What does brand awareness look like when you’re not being targeted by an ad? After a month in Japan and the Philippines, Sharon shares what she noticed just by living - train stations, billboards, vending machines, and theme parks - and what Asia gets right about top-of-funnel, real-world brand exposure.

2026 isn’t about doing more marketing - it’s about doing more of what matters. In this episode, we break down the six shifts redefining association marketing, from geotargeting and behavioral segmentation to smarter metrics, AI’s equalizing force, and the return of email as a powerful owned channel. Unpack why this 2026 will mark a true mindset shift and how associations can finally move from guesswork to meaningful, data-driven action.

From brainstorming to writing to redefining intelligence itself, this conversation challenges the idea that AI diminishes our value. Instead, it shows how AI can elevate human thinking while giving us back the time and space to be more human. 

Nike just took a swing at one of the most iconic slogans in history - flipping Just Do It into a new challenge: Why Do It?  For those of us who grew up with Michael Jordan and Air Jordans, it feels almost untouchable. But maybe that’s the point - it wasn’t made for us.

In this episode of Rethink Association, Maneesha sits down with Sharon and Adam to debate whether Nike just messed with perfection or made a smart play for Gen Z and Gen Alpha. From nostalgia marketing to sneaker culture, and from purpose-driven messaging to what associations can learn about reaching younger audiences, this conversation asks a bigger question: what are we willing to let go of to stay relevant?

What happens when INBOUND takes the wheel? Maneesha sits down with Ron McGrath (CEO), Sharon Pare (Director of Partnerships), Cynthia DeJesus (Sr. Account Executive), and Garra Swayne (Strategic Account Manager) to unpack their first brush with the self-driving future, HubSpot’s bold shift from funnel and flywheel to the Growth Loop, and the dizzying rollout of 200+ product launches. From stop-you-in-your-tracks moments to lessons associations can apply right now, this episode explores how marketing, technology, and member engagement are accelerating into the future.

“If your members can get answers from ChatGPT in 10 seconds, why would they sit through your 90-minute webinar?” In this episode, we discuss why associations that ignore AI risk becoming irrelevant - and how to turn a chatbot into your most valuable team member.

AI is changing everything - but at what environmental cost? Join Sharon and Garra with guests Khanh Vu and Susan Park as they unpack the hidden energy and water demands of AI, its impact on communities, and how we can build a smarter, greener future.

In this lively episode of Rethink Association, Maneesha Manges, CXO at HighRoad Solutions, hands the mic to Sharon Pare, our Director of Partnerships, for a wide-ranging conversation that’s part TikTok trend talk, part marketing deep dive, and all about rethinking how we build trust.

From the strange and viral world of “Labubus and Lafufus” to how associations have always been ahead of the influencer marketing game, Sharon shares her take on what makes a message stick and how authenticity - not algorithms - is what really earns attention.

As we start 2025, we're diving into the latest slang shaking up the digital world - words and phrases so fresh that even Millennials and Gen Z are scratching their heads! Elise Faverio, being a Gen Zer herself, breaks down what she knew about the Association space before joining us at HighRoad and how she thinks Associations can reach the younger generations - news flash: it starts with meeting them where they are at.

Building a marketing team of the future is rapidly evolving as younger generations are entering the workforce. What worked for one generation in the past, may no longer fit the bill, so how do you ensure a harmonious work environment across all generations, while tapping into each unique skillset? We're discussing this and more with former HighRoader, Sami Scarpitti, Consultant and co-author of "4-Gen Leadership - Thriving in a Multi-Generational Workplace".