Insights

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.

Yes& (formerly Beyond Definition) was recently named a Merit Winner by SPD for its 57th Annual Winners List. Yes& is proud to be recognized by the prestigious competition for its design of the “Chew on This” feature opener in the October 2021 issue of NACS Magazine.

Be Appealing, Distinctive – and, Above All, Authentic

Creating Connections between PIO’s and Press Breaking down barriers between public information officers (PIO) and the working press can sometimes seem daunting. It doesn’t need to be. The Society of Environmental Journalists conference in Houston, TX brought together the best environmental reporters and leading policy leaders. The conference also attracted leading non-profit organizations like Environmental Defense Fund, Friends of the Earth and The Nature Conservancy (TNC). Several Biden Administration officials served as panelists and educators at SEJ. Attending PIOs were truly able to meet, mingle and provide context for their important jobs in this enviro-driven Administration. Working together, attending field-based education events, kayaking trips on local rivers and field trips to Houston Zoo to look at endangered species, journalists and officials unified. Barriers to conversation quickly dropped. Two notable panels of the event involved the Environmental Protection Agency (EPA). The first panel was proctored by Washington Post Environmental Justice Reporter Darryl Fears, who has served as the lead environmental correspondent for some 20 years. The second panel on Environmental Justice addressed the stark “cancer alley” health concerns of Louisiana and Texas; industrial pollution which impacts diverse or multicultural communities in disproportionate number; and how EPA is standing up Diversity, Equity, Inclusion, and Justice (DEIJ) communications within its own ranks.

The past two years have been challenging for association membership programs. When the pandemic hit, the entire nation was forced to shift their regular schedules to a life working from home. In-person meetings were moved to online platforms and everyday business lunches that employees looked forward to were no longer possible. The working world went remote, and managers were at a loss for how to communicate with and manage their employees. 

Today, April 10 is National Encourage A Young Writer Day! At Yes&, we have an impressive team of writers across our agency that are here to encourage young writers to pursue their goals and develop their writing skills to the best of their abilities.  

  On March 13, 2020, we left the office for a “test” day to see if Yes& could work remotely during a COVID-related shutdown. We have not yet come back. 

Our Yes&ternship Summer Program is officially open for applications! Looking to acquire marketing skills and knowledge of various on-the-job communications strategies? Interested in gaining experience to prepare you for a fast-paced agency work environment? Then becoming a Yes&tern is the perfect opportunity for you.

How do you create a new brand identity following a merger? The project is rather complex. But the process is incredibly interesting. After CMC, GISinc, and TSG Solutions merged, the joint company approached Yes& (Beyond Definition) to help communicate the power of their combined strengths.  

On March 18, 2022, Yes& was recognized as the #1 Largest Visual Art and Design Firm in Greater Washington D.C. by the Washington Business Journal. This recognition as a top agency in the region reflects a year of significant growth for Yes&, bolstered by business development success, award-winning creative, and strategic acquisitions to meet the expanding needs of clients.  

Allergens. They’re typically harmless, but they trigger our bodies to react irritably. Eyes watering. Sneezing. Itchy throat. All around unpleasant reactions. So, what do you do? Avoid them!   

Spring is here, which means flowers are starting to bloom, the cold winter air is drifting away, and it’s time to get rid of the clutter in your life with a little spring cleaning. This may involve cleaning out your desk, vacuuming under your couch, or clearing off that layer of dust that may be clogging your company’s social media strategy.