Reflecting on the past year, one of the biggest shifts I’ve seen in my work with associations is that more organisations are really doubling down on strengthening their member value propositions. What stood out to me is that many associations are now much further along in their digital transformations. They’re no longer just talking about plans or intentions—they’re actually able to take action, backed by better systems and clearer strategic priorities.

When it comes to attracting, engaging, and retaining members, this improved access to data has opened up a huge opportunity. It’s allowing associations to think much more holistically about the entire member lifecycle. Instead of looking at individual segments and responding with standalone tactics, they’re starting to ask much deeper questions about what members need and value at each stage of their career journey.

I’ve also noticed a real push to break down silos across teams, which is making it easier to create connected experiences that build brand synergy across the whole lifecycle, not just at isolated touchpoints.

Looking ahead to 2026, the opportunity is really clear: helping associations make the most of this momentum. How can they use their growing digital maturity to shape member experiences that feel cohesive, personalised, and genuinely compelling?