This article is the second installment in a three-part series on ASAE ForesightWorks’ new driver of change, Truth Under Pressure. Read part 1 here.

In the next five to 10 years, polarization and a rejection of the informal rules of democracy will shape how we talk about information, data, and the truth. Similarly, traditional sources of information, such as scientific and academic institutions, could be driven to align research with certain narratives that pursue predetermined outcomes. Layer on that a proliferation of user-generated content without credible sources and AI-generated misinformation and hallucinations that will overwhelm traditional systems, and the truth as we know it is in jeopardy. These are forecasts, developed by the professional futurists at Foresight Alliance, included in the ASAE ForesightWorks new driver of change, Truth Under Pressure.

This three-article series serves to introduce key factors of the driver. Part 1 outlined possible future scenarios. Part 2 explores potential impacts on associations. Part 3 addresses AI’s impact on the truth.

What does the changing nature of truth mean for you and your association? It could impact your approach to collecting and disseminating information, how and why you convene stakeholders, and the way in which you make decisions.

Your Data Role

With competing perceptions of truthful information and who is a credible source, what role could, or should, associations play in collecting and disseminating information? Most associations serve dual roles in creating their own content and curating third-party content for their members. As a result, most associations have a strong interest in maintaining data and information integrity. That could feel like a daunting task with many elements to consider. Regardless of your budget, staff size, or technological capacity, there are steps you can take.

On the data collection front, lobby for transparent and neutral data collection practices and consider the extent to which you can fill data gaps on your own or in partnership with other organizations. Once you have the data, ensure transparency as you communicate your findings. Enhance the story you tell by also releasing the raw data to back up your narrative.

As you curate content from others, refresh your approach to sourcing, verifying, and packaging content. Include a variety of sources and perspectives and tailor your content messages to different audiences, such as members, policymakers, or the public. Also, consider the consumer’s lens and make sure your content resonates across ideologies.

Your Community Role

As you convene members and constituents, you have an opportunity to advance open dialogue in pursuit of a common truth. Your association’s in-person events and online communities can be exceptional places for advancing knowledge if they are transparent, have solid rules of respectful engagement, and are regularly moderated to prevent untruths or address misinformation.

Your position as a credible convener could be compromised, however, when your events appear to be self-serving or pursue limited ideological agendas. To mitigate this risk, look for ways to collaborate widely to amplify credible content and share responsibility for a common narrative.

Making Good Decisions

It is commonly understood that association leaders (staff and volunteers) are most effective when they use data for making decisions. But how do you make good decisions when there is disagreement on the data and the truth? First, anchor all decisions on your mission. Stay focused on your association’s core purpose and societal benefit. Next, ensure a collaborative environment that encourages diverse perspectives. Remain neutral during the investigation stage and find ways to bring together experts from different sides of a topic. Finally, build consensus on the facts and commit to a clear framework to reach a final decision. Remember that while consensus does not need to be unanimous, all leaders do need to follow their duty of loyalty and support a final decision, once made.

The bottom line is that pressure on the truth is not a passing data or communications problem. It is a core leadership challenge that will shape your association’s credibility, influence, and member value. Taking proactive steps now will position your organization as a trusted source in an environment of contested facts. In our next article, we’ll address AI’s impact on the truth.

For additional insights on this topic, a list of suggested actions you can take today, and a set of questions for reflection, you can purchase the driver of change action brief here.