A friend of mine is using a lot of algebra that is not associative for an advanced Chemistry project. We were discussing it recently and I found it rather amusing how often she said things like "brackets actually exist" and "associativity is really underrated".
She's right, of course. I'm surprised by what's out there. Have a look at this other question on associativity in magma for instance. I'm curious.
So just how strong is associativity? What striking (counter)examples are there of the strength of the assumption that a binary operation is associative?
Thoughts.
This isn't particularly unique to associativity but (who cares? and) a little rewording & emphasis can go a long way.
Let $(S, \cdot)$ be a semigoup. Then by associativity we know that for every single triple $a, b, c\in S$, we have some $d, e\in S$ with $\color{red}{a\cdot b=d}$ and $\color{blue}{b\cdot c=e}$ (by the fact that $\cdot$ is a binary operation) and $$\color{red}{\underbrace{(a\cdot b)}_{d}}\cdot c=\color{red}{d}\cdot c=a\cdot \color{blue}{e}=a\cdot\color{blue}{\overbrace{(b\cdot c)}^{e}}.$$
Moreover, if $\lvert S\rvert=5$, to verify that $S$ is indeed a semigroup, we must consider $\underline{5^3=125}$ triples.
To quote MJD in this answer:
If nothing else, the existence of Light's algorithm seems to rule out the possibility that anyone knows an easy way to [see if a magma is a semigroup] just by looking at the original Cayley table.
Proving associativity of word reduction in the standard construction of the free group over a set is notoriously labour-intensive/tedious.
For all associative binary operations on a set, there is a faithful representation as a sub-semigroup of the semigroup $(X^X,\circ)$ for some set $X$.
That is the nature of associativity, on some level - it is function composition.
This puts us into the area of category theory, too. It would be probably not very useful to do category theory without associativity of composition.
The most basic place I've seen non-associativity is in $\lambda$-calculus and/or combinatory logic, where $ab$ represents application of $a$ to $b$.
If you look at lambda calculus, you can think of it as $a\star b=\phi_a(b)$. That's actually true for all binary operations, of course - we can define $\phi_a(b)=a\star b$. For associative operators, however, we have the lovely feature $\phi_a\circ \phi_b = \phi_{a\star b}$.