplace. Associations can accomplish this by partnering with colleges to activate the next generation of members while they are finishing their time in higher education.
Offer career development and learning opportunities.
It’s time to bring Gen Z into the fold. Associations can learn from this generation by inviting them to participate in the conversation while they are still in college and share their voices regarding what matters to them. By offering internship programs and partnering with students in higher education, you can provide mentorship for the next generation, while also working towards building a pipeline of potential members.
Be authentic.
Gen Z wants to be part of an organization, or a community rather, with shared values. They are loyal to their beliefs and can easily detect if you aren’t being true to your organization's mission. They value advocacy and activism, and aren’t afraid to hold organizations accountable if they aren’t upholding their beliefs.
Take advantage of social media.
Gen Z’s virtual content consumption and creation is unlike other generations. Associations can use social media as a resource for Gen Z to find information quickly about the company culture, recent news, and available internships and full-time positions. Start by exploring and getting involved in new channels and testing out different marketing tactics to reach and engage Gen Z.
Gen Z can help fill in gaps of learning, networking, and connections that many have lost due to the pandemic. Gen Z is ready to have their voices be heard—and it is an opportunity your association does not want to miss.
### SUBSCRIBE TO THE AMPERSAND NEWSLETTER FOR INSIGHTS FROM YES&:
Yes& is the Washington, DC-based marketing agency that brings commercial, association, and government clients the unlimited power of “&” – using a full suite of branding, digital, event, marketing, public relations, and creative capabilities to deliver meaningful and measurable results.
[**Let’s talk**](https://www.yesandagency.com/contact-us) about **what the power of "&" **can do for you.
## SHARE
- [ Twitter ](https://twitter.com/intent/tweet?url=https://insights.yesandagency.com/reachinggenz&text=Membership%20Dilemma:%20Reaching%20Gen%20Z)
- [ Facebook ](http://www.facebook.com/share.php?u=https://insights.yesandagency.com/reachinggenz)
- [ Linkedin ](http://www.linkedin.com/shareArticle?mini=true&url=https://insights.yesandagency.com/reachinggenz)
- [Previous Article](https://insights.yesandagency.com/jumpingoutofthefishbowl)
- [Next Article](https://insights.yesandagency.com/spdannualwinnerslist)
Lara Mandell
## More Insights
You might also like these articles. Sign up for our monthly newsletter for updates, insights and general tomfoolery.
SUBSCRIBE
[ Strategy Yes& General Associations
## Unlock Potential: How Generative AI Can Transform Your Organization
**June Alexander
We get it—Generative AI is everywhere right now.
](https://insights.yesandagency.com/generative-ai-can-transform-your-organization)
[ Strategy Yes& General Associations Crisis Communications
## Your Association Needs a Change Management Strategy – Are You Ready?
**Sarah Shirck
Is your association ready for change? How prepared is your association to navigate change?Are you reacting to disruptions as they arise, or do you have a proactive strategy in place to stay ahead?
](https://insights.yesandagency.com/managing-change-in-associations)
[ Strategy Yes& General Crisis Communications
## Your Business Needs a Change Management Strategy – Are You Ready?
**Sarah Shirck
Is your business ready for change?
](https://insights.yesandagency.com/change-management)
[ News Announcement Yes& General
## Yes&’s Latest Acquisition is Legendary DC Agency Williams Whittle
**Yes&
Yes& embraces firm’s 55+ years of nonprofit expertise
](https://insights.yesandagency.com/williamswhittle-acquisition)
## Let's Chat!
You’ve got challenges. We’ve got imagination. Let’s achieve your goals together.
[CONTACT US](https://yesandagency.com/contact)
You’ve got challenges
## We’ve got imagination
[ Let's Connect ](https://yesandagency.com/contact/)
1700 Diagonal Road, Ste. 700,
Alexandria, VA 22314
[(703) 823-1600](tel:7038231600)
You need expert advice
## Read our newsletter
[ Let's Connect ](https://yesandagency.com/contact/)
Follow us
You want proof
## We've got awards
© 2026 Yes&. All Rights Reserved.
### Thanks for joining the Yes& mailing list!
```json
{
"@context" : "https://schema.org",
"@type" : "BlogPosting",
"author" : {
"@type" : "Person",
"name" : "Lara Mandell",
"url" : "https://insights.yesandagency.com/author/lara-mandell"
},
"dateModified" : "2025-04-22T20:24:34.413Z",
"datePublished" : "2022-05-16T04:00:00.000Z",
"headline" : "Strategies for Associations to Connect with the Next Generation",
"image" : [ "https://insights.yesandagency.com/hubfs/Imported_Blog_Media/Yes&_April22_Blog_Assets_V1_KB-GenZ_1600x800-1.png" ],
"mainEntityOfPage" : {
"@id" : "https://insights.yesandagency.com/reachinggenz",
"@type" : "WebPage"
},
"publisher" : {
"@type" : "Organization",
"logo" : {
"@type" : "ImageObject",
"url" : "https://insights.yesandagency.com/hubfs/Yes&_OneColor_White.png"
},
"name" : "Yes&"
}
}
```