We Cannot Flee the Future: Preparing for the 2030s Today [Part II]
AUTHOR’S ATTESTATION: This article was written entirely by Jeff De Cagna AIMP DAIG FRSA FASAE FNI.Dir, a human author, without using generative AI.
As of this article’s publication date (6/30/26), there are 1,281 days until Tuesday, 1/1/30, the first day of the next decade.
Why I’m Writing This Series
As I explained in Part I, the foundational motivation for this multi-part series is the extraordinary wisdom of pioneering activist and former U.S. Representative Barbara Jordan, who made clear, “For all of its uncertainty, we cannot flee the future.” Next month, it will be 50 years since Jordan spoke these inspirational words that still challenge us to prioritize our shared responsibility for creating better futures for both our successors and ourselves. It is my fervent hope that the words I share in this series will do justice to Rep. Jordan’s prescience and solidarity with the future.
The Agency-Attention Connection
According to Simone Weil, the 20th-century French philosopher, “attention is the rarest and purest form of generosity.” This is an appropriate and meaningful way to characterize the admirable dedication and exceptional participation of myriad voluntary contributors throughout the association community. Beyond demonstrating purposeful generosity, their devotion of human attention is arguably the highest form of responsibility that association contributors can bring to their service. More precious than time, attention is both an applied resource and vital to the ongoing pursuit of intentional learning, including the work of foresight.
Without question, voluntary contributors in associations are busier than ever, and it is important for our organizations to show respect and support as stakeholders strive to make the best use of their available time in the pursuit of both personal and professional priorities. With the impact of this decade’s multidimensional turbulence still intensifying, however, the value of time pales in comparison to that of increasingly limited yet absolutely essential human attention. Without the sustained focus of irreplaceable human cognitive capabilities on the most critical association work, the weakening of reflection, judgment, and decision-making will result in a loss of individual and collective agency.
Much more than an applied resource, human attention is also the non-negotiable foundation for the enduring pursuit of intentional learning required to build the capacity for anticipation through foresight. Association contributors must devote their attention to nurturing a robust understanding of a full range of plausible futures for their associations so they can collaborate to develop a shared orientation to stewardship. Associations must make this critical connection between attention and agency as they prepare to confront the profound challenges of the 2030s.
In practice, associations can bring a stronger focus to both contributor and organizational attention through intention. For example, establishing a clear agreement among association contributors on the form, quality, and timing of information sharing—along with defining a sensible pace for conversation and decision-making—can help stakeholders avoid attention fragmentation and increase their intrinsic motivation for directing attention toward association work. Within this process, it is critical to identify and reckon with orthodox beliefs that are distractions to human attention and detract from sober long-term thinking. By operating within this type of intentional framework for focusing attention and amplifying its beneficial impact, associations can grow their agency and create a solid basis for future adaptation.
Look for Part III in July
In Part III of this series, which will be posted next month, I will discuss the importance of concentrating organizational attention and energy on the pursuit of adaptation as a continuous process of individual, collective, and organizational renewal. Thank you for reading, and please stay safe.
Jeff can be reached at [email protected] and LinkedIn at jeffonlinkedin.com.
DISCLAIMER: The views expressed in this column belong solely to the author.
Photo courtesy of Bishas IT/Shutterstock.com.