Shannon Newton
President, ATA
Over the summer, I attended the annual Trucking Association Executives Council where the leaders of state trucking associations from across the country gather to learn how to be strong advocates for our industry. In the same month, I also became the parent of a legal adult when my son turned 18. Those two occasions collided for me as I reflected on what it means to meet the needs of all the people who depend on me.
In August, my son experienced his last first day of high school. I tried to give the moment ceremony – snapping the traditional backpack photo before leaving the house – but like so many parenting milestones, it passed in the blink of an eye. Soon, we’ll be visiting colleges and shopping for prom. Eighteen years ago, I wasn’t thinking about those things. As a sleep-deprived new parent, I was just trying to meet his most basic needs; was he hungry, tired, or in pain?
As he began walking and talking, his needs evolved to curiosity, development and keeping him safe. When my daughter was born, I was back in the trenches, keeping an infant alive while simultaneously nurturing a toddler’s growth. Different children, different stages, different needs, all at once.
Parenting begins at the base of Maslow’s Hierarchy of Needs with survival – food, shelter, sleep. When survival is threatened, all the other needs like belonging, progress or achievement fade into the background.
At TAEC, a presenter reminded us that association leadership works the same way. We must recognize where members are on Maslow’s hierarchy. Some have strong safety nets that allow them to weather the storm and look for opportunities to evolve or expand. Others are simply fighting for survival in this environment. Those members need us focused on the basics—not self-actualization.
Just as I couldn’t ignore my toddler’s developmental needs while caring for a newborn, we can’t stop serving members with more resources while helping those facing immediate challenges.
To meet our members where they are, we recently launched our Compliance Training Series, offering affordable, practical instruction to more than 50 students across three courses. Members need to be compliant to survive.
Also, this summer the ATA Self-Insurers’ Fund Board of Trustees declared a $2 million dividend to its participating carriers. Members’ who have accumulated excess premiums with their safe workplaces need to recoup the benefit of their hard work. Members need savings to survive.
Our calendar is still full of networking events, industry campaigns, and advocacy opportunities – resources for industry and opportunities for those members with the capacity to engage beyond their immediate needs.
We’re also curating content to serve both groups with cost-containment strategies and market analysis helping to plan for recovery and growth.
Your association exists to provide content and community wherever you are on the hierarchy. We see some members surviving significant challenges while others are planning ahead. We’re committed to serving both.
I’m happy to say that both my son and daughter came out thriving. Now, as one prepares for college, a whole new set of needs has emerged. Our industry is no different—it carries the same diversity of needs, and we’re here to support them all, at every stage.
