There's a common trope that young professionals are averse to traditional association events and conferences. However, this couldn't be further from the truth. The reality is that 20-somethings are more than willing to participate in these events; they simply want them to align with their expectations and values.
For associations and organizations, this means rethinking event strategies to create experiences that appeal to the youngest members of the workforce. The last generation values the chance to expand their professional network, learn about industry trends, and gain insights from thought leaders.
The hitch isn't about attending events per se. Instead, it lies in the design and execution that often seem out of sync with their needs, values, and the ways they prefer to engage and learn.