What Young Professionals Want From Associations

A Generation Raised on Connection and Personalization

Young professionals came of age in an era of digital-first learning and highly personalized experiences. They don’t want more newsletters. They want relevance.

According to a 2024 report from Personify, over 70% of Gen Z professionals value associations for professional development opportunities—but many feel traditional offerings fall short of what they actually need to grow. Webinars alone don’t cut it. Static content doesn’t match the dynamic reality of their jobs.

This generation is navigating a workforce in constant flux. AI, remote work, shifting economic tides. They don’t need passive content—they need active upskilling.

More Than Networking: They Crave Authentic Community

There is a common misconception that young professionals are “over networked.” LinkedIn, Slack, Discord—social media networks are everywhere.

But these platforms often lack depth. What younger members crave is authentic connection: small-group spaces where they can speak candidly about challenges, learn from peers, and feel seen as full people—not just job titles.

In other words, they want what associations were built to deliver—if those associations are willing to evolve.

A 2023 study from the ASAE Foundation found that young members are significantly more likely to engage when associations offer “experiential learning” and “meaningful peer-to-peer engagement.”

The New Value Equation

If you are leading an association right now, the question isn't whether young professionals care about your mission. Many do. It’s whether your member experiences reflect the way they live, learn, and grow.

The new value equation looks something like this:

• Modern Technology → Seamless, intuitive, on-demand

• Authentic Community → Real conversations, not surface-level networking

• Adaptive Upskilling → Learning that maps to real-world uncertainty

These are the elements that drive engagement—and they are all within reach.

At RallyBoard, we believe associations are uniquely positioned to meet this moment. You already have the trust. The expertise. The reach. The next step is creating modern learning experiences that feel as personal, participatory, and forward-looking as the future your members are building.

Despite certain trend lines, young professionals are not fully abandoning associations. They are just waiting for them to catch up.