The Academy award-nominated movie “Juno” boasts an unusually clever script and a soundtrack offering a remarkably relevant selection of music.

Association executives should take note that the film is presented from the point of view of a sixteen year-old. The language, the depiction of student personalities, the perspectives of life issues, and the character’s opinion of events that pre-date her, are those of a high-school junior, not an adult trying to appeal to someone of that age.

Too often, adults admire young people who are just like them. They seek input from young people who mimic adult values. They often fail to, or refuse to, solicit feedback from the mainstream of America’s youth.

When marketing your association to younger people, make a serious effort to connect in ways they’ll understand and accept. Their language, dress, values, modes of communication, working styles, and attitudes about the world (and you) are likely to be very different from all that preceded them.

Your ability to incorporate their desires into your plans may determine the future viability of your organization.