GS1 UK is excelling in digital — what’s been the key to that success, and how will you bring those lessons to the TechSmart 2025 audience?
I think there are several reasons GS1 UK is excelling in digital. Firstly, the nature of our organisation. We are a data business that has always supported our members on digital platforms, even if some of them are now long in the tooth. Secondly our members. Many are digital by design (marketplaces), some are digital and innovative by nature (our founder led SMEs), most are omnichannel and digitally savvy. And they are all incredibly generous in helping us know what they want and how to deliver it. It helps that we have substantial reserves and a board that expects us to use them to support our digital transformation.
Your session focuses on the people factor in digital transformation — why is this human element so critical for associations right now?
No membership association will succeed without the right people and culture. We need diverse boards, with skills beyond a single profession, who are willing to offer advice and challenge on digital programmes while not wanting to do our jobs. We need members and volunteers who are willing to help test a digital platform, or member journey, but not dictate what it looks like based on personal preference. We need staff who can work effectively, on a cross functional project team, who understand that not every team or department will get what they want and that the members’ digital experience is what really matters. And most importantly we need skilled, experience programme leads, supported by external contractors, who put the members at the heart of transformation and aren’t scared to say no. The human element is what makes these programmes succeed or fail.
What excites you most about speaking at TechSmart 2025, and what conversations are you hoping to spark among attendees?
At TechSmart 2025, I’m looking forward to interacting with attendees from across the third sector, hearing about the challenges they face, how they are overcoming them and, just as importantly, what they tried that didn’t work. A key strength of this network is learning from each other and that includes being honest about and learning from our mistakes.
TechSmart is all about helping associations future-proof — what’s one key takeaway you want attendees to leave your session with?
AI is not the answer to every problem. Don’t be scared of it, innovate, use it, but look around at all the digital solutions available and pick the ones that work best for you and your members.
Why do you think TechSmart 2025 is a must-attend event for association leaders this year? What makes these conversations especially urgent now?
The pace of digital transformation is accelerating in every industry. We all need to keep up or get left behind.
Anne is CEO of GS1 UK. Specialising in change management in the not-for-profit space, she has a proven track record of delivering challenging targets while harnessing the skills, knowledge and passion of members, staff and external stakeholders. Anne has had leadership roles across a range of membership organisations, including CEO at both CIEH and CIM. Anne was director of commercial and membership services at the Law Society, and commercial and marketing director at the CBI.
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