The American Lighting Association is a trade association representing the residential lighting industry, serving members and their customers. The association serves to protect and advance the industry, while promoting the sale and proper application of quality lighting products. ALA makes it possible for companies in the lighting industry to: - Increase their share of the market - Develop effective public relations programs to increase consumers' awareness of lighting and sell more products through the showroom channel of distribution - Benefit from low-cost, convenient sales and design training opportunities - Monitor the actions of legislative and regulatory bodies and receive representation in the industry's best interest during negotiations - Encourage the continuing development and proper use of safe, energy-efficient products The association's strategic objectives are organized into three categories - Public Affairs, Education and Organizational Affairs - and are updated by an executive committee each year with input from members and professional staff.