Futureproofing Your Association: How to win over your Gen Z Audience

As the association landscape evolves, one of the most significant shifts to consider is the rise of Gen Z, the first generation to grow up entirely in the digital era. Born between 1997 and 2012, Gen Z is tech-savvy, socially conscious, and unfortunately accustomed to instant gratification. With rising purchasing power, they represent a crucial audience for association platforms aiming to stay competitive. But are you future-proofing your association to engage with this new generation?

To truly connect with Gen Z, it’s essential to understand their preferences, values, and how they interact with digital platforms. But even more importantly, it’s necessary to examine what strategies are likely to work and how they align with existing trends that catch the eye of Gen Z like beauty and gaming subscription models.

Gen Z isn’t just another demographic, it’s a group that expects more from brands and will make this known! Their purchasing decisions are influenced by factors such as authenticity, personalisation, community, and fast, seamless digital experiences. Gen Z craves transparency and honesty from brands, valuing real stories, social justice, and ethical practices, especially when it comes to sustainability. They also expect to receive experiences that are tailored to their individual tastes and preferences, whether that’s through targeted product recommendations or personalised interactions. Furthermore, they are drawn to brands that foster a sense of community, whether that’s through social media engagement, exclusive content, or interactive experiences. Speed and convenience are essential, Gen Z wants brands to be quick, accessible, and intuitive, whether they’re shopping on an app or engaging on social media.

When designing your membership strategy to engage with Gen Z, these factors must be at the forefront. But how can you tailor your approach in a way that captures their attention, and keeps them loyal?

In recent years, subscription-based models have seen an explosion in popularity. Whether it’s beauty boxes that deliver curated products monthly or gaming subscriptions offering access to exclusive content, these services have captured the attention of younger audiences. Subscriptions provide an immediate, ongoing connection between businesses and consumers, ensuring recurring revenue and constant engagement.

Brands like Ipsy and Birchbox have transformed the beauty industry by offering curated, personalised product samples delivered monthly. These services rely heavily on algorithms to suggest products that align with the user’s preferences, and they’ve fostered a strong sense of community through online tutorials, influencer partnerships, and feedback loops. Similarly, platforms like Xbox Game Pass and PlayStation Plus engage with Gen Z by offering exclusive content, early access to new releases, and personalised game recommendations. Gaming subscriptions are built around constant interaction with users, leveraging data to provide a unique experience. These platforms also build a sense of community by offering multiplayer experiences, leader boards, and exclusive in-game rewards.

At their core, both beauty and gaming subscription models operate on the idea of curation and personalisation. The algorithms powering these services track users’ preferences and behaviours to suggest products, content, or experiences that align with their interests. While the basic principle is the same, there are notable differences in the execution and engagement models.

Personalisation is driven by data collected through surveys and feedback loops. As users engage with the platform, the algorithm refines its understanding of their tastes, delivering products that they’re likely to enjoy. This relies on algorithms to match user profiles with curated selections. However, in gaming, personalisation goes beyond just content suggestions; it includes aspects like game difficulty levels, multiplayer matchmaking, and achievement systems. These platforms use behavioural data not just to predict what users will enjoy, but also to enhance their gaming experience, making it more immersive.

In terms of community engagement, beauty subscriptions often rely on social media channels, online forums, and user-generated content like reviews and tutorials. Influencer collaborations also help foster a sense of belonging. On the other hand, the gaming community aspect is much more interactive. Gamers connect via multiplayer features, in-game voice chat, forums, and live streams. This interaction is woven directly into the experience rather than being an auxiliary feature.

Loyalty and retention are key to both models. Beauty subscriptions achieve this through loyalty programmes, exclusive product releases, and early access to new products. Subscriptions create a “surprise and delight” element, which keeps users excited and coming back for more. In gaming, loyalty is maintained through rewards, early access to exclusive content, and in-game currency that users can earn and spend. Subscription models keep Gen Z engaged by offering them exclusive rewards, skins, or achievements tied to their association.

When it comes to Gen Z, the lessons learned from beauty and gaming subscriptions are invaluable. To future-proof your association, it’s essential to leverage data to personalise experiences. Just as beauty and gaming subscriptions personalise their offerings, you should use data analytics to understand your members’ preferences. Tailor your products, services, or content to meet individual needs. Gen Z expects brands to understand them, so make the most of technology to deliver relevant and curated experiences.

Creating a sense of community is also crucial. Beyond just selling a product, offer a space for members to interact with one another. Whether through social media groups, exclusive events, or special forums, fostering a sense of community will keep Gen Z coming back. Reward interactions with loyalty programmes or exclusive access to content, much like the gaming and beauty subscriptions do.

Surprising and delighting your members can also be an effective retention strategy. Both beauty and gaming subscriptions rely on the thrill of the unknown. Gen Z loves experiences that surprise and delight them. This could mean offering limited-time products, special offers, or personalised gifts to keep your members excited and loyal.

Finally, optimising your platforms for seamless, instant experiences is key. Gen Z values speed and convenience. Ensure your digital platforms are seamless, intuitive, and quick. Whether it’s your app, website, or social media channels, make sure that users can easily find what they need and complete transactions with minimal friction.

Gen Z is highly influenced by peer reviews and social media personalities. Collaborate with influencers or brand ambassadors to build authenticity and credibility. User-generated content can help showcase your brand in a genuine, relatable light.

As Gen Z continues to shape the future of both businesses, and the industries in which they sit, associations that are agile, data-driven, and community-focused will thrive. By learning from successful subscription models in the beauty and gaming industries, businesses can future-proof themselves against changing trends, ensuring that they not only capture Gen Z’s attention but maintain their loyalty for the long term. Whether it’s through personalised experiences, community engagement, or seamless digital interactions, staying ahead of the curve is essential, and it’s never too early to start future-proofing your association.