From Joining to Staying: Rethinking How Associations Engage Gen Z
In this episode of The Association Insights Podcast, we kick off our May spotlight series on Gen Z and younger professionals in the association space—powered by our partners at Highland.
Our guest is David Whited, Principal of Design Research & Strategy at Highland, an innovation consultancy helping mission-driven organizations uncover member needs and build digital solutions that meet them. David shares eye-opening insights from Highland’s Young Professional Membership Index (YPMI)—an annual national survey and benchmarking tool that’s helping associations uncover the real barriers to Gen Z and young professional engagement.
🎧 If you’ve been wondering why younger members aren’t joining—or why they don’t stay—this conversation is for you.
Key Highlights:
The Myth of the Membership Cliff: Why disengagement isn’t inevitable—and what associations can do to shift the trend.
From Compliance to Connection: Why joining and staying are two separate decisions for Gen Z—and how associations must design “bridge experiences” to help members cross that divide.
Rethinking Retention Strategy: Why value—not pricing—is the biggest driver of retention among younger members (and why free or reduced dues often don’t move the needle).
Beyond Marketing Fixes: Why TikToks and memes aren’t enough—and how meaningful value and career partnership are the real keys to Gen Z engagement.
The Power of Experiments: What successful associations are doing to pilot low-risk, high-impact experiences that build trust and increase retention.
Designing for Career Partnership: What Gen Z actually wants from their association—and how organizations can shift from a “roster of benefits” to a true partner in professional growth.
Near-Peer Mentorship & Real Influence: How leadership models and volunteer pathways must evolve to meet Gen Z’s desire to make—not just join.
🎧 Tune in now to get inspired, challenge assumptions, and walk away with actionable insights you can bring to your next team meeting or board retreat.
Resources:
🌐 Learn more about Highland: www.highlandsolutions.com
📊 Check out the Young Professional Membership Index: http://ypmi.report/
The YPMI offers a quick, 15-minute organizational snapshot that helps association leaders identify gaps in young professional engagement and benchmark their performance against peers. It’s free to take—and packed with immediately actionable insights.
Stay Connected:
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- Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon:
This May, we’re handing the mic to Gen Z professionals shaping the future of associations. From rethinking membership value to balancing remote work, our Gen Z Insights series features candid conversations with rising leaders who are building community, driving innovation, and challenging long-held assumptions from the inside out. These episodes spotlight fresh perspectives, practical ideas, and a glimpse into what’s next—straight from the generation leading the charge.
🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.
