Knowing Y: Engage the Next Generation Now Book Offers Associations Insight, Tactics, Strategy on how to Engage Generation Y

WASHINGTON— By 2015, Generation Y will overtake the Baby Boomer population in the workforce, which will impact the economy and the association community. How can associations attract Generation Y as members, leaders, and/or employees? In Knowing Y: Engage the Next Generation Now, from ASAE's publishing arm Association Management Press, author Sarah Sladek provides advice on how to engage Generation Y, and she also offers insight on the impending economic revolution and how this generation will wield tremendous influence on society and why associations need to incorporate them into their organizations.

In Knowing Y, Sladek describes how Generation Y has been shaped by different influences, which has impacted their value systems and how they communicate, purchase, and connect differently than previous generations.

“Organizations worldwide are really perplexed by the generation of young adults moving into the majority of the workforce, and their impact on consumer spending, and voting power among many other areas. Over and over again, I hear executives lament the fact this generation is difficult to engage. This book will help provide answers to why Generation Y isn't engaging in your organization and what to do about it. It will include the social science of why Generation Y is different, why you need this generation to survive, and exactly how to engage them in the workforce, advocacy, events, and membership,” said Sladek.

Throughout the book, she includes research, quizzes, and case studies of how organizations are incorporating strategies to reach out to Generation Y. Author Sarah Sladek is an experienced marketing and media professional that started researching demographic shifts in 2002, and has written several books including: The End of Membership as We Know It: Building the Fortune-Flipping, Must-Have Association of the Next Century, The New Recruit: What Your Association Needs to Know About X, Y, & Z (2007) and Rock Stars Incorporated: Hiring the High-Performance, High-Maintenance Hotshots Half Your Age (2008).

Knowing Y: Engage the Next Generation Now is available for $22.95 for ASAE members and $28.95 to nonmembers. For more information, and to purchase your copy, visit ASAE’s book store.

MEDIA CONTACT: Sabrina Kidwai, APR, CAE skidwai@asaecenter.org, 202-326-9505.

About ASAE: The Center for Association Leadership
ASAE is a membership organization of more than 21,000 association executives and industry partners representing 10,000 organizations. Its members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world. With support of the ASAE Foundation, a separate nonprofit entity, ASAE is the premier source of learning, knowledge and future-oriented research for the association and nonprofit profession, and provides resources, education, ideas and advocacy to enhance the power and performance of the association and nonprofit community. For more information about ASAE, visit www.asaecenter.org.

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