While credit unions have long been known for their ‘people helping people’ mindset and strong dedication to member service, their ethos is often overlooked by the younger generations. Despite offering unmatched service, competitive rates and intuitive offers, only 14% of Americans ages 25-34 are members of credit unions. Why so little? The answer is simple—most young people have limited exposure to and understanding of credit unions compared to previous generations.

With Millennials comprising the largest demographic segment in the United States, estimated at just over 72 million people (Statista, 2022), it’s crucial for credit unions to adapt their outreach tactics to bridge this awareness gap and identify the most effective channels to communicate their value to all consumers.