Use This Association’s 2025 Forecasts to Test Your Association’s Future Readiness

CoreNet Global immersed its members in a collaborative exploration of how changes in corporate real estate and associations will intersect and asked them to forecast what they expect their association will be doing in 2025 to strengthen belonging, learning, convening and information and content.

Rather than ask members what they might want, the association engaged members in face-to-face workshops, chapter meetings, and webinars to practice foresight and create bold forecasts for the association’s future. The reports from FutureForward 2025, freely shared, are a treasure trove of relevant data for any association working to align strategies and core functions with new priorities, capabilities and member preferences.

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Finding Association Profitability in Future Markets

Corporations practicing foresight are better able to identify markets of the future that improve their profitability and sustainability amid changing industry conditions.

This conclusion from a 2018 longitudinal study of multinational corporations (Rohrbeck and Gordon) also has relevance for associations and nonprofits.  As one association executive told me, all associations are looking for “the Holy Grail of revenue and it sits out there somewhere in a combination of factors in the future”. 

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Designing Your Association’s Journey into Foresight

ASAE ForesightWorks not only delivers research on drivers of change affecting associations, it also aspires to help associations create a culture of foresight.

To support that aspiration, this month ASAE ForesightWorks accompanied the release of action briefs on 41 drivers of change with a user’s guide to help association leaders become foresight champions. It also offered six action sets with additional resources to help association leaders organize strategic conversations and decision making in these areas: content, learning and knowledge; data and technology; demographics and membership; economic conditions; society and politics; and workforce and workplace.

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