Not long ago, I had the opportunity to speak to a group of college students about accounting careers. The session started at 8 a.m. on a Saturday and I braced myself for a quiet and sleepy crowd. But when I walked in, I was met with a packed hall full of energized, curious accounting majors, eager to learn and ready to engage. It was a moment that reminded me why I'm so optimistic about the future of our profession.

While we face issues like outdated images of the accounting career, and a smaller pipeline of candidates than we actually need — the reality is accounting is an exciting, fulfilling career path that continues to play a vital role for consumers from Main Street to Wall Street.

Today's CPAs aren't just number-crunchers who pop up during tax or audit season. They're strategic advisers who help organizations big and small navigate uncertainty, drive innovation and make smarter, data-backed decisions. With a strong ethical core and technical expertise, CPAs see the full picture — and help businesses make sense of what's next.

You'll find CPAs in every corner of the business world—from advising small, family-owned companies to guiding Fortune 500 giants. They hold C-suite roles in businesses and nonprofits, uncover financial wrongdoing, and keep markets trustworthy by providing reliable data. They're at the forefront of innovation, leveraging new technologies and leading the way in areas like sustainability reporting, AI and cybersecurity.

The demand for accountants and auditors is still going strong—despite the noise about the profession's supposed decline. According to the U.S. Bureau of Labor Statistics, jobs in these fields are expected to grow 6 percent from 2021 to 2031—that's over 81,000 openings each year in the U.S. alone. With market needs expanding and seasoned professionals retiring, we can expect these numbers to remain high.

Meanwhile, a new generation is stepping up to fill that demand. The National Student Clearinghouse Research Center reports a 12 percent jump in accounting enrollments for Fall 2024 compared to Fall 2023—the highest level since Fall 2020.

This is great momentum we can build on.

As the need for trusted experts grows, there are challenges to tackle. We need to tell a better story about what CPAs really do. We need to address the time and cost it takes to get licensed. We need to support those in the profession so they can succeed and thrive in their careers.

We know this isn't a challenge that "others" need to address, which is why CalCPA is responding to these challenges head-on. Through various programs and partnerships, we are working to shift the identity of the profession, inspire diverse and talented individuals to become CPAs, and empower them to thrive within the profession.

We're visiting schools to show students just how versatile and meaningful a CPA career can be. Whatever you're passionate about, you can shape your accounting path to match your interests and become an expert in what you love, from tech to sustainability to entrepreneurship.

We've launched a campaign to spotlight the real CPA so everyone sees us for what we are: the trusted advisor, the forward-thinker, the leader behind the scenes. The CPA story is a compelling one—and it's time we told it boldly.

We're also paving the way for national efforts to modernize the process for entering the profession. Together with regulators, we created a modernized CPA licensure blueprint that aligns with today's realities and market demands. This plan simplifies licensing requirements and offers more inclusive, flexible pathways that we believe will welcome aspiring CPAs while maintaining the high standards essential to public trust. We are pleased to see that these efforts are gaining traction as states across the country work to implement them.

And we're lifting up forward-thinking CPA leaders who are reimagining the workplace—raising salaries, embracing technology, and creating vibrant environments where professionals can grow and thrive. This is the kind of profession that excites Gen Z—and it's the one we're building, together.

The CPA profession is evolving, and like any transition, there are bumps along the way. And we're tackling the challenges head-on because we believe today's investments will build a new generation of talented, passionate CPAs who will shape the profession and drive our collective success.

The CPA profession is alive, evolving and thriving—and that's good news for everyone.