AbstractSignificant economic and interprofessional competitive challenges confront psychology's professional associations. In meeting these challenges effectively, it is argued that profession must first insure that it is not hampering itself from within its own structures by internal and external insularity, unadaptive training models producing an inadequate supply of comprehensively trained graduates, and noninclusive entry to practice standards. Advocacy goals to increase access to psychological services are critically examined, and inclusion in public health programs such as Medicare considered. It is also suggested that for advocacy for increased access to psychology to have tangible results, structural changes to psychology's training models, consistent with supply needs and entry to practice requirements, are urgently required. Professional associations, which are embodiment of our collective disciplinary consciousness, are appropriate place to debate structural foundation for psychology's future.Keywords: practice standards, access to services, training, future of psychology, professional identityResumeLes associations professionnelles de psychologues doivent relever d'importants defis sur le plan financier et de la concurrence interprofessionnelle. Pour relever avec succes ces defis, on fait valoir que la profession doit d'abord veiller a ce que ses propres structures ne lui nuisent pas, que ce soit par une insularite interne ou externe, des modeles de formation rigides menant a un nombre insuffisant de diplomes bien formes, ou des normes non inclusives pour l'exercice de la profession. Des objectifs en matiere de representation en vue d'ameliorer l'acces aux services psychologiques sont examines d'un oeil critique, de meme que leur inclusion dans des programmes de sante publique, tels que l'assurance-maladie. Il est de plus suggere que si l'on veut que les efforts de representation visant a accroitre l'acces aux services psychologiques menent a des resultats concrets, il faudrait, a tres court terme, changer les modeles de formation en psychologie, pour les adapter aux besoins en matiere de services et aux exigences relatives a l'exercice de la profession. Les associations professionnelles, symboles de la conscience collective du domaine, constituent une tribune appropriee ou discuter de la structure fondamentale de l'avenir de la psychologie.Mots-cles : normes de la pratique, acces aux services, formation, avenir de la psychologie, identite professionnelle.The John C. Service CPA Member of Year award recognizes service to profession of its John Service sym- bolizes to many of us a commitment to our (Veitch, 2012, p. 50). As I heard John Service say several years ago as then Canadian Psychological Association (CPA) Executive Director: the good ship CPA is built on volunteers. The CPA Board, committees, sections, task forces, directorates, accreditation panel, and so forth, are built on time of dedicated volunteers, a dedication fueled by a passion for psychology profession and discipline and what it has to offer. Last year's recipient of this award, Jennifer Veitch (2012), in a thoughtful article entitled Reflections on Service to CPA, noted that professional volun- teering is rewarding, and these personal rewards include influence, feelings of mastery, and belonging.I would also echo Jennifer Veitch's sentiment that it is an honour to be associated with past recipients. The list includes late Terry Hogan (awarded in 2001), which is especially gratifying for me as Terry was my graduate school Director of Training at University of Manitoba, and provided me with key guidance then and later. Another recipient is Pierre Berube (2010), Executive Director of Psychologists Association of Alberta, with whom I had pleasure of working in inaugural meetings of CPA Council of Practice Directorate in 2009, a body providing collaborative linkage between national and provincial associ- ations. …