A CMDi Perspective on Memcom 2026
A sector standing on the edge of its most important decade.
Memcom 2026 was more than a conference – it was a clear signal that membership is entering a new era. As one line from the event summary put it, “Membership is changing – dramatically, structurally, geopolitically.”
The conversations, the leadership, the honesty about the challenges ahead all pointed to one truth: membership organisations are moving to the top of the influence food chain… if they choose to move together.
In a world defined by continual disruption, membership bodies now hold something commercial enterprises cannot manufacture: purpose, community, trust and a shared stake in the future.
The new reality: chaos, change and collective power
“Chaos is a ladder.” Nick Lawley, Chatham House – quoting from The Game of Thrones.
This quote echoed across the event, and for good reason. In a geopolitical environment defined by volatility, the organisations that thrive will be those that treat chaos as opportunity, not threat.
Membership bodies are uniquely positioned to climb that ladder because they are built on collective intelligence, shared purpose and long-term value, not short-term commercial gain.
The three big drivers of the future
Memcom 2026 surfaced three strategic imperatives for every membership organisation:
1. Collaboration as the engine of influence
The message was loud and clear: collaboration must become the default, not the exception.
Victoria Hills (CEO, CIOB) captured this perfectly with her call for cross membership collaboration to accelerate change and strengthen influence at the government table.
2. Agility as a strategic capability
Agility is no longer a trait – it’s a survival requirement. The sector must build agility and resilience into strategy, not bolt it on later.
3. Relevance as the defining metric
Dr Colin Church’s challenge was simple and uncompromising: “Be obsessed about relevance.”
Relevance is now the currency of trust, influence and growth.
Leadership lessons from the CEO bench
The CEO contributions were a masterclass in modern membership leadership.
Anne Godfrey (CEO, GS1 UK)
- Lead boldly from the front
- Build strategy first
- Be crystal clear on purpose and brand
- Give teams clarity on KPIs
- Act decisively
Victoria Hills (CEO, CIOB)
- Elevate professional expertise
- Position members as visible experts
- Use collaboration to drive sector wide change
- Strengthen the profession’s voice in government
Dave Edwards (Chief Exec, RAS)
- Recognise the strategic advantage of community and purpose
In fact, all the speakers provided an open and honest perspective; this was leadership at its best – strategic, ambitious, future focused.
The opportunity in front of us
We believe the opportunity is clear: deeper, data driven value propositions; richer understanding of the member journey; agility and resilience built into strategy; collaboration as the default; even more passion for purpose and community and above all else CLARITY.
CMDi sees these as the five pillars of future fit membership:
1. Data driven value propositions
Not just what members get, but what they become.
2. A richer, more human understanding of the member journey
Insight that goes beyond touchpoints to motivations, identity and belonging.
3. Agility and resilience built into the organisational core
Strategy that flexes, adapts and anticipates.
4. Collaboration as a strategic multiplier
Collective action that amplifies influence and accelerates progress.
5. Clarity in everything – from strategy to value
Belonging: the defining theme of the decade
The headline news is that membership is changing – dramatically, structurally, geopolitically. Belonging is no longer a soft concept – it is a strategic asset.
In a world of fragmentation, belonging creates:
- Stability
- Trust
- Identity
- Collective power
Membership bodies that understand this will not just survive – they will lead.
A personal reflection from CMDi
Attending Memcom 2023 as MD of CMDi and lead strategy and marketing consultant to the BMF reinforced something we see every day:
The quality of leadership across SLTs and CEOs has never been more important – or more impressive.
The ambition, the honesty, the appetite for change demonstrates that this is a sector ready to step into its power – it’s why I am so passionate about CMDi’s role in supporting it.
Memcom 2026 reminded us why this work matters, why membership matters, and why its future is so exciting.
CMDi: helping membership organisations lead the new reality
If your organisation is ready to strengthen its relevance, sharpen its value proposition and build a future fit brand, CMDi is here to help.
We specialise in:
- Clarity of purpose and positioning
- Relevance and value proposition development
- Brand strategy for modern membership
- Insight driven member journey mapping
- Strategic transformation projects for SLTs and CEOs
If you want to lead the future of membership – let’s talk.
Get in touch today
You can request:
- an introduction to CMDi
- a personal brand strategy overview of the CMDi approach, or
- a team workshop tailored to your organisation
Growth doesn’t come from shouting louder. It comes from being clearer.
Let’s sharpen your brand and unlock the growth that comes with it.