The Executive - September/October 2017 - 11

CalSAE's List of 23 Trends
that Will Affect Us All
Forget your crystal ball-here's the information you need!
CalSAE used the "generative thinking" process to identify 23 trends and major issues impacting
associations now and in the very near future. We utilized this information in our recent strategic planning
retreat, and now we're sharing that information with you!
Below are the 23 trend topics divided by macro themes. Details for each are online at http://bit.ly/CalSAEtrends
Macro - The Economy

Macro - Social/Generational

1.

8. Millennials will be 50
percent of the workforce
by 2020 and are more
diverse, tech-savvy and
impatient.

The national economy is
sound but some federal
policies being advocated
may create a recession,
and Medicare is a long
term-threat.

2. The California economy is
sound but lack of housing
will increase prices and
cost of living.
3. Technology is a bigger
threat to jobs than China
or Mexico.
4. Mergers are not harming
competition but they
are having a somewhat
increasingly negative
impact on association
membership.

Macro - Technology
5. Artificial Intelligence will
dramatically expand and
have massive influence on
cognitive-based jobs.
6. Mobile robotics will
expand dramatically and
have massive influence on
physical-based jobs.
7.

The web and
technological forces
will increase in virtually
every respect and change
aspects of socializing,
the economy, learning,
sharing information,
experiences, etc.

9. Millennials blend work and
personal lives more than
prior generations.
10. Younger adults have
greater expectations
and feel entitled to
customization and full
engagement as customers
and employees (but they
aren't necessarily
getting that).
11. Volunteerism is as
important as ever, but it
needs to be more flexible
while "doing good" and
building skills.
12. Networking continues
as a vital service of
associations with greater
expectations that the
connections will bring
value (coaching) and be
flexible (online, personal
and professional).

Associations - General
13. Societies of Association
Executives' revenue is not
keeping up with inflation,
while the staff size of
associations overall has
been growing recently.

14. It is increasingly difficult
for associations to
communicate effectively
with members and
potential members.

Associations - Learning
15. Episodic, on-demand,
mobile and reinforced
learning are growing.
16. Virtual learning is offered
at some level by the vast
majority of associations
and competition has
become intense from forprofit companies.
17. Intentional content design
is a newer trend blending
collaborative strategies
and protractive program
design based on member
challenges.
18. Competency-based
education is growing in
which attendees are able
to demonstrate or verify
the skills or learning they
have experienced.

Associations - Membership
19. A slight majority of
associations have

increased membership
in the last five years, but
there are large pockets
that are decreasing or
staying even.
20. Society of Association
Executives' group pricing
models have had positive
results in growing
membership by about 5-6
percent annually.

Associations - Meetings
21. The experience of
attendees is becoming
much more important and
in-demand with a focus
on personalization using a
holistic approach.
22. While associations intend
to increase meetings
overall, the expenses are
leveling off after years of
dramatic increases.
23. Artificial Intelligence will
have increased influence
in personal experiences
(matched networking)
and the use of virtual
reality/augmentation will
be used in marketing
events.


http://www.bit.ly/CalSAEtrends

Table of Contents for the Digital Edition of The Executive - September/October 2017

Chair’s Message: Leadership Is an Exciting Journey!
At a Glance
What Stewards Do
How to Move From Talk to Action on Diversity and Inclusion
Association Advocacy Thrives in ‘fake News’ Era
Leading Major Change Efforts: Can Ancient Tribal Wisdom Show the Way?
Advancing Associations:
Destination: Colorado
New Members
Member Spotlight: Anne Marie Mourhess
Index to Advertisers
The Executive - September/October 2017 - Intro
The Executive - September/October 2017 - cover1
The Executive - September/October 2017 - cover2
The Executive - September/October 2017 - 3
The Executive - September/October 2017 - Chair’s Message: Leadership Is an Exciting Journey!
The Executive - September/October 2017 - 5
The Executive - September/October 2017 - At a Glance
The Executive - September/October 2017 - 7
The Executive - September/October 2017 - What Stewards Do
The Executive - September/October 2017 - 9
The Executive - September/October 2017 - 10
The Executive - September/October 2017 - 11
The Executive - September/October 2017 - How to Move From Talk to Action on Diversity and Inclusion
The Executive - September/October 2017 - 13
The Executive - September/October 2017 - 14
The Executive - September/October 2017 - 15
The Executive - September/October 2017 - Association Advocacy Thrives in ‘fake News’ Era
The Executive - September/October 2017 - 17
The Executive - September/October 2017 - Leading Major Change Efforts: Can Ancient Tribal Wisdom Show the Way?
The Executive - September/October 2017 - 19
The Executive - September/October 2017 - 20
The Executive - September/October 2017 - 21
The Executive - September/October 2017 - Advancing Associations:
The Executive - September/October 2017 - Destination: Colorado
The Executive - September/October 2017 - New Members
The Executive - September/October 2017 - 25
The Executive - September/October 2017 - Index to Advertisers
The Executive - September/October 2017 - cover3
The Executive - September/October 2017 - cover4
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