Looking Forward: In a volatile world, associations must prove their value

CEO and Board Snapshot

Recent economic data suggests a growing economy, the stock market is at or near record highs, and inflation remains relatively low. Despite this, 49% of association CEOs responding to Association Laboratory’s Looking Forward® Impact say their members will face a worsening economic situation. The reason? Uncertainty and value.

82% of CEOs cite “general economic pressures and financial uncertainty” as a factor affecting members. When members are uncertain about the future, they are less likely to invest or allocate resources to discretionary activities.

Increasingly, associations are viewed as optional. Competition for education, advocacy, and community is increasing, particularly by for-profit organizations. The relationship between associations and policymakers is shifting. Employers are less supportive of association engagement. Artificial intelligence (AI) and its impact are growing across professions and industries.

Association CEOs and Board members need to quickly examine how their association is a solution to uncertainty, not an optional expense. The more an association is an expense, not an investment, the less likely people and companies are to see associations as a relevant platform for their success.