IT Trends Unpacked: Expert Perspectives for 2025 and Beyond-Part 3 - Creating a ‘Change-Friendly’ Culture

IT Trends Unpacked: Expert Perspectives for 2025 and Beyond-Part 3

As we dive into 2025, I’m sharing a series of blog posts on trends that will shape the future of associations. Each post features a different association or business leader answering one key question: 

What is the single most important trend mission-driven organizations should prioritize in 2025 to drive member engagement and organizational growth?

​I’ll also be adding my own insights and takeaways, drawn from years of experience in Fractional IT leadership, IT strategy, and digital transformation, to help associations translate these ideas into actionable strategies.

This week’s contributor is Mel Starkweather, Principal & Co-founder of Starkweather Solutions, Starkweather Association Services, and Cirrus Change Readiness. Let’s dive into her perspective—and explore how these trends can create opportunities for your association in the year ahead.

Insights from Mel Starkweather, Principal & Co-founder of Starkweather Solutions, Starkweather Association Services & Cirrus Change Readiness

In 2025, associations face a defining challenge: how to thrive amidst transformative trends like AI integration, DEI programs, and revenue diversification. The question isn’t just what to change but how to create a culture where change becomes second nature. Mission-driven organizations must prioritize building a “change-friendly” culture—one where adaptability fuels growth.

The trends shaping associations in 2025 share a common thread: the need for leaders to guide their teams through integration and innovation. Success hinges on equipping teams to embrace and adapt to change. Effective leaders don’t merely push for change—they create the conditions for it to thrive, establishing the structures and strategies that turn bold ideas into sustainable action.

Organizations that embed change competencies into their teams unlock faster, more cost-effective growth. The Association for Talent Development identifies change management as a cornerstone of high-performing teams. Meanwhile, Gartner research underscores the power of open-source or “bottom-up” change. 

Unlike traditional top-down directives, this approach with distributed change skills amplifies employee engagement, and accelerates execution—all while fostering a deeper sense of belonging and purpose. This type of high-engagement change is supported by a knowledge of change competencies.

The most important 2025 leadership trend? Encourage a change-friendly culture. 

Creating a change-friendly culture is about more than embracing new ideas—it’s about fostering an environment where change feels achievable, supported, and meaningful. Leaders are the architects of this culture, and their actions set the tone for how teams adapt and innovate. 

Here’s how they can build and sustain it:

Anchor Change in Purpose

People don’t resist change; they resist change without a clear why. As Simon Sinek emphasizes, starting with the “why” connects the change to a deeper purpose, giving employees a reason to care. Whether it’s adopting new technologies or restructuring workflows, framing the shift as a way to achieve a shared mission inspires buy-in and builds momentum.

Model Curiosity and Vulnerability

Leaders who embrace change send a powerful message: it’s okay not to have all the answers. When leaders model curiosity—asking questions, exploring new ideas, and admitting uncertainties—they normalize experimentation and risk-taking, critical components of a change-friendly culture.

Empower Teams with Ownership

Borrowing from the principles of open-source change, leaders should invite employees to co-create solutions. According to Gartner, giving employees the autonomy to shape how change is implemented leads to higher engagement, faster adoption, and stronger loyalty. By recognizing the creativity and efforts of their teams, leaders can earn trust and reciprocity. When people have skin in the game, they’re more likely to champion the change rather than resist it.

Celebrate Progress, Not Just Outcomes

Change is hard, and sustaining momentum requires frequent recognition of small wins. Drawing on Dan and Chip Heath’s “small victories” principle, celebrating milestones builds confidence and shows teams that progress, not perfection, is what matters. Quick wins inspire confidence. These moments also reinforce that effort leads to impact, making the journey feel worthwhile.

Provide Psychological Safety

People thrive when they feel safe enough to take risks and share honest feedback. Leaders must actively create a culture where it’s okay to fail forward; where suggestions aren’t limited to an honored few; where feedback is welcomed and respected. By responding to missteps with curiosity instead of criticism, leaders ensure that teams see challenges as opportunities to learn, not reasons to retreat.

Invest in educating teams on change readiness and change management.

Change readiness and change management aren’t just buzzwords—it’s a skill that helps teams navigate uncertainty. Once teams understand how to approach change, how to structure collaborative conversations, identify drivers of resistance, and address it, future growth is sustainable. When your people understand the keys to mastering change issues, growth is unstoppable.

In a change-friendly culture, leaders don’t just push for transformation—they cultivate an environment where change becomes a shared journey. They act as guides, cheerleaders, and co-creators, ensuring their teams are not only ready for change but excited about what it can bring. The result? A culture where adaptability is celebrated, growth is constant, and success is a team effort.

Daniel Elacqua on Leveraging Trends to Foster a Change-Friendly Culture

Building a change-friendly culture isn’t just about encouraging flexibility—it’s about empowering your team to embrace change as an opportunity rather than a threat. Mel’s insights resonate deeply with my experience in IT leadership and digital transformation, where successful innovation hinges on creating a foundation of trust, purpose, and psychological safety. 

When teams understand the "why" behind changes and feel supported in navigating them, they’re more likely to take ownership and actively contribute to the process. Successful change happens when we bring our team members along for the ride. 

If every team member feels like they have been included, heard, and been given the opportunity to provide their input about impending changes, they are more likely to not only adapt, but for the desired outcome of the planned change to be achieved as well. Leaders play a critical role here, setting the tone by modeling curiosity, vulnerability, and a willingness to learn alongside their teams.

Another key point is investing in education and skill-building around change management. Equipping teams with the tools to address resistance, structure conversations, and identify opportunities for growth transforms change from a daunting task into a shared journey. 
In my work with associations, I’ve seen how empowering employees with ownership over the process not only accelerates adoption but also strengthens engagement and loyalty. By celebrating progress, no matter how small, and fostering a culture of collaboration, associations can navigate the complexities of 2025’s trends with confidence and clarity.

Partner with Strategico to Foster a Change-Friendly Culture

Creating a culture that embraces change isn’t just a leadership goal—it’s a strategic necessity for associations aiming to thrive in 2025 and beyond. In the world of association technology, change is a necessity that is sometimes met with uncertainty and resistance from association leaders and their teams. These are challenges that can be overcome with the support from the right partners. Implementing technological change requires thoughtful planning, the right tools, and expert guidance to align people, processes, and systems with your organization’s vision for growth.

At Strategico Consultants, we specialize in helping associations make technological changes that help them reach their goals. As Fractional IT Leaders and trusted consultants, we provide the expertise and resources needed to empower your teams to achieve more. If you’re ready to embrace change and position your association for success, let’s talk. Contact us today to start the conversation.