Generational or career stage? Understanding what really drives young professionals to join associations
Professional associations are grappling with a critical question: why are younger generations - Millennials and Gen Z - harder to attract and engage?
Two major studies, conducted seven years apart, examined these cohorts at the same career stage, essentially the beginning of their professional journeys. Although the questions asked differed somewhat between the studies, comparison revealed many similarities in needs and motivations, suggesting associations may be contending more with life or career stage than with generational difference.
Still, nuanced differences in expectations and engagement behaviours show that associations must evolve their strategies to not just to appeal to “young people,” but to support early-career professionals in ways that feel modern, valuable, and meaningful.
Career support is a constant across generations
When Millennials were surveyed in 2018, the majority were between 20 and 35 years old. Their top reasons for joining an association were access to continuing professional development (41%) and recognition of qualifications through accreditation (40%). Gen Z professionals in 2025, aged 18 to 34, reported similar motivations. CPD (30%) was the second most important reasons they joined, while 29% joined to improve their career prospects and 26% cited professional recognition as a motivator.
In both cohorts, the desire for skill-building, qualifications, and career support was more important than advocacy or altruistic motives. Just 10% of Millennials joined to support advocacy efforts, and only 17% did so to demonstrate commitment to the profession. Gen Z expressed similar sentiments, with low mention of joining out of a sense of obligation and stronger emphasis on tangible, individual benefits.
This suggests that career-focused services, like mentoring, upskilling, and job readiness, are the foundational pillars of association value for early-career professionals, regardless of generation.
Low awareness and affordability concerns persist across time
Another similarity lies in the barriers to membership. In 2018, the top reasons Millennials hadn’t joined an association were because it never occurred to them (39%), or they didn’t know what the association did (28%). Gen Z in 2025 echoed this. The primary reason they had never joined was because it hadn’t occurred to them (23%), while 19% were not aware of any associations relevant to them - the third most common reason.
Cost remains another recurring challenge. Nineteen percent of non-member Millennials said membership was too expensive, and 39% of lapsed members said they left because of cost. In the Gen Z study 31% cited affordability (22%) or indicated that membership was too expensive for the services offered (13%). Respondents called for “a reduction in fees” or “a low barrier entry cost or trial to see if it’s actually worthwhile”, highlighting that flexible and fair pricing is crucial to attract early-careers professionals.
In both studies, most young professionals paid their own fees, making cost a personal, not professional, barrier to entry. Associations need to be aware, especially in the current economic climate, that early-career professionals are cost-sensitive. That means building pathways into membership and focussing on what matters to these potential members.
Generational nuance: how members engage is changing
Despite these common themes, the way Millennials and Gen Z want to engage with associations reveals key generational differences.
In 2018, only 35% of Millennials believed associations used social media effectively. Fast-forward to 2025, and Gen Z expects much more. Not only do they rely on social media for information (41%), they also expect associations to provide mobile apps (29%), peer networking spaces (26%), and chat-based interactions.
This reflects the rise in technology literacy and expectations. Gen Z professionals are used to seamless, personalised, and interactive digital experiences, and they expect the same from their professional communities. Associations need to shift from simply “being online” to creating digital experiences that feel intuitive and useful.
Gen Z is also more focused on building their community. While in 2018 only 22% of Millennials joined for networking opportunities, this was the top reason for Gen Z participants (33%). When asked to design an association specifically for young professionals, one of the top priorities for Gen Z was connection to others in their profession, particularly for career development and job opportunities.
A career-stage lens helps explain more than generational stereotypes
These findings raise a critical insight: the similarities between Millennial and Gen Z attitudes are more consistent than their differences. Both generations want:
Professional development that’s relevant and future-facing
Easier ways to network and connect with others in their profession
Clear, tangible benefits for the cost of membership
Better digital experiences that reflect their daily realities
These needs aren’t generational quirks. They reflect the practical, professional needs of early-career individuals navigating uncertainty, competition, and rapid change.
Older professionals, by contrast, often report joining to “give back” or “support the industry.” This isn’t because they’re Baby Boomers, it’s because they’re later in their careers. As people progress, they seek recognition, status, and influence. In early career, the focus is access, learning, and career growth.
So, are the needs generational or career stage driven?
The answer is both—but mostly the latter. The consistency in motivations over time suggests that associations should focus less on “marketing to Gen Z” and more on understanding the career lifecycle. Early-career professionals, regardless of generation, are looking for affordable and flexible ways to connect, access to build their networks with others in the profession for career development opportunities and relevant CPD or training that helps them grow.
Where associations may need to adapt generationally is in how these services are delivered. Gen Z expects real-time communication, inclusive language, and seamless digital interaction. While Millennials opened the door to digital engagement, Gen Z is expecting that door to be wide open, with easy and effortless ways to help them connect, learn and grow.
Conclusion
Associations shouldn’t see declining youth membership as a rejection of their purpose, but rather a call to realign their services with the needs of early-career professionals. By designing member experiences around career stage, and delivering them through modern, responsive channels, associations can become indispensable partners throughout the professional journey - from the first job to the last.
About the research:
The Gen Z research is based on a sample of 441 professionals aged between 18 and 34 and was conducted by Survey Matters in April 2025. For further information about the study or to express interest in receiving the report, please sign up below or contact Rebecca Sullivan on rsullivan@surveymatters.com.au
The Millennials study was conducted in 2018. A copy of the report can be downloaded here.