The initiative urges accountants to embrace change and enhance their adaptability. Credit: ARMMY PICCA/Shutterstock.

The Center for Accounting Transformation has launched its Agents of Transformation campaign, which aims to promote innovation and leadership within the accounting profession.  

This campaign, unveiled at the Hawaii Society of CPAs’ annual conference held in early November, seeks to spotlight and support individuals driving change in the sector. 

It is a branding effort that recognises both traditional and non-traditional accounting professionals.  

It features a dedicated website, videos, social engagement platforms, and an online community. 

The initiative urges accountants to embrace change, enhance their adaptability, and lead transformation efforts within their firms, finance departments, and broader communities. 

In addition to current professionals, the campaign targets students and those considering a career in accounting.  

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The Center for Accounting Transformation founder and inspiration architect Donny Shimamoto said: “The accounting profession is facing a shortage with the increased demand for accounting and accounting-related services. One of our biggest challenges is that for far too long, accounting has been seen by students as boring, number-crunching, long hours, and all about math. 

“Some of this can be attributed to how the curriculum is presented and taught in high school. However, a large challenge has been how the profession has been introduced to students. At the Center, we feel this is an area where we can make an impact – the student pipeline.” 

In October 2024, a research report from The Center for Accounting Transformation highlighted talent shortages in the accounting profession.  

The report titled ‘Staffing Strategies: Uncovering Solutions for the Accounting Talent Gap’ delves into the hurdles faced by firms in the sector regarding recruitment and retention.