Opening Keynote

Wednesday, June 21
8:45 – 10:00 a.m. 

Rohit Bhargava
Rohit Bhargava

founder, Non-Obvious Company

How Associations Can Grow With Non-Obvious Marketing

We are living in a time when it is harder to earn trust than ever before. Your members know it, no matter what industry they work with, and it can make growth more difficult. As audiences mistrust organizations and demand more transparency, what does it take to be more believable and achieve the growth you really want? How might techniques used in other sectors apply for associations?

In this entertaining and eye-opening talk, renowned marketing expert and bestselling author Rohit Bhargava will reveal the five “non-obvious” secrets of marketing in 2023 and what it really takes to stand out as real, human, authentic, and trustworthy in a skeptical world. He will also reveal some of the latest insights on human behavior and trends that matter for associations based on his ten years of research with Non-Obvious Megatrends and his newly released book The Future Normal.


Closing Keynote

Thursday, June 22
8:45 – 10:00 a.m. 


Panelists (L to R):
Ryan Kuntz, general manager, Corporate Affairs & Advisory Services, Edelman 
Caroline Tortorella, Gen Z Lab Ambassador & media executive, Edelman
Giselle Huasipoma, Gen Z Lab Ambassador & Coordinator, Influencer Marketing, Edelman

What Gen Z Wants, According to Gen Z

It’s no secret that Gen Z is transforming the workplace. However, the latest data from Edelman’s Trust Barometer indicates that it’s not just the workplace that Gen Z is influencing, but every other generation’s expectation of the workplace. 63% of the general population says Gen Z has had a direct impact on their workplace culture. What does this new cascade of influence mean for the future of associations and their membership pipelines? Hear directly from Edelman and two members of its Gen Z Lab, a dedicated internal offering built to help brands engage the next generation, as they discuss what Gen Z wants of its future associations, and how association leaders can better reach them.


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