How Associations Can Connect with Gen Z by Offering What’s Important to Them – Part 1
I suppose it’s only human to make assumptions about other generations. When Millennials were entering the job market, remember the scare tactics used by keynote speakers? “They’re entitled!” “They need recognition!” Ugh, so exasperating. Stereotypes like these are barriers to understanding and connecting. Don’t make the same mistake with Gen Z.
Each generation is influenced by what’s going on around them as they come of age, so they will differ in some ways. You can find plenty of research to help you understand what Gen Z values. Some of these values are typical for any generation at their age. But some values reflect what Gen Z has already collectively experienced.
5 Gen Z Values—and How To Appeal To Them
Generation Z was born between 1997 and 2012, making them about 10 to 25 years old. My focus here is on young Gen Z adults, who are 18 to 25 years old. This post and the next one share what I’ve learned from research reports: ten Gen Z values and how your association can appeal to them.
#1: Diversity
Gen Z is more ethnically and racially diverse than previous generations.
One in five identify as LGBTQ+. It is no surprise that diversity, equity, and inclusion (DEI) rank at the top of their list of social concerns.
What will they see if they look at your volunteer leaders, members, and staff? Will they see your association as a community where they’ll feel welcome? Will they think you ‘get’ them?
Many associations spend time crafting DEI statements but run out of steam while implementing them. What progress has your association made on DEI goals? Publicize what you’ve accomplished, what you’re working on, and what you plan for the future. Staff and volunteer leaders must feel comfortable discussing DEI in job interviews and other situations.
#2: Social Impact
Gen Z cares about the social impact of organizations they’re involved with. They’re more likely to associate with and buy from organizations that make good on their corporate social responsibility (CSR) statements.
‘Associations’ are a new concept for many in Gen Z. Don’t assume they understand what an association is, why it exists, and how it works. When demystifying associations, highlight the mission-oriented, member-driven, and not-for-profit aspects of your organization. Publicize your social impact and the good works you and your members do.
This socially conscious generation is frustrated by problems, like climate change, they’ve inherited from previous generations. It’s possible they see associations run by older members as out of step with their generation’s concerns about the future.
It’s difficult enough these days to plan for the next year or two, never mind ten years or more. But your board should always think about the association they’re leaving behind. It’s not just an association for successful older folks, it’s an association for early-career professionals too.
3: Purpose and Inclusivity
One way to create an association for the future is by having more inclusive leadership and governance. Gen Z wants to make a difference. They want to work on challenges and participate in decisions that affect their future. They want a voice and a way to provide feedback and advice. But 72% of Gen Z believe older generations make it difficult for them to find ways of working together.
Create opportunities for cross-generational collaboration. Experiment with advisory groups where Gen Z and young Millennials work alongside older members. Encourage informal, reverse mentorships.
“Gen Z also fundamentally rejects the notion of the corporate ladder.” How do they feel about your leadership ladder? How long does it take a young person to get a committee or board appointment? Although, like other generations, many don’t want to commit to long-term volunteer positions. They prefer ad hoc assignments or microvolunteering. No matter the commitment, Gen Z seeks meaningful volunteering opportunities in which they can make a difference, sharpen or learn new skills, and network.
#4: Entrepreneurial
Gen Z is not into the hustle culture or employers who don’t respect work/life balance. The Great Resignation is proof they’ll leave jobs if the environment is unhealthy or toxic.
Many choose to make their own way. They get online training and credentials and work as freelancers, solopreneurs, or entrepreneurs. Help Gen Z see the options available to them in your industry. Help them understand the different career paths they can follow, including entrepreneurism. Offer education for small business owners—not just technical skills, but business management training too.
#5: Support For Wellbeing
Nearly half (46%) of Gen Z workers say they are stressed or anxious all or most of the time, and women are suffering more than men.
The past few years have been especially hard for this generation, dealing with:
- Isolation
- Disruption at school or college
- Graduation and other milestone cancellations
- Loss of internships and jobs during the pandemic
As if that’s not bad enough, add student loan debt, recession, inflation, crime, war, and political divisiveness.
You can understand this generation’s quest for stability. Your association can help by providing career resources, mentoring, support groups, and early-career skills training.
Acknowledge and do something about the pervasiveness of mental health and well-being issues. Offer mental health resources and referrals. Include these issues in your manager and leadership training programs. Develop campaigns to spread awareness among employers about the importance of work-life balance and employees’ desire for work flexibility.
What’s the best way to support Gen Z as they make their way into the working world? Ask them about their needs, interests, concerns, and preferences. Show how much you want to be their association.
With the right technology in place, you can better understand Gen Z. MemberSuite AMS allows you to configure unique membership flows for this unique generation. Join us for a demo to see how you can leverage an AMS to tailor programs to Gen Z’s needs and preferences.