May 29, 2015
As we’ve learned with Millenials, no two generations are alike, and no two generations can be reached with generic messaging. Within the next three years, Generation Zers, those born starting in the mid-90’s through early 2000’s, will be college graduates. Many have already entered the workforce. Are you ready to connect with the next generation of decision makers?
By getting to know this new massive population early, your association will be at the forefront when they’re ready to engage. Here are a few things to keep in mind when communicating with Gen Z:
- They are not Millenials. Generation Z comes from a somewhat more stable economy, and therefore are looking to cut loose from their parents early and gain relevant professional experience as soon as possible. Offer workshops, webinars, Twitter chats, etc. to provide information on your association and its industry.
- Gen Z is extremely curious, and uses social media for research. Populate your social channels with industry information, breaking news and food for thought rather than only discussing your association.
- Although Gen Z is highly technologically proficient, they prefer in-person interaction and conversation. Offer informational live events when possible, and make sure all your messaging is conversational, not advertorial or robotic.
- This generation is extremely diverse, ethnically and culturally. Make sure your messaging is in tune with many walks of life and points of view; don’t get trapped in single-minded messaging.
- Gen Zers are entrepreneurial; they want to be experts. Position your association as a thought leader in your field, providing the tools for this generation to gain the expertise they desire.
It’s an exciting time for this ambitious generation. They are eager to gain as much knowledge as possible and rise to the top of their industries in a hurry. Make sure your association is ready and willing to help them get there, and you’ll make fast friends with Gen Z.
Learn more about connecting with Generation Z, and other association best practices, at Associations: 2020 and Beyond – Strength in Networks. Kellen’s second annual one-day conference for and by association leaders will be held on Thursday, June 4 at Apella in New York City. Check out the recap from last year, and feel free to get in touch with Anna Maltabarow with any questions.