A global study examining membership trends across nearly 300 associations points to age diversity as a defining factor in engagement, retention, and leadership alignment—an insight with growing relevance for associations operating in the MICE ecosystem.
A recent Global Membership Health Study surveyed 275 associations across 59 countries to better understand how membership dynamics and leadership practices are evolving. The findings suggest that challenges around engagement and retention are not confined to specific regions or sectors, but are widespread across the association landscape.
Across markets, many associations reported flat or declining membership, pointing to a broader pattern of disengagement. However, the study identified one consistent differentiator among higher-performing organisations: age diversity within the membership base, particularly stronger representation of members under 40.
Associations with a more balanced age profile reported higher levels of engagement and more positive sentiment among members. By contrast, organisations where leadership demographics differed significantly from those of their wider membership were more likely to experience misalignment around priorities, communication styles, and perceived value. The study indicates that younger members often place greater emphasis on responsiveness, digital engagement, and values-driven participation—areas where traditional governance structures may lag.
Importantly, the research suggests that recruitment alone is insufficient. Associations that performed more strongly were those that provided younger members with opportunities to contribute meaningfully, including participation in committees, advisory groups, and leadership pathways. Where younger voices remained peripheral, associations were more likely to report weaker connection and lower long-term commitment.
The study also highlights the role of succession planning in organisational resilience. Associations that actively developed future leaders across generations demonstrated greater confidence in their long-term relevance, while those with limited leadership renewal faced heightened risk of stagnation.
For association professionals—particularly those working within the meetings, events, and exhibitions sector—the findings reinforce the importance of inclusive governance and representative leadership. As member expectations continue to evolve, cultivating age-diverse participation is emerging not as a supplementary initiative, but as a structural factor in sustaining association health over time.
