Voices of Gen Z
Attracting and Engaging Younger Members
Less than 20% of Americans under the age of 40 use a credit union and the average credit union member is in their mid-50's. The aging credit union member has been a challenge in the industry for decades. Filene understands this issue and has the insights and resources you need to successfully attract, engage and retain the next generation of credit union members.
Why it matters
Millennials and Gen Z are crucial for the future of credit unions. However, at the current moment, these generations aren’t finding the financial institutions they need and credit unions are struggling to find ways to attract new, younger members. Credit unions need to get on the financial radar of Millennials and Gen Zers and create deep, lasting relationships with them.
Despite the current disconnect, there is overlap in the needs and beliefs of these generations and how credit unions conduct business, and credit unions should prioritize:
- Understanding the shared and individual experiences that have shaped these generations’ financial realities and goal
- Creating or modifying products and services to meet those needs
- Meeting Millennials and Gen Zers where they’re at, in terms of how credit unions show up and how members interact with them
RELATED CONTENT
Research in this topic
View All-
Report #652 | | MembersThe Vice Economy: The Modern Temptations Threatening Gen Z’s Financial Future
Gen Z faces rising financial anxiety despite strong wage growth and low unemployment. Research points to two major contributors: social media–driven overconsumption and the expansion of online gambling. This report examines how credit unions can mitigate these risks by offering tailored education and support to strengthen young members’ financial stability. -
Report #650 | | MembersSIMPLE Payments: Six Consumer Payment Trends Credit Unions Must Embrace
The future of payments is here, and credit unions must move fast to keep up. The SIMPLE Payments framework reveals six important trends reshaping how members pay and interact with money. This brief shows how credit unions can embed payments into daily life, deliver real-time experiences, and thrive in a digital-first world. -
Report #647 |FiLab: Credit Union Landscape Report
Disruption has shifted from a trend to reality—our new norm! As growth continues to slow and consumer expectations accelerate, CUs are being pushed to rethink how they operate, innovate and deliver distinct value. FiLab's new CU Landscape report offers a powerful snapshot of today's most pressing challenges—and the clearest opportunities to move forward. This overview is the first in a series to help CUs make sense of the disruption, prioritize what matters and discover pathways forward. -
Report #644 |Speed of Change: Credit Union Online Communication Strategies in the Age of Social Media
-
Katie Brown
*10-Minute Read: The strategies shared in this brief include actionable guidance to help credit unions understand the value of prioritizing social media, the best ways to navigate social media trends, and turnkey ways to connect authentically with younger audiences, ultimately leveraging social media as a key tool for growth. -
More opportunities
View All-
Webinar |Roadmap to Excellence: Understanding Membership Options at Filene
Explore your member benefits with Filene. -
Blog |Webinar: The State of Credit Union Marketing—Trends, Challenges & Opportunities
Review webinar materials from "The State of Credit Union Marketing: Trends, Challenges & Opportunities," hosted September 4th, 2025. -
Webinar |
The State of Credit Union Marketing: Trends, Challenges & Opportunities
Get an inside look at what's working in credit union marketing right now, from standout campaigns to new tools and strategies that can help you connect with members and drive growth. -
Blog |Thinking Forward: Filene's Top Five Strategic Priorities for Credit Unions and How Member Segmentation Can Help
What if you could tailor every product, message, and decision to what actually motivates your members? Filene's Member Pulse segmentation model helps credit unions go beyond demographics—tapping into the why behind member behavior. Whether you're trying to grow membership, deposits, or operational efficiency, understanding your members is the first step. In our latest Thinking Forward newsletter, we explore real-world use cases for Member Pulse across five top strategic priorities for 2025.
