Understanding and Benchmarking the Membership Preferences of Millennials and Generation Z
Recent years have seen the introduction of multiple studies designed to help associations understand these steps in context of the different generations within their membership, highlighting what makes each unique and providing guidance on how to best meet their particular needs. While the available research continues to provide value, as Greek philosopher Heraclitus once wrote, “Everything changes and nothing stands still.”
Many of yesterday’s young members, the Millennials, have grown in their careers and in their understanding of the value association membership provides. Meanwhile the older members of Generation Z, generally defined as those born between 1997 and 2012, are coming into adulthood and are expected to constitute a fifth of the US workforce by 2021.