Gen Z in Associations, Part 1
Many associations are struggling with the same question: how do you engage younger generations? While Gen Z is becoming a larger part of the workforce in 2025, their share within associations remains strikingly low.
In the Netherlands, research shows that membership among young people has steadily declined over the past decade. Sports clubs still attract many, but overall fewer young people are joining or regularly attending associations compared to ten years ago. Cultural and environmental organisations in particular have seen a sharp drop in youth involvement.
For our colleague Lucas Hermans, project manager and a true Gen Z voice, this is both a challenge and an opportunity.
A digital generation craving real connections
Gen Z grew up in an online world. They move effortlessly through apps and social platforms, expecting information to always be instantly available. At the same time, they place great value on in-person experiences.
Lucas: “An active event is far more appealing than a long meeting. It’s about real connections and experiences, but in a way that suits them.”
Values and expectations
For Gen Z, sustainability, inclusion and social impact are not extras. They are the basics. They look critically at organisations and make conscious choices about where to commit. Associations that visibly live up to these values stand out and become more appealing.
Communication that does the trick
To connect with Gen Z, communication needs to be short, visual and mobile-first. A video under a minute tells more than a long piece of text.
Social media is essential, but so is a low-threshold community app such as Bundeling. “With Bundeling, you bring all association communication together in one place, fast, smart and without the noise,” Lucas explains.
Tips & tricks for engaging Gen Z
At an Association Congress on 3 October 2025, Lucas will share his insights and practical tips on how to attract and keep the new generation engaged. What challenges, and quick wins, are there? How do you speak their language, build genuine involvement and ensure they stay?
Expect an interactive session filled with real-life examples, hands-on advice and a fresh perspective on member engagement.
Once the event has taken place, we’ll share the main takeaways in the next article.
