More people attracted by the future jworg promises than by the past "fulfillment".
See the period of rapid growth before 1975, then in 1980s, early 1990s when the generation was sooo old. Maybe after the WW2 they got some credit for their pacifism / persecution in the camps, but I feel people are coming to JWdom to have their panda and nice house after the A. The borg is exploiting problems like corruption, crime, wars, insecurity to covert new members.