What If We Measured Belonging Like We Measure Revenue

The 2025 Accounting MOVE Project makes the case for valuing retention, representation, and real inclusion as core business metrics. 

In this episode of the Know-How Korner podcast, Amy Welch, APR, CAE, is joined by Bonnie Buol Ruszczyk, managing director of the Accounting MOVE Project, to discuss why this year’s theme—“The Cost of Losing Talent: Why Belonging Is Essential for Firm Resilience and Growth”—is more relevant than ever. 

Founded in 2010 and based on four pillars—Money, Opportunity, Vital Supports, and Entrepreneurship—the MOVE Project evaluates how accounting firms are supporting and advancing women and underrepresented professionals. While those pillars have remained constant, the focus has evolved. According to Ruszczyk, “We’re at a tipping point. The profession can’t afford to lose more people—especially those already in the pipeline.” 

Despite women now making up around half the profession, leadership representation still stagnates at around 25% to 28%. Much of the attrition happens at the director level, often due to a lack of support structures. The MOVE Project’s research dives deep into firm culture to find out what helps people stay—and thrive. 

Partnering this year with the Center for Accounting Transformation and CPA Trendlines expands the project’s reach and impact. Firms can now participate in the survey for free, with the option to receive a confidential, firm-specific scorecard. “These scorecards are where we have the most influence,” Ruszczyk says. “They’re firm-specific and focused on results, not just programs.” 

In an era of political pushback against DEI, Ruszczyk clarifies that the MOVE Project isn’t about meeting quotas or promoting the unqualified. “What we’re advocating for is fair and equitable opportunity—true meritocracy.” 

The 2025 research will also explore how private equity influences culture, how AI may either mitigate or perpetuate bias, and how unconscious bias continues to impact hiring and promotions. 

Looking ahead, Ruszczyk hopes the project helps firms realize that what benefits women benefits everyone. “Flexibility, support, transparency—those are things all employees value,” she notes. “We want to help firms become workplaces of choice.” 

Accounting professionals and firms are encouraged to participate. 

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