The EU needs to develop an associate option for close allies unwilling to become full members. Canada, Iceland, and others are very closely aligned with the EU in many respects and all could benefit from closer relationships. Ask a Canadian if they'd favour joining the EU and they'd probably be all for it, until you start talking about what that means.
Fully joining the EU involves giving up a lot of sovereignty to a body that's too distant from places like Canada or Iceland. These countries are right to fear that their own concerns would be forgotten or ignored if they were to join the EU. Just as different structures are needed when a company grows past a certain size, the EU needs new structures if it's going to grow its influence beyond continental Europe. A middle ground needs to exist.
It also needs to be very clear that associates, close allies, or whatnot are not inferior to full members, just less dependent on Brussels by choice because that's what makes sense for them.
Fully joining the EU involves giving up a lot of sovereignty to a body that's too distant from places like Canada or Iceland. These countries are right to fear that their own concerns would be forgotten or ignored if they were to join the EU. Just as different structures are needed when a company grows past a certain size, the EU needs new structures if it's going to grow its influence beyond continental Europe. A middle ground needs to exist.
It also needs to be very clear that associates, close allies, or whatnot are not inferior to full members, just less dependent on Brussels by choice because that's what makes sense for them.