Making up around a third of the population in the UK by the end of 2020, Generation Z are the new kids on the block.

According to analysis from Bloomberg, these digital natives, born from the mid-90s to the early 2000s, will be outnumbering Millennials for the first time.

So how can an association tap into this market of teenagers and young professionals?

Because of what they have seen their parents grow up through, particularly the 2008 recession, job security is high on Gen Z’s bucket list.

They are keen on gaining work and volunteering experience and building relationships without necessarily spending a fortune.

So, your membership may be able to steal a march by telling them about the benefits of continuous learning, training and education. There is a real opportunity to showcase your association’s assets when it comes to access to jobs and internships, volunteering and mentorship opportunities.

Don’t forget that for a Gen Z child, digital is second nature. It is a multi-tasking technological age that they are living in, so make sure your association offers learning technology that works everywhere and is modern and convenient to use. Content needs to be available online for them to consume but not just reams of text, there needs to be a mixture of video and interactive presentations mixed into their e-learning.

Also, think visually when it comes to attracting this market. Infographics will work with this demographic and are a great way to disseminate a lot of information.

To stand a chance of attracting Gen Z, your association needs to focus on professional development and mentorship and highlight the benefits of membership, showing them long-term goals of job security and earning potential.