The American Lighting Association (ALA) is a trade association representing the residential lighting, ceiling fan and controls industry. ALA’s membership consists of manufacturers, sales representatives, retail showrooms, designers and associates involved in the industry.

As businesses emerge from the current COVID-19 environment, ALA will chart a path forward to provide growth opportunities for our members through education, networking, consumer awareness, government engagement, technology standards development, and inspired leadership.

The following document serves to support and guide the actions and activities of ALA’s leadership and staff for the coming year, and is broken down into the association’s strategic areas of focus, which include:

  • Advertising, Marketing and Communications
  • Education and Networking
  • Technology, Engineering and Government Engagement

ALA members are encouraged to review the 2021 Action Agenda and to become involved in and provide input on ALA’s activities to help lead the industry.


Marketing, Advertising and Communications

Part of ALA's mission is to increase awareness of the importance of high-quality lighting, ceiling fan and control products, as well as the value of the showroom channel of distribution among consumers, interior designers and builders. To support these efforts, the association developed the BiNational Advertising and Public Relations Program. This program is independently funded by ALA-member donations and focuses on producing consumer-driven content to support ALA's efforts. 

Read more about ALA's marketing, advertising and communications plans for 2021.


Education and Networking

ALA develops and provides members with education and networking opportunities designed to help them succeed. To promote these efforts, ALA provides online live and recorded training opportunities throughout the year, including certification programs and networking opportunities. Due to the COVID-19 pandemic, ALA will begin the year with online training and will resume with a hybrid of online and in-person programming as appropriate. 

Read about ALA's education and training initiatives for 2021.


Technology, Engineering and Government Engagement

ALA maintains full involvement in regulatory standards, code development and legislation involving lighting and ceiling fans in the United States and Canada.

Read more about the association's technology, eningeering and government engagement initiatives for 2021


Association Leadership

ALA is led by a Board of Governors and Committees, which are made up of member volunteers, along with a group of full-time and outsourced professional staff members. Learn more about each of these groups here:

ALA Board of Governors

ALA Committee Chairs

ALA Professional Staff