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
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Report #644 | | MembersSpeed of Change: Credit Union Online Communication Strategies in the Age of Social Media
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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 -
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Report #643 | | MembersAttracting and Engaging Younger Members Innovation Financial Well-being Benchmarking and Key Performance IndicatorsDriving Financial Wellness through Gamification: A Pathway for Credit Unions
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Simon Blanchard
*20-Minute Read: This brief lays out the basic mechanics and psychology behind gamification, giving examples of solutions that have positively influenced financial behaviors. Driving towards increasing financial wellness and member engagement, the brief also discusses potential pathways for credit unions to leverage gamification. -
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Report #640 | | MembersDecoding Generational Dynamics
This four-part series explores how shifting demographics and generational patterns are transforming the needs and expectations of your members and colleagues.
More opportunities
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Blog |Inside the 2025 Inner Circle Symposium: The Top 10 Takeaways
Nearly 100 credit union leaders joined us last week in Fort Worth for our 2025 Inner Circle Symposium. We were so energized and excited about the experience that we've compiled a list of 10 powerful takeaways for you to get inspired and share with your team. -
Blog |Webinar: Unlocking the Future—Engaging Gen Z for Credit Union Growth
Review webinar materials from Unlocking the Future: Engaging Gen Z for Credit Union Growth hosted November 7th, 2024. -
Blog |Introducing the Center for The Next Generation of Member Growth and a Preview of Our Next Research Center
Filene is proud to announce the recent launch of the Center for The Next Generation of Member Growth with Fellow Kim Lear, a highly respected generational sociologist and Founder at Inlay Insights. Read on to get a sneak peek at what research will be coming soon from this new center and the newly announced topic for the next Center of Excellence! -
Blog |Thinking Forward: Making Gen Z the Credit Union Generation: Turning Member Insight into Business Impact
More than half of Americans under the age of 40 have a side hustle. How can credit unions attract younger consumers for whom maintaining a reliable income is a top priority? Dig into the future of credit unions with top-down and bottom-up insights from Filene's groundbreaking Member Voice segmentation model and newest Center of Excellence on the Next Generation of Member Growth.
