July 21, 2014
On June 20, Kellen Company hosted its very first U.S. conference, Associations: 2020 and Beyond, exploring the social, cultural, economic and technological issues impacting the future of associations and their leaders. Sarah DaVanzo, futurist and Chief Cultural Strategy Officer at Sparks & Honey gave us some insights into the future.
One of the topics Sarah discussed that resonated with me was the need to deal with Generation Z. While you are still grappling with the Millennial generation…here comes Generation Z, which includes anyone born after 1990. More than a quarter of America’s population is in this generation so associations better get ready.
What should your organization do to appeal to our members of the future?
- Talk to them about value. Members of Generation Z care about the cost of things. You’ll need to be able to prove your association’s worth to them.
- Help them build expertise because they are entrepreneurial and want to be experts. You can offer certification and training to give them the value they’re looking for.
- Livestream with them. Give them access. They like to co-create and connect in new ways.
- Feed their curiosity. They use social media for research. They multi task across 5 screens. Take advantage of all the platforms out there, because Gen Z-ers are using all of them.
Thankfully, Gen Z wants to change the world. Sixty percent of them want to have an impact on the world, compared to 39% of millennials. Roughly one in four Generation Z-ers are involved in volunteering so you’ve got a great new volunteer base.
See more insights from Sparks & Honey here: http://www.slideshare.net/sparksandhoney/generation-z-final-june-17
What do you find the most interesting about Generation Z? Are you ready to take on this next generation, or are you still grappling with what Millenials are looking for?