Generation Next: The Future of Scottish Heritage
- Bart Forbes
- Jun 28
- 10 min read
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, the world is changing -- and 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. If the Scottish heritage community is to survive, boomer leaders will need to adapt and embrace these younger generations. This means they will need to let go of their cherished positions and societies.
Their decision is whether they will be in total control of nothing -- or relinquish control of something that survives and thrives.
Meet Generation Next
Members of “Gen Next” are already involve in many Scottish heritage societies – although their numbers are few. Camden Kaye is the treasurer of the Clan Scott Society and a self-proclaimed “historical nerd.” Madeline Bruce is currently chair of charitable operations for the Family of Bruce International and taps her professional role as a clinical psychologist to help people find sense and meaning. Caleb Logan is the Heritage Officer for the Clan Logan Society, is the second generation in his family who has become leaders for the Society, and employed his skills as a lawyer to make their bylaws more accessible. Isabella da Cunha is a member of Oliphant Clan and Family Association of NA, has been a Highland dancer since an early age, and is now a teacher with the British Association of Teachers of Dancing. Rebekka Gilbert is a first-year member of the Clan Irwin Association and is passionate about genealogy. Andrew Forbess is a second-generation member of the Clan Forbes Society, self identifies as a medieval history nut, and is a student of game design.
All are aged 18 to 30. While they do not represent all members of Gen Next, they provide insight into how to recruit and maintain members of their generation.
Engagement
One striking similarity of most of these folks is that family members inspired them to become engaged with their Scottish heritage. Camden’s grandfather was a deputy chieftain for Clan Scott and his parents brought him to the highland games when he was young. Caleb’s grandparents opened a British shop and often he would travel with them to the nearby highland games. His aunt, secretary of Clan Logan Society International, encouraged him to take on the role of Heritage Officer. Isabella’s mother hosted the Clan Oliphant tent at highland games and her grandfather was involved with Clan Stewart. That’s what inspired her to become a Scottish Highland dancer and instructor.
For Madeline and Andrew, family trips to Scotland ignited the spark of interest. Madeline remembered that “it felt like a very pivotal moment in my life where I felt I have to stay tied to this somehow.” She found the Family of Bruce International online and discovered that the society was looking for members to join them. As she explained it: “so, in true Bruce fashion, I decided, well, I have to do something around leadership.”
Andrew’s family stayed at Castle Forbes with Lord and Lady Forbes for about a week: “it was pretty cool.” Andrew is fascinated both by European history and genealogy. His heritage is “something that I've always just kind of grown up with.” He added that “I've always had a connection to stories and it makes history especially easy for me.”
Rebekka became involved through her family in a broader sense: from her interest in genealogy. She found the Clan Irwin Association through an online search. With the higher price tags for other genealogical societies, she thought the membership dues of $25 was a bargain.
Recruitment
As a clinical psychologist, Madeline suggested “just meeting people where they're at and welcoming them in.” She noted that learning more about potential members and helping them find pride in “who they are and what they value and what they do and where they come from.”
Isabella suggested using pop culture to attract Gen Next and noted the examples of Lord of the Dance and Braveheart: “that's one way to motivate, even if it does seem kind of superficial at first.” She advised groups to make “music and any artistic aspects relevant.”
All members of the group had opinions about the use of social media to attract Gen Next. Isabella noted that “I think social media in general plays an important part, reaching them at like TikTok or, or Instagram.” She explained that “something that will pop up and then they get more curious about it and keep scrolling.”
Caleb advised that “if you want to use social media, then definitely TikTok and Instagram Reels and YouTube shorts. Those are the way to go, especially in terms of what the algorithms prefer.” He explained that “with that online presence, hopefully people will be able to engage more holistically, rather than just looking at a reel or a video or something like that.”
Madeline pointed out that “it all has its place.” She added that for “our life members who are in their 80s or 90s, that TikTok dance is probably not going to make it to them.” Camden agreed: “we use it as more of a way to keep a continuous connection with our current members rather than go and try and find new, younger members.” Caleb observed that “Facebook to me especially seems outdated. And I know Gen-Z hates going on Facebook. I don't even know that they use it at all.” Isabella was more blunt and said: “I use Facebook just to keep in touch with older relatives.”
When using social media, Caleb warned about being sincere because “the younger generations are getting better and better at sniffing out people who just want to use them essentially, and [who] don't actually care about what they can add to a given purpose.”
When recruiting Gen Next for leadership positions, Camden suggested that “you could potentially entice younger individuals by saying that you help us for a year, we'll put you on the board, we'll give you a position, and then you get to put on your resume.” He advised tailoring a position “with specific language regarding job descriptions.” For example, use language such as “customer service” or “marketing.” In his own situation, he is proud of the fact that “I help run a national nonprofit and I'm 20 years old.”
Challenges
Even if you are successful in recruiting Gen Next, you will find many challenges in the clash of the generations. As Rebekka observed: “Being someone from a younger generation, we view the world differently than like my parents’ generation or my grandparents’ generation.” She observed a “fresher mindset” looks at what's going on in the world today – not “what was happening in the 70s.”
Madeline noted that when she joined the Family of Bruce board: “We calculated I brought down the average age of the board into the 60s.” One major difference Madeline found was that retired members could devote more time than those who are just starting out in the work force. For example, she had volunteered to staff a tent at Stone Mountain Highland Games when she was on the academic job market: “I came to Stone Mountain late because I came from a job interview, and I left early because of a job interview.”
The age difference also affects the finances of members. As Caleb related that “I often get the feeling that the society members, and this isn't to say that this is wrong, but they're often older and wealthier.” He observed that organizing expensive events “doesn't really make sense for someone like me who is not wealthy.”
Another difference that members of Gen Next are more focused on the job than on politics. As Camden noted, “I got handed a little bit of a mess and a very politicized board” and “there were a lot of big egos.” He said that he felt “weird” coming on the board and saying “aren't we supposed to be doing things for the clan?”
Caleb felt the same frustration: “I don't see why titles have to get in the way of people just getting along and working together.” He explained that “I am very focused on doing what's right and so when someone I don't feel is doing that, then it kind of rubs me the wrong way.” Fortunately, he and the Board at Clan Logan Society are usually in agreement!
Transition
In transitioning from the current Boomer generation to the Gen Next, many suggestions were offered. Madeline said that “we're very eager and willing to bring in new ideas for new generations -- if we're welcome to.” Specifically, Isabella was concerned whether the older generation is “willing to adapt to new technology and new aspects of it.”
Camden observed that “I think they've done a really good job at keeping it where it is” but “I think a lot of them had to hold the reins so tightly because they don't trust in anyone else to run this without running it into the ground.” However, he said that “I've seen a real transformation and I've gotten to help relieve some of the boomers of their position nicely, I think.”
Isabella advised that the older generation should be “willing to relinquish control and know that it's not going to go under and be dissolved because of something new.”
Caleb acknowledged that “the younger generation should be trying to learn from the older” but he emphasized that “it's a two-way street, so the older should be looking for the younger, and what they can add.” He encouraged the older generation to “keep an open mind with what people have to offer to the society. Don't just assume because it's been done one way that it always has to be done that way.” He noted that “people may not agree on everything, but what matters is that people are at least having the discussion and getting their voices out there.”
Madeline recommended that board members mentor the younger leader and they could work toward splitting the work.
Isabella advised both generations to “continue to work at it.” She added that “it may seem slow, it may seem tedious, but if we're willing to be flexible with technology and adaptable to our needs, we have the opportunity to connect with others and continue our growth.”
Specifically, Caleb suggested that the current leaders “write things down.” He noted that “there's so much of that institutional knowledge that gets lost just by not being written down and then when someone is gone unexpectedly, that knowledge is gone. And that's a huge detriment to the societies.”
Benefits
Despite the many challenges, all agreed that the benefits are greater. Madeline said that by meeting people “where they're at,” they can “appreciate the fundamental links between us.” She emphasized that “we may bring different strengths across the different generations and different experiences but we’re building a board, building a society.”
Caleb acknowledged that “it's been useful being able to connect with the older generation” and to “learn from them in terms of what their experiences have been, and so I can carry on the traditions.” Camden agreed that “not only keeping this history alive, I also get to do it with incredible individuals. And that's always there's always been a motivating factor of mine.”
Isabella observed that “being involved with clan has opened up my eyes to a whole world” and that “there's so much more out there in terms of traditions and meeting new people.”
Rebekka agreed that she has “met some amazing people” and that she felt that “I'm more than just a person, like I belong somewhere -- I'm not just floating around in the universe.” She felt strongly that “these are meaningful relationships that you can build with people that can last a lifetime.”
Legacy
Looking toward the future, Caleb observed that “what's important to me is carrying on the legacy of the clan. And so we need people to continue involvement in it so that we can preserve that heritage and preserve that knowledge.” Isabella agreed: “whatever I do, I just hope that I'm able to keep the tradition alive and keep the Scottish heritage alive.”
Madeline concurred that “being a part of these heritage societies has been really meaningful.” She added that the societies are honing in on “what I want to teach my kids, about where they come from, and what I hope that they're proud of themselves for.”
Andrew also noted that “when I have kids of my own, I'm going to want to pass on all of that on to them. Tell them all the history.” He believed that this “needs to be shared and talked about” because “you sometimes forget where you come from and it's important to remember.”
Conclusions
What emerged from these discussions from Gen Next were equal parts commitment to Scottish heritage, frustration with the approaches and attitudes with some members of the current leaders, and a determination to continue the legacy into the future.
They also made recommendations for recruiting more people of their generation:
Family. Start with your own family: your children, grandchildren, nieces, and nephews. Share the stories of your common heritage. Bring them to highland games. As Camden said, “We've generally found a really easy time to convert people is up to games because it's one of the energies, the highest excitement's the highest they might not have known.” You could also organize trips to Scotland or participate in your clan or family society ancestral tours.
Pop Culture. Tap into Scotland's influence on pop culture, such as Outlander, Braveheart, Brave, Harry Potter, and popular Scottish actors. Create fan experiences tied to famous Scottish locations depicted in films or books. Offer “selfie” spots at highland games and other events. Couple more traditional music with modern-day twists, such as bagpipe rock bands, DJ sets, and modified line dancing.
Social Media. Use platforms used by Gen Next: TikTok, Instagram Reels, and YouTube Shorts. Save Facebook for supporting your older members. Use talent who are relatable and trust-worthy since, as Caleb warned, “the younger generations are getting better and better at sniffing out people who just want to use them essentially, and don't actually care about what they can add to a given purpose.”
Opportunities. Adapt your leadership positions to skills that appeal to Gen Next. Create roles that can translate to the current job market such as “Content Creator,” “Influencer,” “Marketing Director,” and “Customer Service.” Get younger people on your Board – and take their advice. Become mentors. Keep your “standard operating procedures” documented.
Trust. Above all, have confidence that Gen Next is committed to helping your society survive and thrive in a new world that you may not understand.
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