Attracting and keeping members aged under 25 (ish) is no easy task (especially if like me you are several Gen- letters separated). Gen Z—true digital natives—demand authenticity, seamless experiences, and meaningful connections. In an era where social media trends can shift overnight, membership organisations must evolve their approach to not only capture attention but also nurture lasting relationships.
The Gen Z Challenge
This generation has grown up with the internet at their fingertips. They are highly selective about the content they consume and quickly dismiss anything that feels inauthentic. Recent research shows that Gen Z values transparency, social responsibility, and relevance. They aren’t interested in traditional sales pitches—they want to see genuine engagement, a clear sense of community, and personalised experiences that cater to their unique needs.
Moreover, Gen Z’s attention span is notoriously short. With an overload of online stimuli, every digital interaction must be quick, visually engaging, and interactive. This demographic expects every touchpoint—from social media posts to emails—to be finely tuned to their preferences.
Embracing Emerging Digital Platforms
While platforms like Instagram and TikTok remain popular, new digital spaces are emerging that cater specifically to younger audiences
The suitability of these platforms depends on factors such as data privacy concerns, government regulations, and reputational risk. Here’s an analysis of each:
1. Bluesky – Low Risk
Bluesky is a decentralised social network that offers an alternative to traditional platforms, giving users more control over their data and privacy. It was created as an open protocol, meaning it is not owned by a single entity, allowing for greater transparency and user autonomy. This aligns well with Gen Z’s preference for authenticity and freedom from corporate control. While Bluesky is still growing, its adoption has been steady, particularly among those seeking an alternative to X (formerly Twitter).
2. Threads – Low Risk
Threads, launched by Meta in 2023, is a text-based social platform designed to complement Instagram. It allows users to engage in public discussions, making it an effective tool for community building and real-time engagement. Since its launch, it has gained traction as a conversational alternative to X, particularly among younger users. While Meta has historically faced scrutiny over its data privacy practices, Threads follows the same regulatory framework as Instagram, making it a relatively stable option for UK membership organisations.
3. Lemon8 – Medium Risk
Lemon8, developed by ByteDance (the creators of TikTok), blends the aesthetics of Instagram and Pinterest with an algorithm-driven content discovery experience. The platform has seen significant growth, particularly among Gen Z users interested in lifestyle, beauty, and travel content. However, like TikTok, it has faced scrutiny over its data privacy policies due to its Chinese ownership. Some governments have raised concerns about ByteDance’s data-sharing practices, meaning there is a risk of potential regulatory action in the future.
4. Daze – Medium Risk (Growing but Unproven Security)
Daze, an AI-powered messaging app launched in November 2024, is gaining traction among Gen Z for its interactive and creative messaging features. Unlike traditional messaging apps, Daze allows users to customise their messages with multimedia elements, including drawings, voice notes, and animated stickers. While engagement on the platform has been high, concerns have been raised about its security measures. Currently, there is limited publicly available information on how user data is encrypted and protected, making it a platform to monitor rather than immediately integrate into a membership organisation’s strategy.
5. RedNote (Xiaohongshu) – High Risk
RedNote (also known as Xiaohongshu) is a Chinese social platform that blends short-form video with e-commerce, creating a highly engaging, interest-based community. While it has been widely adopted in China and is expanding internationally, its data policies are subject to Chinese government regulations. This has led to concerns over censorship and data security, making it a high-risk choice for UK membership organisations.
Summary of Potential Risks for UK Membership Organisations
Understanding the risks of emerging platforms is crucial to protecting member data, maintaining trust, and ensuring compliance with regulations. Bluesky and Threads present the lowest risk, operating under clear regulatory frameworks. Daze and Lemon8 offer engagement potential but carry medium risks due to privacy concerns and uncertain regulatory futures. RedNote/Xiaohongshu is the highest risk due to its ties to Chinese government oversight, making it an unsuitable choice for organisations prioritising data security and ethical governance.
Before integrating a new platform, organisations should evaluate its privacy policies, data security measures, and potential for reputational risks to ensure alignment with their strategic objectives and member expectations.
Leveraging Data to Drive Engagement
Data isn’t just a backend tool—it’s a way to create meaningful, personalised experiences that speak directly to Gen Z’s interests. Here’s how membership organisations can harness their data effectively:
1. Analyse Engagement Trends:
Utilise website analytics, social media insights, and event attendance data to uncover which content types and channels resonate most with your younger members. For example, research by Adobe Digital Trends has shown that customised content and seamless digital journeys significantly boost engagement with Gen Z (even more so than other demographics)
2. Personalise Communications:
Use data from member sign-ups, surveys, and online behaviours to segment your audience. This allows you to tailor messages and offers to the unique needs of each group. A recent Audience of One survey revealed that Gen Z respondents are more likely to engage with content that feels relevant and tailored to their current interests.
3. Create Interactive Experiences:
Data can help you pinpoint popular topics or trending issues within your community. Use these insights to host live Q&A sessions, webinars, or interactive polls that invite Gen Z members to share their opinions and shape future content.
4. Monitor and Adapt:
Set up regular feedback loops—such as short surveys or social listening tools—to continuously measure the effectiveness of your engagement strategies. Research from the Edelman Trust Barometer 2023 underscores that trust and transparency, monitored in real time, are key to maintaining long-term relationships with Gen Z.
Practical Strategies for Engagement
1. Personalise Your Digital Experience:
Tailor communications based on real-time behavioural insights. Interactive features like quizzes or polls can reinforce a sense of belonging and boost engagement.
2. Embrace New Social Platforms:
Experiment with emerging channels such as Blueskies, and Threads. Create dynamic, visually appealing content that encourages real-time interaction and user participation.
3. Build an Authentic Community:
Foster digital spaces where student members can connect—whether through forums, chat groups, or virtual meet-ups. Genuine user-generated content and behind-the-scenes insights help build trust and community spirit.
4. Stay Transparent and Trustworthy:
Clearly communicate your values and data practices. Gen Z appreciates organisations that are upfront about how their data is used and the benefits of membership.
5. Continuously Evolve:
Regularly review your engagement strategies and be prepared to pivot. Use data and feedback to keep your approach fresh and aligned with what your students want.
Final Thoughts
Reaching the under 25 demographic requires a blend of innovative technology, authentic engagement, and data-driven personalisation. By exploring emerging platforms, utilising data to tailor digital journeys, and fostering genuine community interactions, membership organisations can build a vibrant, attractive environment for Gen Z.
Staying agile, listening closely, and continuously adapting your strategies are essential steps toward building lasting relationships with the next generation of members.
Talk to us about how Pixl8 Group's technology platforms can support your member engagement
Key Research Sources:
- Edelman Trust Barometer 2023: Highlights Gen Z’s demand for transparency and trust.
- Adobe Digital Trends (2020): Underlines the importance of customised content and digital journeys.
- Movable Ink’s Audience of One Survey: Emphasises the significance of personalised, data-driven engagement.
- Deloitte’s Gen Z and Millennial Consumer Study: Provides insights into the values and digital behaviours of younger demographics.