When the SMPS Foundation launched the Emerging Trends in AEC Marketing and Business Development research, the goal was clear: deliver insight that helps marketers and business developers better understand what’s changing in our profession—and what to do about it.
What we couldn’t fully predict was just how much momentum that research would generate across the SMPS community. As of February 3, 2026, the report has been downloaded 1,106 times.
Since the research was released, Emerging Trends has been making its way across SMPS chapters and regions through presentations, facilitated conversations, and roundtables. The conversations have been thoughtful, candid, and—most importantly—action-oriented. That tells us something important: this research is resonating because it reflects what members are experiencing right now.
Momentum Across the SMPS Community
A major milestone for the program was its debut at the SMPS Southern Regional Conference (SRC), where Emerging Trends took center stage through a pre-conference workshop and a lunchtime keynote. Those sessions created space for members to dig into the research together—asking questions, sharing experiences, and exploring what the findings mean for their roles, firms, and markets.
Beyond SRC, chapters across the country have embraced the research as a tool for learning and connection. Whether through formal presentations or small-group roundtables, members are using Emerging Trends to spark meaningful dialogue about the future of marketing and business development in AEC.
Turning Insight into Action—Together
One of the most encouraging outcomes we’ve seen is how chapters are using the research as a starting point, not an endpoint. Members aren’t just absorbing the data. They’re applying it. They’re asking how these trends show up in their firms today, where they are ahead of the curve or exposed, and what skills, tools, or roles will matter most in the years ahead.
We’re Not Finished Yet
If Emerging Trends hasn’t made its way to your chapter yet, don’t worry—we’re not done. There are more opportunities ahead to engage with the research, including additional chapter programming and continued conversations at the Missouri Valley Regional Conference (MVRC) conference. If we haven’t been out your way, we’d love to change that. Please reach out by emailing foundation@smps.org or Sara Wingerath-Schlanger, MPA, the SMPS Foundation’s executive director, at sara@smps.org.
Research Like This Only Happens with Your Support
If the Emerging Trends research has helped you think differently or take action, consider making a donation to the SMPS Foundation to support continued research, education, and programming for our profession.
Looking Ahead: The 2027 Emerging Trends Program
Building on the success of the 2026 Emerging Trends program, the Foundation has already kicked off planning for the 2027 research initiative in partnership with Stambaugh Ness. As our industry continues to evolve, so will the questions we’re asking—and the insights we uncover.
Emerging Trends is more than a report. It’s a shared effort to understand where our profession is headed and how we can lead through change—together.
Article written by SMPS Foundation President Sarah Kinard.
