From Wendy Grinberg at RJ.org:
The term identity refers to how the individual sees him or herself. Ari encouraged us to move towards thinking about identification, that is, a process by which individuals act out what they think and feel, through institutions, interactions and intersections of culture.
His challenge to us was that while these Jews express a high identity, they express a low identification. Meaning, the problem isn't with the demand, but with the supply.
Not sure I agree with her conclusions, but it's an interesting way of viewing the problem. If there is a generation of young Jews that have strong Jewish identity, how do we encourage identification with Jewish organizations?