Shared Growth

The Association and Institute sector thrives when it builds bridges across ideas, geographies and industries. This week’s stories highlight how that spirit of connection is evolving and why it matters for organisations that wish to stay relevant and impactful.

A recent study showing that B2B sales now require a ‘holistic’ selling approach reflects how associations can no longer afford to think in linear terms. Members, partners and stakeholders expect solutions that consider the full spectrum of needs, not just a narrow transaction. That requires rethinking how professional bodies equip their communities for the realities of a more interconnected marketplace.

The decision for Africa to host the landmark world congress 2026 for Catholic media practitioners in Rwanda reinforces this point. Associations that bring people together across borders create the space for new narratives and shared learning. The choice of Rwanda carries symbolic weight too, emphasising the importance of inclusivity and dialogue in building sustainable futures.

Meanwhile, International association Andersen Global expanding its presence in Pakistan with ‘Bridge Factor’ demonstrates that growth is as much about strategic partnerships as it is about geography. It signals how institutions can strengthen their role by working with local expertise, positioning themselves not only as global but also deeply relevant to local contexts.

Taken together, these developments underline a simple truth: associations are not just custodians of knowledge or tradition, they are catalysts of renewal. By embracing holistic approaches, convening global voices, and forging local alliances, they can shape a more connected and resilient future.