The winds of change are blowing through Brussels. A fragmented political landscape, global power shifts, a razor-thin margin of approval for the new College of commissioners and ambitious EU goals are reshaping the policy environment.
For trade associations, understanding these dynamics isn’t just important – it’s critical to staying ahead. This era brings uncertainty, but also unparalleled opportunities for trade associations to lead, adapt, and thrive.
Adaptation to drive sectors forward is a must, particularly in response to political change. Based on the experience Kellen has been gaining over several decades in association management, we distilled four key strategic recommendations on how to navigate this complex terrain and make a lasting impact.
These recommendations, rooted in strategic insight for trade associations and introduced after a brief dive into the political context, will guide action:
- Ensure compliance, transparency, and evidence-based advocacy
- Stay Informed: Key players, policy milestones and emerging trends
- Collaborate to amplify impact
- Simplify messaging without compromising expertise
A fragmented political landscape: Fresh opportunities amid challenges
The newly re-elected European Commission, under Ursula von der Leyen, took office with a slim margin of 370 votes, a stark contrast to her first term. While this highlights political divisions, it also opens doors for creative coalition-building and innovative advocacy strategies.
Conciliation efforts to address institutional fragility are evident across the EU’s governing bodies:
- European Commission:
- Narrow support reflects a limited mandate, but the absence of any commissioner rejections during hearings—a first in decades—signals pragmatism and a desire for stability.
- Anticipated reshuffles across Directorates-General, coupled with evolving priorities like building on the Green Deal’s achievements and embedding competitiveness and strategic autonomy into the core agenda, signal a period of significant change. These shifts present trade associations with an opportunity to engage early and shape discussions on critical issues such as innovation funding and regulatory certainty.
- European Parliament:
- Increasing fragmentation has heightened the role of political maneuvering, which risks diluting legislative focus and clarity.
- At the same time, the weakening of the cordon sanitaire – the informal pact by centrist groups to marginalize far-right influence – has added unpredictability to legislative processes.
- Council:
- Traditional leaders like France and Germany are grappling with domestic challenges. Meanwhile, elections in Romania and Ireland and political instability in Member States (MS) such as Spain and Belgium further complicate leadership.
- This shifting dynamic opens opportunities for smaller states to step into the spotlight, enabling trade associations to align strategically with emerging power players.
Global factors compound the complexity. Elections in the US UK, and beyond, along with developments like the controversial Mercosur deal, underline the need for trade associations to remain agile and engaged with the global ripple effects on EU policymaking.
Success in this environment depends on transparency, collaboration, and the ability to adapt. Here’s how trade associations can lead the way
Ensure compliance, transparency, and evidence-based advocacy
Trust is currency in Brussels. To maintain credibility and build stronger ties with policymakers and the broader stakeholder spectrum, associations should:
- Maintain meticulous records in compliance with transparency requirements, especially the Transparency Register.
- Bolster advocacy with robust evidence to substantiate positions. Evidence-backed lobbying strengthens credibility and positions associations as indispensable partners.
- Demonstrate a commitment to ethical, transparent engagement.
Stay Informed: Key players, policy milestones and emerging trends
Knowledge is power in the EU’s complex policy environment. Trade associations must:
- Monitor key players and political milestones across MS and relevant institutions to anticipate shifts in influence.
- Track emerging technologies and how they intersect with traditional industries, identifying regulatory opportunities and risks.
- Engage early in both societal discussions and legislative processes to maximize impact before key decisions are made.
Pro tip: The new EU budget opens doors for funding innovative projects. Identify relevant streams to align your sector’s priorities with EU goals while securing valuable resources.
Collaborate to amplify impact
The power of many voices united is greater than one alone. Associations should:
- Pool resources, data, and insights with industry peers to present a unified front.
- Forge alliances beyond industry stakeholders, including civil society and academia, to enhance credibility and represent broader societal interests.
- Explore the potential of new and traditional digital advocacy tools in tandem – such as targeted social media campaigns in new platforms and webinars –to effectively engage with relevant audiences.
In a fragmented EU, collective influence can make the difference between being heard and being overlooked.
In a world of short attention spans, your message must hit the mark immediately. To do this:
Simplify messaging without compromising expertise
- Craft concise, impactful messaging that highlights your sector’s contributions to EU priorities, such as climate action and digital transformation.
- Act as educators, helping policymakers understand the nuances of your industry. This positions your sector as a solution provider to Europe’s most pressing challenges.
- Ensure that while your messaging is accessible, your technical experts are always available to delve into details, maintaining integrity and depth in discussions.
Shape the future with Kellen as your strategic partner
At Kellen, we help trade associations transform complexity into opportunity. From amplifying your voice to building alliances and navigating Brussels’ intricacies, we empower you to thrive in the EU’s dynamic new political cycle.
Let’s make this moment count. Contact us today to explore how we can position your association for success and lead your sector into the future.
