{"id":13236,"date":"2025-10-09T08:00:14","date_gmt":"2025-10-09T08:00:14","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13236"},"modified":"2025-10-09T13:35:16","modified_gmt":"2025-10-09T13:35:16","slug":"how-to-future-proof-association-growth","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/how-to-future-proof-association-growth\/","title":{"rendered":"How To Future-Proof Association Growth"},"content":{"rendered":"<p><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">\u201cI don\u2019t believe I\u2019ll ever be able to retire.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This blunt confession from a brilliant Millennial woman during a keynote I delivered last year stopped me cold. She wasn\u2019t being sarcastic or provocative. She was simply stating what she believed her future held in store.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cBest I can tell, I\u2019ll need to work until I physically can\u2019t anymore, and then just hope for the best.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">She is a senior manager at a tech company earning over $100,000 a year. She has a valuable skill set, a 401(k), a modest lifestyle, and no viable pathway to long-term stability. She is scared, and her Gen Z colleagues are scared too, and the future of associations is in their hands.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">MGI\u2019s 2025 Membership Marketing Benchmarking Report found that 56% of association members are Baby Boomers and Gen X. This is the exact inverse of the global workforce, which is 56% Millennials and Gen Z today (I\u2019ll refer to these two generations together as YZ for the rest of this article).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This inversion is a blaring alarm for the future of associations, and these numbers make it even louder:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">YZ\u2019s will be 65% of the global workforce by 2035<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Gen Z association membership saw zero growth over the past year, staying flat at 11%.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">The message is clear: YZ\u2019s are the future of the workforce. Associations will not survive without them, but they\u2019re not interested in us. At least, not yet.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As association leaders, it is our task to help them in ways that matter to them. Thankfully, we don\u2019t have to wonder what matters to YZ\u2019s, because they\u2019re asking for it every day.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Safety.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Their driving need is to feel financially, psychologically, and physically safe.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For the past four years, Deloitte\u2019s research has found that mental health and climate change are YZ\u2019s top two sources of daily anxiety and stress. Feeling safe is not just what they want. It\u2019s what they want <\/span><i><span data-contrast=\"auto\">most<\/span><\/i><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">I know that we in the older generations are aware of this, too. Every time I give my cross-generational leadership keynote, Boomers and Gen Xers share how exasperated they are by YZ\u2019s insistence on psychological safety at work. Sadly, most of these stories fixate on the annoyance and miss the fact that they hold the key to future-proofing our industry.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The majority of the global workforce has a core need for safety, and they\u2019re not getting it. Not from their employers, their governments, or from society at large.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This gap is our great opportunity.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If associations become a pathway to that sense of safety for YZ\u2019s, we will not suffer for membership, budget, volunteers, engagement, and future leadership pipeline.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Also, who better than associations to do this? The ability to have a successful career and get the life we want from the work we do is a cornerstone of feeling safe in today\u2019s world. Associations are the experts at navigating the industries we support. Associations are ideally equipped to help YZ\u2019s get what they want most, and benefit greatly as a result.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But to get those benefits, we need to be willing to act on the advice that Kiki L\u2019Italien gave in her 2025 ASAE Academy of Leaders Award acceptance speech.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cHonor the path that brought you here, yes, but release what no longer fits, because the future of associations will not be built on certainty. It will be built on trust.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">She\u2019s absolutely right. If we\u2019re willing to give to get, and build trust in ways that are meaningful to YZ\u2019s, we will break the flatline in Gen Z membership and strengthen the upward trend with Millennials.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here are two pivots associations can make to future-proof our growth with YZ\u2019s:<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>1. Start with Meeting Their Core Needs<\/strong> &#8211; until they know that associations can be a pathway to the safety they want and need, they won\u2019t be drawn in by the rest of the benefits we offer. This may mean offering things that feel new and odd at first, but will have deep meaning to YZ\u2019s. Here are a couple of examples.<\/span><\/p>\n<p><span data-contrast=\"auto\">For Gen Z, publish a guide on getting and keeping a job in your industry, including:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Interview best practices<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Handling job loss<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Professional etiquette that leaders assume you\u2019ll already know<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">For Millennials, <\/span><span data-contrast=\"auto\">using industry insights that you&#8217;re uniquely positioned to share, such as pay ranges and frequency of pay raises and promotions, publish a guide for Millennials on how to save the down payment for a home.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This will work because security in your job and living situation are major aspects of feeling safe in today\u2019s world.\u00a0<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>2. Prioritize Adaptability Over Certainty<\/strong> &#8211; leaders most often roll out a new strategy with the language of certainty. \u201cWe\u2019re confident this is the best plan, and we\u2019re sticking to it no matter what.\u201d To a YZ, who knows that today\u2019s world is defined by constant, disruptive change, certainty doesn\u2019t build trust. Rather, it tells them that you won\u2019t change when the world does, and your association isn\u2019t a reliable source of the support they need.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Leading with adaptability could sound like this: \u201cWe\u2019re confident that this is the best plan for now, and <\/span><i><span data-contrast=\"auto\">when<\/span><\/i><span data-contrast=\"auto\"> the world changes around us, we\u2019ll adjust. And then we\u2019ll adjust again. And again.\u201d <\/span><\/p>\n<p><span data-contrast=\"auto\">This will work because it commits to the kind of honesty and agility that YZ\u2019s are already required to live by. It meets them in the reality of their circumstances, and has a true chance of connecting in ways that can transform their lives.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Securing the future of associations is a massive task and it can feel overwhelming. Even so, the clock is ticking, and change in associations is often a long business. My estimate is that we\u2019ve got until mid-2027 to begin executing the necessary changes. That means the planning must happen now.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Yes, the timing is urgent and the stakes are high. However, there is huge room for success. According to MGI, 47% of all associations have not yet adapted their membership offerings to address generational differences. This means nearly half of us have yet to get in the game. Imagine the remarkable progress that will be made when we do.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/10\/Phil-Putnam-scaled.jpg\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t<strong>Phil Putnam<\/strong><strong>\u00a0<\/strong>is the Speaker, Author and Founder at Phil Putnam Speaks.<\/p>\n<p><span class=\"x_gmail-a_GcMg x_gmail-font-feature-liga-off x_gmail-font-feature-clig-off x_gmail-font-feature-calt-off x_gmail-text-decoration-none x_gmail-text-strikethrough-none\" data-olk-copy-source=\"MessageBody\">Phil Putnam\u2019s speaking and writing on employee motivation and cross-generational leadership has fueled success for many of the world\u2019s leading<\/span><span class=\"x_gmail-a_GcMg x_gmail-font-feature-liga-off x_gmail-font-feature-clig-off x_gmail-font-feature-calt-off x_gmail-text-decoration-none x_gmail-text-strikethrough-none\">\u00a0organizations, including Metro NYSAE,<\/span><span class=\"x_gmail-a_GcMg x_gmail-font-feature-liga-off x_gmail-font-feature-clig-off x_gmail-font-feature-calt-off x_gmail-text-decoration-none x_gmail-text-strikethrough-none x_gmail-white-space-prewrap\">\u00a0<\/span><span class=\"x_gmail-a_GcMg x_gmail-font-feature-liga-off x_gmail-font-feature-clig-off x_gmail-font-feature-calt-off x_gmail-text-decoration-none x_gmail-text-strikethrough-none\">Associations West, Bloomberg, Slack and Salesforce.<\/span><\/p>\n<p><span class=\"x_gmail-a_GcMg x_gmail-font-feature-liga-off x_gmail-font-feature-clig-off x_gmail-font-feature-calt-off x_gmail-text-decoration-none x_gmail-text-strikethrough-none\">Following 20 years as a team member and executive leader within world-class organizations (Apple, Adobe), he now shares his most valuable insights through his GIVE TO GET method and his book,\u00a0<\/span><span class=\"x_gmail-a_GcMg x_gmail-font-feature-liga-off x_gmail-font-feature-clig-off x_gmail-font-feature-calt-off x_gmail-text-decoration-none x_gmail-text-strikethrough-none\">Desire-Based Leadership: A Manager\u2019s Unexpected Key to Driving Top Performance.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/philputnamspeaks\/\">Connect with him on LinkedIn.<\/a> \n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0\u201cI don\u2019t believe I\u2019ll ever be able to retire.\u201d\u00a0 This blunt confession from a brilliant Millennial woman during a keynote I delivered last year stopped me cold. She wasn\u2019t being sarcastic or provocative. She was simply stating what she believed her future held in store.\u00a0 \u201cBest I can tell, I\u2019ll need to work until I [&hellip;]<\/p>\n","protected":false},"author":315,"featured_media":13237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45,31,87,4],"tags":[384,176,1866,121,74],"class_list":["post-13236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers","category-features","category-association-leadership","category-membership","tag-association-growth","tag-careers","tag-future-proof","tag-leadership-2","tag-membership-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Future-Proof Association Growth - Association Adviser<\/title>\n<meta name=\"description\" content=\"\u201cI don\u2019t believe I\u2019ll ever be able to retire.\u201d\u00a0This blunt confession from a brilliant Millennial woman during a keynote I delivered last year stopped me cold. 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