Business as Unusual – Association Management Companies Embracing Uncertainty 

As over 150 Association Management leaders came together July 20-22 for the 2025 AMCs Engaged event, it became abundantly clear that leaders all must be (or become) comfortable with the one thing most of us hate: uncertainty. It’s part of why the theme for this year’s event, Business as Unusual, was a fitting selection (full disclosure, I served on the conference planning committee, so I may be a bit biased regarding the genius of this particular choice). It embodies the uncertain nature of the business world right now and, therefore, the need for AMC leaders to be adaptable, flexible, creative, and fearless.

As an association event professional, I’ve been exploring the issue of uncertainty for a while now – as in how do you plan an association conference or annual meeting 2-3 years out when federal policy and economic projections are changing faster than Queen Bey’s outfits on the Cowboy Carter tour? But meetings and conferences aren’t the only aspect of association management that needs to evolve to keep pace with our changing environment. It was energizing (and a bit terrifying) to begin dreaming up what the future of business as unusual will look like for AMCs with a little AFC&F (because we all need another acronym in the association world…).

A: Adaptability: This was referenced as the unofficial theme for the meeting as it came up in nearly every session: adapting to the generative AI revolution, adapting your business model to include more, diverse approaches to revenue growth, adapting your systems to reflect more agile and iterative project management. When the ground is constantly shifting under your feet, you must be willing and able to adapt to the constant movement, or you’ll collapse. That said, I left the event recognizing that adaptability is no longer a “bonus” skill in association management, it’s absolutely essential. As AMC leaders we must develop and practice it ourselves, cultivate it in our teams, and hire for it as any other basic qualification for the work.

F: Flexibility: One of the things we always forget about flexibility is that it actually requires a lot of discipline to be flexible. Flexibility without being thoughtful of your limits = injury! Whether it’s managing to the scope of client workplan or flexing in some areas of working with a “hybrid” client relationship while staying firm on others, flexibility in the future of association means thoughtful stretching, not bending back and forth on a whim. I saw examples from several sessions and topics of how success when things are uncertain means the right balance between structure and fluidity. Rooting in core values, standards of service, and employee commitment – and being flexible elsewhere – is key.

C: Creativity: Authentic connection and experience is a BIG priority for Millennial and Gen Z professionals (who recently combined to become the largest portion of the American workforce), and yet most AMC conference organizers are still more worried about how they can feed everyone on a thin budget than how to build (cough, afford) immersive experiences. That’s part of why I was particularly struck by examples from the European CVB Hub around the creative (and budget-friendly!) approaches to Legacy projects that their cities have developed. When association meetings come to a city, often budget, time constraints, and a focus on what happens IN the meeting room can prevent genuine connection with the people and place itself – something that has little to no appeal to Millennials and Gen Z. Incorporating a Legacy Event, one designed to leverage local partner organizations to help ensure there is a positive impact on the local community before, during, and after the association meets, is a creative way to tackle the challenge of appealing to these emerging leaders. 

F: Fearlessness: One of my favorite elements of AMCs Engaged is the interactive Hackathon session (again biased as both a committee creator and facilitator!) because the dialogue always forces me to look at a topic I “know” in a new way. This year’s theme was “Pathways for a Thriving Future” considering a variety of future-focused, workforce topics to help build an AMC that is ready for what’s next in associations. I was so impressed by the quality of conversation among the small table groups as they were tackling challenging questions like What can AMCs do NOW to prepare for the future/emerging workforce (Millennials and Gen Z)? and How can AMCs keep pace with other for-profit businesses to attract and keep top talent? It takes courage to admit that you don’t have the answers, to step outside of your professional journey to see the work of association management from a different perspective, and to explore tactics to leadership development that are unlike anything you’ve tried before. But that’s exactly the kind of courage needed to forge a thriving business in uncertain times. Risky? Yes, but is trying something that could fail really any riskier than doing the same old thing that you know will fail eventually?

As my new friend Maggie Jackson reminds us in her book Uncertain: The Wisdom and Wonder of Being Unsure, there is always opportunity in uncertainty. AMCs Engaged 2025 reflected back that stark and stunning realization — we can either be paralyzed by an uncertain future, or we can use our values to shape it for good. The fantastic people, companies, and leaders of the AMC Institute know what side they will be on! 

If your association is ready to move from reactive to resilient, let’s talk. At AMR, we don’t just use our experience to manage uncertainty, we help our client partners turn it into a strategic advantage. Reach out today and let’s build your plan for Business as Unusual..