SMG Leads NextGen Study and Hosts Industry Forum
Forest Hill, MD (April 7, 2026) – Stringfellow Management Group launched their NextGen Study and Forum in December 2025, to help associations better understand how emerging professionals, Millennials, and Gen Z experience professional communities today and what they need from associations moving forward. SMG’s Chief Strategy Officer, Mary Connor, CAE, QAS, AAiP and Strategic Operations Coordinator, Lisa Davidson, MBA, QAS co-chaired the study and Forum, along with a NextGen task force.
“By 2031, 70% of the workforce will be Millennials and Gen Z—a demographic shift that will fundamentally change how associations must function. With this in mind, SMG embarked on a comprehensive study to help our associations adapt and be prepared for the member needs of tomorrow,” said Lisa Davidson.
Participants in the NextGen Study & Forum represented a diverse group of emerging professionals across industries and roles. Survey respondents primarily identified as emerging and mid-level professionals, with representation from both Millennial and Gen Z cohorts. Participants came from a mix of industries, bringing perspectives shaped by varied professional settings.
The SMG NextGen task force was comprised of Millennial and Gen Z employees who worked collaboratively throughout the research process and lead the online forum as panelists.
Waypoints to Guide our NextGen Efforts
The following waypoints were developed from the results of the NextGen study, Forum, and surveys.
- Learning Expectations are Evolving. NextGen are looking for flexible learning formats, microlearning/on-demand content, peer driven, and career-linked.
- Intentional Communication Matters. NextGen is looking for unpolished, authentic communication that is tailored to them and easy to find/access.
- Belonging Matters to NextGen. NextGen are looking to associations to help build belonging through intentional engagement, inclusive experiences, and meaningful connection opportunities.
- Technology is a Baseline Expectation, Not Differentiator. NextGen expects associations to implement technologies that create an ‘ease of use’ experience.
Hear from our NextGen Panelists- Click the Videos Below
To learn more about this study and the Forum, please contact Lisa Davidson, MBA, QAS ldavidson@stringfellowgroup.net or Mary Connor, CAE, QAS mconnor@stringfellowgroup.net.
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About Stringfellow Management Group
Stringfellow Management Group (SMG) provides headquarters operations, professional management services, specialized financial management, and conference coordination to 24 non-profit associations and foundations with its staff of 60 association professionals. SMG is an Accredited Association Management Company. Administered by the AMC Institute, AMC Institute Accreditation is recognized and supported by ASAE & The Center for Association Leadership and is based on the ANSI Standard of Good Practices for the AMC Industry. For more information on Stringfellow Management Group, please visit www.stringfellowgroup.net
Media contact:
Amie Goscinski
Director of Communications & Marketing
(443) 640-1059 x144
agoscinski@stringfellowgroup.net
