Bridging the Gap: What Young Professionals Really Want from Associations

Young professionals know associations exist—but do they know why they matter? New research from the University of Southern California and Multiview uncovers what over 470 U.S. graduate students and early-career professionals really think about associations—and the results may surprise you.

Despite 84% awareness, only 25% truly understand the value associations provide. This webinar explores that critical “awareness-value gap” and offers practical, research-driven strategies to help you unlock and communicate your organization’s value to the next generation of members.

Learning Objectives:

• Analyze new research on young professionals’ perceptions of associations
• Define the “awareness-value gap” and its impact on member engagement
• Recognize the key drivers of value for graduate students and early-career professionals
• Implement strategies to clearly communicate and deliver value to next-gen audiences