Reflections on the ASAE Annual 2025 in Los Angeles

The 2025 ASAE Annual Meeting in Los Angeles highlighted the evolving priorities of U.S. associations, with AI taking center stage in member engagement, operations, and strategy. While sustainability remained a visible commitment, DEI and internationalization received less emphasis, reflecting a more cautious tone in a shifting political and global landscape. Overall, the event showcased an industry balancing bold innovation with strategic restraint in uncertain times.

The 2025 ASAE Annual Meeting in Los Angeles offered a vivid snapshot of where U.S. associations stand today and where they may be headed next. For a European observer, the contrasts were striking: bold experimentation with AI, a noticeably quieter tone on DEI, fewer international development topics, and a continued commitment to sustainability despite shifting U.S. policy priorities. This mix of innovation and caution painted a picture of an industry navigating uncertainty.

AI Takes Center Stage
AI was everywhere. From member engagement platforms and content personalization to governance support and data analysis, associations are clearly investing in AI tools to stay relevant. The conversation has shifted beyond curiosity into concrete use cases: AI for streamlining operations, tailoring member services, and even scenario planning in uncertain times. Here associations are moving boldly, though questions remain about ethics, security, transparency, and adoption speed.

A Narrower International Outlook
Another notable trend was the reduced focus on internationalization. Compared to previous years, fewer sessions addressed global engagement or international growth. The international learning track which in previous years provided a curated selection of sessions on international topics disappeared. ASAE also quietly discontinued the International Lounge and International Community Reception, spaces that had historically served as gathering points for international delegates and those with interest in international affairs. This shift contrasts with the perception of increased international attendance, with visible delegations from countries such as Australia and The Netherlands.

This raises the question: are U.S. associations turning inward? If so, this feels like a missed opportunity. As I argued in a recent article for ASAE, international growth is not just about expanding reach—it’s a way to build resilience and mitigate risk. For associations facing demographic shifts or domestic political pressures, that seems like a strategic opportunity worth revisiting.

International growth is not just about expanding reach—it’s a way to build resilience and mitigate risk. For associations facing demographic shifts or domestic political pressures, that seems like a strategic opportunity worth revisiting..

Geopolitics on the Agenda
Several sessions highlighted the geopolitical context shaping association strategies. One of them was my own, presented with Pietro Macchiarella (YPO) and Don Whittle (ICF), and facilitated by Amy Hissrich (ASAE). We explored the end of U.S.-led global stability, weakening multilateral institutions, and shifting international dynamics. The session offered case studies and practical approaches for navigating geopolitical uncertainty, diversifying partnerships, and strengthening resilience. A key message was that the U.S. brand alone may no longer open doors abroad.

Other standout sessions reinforced this focus, including “Navigating Geopolitical Turbulence in Association Events & Global Strategy” by ICCA’s Shawn Cheng and Dermot Ryan and which brought practical insights from the meetings and events sector, and McKinsey’s “Navigating an Evolving Global Landscape,” which offered a data-driven view of macro global trends and micro drivers reshaping the association sector.
Even if international programming was lighter this year, geopolitics remains a core factor in shaping the future of associations. I encourage ASAE to keep such themes on the agenda going forward as in our emerging multipolar world, geopolitical developments affect all organizations directly or indirectly, even those with a purely domestic focus.

Environmental & Social Sustainability
At a time when sustainability has slipped as a national policy priority in the U.S., it was encouraging to see ASAE maintain a visible commitment to environmental and social responsibility. This year’s program featured sessions like “Why Sustainability Is Good for Your Business” and “AI and Sustainability: A New Era for Your AMS,” alongside initiatives such as the Pack with Purpose donation campaign supporting local youth and a behind-the-scenes walking tour showcasing the event’s operational sustainability practices.

In a landscape where these conversations could easily have been sidelined, their continued inclusion sends a clear signal: sustainability remains a core value for associations. ASAE deserves credit for keeping sustainability present in its programming and by leading by example in sustainability practices onsite. More info is available here.

Balancing DEI in a Shifting Landscape
One noticeable change compared to previous years was a reduced emphasis on diversity, equity, and inclusion (DEI). U.S. associations appear to be walking a fine line: too much emphasis risks scrutiny, questions about tax status or even lawsuits — as seen in the high-profile case of a major U.S. scientific association being sued over a 30-year-old scholarship program. Too little, and associations risk losing credibility with members and prospects. The conversation continues, but the tone feels more cautious than before.

Final Thoughts
Above all, the ASAE Annual Meeting was well worth attending. Association professionals from around the world should consider participating, as the U.S. remains a global leader in professional association management. This leadership stems from the scale of U.S. associations, which allows for specialization in staff roles, the size and diversity of the sector, and the maturity of the profession. These are all factors that create unparalleled opportunities for learning , professional development and a wealth of networking opportunities. Whether exploring new technologies, governance practices, new sources of revenue or operational innovations, attendees can gain insights that are difficult to find elsewhere, making ASAE a must-attend event for serious association professionals.ly can build lasting relevance and resilience. Those that hesitate may find that their global partners have moved on.

MEET THE AUTHOR

Michiel Gen

Partner, Stakeholder Management

With over 20 years of experience in association management, events, and public affairs, Michiel Gen has built a career around connecting people, ideas, and purpose. Working closely with professional and trade associations, corporate leaders, and entrepreneurs, he ensures that content is not only relevant but also strategically aligned with business goals—facilitating meaningful connections among senior executives.

Michiel approaches his work much like he does his passion for cooking: it’s all about understanding the occasion, selecting the right ingredients, and bringing the ideal guests to the table. The result? Experiences that are impactful, purposeful, and memorable.

A regular contributor to industry publications and a frequent speaker at international conferences, Michiel shares insights on topics ranging from volunteer engagement to event design and the evolving role of associations in today’s world.

He currently serves as Immediate Past Chair of ASAE’s International Associations Advisory Council, where he continues to champion collaboration and innovation in international associations.