Research Study
Momentive Association ResearcH
2026 Association Trends Report: The Innovation Mandate
New research on why this is the moment for associations to lead their industries forward, and where members and professionals see career support and technology differently
Each year, Momentive surveys association members and the professionals who serve them to understand what members expect and where associations can lead. This report puts the two side by side: what members value vs. what association professionals prioritize. The result is a clear mandate: 67% of members say using AI shows an organization is innovative and up-to-date, and 70% rate their association’s technology excellent or very good, more than double the 33% of professionals who say the same about their own organization. Members are ready for their association to lead on innovation, and the data shows where to start: career support, technology, and the strategy behind both.
Download the 11th Annual Research Report
Insight 1
Members want a career pathway, and associations are well placed to build it
When evaluating the value of their association, 47% of members rate job opportunities as very important, compared to just 16% association professionals. And 71% of members are comfortable with their association using AI to suggest courses, certifications, and professional development.
of members rate job opportunities from their association as very important
of association professionals say providing job opportunities is very important
Insight 2
Technology is now the top member benefit, and members already rate their association’s technology highly
Keeping up with the latest technology jumped from the 13th most-valued membership benefit in 2025 to the top spot this year. 52% of members rate it as very important, while only 30% of association professionals say the same. Career support shows the same pattern: 47% of members rate job opportunities as very important, compared with just 16% of professionals.
Keeping up with the latest technology is the biggest priority for members
of members say AI shows an organization is innovative and up-to-date
Insight 3
Members are ahead on AI, and a clear policy puts associations in position to lead
68% of members use AI at work at least weekly, and 33% believe their association has an AI policy. Among association professionals, only 25% confirm one exists. Writing the policy is a practical first step, and it gives teams the guardrails to use AI with confidence.
of members use AI at work at least weekly
of association professionals have an AI policy
Explore Previous Studies
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2025 Associations Trends Study
Bridging the Gap
This report reveals critical misalignments between association professionals and members that impact recruitment, retention, and revenue growth.
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2024 Associations Trends Study
A New Era of Associations: The Transformational Power of Technology
Explore how association professionals are leveraging technology to drive revenue, enhance member value, and secure their organizations’ future.
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2023 Associations Trends Study
Redefining the Association Experience
Discover opportunities to take the member experience (MX) from average to exceptional.
Join our webinar series on what modern members expect now
The data from this research is already shaping The Modern Member: How Associations Are Adapting to What Members Expect Now, a multi-month webinar series running September 30 through December 15, breaking down what this research means for AI and technology, career development, community, events, and generational change.
