COSCA Youth Survey
- Bart Forbes
- Sep 12
- 3 min read
Updated: Sep 13
Editor’s Note: As COSCA has reported earlier, many Scottish heritage societies are facing challenges in adapting to the modern world and attracting a younger generation. Baby boomers (born from about 1946 to 1964) have built an amazing Scottish heritage ecosystem of clan and family societies, local St. Andrew’s and Caledonian groups, and games associations. However, boomer leaders are having an increasingly difficult time adapting. They are also slowly fading away from these organizations due to age and mortality. The result is an increasing number of faltering organizations and cancelled games.
Generations X, Y, Z, and Alpha all have one thing in common: they are next. However, these “next generations” are very different than boomers in how they see the world, how they communicate, and what they value. COSCA conducted in-depth interviews with six of the members of “Gen Next.” See the summary findings here: Generation Next: The Future of Scottish Heritage.
As a result, COSCA has launched its bold new media campaign: “Tartan Crew.” Designed to resonate with Generation Z, the campaign swaps dusty tartan stereotypes for neon vibes, authentic voices, and digital-first storytelling. COSCA has created a series of brief vertical videos that are being posted on YouTube (@Tartan-Crew), TikTok (@Tartan.Crew), and Instagram (@TartanCrew.) Se ethe report of the launch here: Tartan Crew Campaign Launched.
The next step is to survey additional members of Gen Next through this COSCA Youth Survey.
Declining Membership & the Need for Youth Engagement
Across the United States, many associations, societies, and heritage organizations are reporting a steady decline in membership. COSCA representatives are frequently approached by Clan Societies seeking advice on how to attract and engage younger generations, as their existing membership continues to age.
Those of us who regularly attend Highland Games and Celtic events see a hopeful sign: younger people are coming—participating in athletics, Highland dance, pipe bands, and attending events with their families. The challenge we face is how to turn this presence into ongoing engagement, ensuring that today’s youth, young families, and young professionals carry forward the traditions and connections that make Scottish heritage important for the future.
Introducing the COSCA Youth Questionnaire
To better understand what matters to younger generations, COSCA launched a Youth Questionnaire at this year’s Grandfather Mountain Highland Games. The questionnaire seeks to learn:
How today’s youth and young adults view their Scottish heritage
How engaged and ‘heard’ they currently feel
What programs, activities, and opportunities they would like to see more of
Our goal is to provide Clan organizations with actionable insights they can use to shape outreach, events, and membership strategies that appeal to younger generations.
How You Can Help
The questionnaire is designed to be quick and easy to complete. We are asking everyone in the Scottish heritage community to:
Share the questionnaire widely – with your membership, families, and friends
Encourage youth participation – especially young professionals, young parents, and students
Promote engagement – use social media, newsletters, and word of mouth to spread the word
The more responses we gather in the next two months, the more valuable the results will be for the entire community.
Results & Next Steps
Findings will be released to the community at the Scottish North American Community Conference on December 5, 2025. Learn about the conference here: https://scottishleadershipconference.com/
This is your questionnaire – an opportunity to give voice to the next generation of Scottish heritage leadership. Together, we can make sure our culture thrives for generations to come.
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