In this episode of The Association Insights Podcast, we kick off our May spotlight series on Gen Z and younger professionals in the association space—powered by our partners at Highland.

Our guest is David Whited, Principal of Design Research & Strategy at Highland, an innovation consultancy helping mission-driven organizations uncover member needs and build digital solutions that meet them. David shares eye-opening insights from Highland’s Young Professional Membership Index (YPMI)—an annual national survey and benchmarking tool that’s helping associations uncover the real barriers to Gen Z and young professional engagement.

🎧 If you’ve been wondering why younger members aren’t joining—or why they don’t stay—this conversation is for you.

Key Highlights:

The Myth of the Membership Cliff: Why disengagement isn’t inevitable—and what associations can do to shift the trend.

From Compliance to Connection: Why joining and staying are two separate decisions for Gen Z—and how associations must design “bridge experiences” to help members cross that divide.

Rethinking Retention Strategy: Why value—not pricing—is the biggest driver of retention among younger members (and why free or reduced dues often don’t move the needle).

Beyond Marketing Fixes: Why TikToks and memes aren’t enough—and how meaningful value and career partnership are the real keys to Gen Z engagement.

The Power of Experiments: What successful associations are doing to pilot low-risk, high-impact experiences that build trust and increase retention.

Designing for Career Partnership: What Gen Z actually wants from their association—and how organizations can shift from a “roster of benefits” to a true partner in professional growth.

Near-Peer Mentorship & Real Influence: How leadership models and volunteer pathways must evolve to meet Gen Z’s desire to make—not just join.

🎧 Tune in now to get inspired, challenge assumptions, and walk away with actionable insights you can bring to your next team meeting or board retreat.

Resources:

🌐 Learn more about Highland: www.highlandsolutions.com

📊 Check out the Young Professional Membership Index: http://ypmi.report/ 

The YPMI offers a quick, 15-minute organizational snapshot that helps association leaders identify gaps in young professional engagement and benchmark their performance against peers. It’s free to take—and packed with immediately actionable insights.

Stay Connected:

• Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.

• Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.

Coming Soon:This May, we’re handing the mic to Gen Z professionals shaping the future of associations. From rethinking membership value to balancing remote work, our Gen Z Insights series features candid conversations with rising leaders who are building community, driving innovation, and challenging long-held assumptions from the inside out. These episodes spotlight fresh perspectives, practical ideas, and a glimpse into what’s next—straight from the generation leading the charge.

🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.