“Most business membership organisations still rely on traditional methods of communication, which simply don’t resonate with the under-30s. Many businesses are blindly disconnecting,” says Philip Reynolds, CEO of CONNECTSU.
His concern arises from the ONS stats, which state that by 2035, individuals under 30 will make up 58% of the global working population.
These are referred to as “Digital Natives”, but it is really anyone fully engaged in the digital world.,
They expect a more polished digital experiences, and so the consequences when viewing traditional websites, are more profound than many might appreciate.
This subsequently threatens business growth and sustainability.
Philip Continues: “We are all used to what we might refer to as ‘gold-standard’ video and mobile-first tools like Linkedin, Instagram and YouTube, yet most sectors provide maybe only a silver experience at best and 40% of businesses are still in the bronze age.”
His warning, “If your organisation isn’t providing the content they want to see and presenting it in a way they expect, you risk losing them altogether.”
Alienation of Customers
The conclusion is stark: if organisations fail to connect with the digital-savvy generations, they risk alienating a majority of their future customers. As well as potential talent as they grow their teams. This generation values purpose, transparency, engagement, and innovation. They expect these values to be reflected in how businesses present themselves digitally.
Reynolds urges leaders to take immediate action. “You can’t afford to be passive,” he cautions. “Adapting to the preferences of this generation is not just about modernising; it’s about your survival. The future of your operation depends on your ability to engage and connect with them. If you are lagging in digital transformation, you risk becoming irrelevant to the very people who will drive your future growth.”
Philips asks the question: “How will your membership organisation thrive in a world where a growing generation feels disconnected from you”
Reynolds’s solution is clear: it’s time to bridge the digital gap by inspiring and attracting prospects and talent with videos and explaining why, how, and what you do simply and easily.
Discover how your business could attract and engage with the digital generation using the collective power of your business network. Contact Philip@connectsu.co.uk
