What Members Want for 2026 and How to Reach the Next Generation

The Clan Forbes Society saw record engagement in its 2025 membership survey, with 117 participants—a 23% increase over last year. Members shared clear priorities for 2026 and offered thoughtful guidance on how to better connect with people under forty.

Top Priorities for 2026

Members highlighted five main areas for future projects:

1. Scotland-Focused Initiatives. Interest remains strong in deepening ties to Scotland through partnerships with Forbes sites, heritage collaborations, cultural tourism, land restoration, and expanded tours—including updates on Culloden research.

2. Highland Games and Festivals. Members want continued and expanded participation at Highland games, including special events, broader visibility, and more opportunities to connect at festivals.

3. Heritage and Education. Suggestions included interactive historical discussions, podcasts, partnerships with cultural institutions, and educational offerings such as Gaelic language access.

4. U.S. In‑Person Events. Members expressed a desire for more regional meetups, networking opportunities, and U.S.-based gatherings beyond the games.

5. Merchandise Expansion. Ideas suggested included republishing the book House of Forbes, Castle Forbes grooming products, tartan rosettes, challenge coins, and other branded items.

What Matters to People Under 40

Respondents identified the top priorities for younger adults as: regular social media use, interest in visiting Scotland, career and job security, in‑person social activity, and education and training. These insights point to a generation that is digitally connected, socially motivated, and eager for meaningful cultural experiences.

How to Engage Younger Members

Four themes dominated member recommendations:

1. Strengthen Social Media Presence. Instagram, TikTok, LinkedIn, podcasts, and online chat groups were the most frequently mentioned tools for reaching younger audiences.

2. Leverage Highland Games. Games remain a prime recruitment venue, offering fun, visibility, and community.

3. Tell More Personal Heritage Stories. Younger members respond to relatable narratives, video tours, and stories of real Forbes individuals—especially younger figures.

4. Highlight Contemporary Scottish Culture. Scottish films, modern music, fashion, and popular shows filmed in Scotland can help bridge tradition and modern identity.

Looking Ahead

The 2025 survey shows a Society that is growing, energized, and ready to evolve. Members want deeper heritage connections, more opportunities to gather, and a stronger digital presence—especially to welcome the next generation of Forbes. These insights provide a clear roadmap for a vibrant and engaging 2026.