Report #657
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Engaging the Next Generation: A Strategic Imperative for Credit Unions in the Social Media Era
Gen Z is anxious about money and seeking answers on social media, often from finfluencers who are entertaining but not always accurate. This report shows how credit unions can fill that gap with credible, authentic content. Based on analysis of 270,000+ posts across credit unions, banks, digital natives, and finfluencers, it reveals what performs best on social media platforms, and how storytelling, humor, and short-form video build engagement and trust with the next generation of members.
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David Smith Professor of Economics at Pepperdine University
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Samuel Seaman Professor of Decision Sciences at Pepperdine University
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Yury Adamov Adjunct Professor at Pepperdine University
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