Henson's Consulting advises companies and industry associations on how to make collective action work. Our co-founders have served on the boards and working committees of industry associations, so our counsel is built on hands-on experience. We help companies get more from their memberships, and help associations strengthen their reputation and raise the impact of their campaigns.
When clients call us
- A policy threat calls for a coordinated industry response, and the association needs support in leading it.
- An association's approach on a specific issue doesn't reach the required impact and you need to step in, whilst coordinating with your direct company engagement with key stakeholders.
- You're a member of several associations but need clarity on how each membership helps deliver your business goals.
- As an association, your members question your value, or policymakers and other stakeholders do not see you as a relevant and credible voice.
What we do for companies
Membership review
We assess each association's strengths, limitations and influence, and how well it serves your business goals — so you know where your membership fees and your people's time deliver value.
Engagement strategy
We clarify where collective action adds value and where direct engagement is more effective, and align your participation with your priorities.
Shaping association priorities
We help you participate strategically — in boards, committees and working groups — so your issues are on the agenda and positions reflect your interests.
What we do for associations
Reputation with members and stakeholders
We help associations show members the value they deliver and build credibility with policymakers, media and other stakeholders.
Campaign impact
We sharpen narratives, mobilise members and build coalitions so campaigns have visible, lasting impact — as when a brewers' industry association helped defeat a proposed EU-wide sponsorship ban.
Association work is often part of a wider public affairs or stakeholder engagement programme.
Proof: selected work
Heineken EuropeHow a High-Intensity Campaign Defeated an EU-Wide Sports Sponsorship Ban
Diageo GermanyFrom Persona Non Grata to Trusted Voice: Rebuilding Diageo Germany in Berlin
“Marco has a rare ability to translate complex, sensitive, high-profile policy challenges into sharp, campaignable positions. He delivers on protecting licence to operate, while also proactively identifying and shaping opportunities to unlock wider business ambitions. What sets Marco apart is his talent for building trusted relationships — mobilising trade associations, policymakers, external influencers, senior stakeholders and broader internal teams to drive tangible outcomes.”
Patrick VilleminGlobal Director, Regulatory, Government & Public Affairs · Heineken
Your advisers
Every engagement is led by our co-founders, who have worked alongside each other for over 20 years.
20+ years of senior corporate affairs in highly regulated consumer goods, including executive roles at Diageo and Heineken across Europe and Africa.
Profile →
25+ years in corporate and financial communications; led communications and investor relations at Thule Group for 14 years, including its Nasdaq listing.
Profile →Frequently asked questions
What does a trade association strategy involve?
It sets out which associations you belong to and why, what you want from each, how you participate (boards, committees, working groups), and when you act through the association or engage directly. The aim is to turn membership fees and time into influence that serves your business goals.
How do we know whether an association membership is worth it?
By assessing what the association actually achieves on the issues that matter to you, how influential it is with decision-makers, and how much it costs in fees and management time. We make that assessment explicit, so you can renew, reshape or step back from memberships with confidence.
Do you also work for industry associations themselves?
Yes. We help associations strengthen their reputation with members and external stakeholders, and raise the impact of their campaigns.
When should a company engage directly rather than through its association?
It very much depends on the company's goals and the resources behind it. In general it is not either/or, but a mix of both — although for many companies direct engagement is difficult, given limited resources and the need to focus on operational and commercial matters. Acting directly tends to make most sense when the association's position differs from yours or moves too slowly on an urgent issue.