From national membership survey data one of the key activities expected of the Institute is to promote the value of Architecture and good design.

Not a surprising expectation, but I think they are two different things.
 
The value of good design is about better outcomes through successful design. Some outcomes can be empirically quantified and some can remain less defined but should still be understood and valued. Health and workplace are two fields where improved design solutions can be validated by data which supports improved patient recovery and improved culture and productivity. Sustainability outcomes can be measured and assessed. We know this data exists and yet being able to communicate it simply and broadly seems to evade us. I think there is a role for the Institute here.

The other value of good design is less tangible. It is about beauty, and delight and the things that engage and uplift, foster and support the human spirit. Our awards programme speaks to some of these elements and we must find better ways of communicating this value more broadly. The human spirit exists also in correctional services, aged care facilities and the small business on an arterial road, and while these seldom make for awards entries, we must still champion the contribution of good design there.
 
However architecture is a large and complex profession and we are not simply design consultants.

Promoting the value of architecture is about promoting the many other things we do as well, and perhaps being less willing to hand them away...