Gen Z in Associations
Many associations wrestle with the same question: how do you get younger generations involved? While Gen Z makes up an ever-growing share of the workforce in 2025, their presence within associations remains remarkably low.
According to figures from Statistics Netherlands (CBS), 48% of young people aged 15 to 25 were members of a sports association in 2013. By 2024, that figure had dropped to 42.7%. Weekly visits to associations also declined, from 47.8% in 2013 to 41.2% in 2024. Cultural and environmental associations saw their share nearly halve.
For our colleague Lucas Hermans, project manager and officially a member of Gen Z himself, this is both a challenge and an opportunity.
A digital generation with a need for real connection
Gen Z has grown up in an online world. They move through apps and social platforms with ease and expect information to always be right there. At the same time, they genuinely value in-person moments.
As Lucas puts it: "An active get-together draws far more people than a long meeting. It is about real connection and experience, but in a format that suits them."
Values and expectations
Sustainability, inclusion and social impact are not nice-to-haves for Gen Z, they are non-negotiables. They look critically at organisations and make deliberate choices about where they get involved. Associations that visibly stand for these values become a lot more attractive.
Communication that works
To reach Gen Z, short, visual and mobile-first content is key. A video under a minute says more than a long text. Like this example.
Social media matter, but so does an accessible community app like Bundeling. As Lucas says: "With Bundeling you bring all association communication together in one central environment. Fast, smart and without any noise."
Tips & tricks for better engagement: connecting with the new generation
At the Verenigingscongres on 3 October 2025, Lucas shared his insights and practical tips for attracting and keeping the next generation. What are the challenges and quick wins when it comes to Gen Z? How do you reach them, how do you build real engagement and how do you make sure they stick around? It was an interactive session full of real-world examples, concrete advice and a fresh look at member retention.
Want to know more? Feel free to get in touch.
