What do you believe ASHRAE members most need to hear from leadership right now?

• A. We are currently in the prime position! The world is looking to us. With your help, we are aggressively carrying forward as the world's leader in building decarbonization, indoor environmental quality and AI assisted design.
• B. We are uncertain about the future.
• C. We plan to cut programs to reduce costs.
• D. We will outsource leadership roles to external firms.

Answer: (A)

In moments of change, members respond best to clear, confident leadership that lays out purpose and a path forward. The strongest message reinforces ASHRAE’s role as a leader and shows how members can contribute to real impact, highlighting ongoing work in building decarbonization, indoor environmental quality, and AI-assisted design. This kind of communication builds trust, motivates participation, and aligns everyone around a shared mission and forward-looking goals.

Choosing a tone of certainty and capability signals stability and competence, which members need to feel supported and engaged. In contrast, messages that emphasize uncertainty, cuts, or outsourcing leadership convey fragility or retreat, undermining confidence in the organization’s ability to guide and serve its members.