How Rotary can win over Gen Z

Rajdeep Dutta (right) with wife and daughter (middle) at her graduation ceremony in Bangladore, India.

By Rajdeep Dutta, Rotary Club of Aarohee, Calcutta, India

If your average Rotary meeting resembles a polite gathering of people who say “hear, hear” a lot, Gen Z is probably swiping left faster than you can say “Paul Harris Fellow.” If we want to attract them into our clubs, we need to be open to changing some of our practices and traditions.

But here’s an interesting fact. Young people aren’t disinterested in service. Gen Z may in fact be one of the most purpose-driven generation yet. According to a 2023 Deloitte survey,  about 77% of Gen Z prefer to work with organizations that align with their values.

I grew up watching my parents contribute to Rotary and Inner Wheel. The values and ethos of the movement have been part of my upbringing. My own Rotary journey began as charter president of the Rotaract Club of Salt Lake Central, so in many ways, Rotary has always felt like home. However, over the past few years, as a Rotary member, I have seen clubs in my area struggle to effectively engage Gen Z and nurture them into the next generation of Rotary leaders. It is both an opportunity and an imperative.

As someone who has spent three decades navigating people, perspectives, and performances across organizations and generations, I have watched Gen Z enter the workforce. I also have a 22-year-old daughter who keeps my views current. I may not be an expert, but I feel some of these observations would be of value to other clubs.

1. A purpose that is visible and shareable

Gen Z doesn’t just want to do good — they want to see the impact, measure it, and yes, occasionally post about it. If Rotary projects remain buried in meeting minutes, you’ve already lost the plot.

What to do:

• Showcase real-time impact through social media storytelling
• Use dashboards to show measurable outcomes (trees planted, lives impacted, funds utilized)
• Encourage members to document their journey

Think of it this way: if a tree is planted and nobody posts it on Instagram, did it even happen?

2. Flexibility is the new formality

The traditional Rotary model — fixed meetings, strict formats, long agendas — works beautifully … for a different era. Gen Z operates in a world of “on-demand everything,” from content to careers.

What to do:

• Offer hybrid and micro-volunteering opportunities
• Create project-based memberships (join for a cause, not just a calendar)
• Allow flexible engagement instead of rigid attendance rules

As Elon Musk famously demonstrates (for better or worse), agility beats tradition when the world is moving at warp speed.

3. Leadership now

Gen Z doesn’t believe in “earning their place” for decades before leading. They want responsibility early. And honestly, that’s not arrogance; that’s ambition.

What to do:

• Create fast-track leadership roles for young members
• Let them lead projects, not just participate
• Build mentorship ecosystems (reverse mentoring included – yes, older generations can learn from Gen Z too!)

After all, if a 25-year-old can run a startup valued at millions, surely, they can chair a community initiative!!

4. Diversity, Equity, & Inclusion — Not buzzwords, but baselines

Gen Z is not impressed by tokenism. They can smell it from miles away — and they will call it out.

What to do:

• Ensure leadership reflects diversity across gender, geography, and background
• Build inclusive cultures, not just inclusive posters
• Actively engage underrepresented communities

As the saying goes, “Diversity is being invited to the party; inclusion is being asked to dance.” Gen Z expects both — and maybe even to DJ the event.

5. Technology is not optional — it’s oxygen

If Rotary’s digital experience feels like it was designed when dial-up internet was still a thing, Gen Z won’t even log in.

What to do:

• Seamless digital onboarding and engagement platforms
• Mobile-first communication (because email is… borderline ancient to them)
• Use AI and analytics to personalize member experiences

Remember, this is a generation that grew up with algorithms that know them better than their parents do. Expectations are high.

6. Community with a capital “C”

Here’s the good news: Rotary already has something Gen Z deeply craves — a sense of belonging. But it needs to be reimagined.

What to do:

• Foster authentic connections, not transactional networking
• Encourage informal interactions — coffee chats, social meetups, interest groups
• Build communities around passions (climate action, mental health, entrepreneurship)

Gen Z doesn’t want to “network.” They want to connect. There’s a difference — and it’s everything.

7. Storytelling that doesn’t sound like a board report

Let’s be honest — some of our communication can be a bit stiff and lack excitement.  Gen Z? They thrive on stories, authenticity, and relatability.

What to do:

• Replace jargon with human stories
• Highlight individual journeys within Rotary
• Use humour, vulnerability, and real voices

Because nothing says “join us” like a story that actually feels alive.

The final spin (pun intended)

If we want to attract Gen Z, we don’t need to abandon our legacy, just translate it. The values of Rotary — Service, Leadership, Community — are timeless. But the packaging? That needs a 21st-century upgrade.

The next generation of leaders isn’t waiting to be invited. They’re waiting to be inspired. And if Rotary gets this right, the future won’t just rotate — it will revolve around impact.