Harnessing the Power of Collective Intelligence: How Associations Can Lead Their Industries into the Future
In today’s fast-paced world, industries face growing challenges and dynamic market shifts. For manufacturers, these changes present both risks and opportunities. Trade associations, as the backbone of their industries, hold the key to empowering members through collective intelligence—acting as hubs for data capture, analysis, and action to drive innovation and competitiveness.
At the 2025 Council of Manufacturing Associations (CMA) Winter Leadership Conference (WLC) in Baltimore, a panel led by Anne Forristall Luke (U.S. Tire Manufacturers Association) featured Megan Tanel (Association of Equipment Manufacturers), Brianne Schulte (Vermeer Corporation), and Todd Snell (Hargrove Association Insights). Together, they explored how associations can transform data into actionable insights, shaping advocacy efforts and industry growth.
The Role of Actionable Insights
Panelists emphasized that actionable data is a critical member benefit. Megan Tanel described AEM’s statistics program, which helps members gauge market share, plan production, navigate supply chains, and strengthen advocacy efforts. Similarly, Brianne Schulte explained how Vermeer uses data to inform strategic planning and financial decisions, leveraging collaboration with associations to gain a comprehensive view of domestic and global markets.
Trust as a Foundation for Data Sharing
Collective intelligence thrives on trust. Members must feel confident their data is secure and used responsibly. HAI, a trusted third-party partner with over 40 years of expertise, ensures data privacy and compliance while transforming raw data into actionable insights. Todd Snell highlighted how HAI’s platform simplifies complex data, helping associations and their members identify trends, support product development, and enhance advocacy.
Strengthening Advocacy and Leadership
Data empowers associations to provide evidence-based insights that influence legislative and regulatory efforts. By leveraging industry-wide intelligence, associations can position themselves as thought leaders, uniting their members under a strong, credible voice. Panelists stressed the importance of embedding data strategies within strategic plans to proactively address market shifts and deliver unparalleled value.
Building Engagement and Member Value
Member engagement is critical to successful data initiatives. Associations must involve members early, fostering collaboration and trust. Panelists agreed that by aggregating and sharing actionable data, associations empower members to remain competitive, adapt to trends, and seize new opportunities. Tanel noted the data program as one of the top three services AEM offers its members.
Moving Forward
As challenges grow more complex, associations have a unique opportunity to lead through collective intelligence. By investing in data capture, analysis, and sharing, they can become indispensable partners to their members, shaping the future of their industries.
The panel acknowledged many associations face difficulty with starting a data program. Their members seek industry data, but association professionals are not equipped to provide resources necessary to manage it. Outside expertise can help fill that gap and bring the value members seek.
The panel underscored a clear message: Data rules the world.
Associations that prioritize trust, innovation, and actionable insights will not only increase their value proposition but also ensure their members’ success in an ever-changing marketplace.
📸 : David Bohrer, National Association of Manufacturers - NAM
