Let’s be honest: we’ve been talking about declining membership and volunteer burnout for years. And yet, here we are—still talking about it. Maybe the problem isn’t just that Gen Z isn’t showing up. Maybe it’s that we’re not showing up in a way that speaks to them.
What Gen Z Actually Cares About
Gen Z is purpose-driven, tech-savvy, and socially conscious. I’m sure you have probably heard this before. (BTW, I am not of that generation- if you think I am speaking for them, I am not. This is from research. If you thought I was, I will advise Claudia, and I can provide her number for all your neurotoxin needs). They’re not looking for a seat at the table—they’re building their own tables. If we want them to join our organizations, we need to stop selling tradition and start offering impact.
Here’s what they’re looking for:
- Real-world skill-building: Leadership, communication, digital strategy, DEI work—volunteering should feel like a career accelerator.
- Visible impact: They want to see how their time makes a difference. Not just minutes in a meeting, but outcomes they can point to. Such as we started with 100 dead web links, now we are down to less than 20 left to review.
- Flexibility: Micro-volunteering, remote options, and short-term projects fit their busy, multi-hyphenate lives. It’s hard to make long-term commitments when your job is ever-changing. New responsibilities can appear in a day with that whole “other duties as assigned” thing. Also, ever-changing is your own personal life- Mom needs this, Aunt Judy is having a cookout on Sunday, you should stop by twins Sunday, and Lilly needs costumes for the school play next week.
- Authenticity: They can spot a performative message a mile away. If we say we value diversity, we need to show it in our leadership, events, and culture. If people are missing where they should be represented, WE need to tell them we need them- that they belong and are our lifelines to understanding what underrepresented genders, races, cultures need and want. How we can best serve EVERYONE.
- Digital-first engagement: TikTok, LinkedIn, Instagram—if we’re not there, we’re invisible. Facebook, being our most active platform, is telling us we are not connecting well with newer generations.
What We Can Do Differently
- Rebrand volunteering as a launchpad, not a chore. Highlight how past volunteers landed promotions, built networks, or started businesses. Hello, look at me, friends- you want an example to provide – ask me. Volunteering not only provides connections, but it also provides stock- stock that pays dividends. Some people will never believe you will be able to “work hard enough, have the energy, have enough experience.” You will always have someone who finds fault, but keep giving it your all and giving back. You will have greater opportunities that are bigger than any dream you ever had.
- Create Gen Z-led initiatives. Give them a budget, a goal, and the freedom to innovate.
- Ditch the dusty newsletter. Try short-form video updates, live Q&As, or even memes. Yes, memes.
- Make space for activism. Insurance is about protecting people—there’s a powerful story there. Let them tell it. Agents, underwriters, claims professionals, we all see and hear stories; we have stories. Remember when in Louisville, the KY Director of Insurance shared how in two days of tornados in 2021, the insurance community was so generous with their time, money, and resources to help recover people- their property and get people back on their feet as quickly as possible. We all have stories like that in our agency or company- get familiar with them- use them as sparks every day for why we do what we do. Redact names but share them.
The Bottom Line
Gen Z isn’t disengaged—they’re just not interested in doing things the way we’ve always done them. And honestly? That might be the best thing that could happen to us.
If we’re willing to evolve, we won’t just survive, we’ll thrive. I’m willing to make a TikTok video- who’s going to join me??
By: Kelly Booth CPCU, CIC, AAI, CISR, CPIW Region 2 RVP
Construction Underwriting Specialist at Central Insurance Company