Why Gen Z joins associations, and why they might not.

To understand what drives young professionals to join associations, what keeps them engaged, and what turns them away, we recently surveyed more than 400 Gen Z members and non-members across Australia. Their responses show a generation focused on career, progress, and practical support.

The research also shows that this generation is not disengaged, they’re simply discerning- navigating careers in a world marked by rapid change, shifting priorities and professional opportunities. Their expectations are reshaping what it means to belong to a professional association – making it critical for associations to listen and adapt to meet their needs. 

Career strategy, not tradition

For Gen Z, joining an association is a strategic career move. It's not about tradition or professional obligation; it's about finding a competitive edge - something they do to advance their career.  In fact, the three top benefits of membership cited by survey respondents who are already members were: networking opportunities (33%), continuing professional development (30%), and improved career prospects (29%).  Access to resources is a key benefit for just over a quarter (26%) of young members.

Many respondents described associations as gateways to opportunity. One respondent “joined as a means to progress my career and work with others in my industry.”  Another signed up “to advance my career and help me get a good job”.

When non-members were asked what would encourage them to join, the top response was member discounts or perks (37%), followed by career development and mentoring (34%) and networking opportunities (29%). One in five (21%) said they would join if they saw a clear return on investment.

But beyond the practical, this generation also values what associations represent. Over one in four Gen Z members joined their association for professional recognition and to support industry advocacy - suggesting that Gen Z values both the symbolic and tangible value of membership.

Trusted, but not always relevant

Associations have a good reputation amongst Gen Z. Nearly half of the respondents (49%) describe them as "professional," while others perceive them as "knowledgeable" (39%), "valuable" (34%), and "credible" (33%). Very few describe them as “outdated” (6%) or “unnecessary” (5%).

However, only 25% of the respondents rate their association as highly relevant to their current career stage. As one respondent said: "They seem to exist for other people, not for someone like me."

This suggests trust is not the issue - relevance is.  The challenge for associations is to turn their good reputation into something that feels useful and relevant for those at the start of their careers.

Practical barriers, not philosophical objections

Among those who hadn’t joined an association, the reasons were more practical than ideological. Top barriers included being a student (30%), never having considered it (23%), unaffordable membership fees (22%), and not knowing any relevant associations (19%).

Only a small portion of the respondents voiced disagreement with the concept of professional associations. Most had simply lacked exposure. A surprising number of respondents said they weren’t sure what associations actually offered, or how they could benefit. This reflects a broader issue of visibility and communication. Several said they had never been invited to join or hadn’t encountered associations during their education. One participant noted, "No one I know is a member, so I haven’t really considered it." 

Understanding and engaging with the latest generation of professionals, Gen Z - is crucial for the future success of associations. These insights point to a need for better outreach, easy joining processes, and earlier engagement in the member journey.  

Coming up next: In Part 2, we look at what Gen Z expects from a modern membership experience and how associations can evolve to meet those expectations.

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 at rsullivan@surveymatters.com.au​.