1. Increasing Member Value for Next Generations
Bill Reeb CPA, CGMA, CITP
Lawson Carmichael
AICPA Vice Chair
Chief Operating Officer

2. 54% of firms of all sizes recognize the need to change
Digital is rapidly transforming firms and the profession
54% of firms of all sizes recognize the need to change
Outsourcing
Automation
Development of a highly skilled, digitally proficient middle layer is key
Source: 2016 PCPS Survey

3. Innovation and changing client demands affecting firms
Technological innovation
New client demands
Changing operating model
Artificial Intelligence
Data analytics
Blockchain
Advisory
Cyber risk
Digital in the core
CPA-led professional services firms
New talent models
Outsourcing

4. Advisory services risen 189% in 8 years due to client demand
Revenue split at top 100 accounting firms
$75
Non-traditional and Advisory services
189% growth
Now more than one-third of revenue
Tax
67% growth
just over one-quarter of revenue
$42
Audit and accounting
37% growth
now 35% of revenue — was 45% in 2010
Other
50% growth
4% of revenue
Based on: Accounting Today, Top 100 firms survey, 2010 and 2018

5. Gen X and Millennials rapidly becoming large % of membership
2007
2017
2025 (est*)
Boomers >50% of members
Gen X and Millennials >50%
Four generations of members; Gen Z ~20%
Note: includes regular voting members only; excludes honorary, college student, CPA exam candidate, and associate categories
*Estimates based on internal data, Pew Research and US BLS generational growth projections

6. In member organizations, one’s needs differ throughout life
Motivation
Millennials
Gen Xers
Boomers
Learning new skills
55%
51%
39%
Career advancement
52%
40%
29%
Mentoring & advice
47%
41%
New job opportunities
46%
33%
19%
Getting a new job
30%
14%
Getting a promotion
38%
28%
12%
Source: AICPA “Generation Z and the world of work.”; 2018 Member Education and Career Development Report, Community Brands

7. Young CPAs seek different relationship and proposition….
Need for training, but want it customized, flexible, on-demand and more soft skills
High
Seasoned CPAs
Career growth between employers, locations, and even job functions
Importance
Med
Young CPAs
Special rates and discounts no longer a top draw
Being part of a profession less important than historically
Prefer digital vs in-person
Low
Career mobility
Prestige
Networking
News & Technical Info
Advocacy
Training & Relevancy
Member Discounts
Consultative
Advice
Proposition
Sources: 2017 internal research report “Generation Z and the world of work.”; 2018 internal marketing reports on customer archetypes; internal member satisfaction survey results (multi-year)

8. By 2025, how does the profession (including AICPA & State Societies) adapt our value proposition to serve the needs of the next generations while balancing the needs of the current core membership?
30 minute table top discussion
Enter answers via Conferences IO
Report outs