Generational shifts profoundly influence how associations operate, adopt technology, and engage their members. Each generation brings its unique values, experiences, and expectations to the table, shaping associations in ways that reflect the cultural and technological landscapes they grew up in. Let’s explore how each generation’s characteristics have impacted the association world and its use of technology.
The Greatest Generation (Born 1901–1924)
Defining Traits: Known for their resilience, dedication, and sense of duty, this generation came of age during the Great Depression and World War II. They valued stability, hard work, and loyalty.
Impact on Associations: This generation laid the foundation for many associations, often focusing on professional development, advocacy, and post-war rebuilding. Their associations were primarily member-driven, with a focus on face-to-face networking and collaboration.
Technology Landscape: Technology during their time was largely mechanical. Typewriters, rotary phones, and early radio shaped communication. Associations relied on printed newsletters and physical meetings for engagement.
The Silent Generation (Born 1925–1945)
Defining Traits: Sometimes referred to as “the Traditionalists,” this generation values discipline, hierarchy, and community. They were shaped by post-war prosperity and the rise of the suburban middle class.
Impact on Associations: The Silent Generation contributed to the institutionalization of associations, emphasizing structured governance and long-term planning. They appreciated formal membership structures and loyalty to organizations.
Technology Landscape: The introduction of television and mainframe computers began to influence communication. Associations started using direct mail campaigns and early database systems to manage memberships.
Baby Boomers (Born 1946–1964)
Defining Traits: Optimistic and ambitious, Baby Boomers came of age during a period of social change and economic expansion. They value personal growth, recognition, and influence.
Impact on Associations: Boomers drove a surge in association memberships, particularly in professional organizations and trade associations. They embraced career-focused benefits, such as certifications and networking opportunities.
Technology Landscape: The advent of personal computers and fax machines changed how associations operated. Boomers were instrumental in adopting email and early database management systems to improve organizational efficiency.
Generation X (Born 1965–1979)
Defining Traits: Known for their independence and adaptability, Gen X grew up during a time of economic uncertainty and rapid technological change. They value work-life balance and self-reliance.
Impact on Associations: Gen X’s pragmatic approach shifted associations to focus on delivering measurable value. This generation pushed for flexible membership models and online learning opportunities.
Technology Landscape: Gen X witnessed the rise of the internet and mobile phones. Associations began to build websites, use email marketing, and experiment with online forums and webinars to engage members.
Millennials (Born 1980–1994)
Defining Traits: Millennials are digital natives who value collaboration, transparency, and purpose. They are socially conscious and seek experiences over material goods.
Impact on Associations: Millennials’ emphasis on purpose and community has driven associations to adopt more inclusive and engaging practices. They expect seamless digital experiences, mobile access, and personalized communication.
Technology Landscape: The explosion of social media, smartphones, and cloud-based platforms revolutionized how associations connect with members. Online communities, event apps, and data-driven personalization became standard.
Generation Z (Born 1995–2012)
Defining Traits: As the first generation to grow up entirely in a digital world, Gen Z is tech-savvy, entrepreneurial, and values diversity. They seek authenticity and immediate gratification.
Impact on Associations: Gen Z’s expectations have pushed associations to adopt advanced technologies like AI, chatbots, and virtual reality. They demand mobile-first solutions, peer-to-peer engagement, and instant access to information.
Technology Landscape: Associations are now leveraging cutting-edge tools such as artificial intelligence, gamification, and immersive virtual experiences to attract and retain Gen Z members.
Gen Alpha (Born 2013–2025)
Defining Traits: Known for their resilience, dedication, and sense of duty, this generation came of age during the Great Depression and World War II. They valued stability, hard work, and loyalty.
Impact on Associations: This generation laid the foundation for many associations, often focusing on professional development, advocacy, and post-war rebuilding. Their associations were primarily member-driven, with a focus on face-to-face networking and collaboration.
Technology Landscape: Technology during their time was largely mechanical. Typewriters, rotary phones, and early radio shaped communication. Associations relied on printed newsletters and physical meetings for engagement.
The Road Ahead: Bridging Generations with Technology
Today’s associations face the challenge of catering to a multigenerational membership base. This requires:
- Balancing Tradition with Innovation: Honoring the legacy and values of older generations while adopting technologies that appeal to younger members.
- Personalized Engagement: Using data analytics to deliver customized experiences that resonate with each generation.
- Flexible Membership Models: Offering a mix of in-person, virtual, and hybrid engagement opportunities to suit diverse preferences.
- Commitment to Purpose: Emphasizing social impact and inclusivity to attract Millennials and Gen Z, while maintaining professional and industry-specific value for Gen X and Boomers.
By understanding the unique needs and expectations of each generation, associations can remain relevant and thrive in an ever-evolving technological landscape.
Associations Must Lead, Not Lag
Associations can no longer afford to remain 5-10 years behind the technology curve. The pace of technological change is accelerating, and the expectations of younger generations demand faster, smarter, and more agile solutions. By exploring and adopting new technologies today—from AI and automation to virtual engagement tools—associations can future-proof their organizations, attract the next generation of members, and remain indispensable to their communities. The time to innovate is now.
About Systems Rewired
Systems Rewired, a Salesforce Consulting Company is committed to empowering associations and nonprofits to navigate the future with confidence. By leveraging the power of the Salesforce platform and forward-thinking solutions, Systems Rewired ensures organizations can adapt to evolving technologies, enhance member engagement, and thrive in a rapidly changing digital landscape.