A detailed and ultimately optimistic reading on the Millennial Generation is contained in the new book “Millennial Makeover: MySpace, YouTube and the Future of American Politics” by Morley Winograd and Michael D. Hais.

According to Winograd and Hais, Generation X (born 1964–1981) and the Millennial Generation (born 1982–2003) are different in almost every important respect: the way in which they were reared by their parents, their lifestyle and behavior, their attitudes on matters ranging from politics to their relationships to their peers and society, and their entertainment and media preferences. In response to several questions posed by Association News, authors Winograd and Hais drew a portrait of the Millennial Generation for association executives.

Will Millennials be more likely to join associations than Gen-Xers?

Most definitely. Millennials are what we call a “civic” generation. Millennials were reared by their parents to be a part of groups, to value group memberships, to respect and tolerate others in their groups, and to cooperate with other group members in seeking win-win solutions to the problems and concerns that confront the group.

This mindset leads Millennials to consult with parents, friends and co-workers about what is appropriate and effective in almost all aspects of their lives. More specifically, we would expect that American associations would have the prominence during the upcoming Millennial era that they did during the 1950s and 1960s, a period dominated by another group-oriented civic generation—the GI or “Greatest” Generation.

Won’t their own social networks pose a threat to existing associations?

With the development and spread of broadband Internet connections, people now have the means with which to develop a wide range of ad-hoc groups to deal with virtually any concern that may confront them as individuals and as members of a larger group. To the extent that those groups are useful, there is a strong likelihood that they will grow in size, gain permanence, and come to supplant pre-existing groups and associations.

Given that Millennials have a different style and approach to life and may well have different concerns than older generations it is quite possible that Millennials may want to create new associations to deal with these concerns. The existence of the new Internet-based social networking technology makes this possibility more likely than it might have been at previous times of generational change.

How can association executives make sure their associations remain relevant?

First, associations must utilize and develop a facility in technology that will permit them to relate to and interact with Millennials. Second, it is important for associations to have a clear knowledge of the concerns of Millennials and the way in which they relate to the matters dealt with by the association.

Copies of “Millennial Makeover: MySpace, YouTube and the Future of American Politics” are available by clicking on “Bookstore” at AssociationNews.com. For more information on Winograd and Hais, visit millennialmakeover.com.

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