What Gen Z expects from modern associations
In Part 1 of this series, we explored the reasons Gen Z professionals choose to join, or not join, associations. Their responses highlighted a generation that is ambitious, values-driven, and seeking support rather than status. While many join to progress their careers or meet professional requirements, their decision is rarely based on tradition. Instead, it’s a calculated move to gain a competitive edge, access resources, and feel supported in their professional journey.
But understanding why they join is only half the picture. In Part 2, we explore what Gen Z wants from the membership experience once they’re in the door, and what associations need to offer if they want to attract and retain this emerging generation of professionals.
Clear value not vague promises
To better understand how associations can attract and retain younger members, our research asked Gen Z professionals what an ideal professional association would offer to make them want to join or remain a member.
Their responses were clear: membership must offer tangible, practical value. While some appreciated the symbolic recognition of belonging, most are seeking services that directly support their personal and professional development.
If they were designing their ideal association, Gen Z respondents said their top priorities would be:
Affordable membership fees (48%)
Connection to job opportunities (44%)
Career development and progression support (44%)
Access to relevant and up-to-date training (35%)
Mentoring programs (33%)
Affordability and a career-focused value proposition
When designing an association from the ground up, almost half (48%) of respondents said that affordable membership fees would be a top priority. This was the most frequently selected feature overall.
Comments also reflect a concern with value for money, especially among students and those starting out in lower-paying roles. As one respondent put it “I would join if it was more affordable as new graduate due to HECs debt and low pay…”.
While value for money is clearly a concern, as many Gen Z professionals are interested in services that support their personal and professional growth. They want services that directly support their career advancement - helping them find work, build experience, and gain skills that employers value.
In fact, over four in ten respondents ranked connection to job opportunities and career development support (both 44%) as top priorities for their ideal association. A further 35% want access to relevant and up to date training, and 33% would value mentoring programs. These features weren’t considered optional extras; they form the baseline expectation for modern associations.
Access to relevant training (78%), help finding job opportunities (66%) and industry specific career advice (64%) were the most important sources of support for Gen Z.
In the words of one respondent “…opportunities to learn more about career options in my field, internships or work experience” would be the most valuable way an association could support their career.
Digital-first is the norm
Interestingly, digital-first engagement ranked lowest among Gen Z’s stated priorities, with only 11% selecting it as a top three feature of their ideal association.
Does this mean digital delivery is not important? Probably not. As digital natives, Gen Z has grown up with constant online access, so they see digital delivery not as a benefit, but as a baseline expectation. This generation expects the same quality of digital experience from their association as they get from their bank, employer, or favourite app.
Yet only 31% currently follow a professional association on social media, and among those, fewer than four in ten (39%) rated the content as good or excellent.
Comments called for “a website that actually works," and "a better digital presence, more than emails and static pages."
Their preferred engagement channels included email or newsletters (51%), social media (38%), mobile apps (29%), and online forums or peer networking platforms (26%).
Associations need to meet members where they already are - online, mobile, and in a connected world.
Community and connection matters
For Gen Z, belonging is more than a newsletter. They want to be part of something meaningful. While services are important, membership is also about involvement and voice.
Many called for more peer engagement, leadership opportunities, and ways to have their voice heard. One respondent said, "I'd love to be invited to contribute. Not just as a member, but to be part of something." Some noted that associations could do more to make events and engagement opportunities more relevant, inclusive, and tailored to younger members.
However, while social events, community connection, and opportunities to contribute matter, these featured less strongly in the ranking of priorities for the ideal association. Only 25% of respondents selected inclusive and diverse community, 24% chose regular networking events, and 22% prioritised social events and peer support.
This suggests that while community and belonging are valued, they may not be strong enough on their own to justify membership, especially if practical benefits are unclear or missing.
Gen Z is not asking for radical reinvention. They are asking for relevance, responsiveness, and respect for their time and aspirations. Associations that meet those needs won’t just gain new members; they’ll secure the next generation of leaders.
About the research:
This 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