Membership Associations

Understand the changing behaviors of young professionals to create membership offerings & experiences that engage them
Get Started

Young professionals aren’t sticking around

The world has changed. Most membership programs are flat or in decline, especially among young professionals.

Young professionals join professional associations less often and engage less deeply. These trends are well-established and consistent across all professions.

Association leaders can be tempted to believe, "When they grow up, they'll realize how important the association is, and do the right thing and join." But all of our research and years of evidence say this isn't going to happen.

We need to reimagine membership to meet the needs, context, and expectations of young professionals.

Why Highland?

We're not content with the status quo. We know what it takes to actually make transformative changes to membership models, member experience, and association technology.

Using our unique blend of behavioral research, human-centered design, and digital development, we've worked with dozens of the largest global and national membership associations to make audacious and impactful change.

Highlanders sitting around a table.
No items found.

Frequently Asked Questions

Let's Talk
Tell us about the opportunity you're pursuing, and we'll follow up in one business day. If you prefer, you can email ask@highlandsolutions.com.
Would you like to receive digital innovation insights in your inbox? We will send you a few emails each month about our newest content, upcoming events, and new services.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.