{"id":15602,"date":"2026-08-31T07:00:01","date_gmt":"2026-08-31T11:00:01","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=15602"},"modified":"2026-09-04T11:11:50","modified_gmt":"2026-09-04T15:11:50","slug":"magazine-monday-survive-past-2035-article","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-survive-past-2035-article\/","title":{"rendered":"Magazine Monday: Survive Past 2035"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15602\" class=\"elementor elementor-15602\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2e3f8705 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2e3f8705\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4233f9f\" data-id=\"4233f9f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21a2d9a8 elementor-widget elementor-widget-text-editor\" data-id=\"21a2d9a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;It&#8217;s really more like a cliff than a canyon,&#8221; she said. I was discussing the future of associations with my friend Rhonda Payne, and we were looking deeply at the upcoming challenges. After a few moments of thought, I concluded, &#8220;It only matters what we call it if we make it to the other side.&#8221;<\/p><p>Whether a cliff, crisis, or canyon, the association industry is racing toward a generation-based membership and revenue reckoning, where existing beyond 2035 depends on our ability to bring in Gen Z members.<\/p><p>According to Marketing General (MGI), over 56% of association members today are Baby Boomers and Gen X, yet those generations comprise only 39% of the global workforce. This tells us that associations are getting the majority of their members from the smaller portion of the workforce, and that these members will leave the workforce soonest.<\/p><p>If you\u2019re feeling the pit in your stomach tighten, take heart. It gets worse when we look ahead to 2035:<\/p><ul><li><p>Baby Boomers will be less than 1% of the active workforce<\/p><\/li><li><p>Gen X will be 21%<\/p><\/li><li><p>Millennials will be 29%<\/p><\/li><li><p>Gen Z will be at 31%, making it the largest global cohort<\/p><\/li><li><p>All of Gen Z will be 23 or older, which is generally the average age at which someone enters the adult workforce<\/p><\/li><\/ul><p>Our industry cannot survive much past 2035 without robust participation from Gen Z. So, how are we doing with bringing in Gen Z members? Most associations saw zero Gen Z membership growth from 2024 to 2025. Zero.<\/p><p>This is a genuine industry crisis, and the numbers leave little room for denial. Associations that do not evolve beyond a Baby Boomer\/Gen X majority will see their membership and revenue decline until they have to shut down. This is not at all to diminish the immense value that Baby Boomer and Gen X members provide. We need them. We also need to adjust our thinking, operations, and value propositions to be compelling to Gen Z, and it needs to begin now because we know big change in associations is a long process.<\/p><p><a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353882\/\"><b data-olk-copy-source=\"MessageBody\">Read the full article in the 2026 edition of\u00a0<i>Association Adviser<\/i> magazine!<\/b><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b43cb9d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b43cb9d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-961e9c7\" data-id=\"961e9c7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b8eb58b elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"b8eb58b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">About the Author<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7372397 elementor-widget elementor-widget-spacer\" data-id=\"7372397\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a6d89d elementor-widget elementor-widget-text-editor\" data-id=\"8a6d89d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-ccp-props=\"{}\"><img decoding=\"async\" class=\"wp-image-15549 alignleft\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/08\/018-01.png\" alt=\"\" width=\"181\" height=\"180\" \/><\/span><strong><span class=\"author-name\">Phil Putnam<\/span><\/strong>\u00a0is a workforce strategist whose speaking and writing engagements have fueled success for many of the world\u2019s leading organizations, including ASAE, PCMA, Bloomberg, Slack, and Salesforce. Following 20 years as a team member and executive leader within world-class organizations (Apple, Adobe), he now shares his most valuable insights on engagement, membership, satisfaction, and the multigenerational workforce. Reach him at\u00a0<a class=\"email\" href=\"mailto:info@philputnam.com\">info@philputnam.com<\/a>.<\/p><p>Photo courtesy of Anton Eoneren\/iStock.com<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>&#8220;It&#8217;s really more like a cliff than a canyon,&#8221; she said. I was discussing the future of associations with my friend Rhonda Payne, and we were looking deeply at the upcoming challenges. After a few moments of thought, I concluded, &#8220;It only matters what we call it if we make it to the other side.&#8221; [&hellip;]<\/p>\n","protected":false},"author":315,"featured_media":15561,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1517,31],"tags":[351,150,1446,177,243],"class_list":["post-15602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-association-management","category-features","tag-association-management","tag-association-membership","tag-association-strategy","tag-member-engagement","tag-membership-growth"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Magazine Monday: Survive Past 2035<\/title>\n<meta name=\"description\" content=\"For associations, the future isn\u2019t somewhere off in the distance. The clock is already ticking. By 2035, Baby Boomers will make up less than 1% of the active workforce, while Gen Z will represent 31%\u2014making it the largest generation in the global workforce.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-survive-past-2035-article\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Magazine Monday: Survive Past 2035\" \/>\n<meta property=\"og:description\" content=\"For associations, the future isn\u2019t somewhere off in the distance. The clock is already ticking. 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