The Next Generation Is Here. Is Your Association Ready?

By Caroline Cohn

The next generation of association members isn’t coming. They’re already here.

According to MGI’s 2026 Membership Marketing Benchmarking Report, Millennials now make up 25% of association membership, up from 17% in 2017. Gen Z has also grown from 4% to 11%. The numbers tell a pretty clear story: association membership is changing, and associations have an opportunity to change with it.

The good news? Many already are. The 2026 MMBR found that 44% of associations are using targeted campaigns for specific member segments, and more associations are turning to social media, mentorship programs, and special pricing to connect with younger audiences. But reaching Millennials and Gen Z is about more than being on the right platform. It’s about making membership feel relevant.

1. Start with “What’s in it for me?”

Younger professionals aren’t necessarily looking for a membership card. They’re looking for ways to grow their careers, build their networks, learn something useful, and find people who understand what they do. Instead of leading with a list of benefits, show them what membership can actually help them accomplish.

“Access to professional development” is a benefit. “Build the skills you need for your next career move” is a reason to join.

2. Don’t make people work to find the value.

If a prospective member has to scroll through a long list of benefits to figure out why they should join, you’ve already lost some of their attention. Make the value proposition clear and easy to understand. What can someone get from being a member that they can’t get somewhere else? And why does that matter to them right now?

The answer should be front and center in your marketing.

3. Give people a reason to feel like they belong.

Membership is about more than what someone gets. It’s also about who they get to be part of. Mentorship programs, young professional groups, networking events and peer communities can give younger members meaningful ways to connect and participate.

For someone early in their career, finding their people can be just as valuable as finding their next educational opportunity.

4. Don’t assume everyone in a generation wants the same thing.

“Millennial” and “Gen Z” are useful starting points, but they’re not marketing strategies. A 25-year-old entering the profession has very different needs from a 38-year-old managing a team. Use your member data to understand what different audiences actually care about, then tailor your messaging around those needs.

The fact that 44% of associations are already using targeted campaigns shows that segmentation is becoming a bigger part of the membership conversation. The next step is making those campaigns truly relevant.

The generational shift happening in associations isn’t something to solve. It’s something to embrace. Millennials and Gen Z are becoming a bigger part of the membership base, and associations have a chance to build relationships with them now, not five or 10 years from now.

The key is to stop thinking about how to get younger people to “join” and start thinking about why they would want to belong.