Navigating uncertainty: Why member insights are critical during times of change

Associations are great at staying connected to their industries and professions. However, during times of uncertainty, like economic shifts or geopolitical tensions, that connection becomes even more important.

With recent developments such as the change in US tariffs, heightened global tensions and a new Federal government, many industries are understandably anxious about the potential impact. For associations this gives rise to some critical questions: "What does this mean for us?" and, more urgently, "What does this mean for our members?"

The simplest way to find out? Just ask.

Why research matters even more during uncertainty

Strategic member research isn't just beneficial in stable times, it's essential when things feel uncertain. Global trade issues, disrupted supply chains, and shifting government priorities don't impact everyone equally. What's a minor inconvenience for one member could be a serious crisis for another.

By actively engaging your members through surveys, interviews, or simple polls, you can quickly gather insights about their real-world experiences. Are they facing higher costs? New regulatory hurdles? Challenges in exporting products? Or perhaps, amidst the chaos,  new opportunities are opening up?

You can't respond or support your members effectively if you don't know the answers.

Advocacy begins with understanding

We know from years of surveying thousands of members across Australia that advocacy is one of the most valued things an association can offer—especially for industry associations. But here’s the catch— advocacy only works when it’s backed up by current, relevant, real-time insights.

You can’t rely on last year’s member survey or assumptions from five years ago.  When you speak to policymakers or the media on your members behalf, you need evidence-based insights reflecting the real-time concerns and priorities of your members.

Staying relevant as the landscape shifts

In a recent analysis of surveys completed with Survey Matters, we examined over 15,000 responses from Australian association members. The results clearly show that the top drivers of membership value—professional development, industry insights, advocacy, and access to support networks—only grow more critical during uncertain times.

When the world feels unpredictable, members want clarity, guidance, and community. They want someone who can provide stability and help them navigate changing circumstances.  

Your association can step up effectively only if you genuinely understand your members' current situations and needs.

Don't wait for clarity - create it

If you wait until the economic or political dust settles to check in with your members, you might miss critical opportunities to support them when they need it most. Start asking questions now. Tap into the collective intelligence of your members to inform your strategy, offer valuable support, and confidently advocate on your members' behalf

Associations can’t afford to rely on assumptions—especially now. Timely member insights are the foundation for strong advocacy, smart strategy, and meaningful support.