Leadership and Future Proofing Associations

The need to future-proof associations is more important than ever, but how do we do this in the ever-changing landscape of the events industry? Andrew Harrison, Director of the Event Supplier and Services Association, says it comes down not just to leading as an association, but empowering members to become leaders in their own right too.

As the events industry continues to evolve and change, so do the needs of event professionals. As these change, so too must our associations.

Associations, much like our own Event Supplier and Services Association (ESSA), have long been valuable bodies that advocate and represent their members, helping to raise standards and support the interests of businesses within the event supply chain.

For any association, these key areas continue to remain critical – but these alone are no longer enough when we are talking about future-proofing associations. As the needs of our members change, so too must our approach in how we support them. It is not simply about providing leadership where it is required but also about inspiring and developing our members so they can become leaders in their own right.

Developing Leaders

This need to develop our members as leaders was the foundation of our recent Senior Leaders Summit, an initiative that saw us bring together senior professionals from across the events industry and provide them with a unique space and opportunity to become better leaders within their own organisations.

From solo entrepreneurs to global enterprises, one of the great things about our industry and our association members is that we have many different types of businesses and different people behind them. While I do believe this is a strength, it also highlights that leadership is not a one-size-fits-all, especially in our industry.

As such, we crafted the Senior Leaders Summit to be adaptable to the diverse needs of attendees to ensure it remained relevant and impactful. Rather than just pure information delivery, the Summit was about offering a safe space for reflection, discussion and development where members feel they can grow as a result.

As the events industry continues to transform, forums like the Senior Leaders Summit are not just relevant – they are essential when it comes to future-proofing associations.

Giving Members a Voice

As with the Senior Leaders Summit, future proofing associations also require giving members not just a voice, but an ability to play an active role in shaping policy and creating change.

It is about moving away from one-way communication to more meaningful, two-way engagement. Be it working groups, member forums or digital communities, they all empower members by giving them a direct line to influence what the association does, helping them to feel heard, seen and respected.
 

"If we truly want to futureproof our associations, we must not be afraid to innovate. The only other choice is complacency, which is not an option for an association that wants to be future-proof."

When we look at how we measure success, it is easy to look at metrics such as membership numbers, revenue and event attendance. Yet, true value is found in the conversations, feedback and relationships we build with our members.

Platforms such as working groups are also vital when it comes to leadership too. By bringing members into the decision-making process, we can help build their confidence and capability as leaders in their own right. After all, you become a leader by engaging, not simply by just being taught.

Anticipating Member Needs

Listening to member feedback is vital for any association, but we cannot just wait for members to tell us what they need.

Associations therefore need to adopt a mind-set shift, a move away from being purely reactive but to being a proactive strategic partner for our members that provides value beyond just traditional lobbying and standards.

Our very own independently audited Health and Safety Accreditation and Sustainability Accreditation have long been key tools to provide this value to our members, yet we have continued to look for other ways to meet our members’ needs too.

A recent survey conducted at the Senior Leaders Summit found that two-thirds (65%) of event industry suppliers say that international and overseas markets are the biggest growth opportunity for their business.

A purely reactionary approach would mean creating resources to help support members in successfully being able to work abroad. Yet by adopting this more proactive approach by actively conducting research, speaking to government and other professional bodies etc., we are already ahead of the curve by having in place our comprehensive working abroad resource for members, offering up-to-date information and guidance on working abroad in the EU, as well as the creation of a working abroad helpline.

It is about equipping members to lead in an evolving market. As more businesses expand internationally or work across borders, ESSA recognised the need for clear, accessible guidance, particularly for smaller organisations without in-house legal or HR teams.

By anticipating these differences, we ensure our resources are inclusive, practical and empower every member, regardless of size, to make confident decisions and avoid costly missteps.

If we truly want to future-proof our associations, we must not be afraid to innovate. The only other choice is complacency, which is not an option for an association that wants to be future-proof.

Even during successful periods, reflection and innovation must continue. By being proactive, listening to members and empowering them to be part of the conversation, we can ensure our associations continue to be a vital voice as we continue to navigate uncertain futures together.

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