Reflecting on 2024 and Looking Ahead to 2025: Trade Associations & Memberships

As we reflect on the past year, it is evident that 2024 was a pivotal year for membership associations, trade associations, and professional bodies. Principal Consultant, Tom Ewen, explains the 6 trends to look out for in 2025 within the sector. 

The focus was predominantly on commercial aspects and revenue generation. Many organisations sought to diversify their revenue streams, driven by the demographic shift and inflationary pressures. This shift has particularly impacted professional bodies, where individuals are now more discerning about the value they receive from their memberships. 

In recent years, younger professionals have become more selective about joining membership organisations. They seek clear career benefits or mandatory requirements for practice in specific geographies. The traditional appeal of community and prestige is no longer sufficient. This trend has been building for years, but 2024 brought it into sharp relief. Organisations are now prioritising the diversification of their portfolios, reviewing value propositions, and expanding memberships. 

Digital transformation has been a significant focus for many organisations over the past few years. Most professional bodies and membership organisations have now completed their digital transformations and are in the implementation phase. This shift has influenced the skillsets sought in the marketplace, with less of an emphasis on transformational leadership and a greater need for a more sales-driven skillset. 

Looking ahead to 2025, we can expect these trends to continue, and I believe there are 6 in particular to watch:

1. Continued Focus on Revenue Diversification

There will be a strong focus on expanding and diversifying memberships and generating new revenue streams. Publications are no longer reliable profit sources, and events and conferences will primarily serve as marketing tools for memberships (fulfilling the “community building” strand of member value). Clarity and Purpose will be the watch words when communicating value to members so that communications is a tool to drive revenue. 

2. Emphasis on Policy and Government Affairs

Another notable trend which is already apparent, even at this early stage of 2025 is the increasing importance of policy and government affairs compared to last year. The recent changes in the UK government have prompted many individuals with established networks across the political sphere to reconsider their career paths. Some are moving back to government roles, while others are contemplating retirement if the time is right in their career path; a case of, “should I start again on the merry-go-round for another five years, or should I just move to the coast…?” 

3. Rise of Diversity and Inclusivity

Diversity and inclusivity will also rise on the agenda for membership and trade associations. Many organisations have already shifted their behaviours and policies to foster a more inclusive and diverse culture. However, there is still a lack of real diversity on the boards of the majority of member led organisation, which often comprise individuals who have held senior positions for the past 10-15 years. This lack of diversity may not reflect the values of their members, impacting the decision-making process regarding membership subscriptions. Although it is there has been a steady roll of thunder around EDI in the member led environment, there is the potential this could become more tempestuous in 2025.   

4. Development of New Services

The decline in revenue from publication advertising could necessitate the development of new services, potentially resembling professional services or consultancy. Equally organisations will need to support businesses or professionals through the provision of training and the commoditisation of data.  

5. The Impact of Artificial Intelligence

However, the ubiquitous use of artificial intelligence (AI) in the professional environment presents both challenges and opportunities. Membership organisations must find ways to protect their data from being commoditised by AI tools, thus eroding this strand of value from them while at the same time leveraging AI to provide greater value to their members. 

6. Increased Focus on Ethics

As a left field prediction, ethics will also become a more prominent issue. Various events in 2024 highlighted key questions about who owns ethics within an organisation or profession. As we saw with the evolution of sustainability, ethics will likely become a distinct function within organisations and as a result, is this an area that member led organisations will need to quickly develop a position on?  

These predictions highlight the evolving landscape of membership associations, trade associations, and professional bodies. Organisations must adapt to these changes to remain relevant and provide value to their members in 2025 and beyond. For more information, please contact Tom Ewen.