Abstract
The traditional role of an academy, derived from the ancient centres of learning made famous by Plato and Aristotle, was to enable and encourage the development and dissemination of knowledge. While times have changed, the need for knowledge has not, and the Australian and New Zealand Marketing Academy (ANZMAC) is proud to play its part in contributing to this tradition. However, the ways in which the Academy can continue to fulfil its role, and the nature of its relationship with its community, are critical questions that need to be addressed. Given the disruptive and unpredictable nature of change in the current environment, and the wider and increasingly urgent calls to live more sustainably, the Academy is in a position to take a leading role in encouraging and informing the changes necessary to meet the needs of its community and the responsibilities of the discipline. These questions, and the challenges presented by changing expectations from within and outside of academia, are considered in the following perspective.