So your association wants to attract younger members? But it keeps doing things the same ways and hoping for different results? This definition of insanity needs to stop with simply repackaging memberships, journal subscriptions, education, and conferences and events. Associations need to look closely at what potential younger members really want and how they’re already behaving. In their world where TikTok, Netflix, and DoorDash dominate, associations are expecting the next generation to conform to the way “it’s always been done” instead of approaching these challenges with curiosity and creativity. This is not a “let’s understand generational differences” session nor is it a tired retreading of old ideas. This session is a chance to gain a fresh perspective and discover solutions that may be uniquely applied to your association.