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NEW RESEARCH: Purpose Under Pressure - Global Association Trends 2025

Belinda Moore
May 06, 2025By Belinda Moore

I’m thrilled to launch the Purpose Under Pressure: Global Association Trends in 2025 report. This isn’t just another white paper gathering digital dust. It’s the most comprehensive global research project into associations I’ve ever undertaken – and quite possibly, the most honest snapshot of our sector you’ll read this year.

With insights from 586 professionals across 30 countries, the research dives headfirst into the real-world challenges and shifts shaping associations today – from the pressure of financial sustainability and workforce burnout to the cautious curiosity around AI, and the make-or-break importance of strategy, engagement, and purpose.

Here’s a taste of what we uncovered:

  • 84% say financial sustainability is a top concern – and yet, many are still experimenting with new revenue while their core income streams wobble.
  • Only 0.3% of associations have fully embedded AI across operations – despite 92% expecting it to positively impact their organisation.
  • Volunteers are giving 40+ hours a month in many cases – but often without the structure, recognition, or support they need.
  • 72% say tech implementation is a major barrier – not because of the tools, but because the support to use them well isn’t there.
  • Engagement is no longer about activity – it’s about connection. 85% cite it as a top concern, yet most still struggle to deliver emotional relevance fast enough.

In short: the pressure is real, but so is the opportunity. This report cuts through the noise to provide clarity. It outlines five strategic imperatives every association needs to navigate right now:

  1. Navigate an uncertain environment
  2. Build strategic infrastructure
  3. Strengthen financial sustainability
  4. Deliver meaningful value
  5. Lead with purpose

And yes – there’s data. Lots of it. But there’s also commentary, stories, and practical actions you can use immediately with your team or board.

📘 Download the Full Report here 

📍Register for a Face to Face Briefing. Register for the face-to-face events below to gain an in-person overview of the findings:

📅 Register for an Online Briefing. Want to learn more? We are running three online briefings sessions so register for the time that works best for you (a link to the recording will be sent to all registrants):

  • Session 1: 📅 Wed 18 June. 🕗 Sydney: 8:00 AM AEST 🕚 London: 11:00 PM (17 June, BST) 🕛 Berlin: 12:00 AM (CEST) 🕕 New York: 6:00 PM (17 June, EDT) 🕒 Los Angeles: 3:00 PM (17 June, PDT)
  • Session 2: 📅 Wed 18 June. 🕛 Sydney: 12:00 PM AEST 🕒 London: 3:00 AM (BST) 🕓 Berlin: 4:00 AM (CEST) 🕙 New York: 10:00 PM (17 June, EDT) 🕖 Los Angeles: 7:00 PM (17 June, PDT)
  • Session 3: 📅 Wed 18 June. 🕗 Sydney: 8:00 PM AEST 🕚 London: 11:00 AM (BST) 🕛 Berlin: 12:00 PM (CEST) 🕕 New York: 6:00 AM (EDT) 🕒 Los Angeles: 3:00 AM (PDT)

Thank You

To everyone who participated in the survey or helped spread the word – thank you. This is your report. Your honesty, frustrations, insights, and passion shaped every page.

Read it. Share it. And let’s start having the right conversations about where we go next.