You Can't Choose What You Don't Know

Gen Z and Millennials already value what credit unions stand for; the key is making sure they see it.

By Haleigh Laverty, Communication Specialist at the Defense Credit Union Council (DCUC)
 
Gen Z and Millennials want transparency.
They care about community.
They distrust big corporations.
They want purpose-driven brands.
They want fairness.
 
That’s the credit union model. And yet, ask a 25-year-old what a credit union is, and you’ll probably get an answer that doesn’t quite broach what we’d hope for. Maybe we landed with someone whose family members are credit union members, and they have a general understanding.
 
We all recognize the importance of sharing the credit union mission and impact. My prompting here is less that we need to be louder or tell it more. I think the area we’re landing flat is in the “how” and “where” it’s being told.
 
Maybe credit union leaders and industry veterans will disagree (or have exited this article entirely), but for those still here, consider that these suggestions may carry some notion of truth.
 
I do see a new wave coming. Many (including DCUC) were excited to hear of the young group of college students from The University of North Carolina at Chapel Hill (UNC) who are working to charter a new credit union. We’ve seen new initiatives and efforts emerge within the industry, like Backbone, focused on elevating the core mission and collective voice of our movement, or improved support and representation for smaller-sized credit unions. And there are increasingly more conversations asking:
 
“How can we better connect or reach young populations, students, people stepping into their financial journey for the first time?”
 
Gen Z and Millennials are discerning more than ever through self-led research and direct consumer-to-consumer marketing, and there's good news—what these generations care about is exactly what credit unions were built for.
 
Start leading with the why
Younger generations don’t choose brands simply for product bullet points. They also decipher based on value, relevance, intentionality, ease in accessibility, and credibility. They care about fairness, transparency, community impact, and contributing to something bigger. Credit unions already lead in these areas, but are we being clear enough?
​
“You’re not a customer. You’re an owner.”
 
Credit unions exemplify “people helping people,” but at what point does that phrase become overused or fail to translate to the audiences who need to hear it?
 
Ownership resonates with these generations that values agency and participation.
 
Too often, I think we are burying this simple notion in industry language instead of leading with it.
 
Membership needs to feel like belonging
Membership should be simple and clear, but more than that, it should feel meaningful. Joining a credit union isn’t simply opening an account, it’s becoming part of something bigger:

• Community events
• Young professional groups
• Financial workshops
• Volunteer opportunities

 
Show the human perspective
Randolph-Brooks FCU had a fun and light-hearted social media post I came across on LinkedIn, and it captured the essence of this approach. I’ve seen this trend on Instagram and TikTok as well.
 
Don’t lose the human aspect by over-scaling in polished corporate-style messaging. Have fun, bring it back to a personal level.
 
If we want to be known, we have to be seen
Gen Z and Millennials grew up in the age of influencers, entrepreneurship, and rapid digital innovation. I say that as a Millennial myself. Regardless of generation, one truth remains: if your business doesn’t evolve with the times, it risks being labeled as outdated or unresourceful.

Now more than ever, people expect seamless digital experiences. If opening an account feels slow, or the app feels outdated, the business will, too. In 2026, digital experience equals trust and credibility, whether we love that or not.
 
This isn’t about being flashy. It’s about being frictionless. Credit unions are helping members out of predatory loans, supporting service members during pay delays, and hosting financial literacy programs.
 
Why aren’t we sharing these stories where younger generations knowingly spend their time?
 
If we want to reach all target audiences to grow our impact, we need to meet them where they are.
 
We need to get on the channels these generations are getting their information from. And yes, that means posting on Instagram, TikTok, YouTube Reels, etc.
 
It doesn’t have to be complicated just because it feels unfamiliar.
 
Try short videos and reels covering FAQs, a “day in the life,” or simple explainers like “What’s the difference between a bank and a credit union?”
 
Try carousel posts, CEO video messages that are less formal and more personable, ask to feature one of your members on social media for a direct perspective. Don’t be afraid to have fun or post something entertaining.
 
The impact is real. The mission is real. But the visibility? That’s where there’s a fall-out, but also potential. Note: Hang tight, there’s free 90-day guide with examples of how to put these concepts into action at the end!
 
Fixing the disconnect
Younger generations aren’t necessarily thinking about financial products, but more so what those products enable. Think of where people are right now, and make it known your credit union can help them with:

• Moving into their first apartment or purchasing their first home
• Paying off student loans
• Starting a side hustle
• Buying their first car
• Launching a business
• Building a budget
• Investing in their future

 
Lead with what your services can help them achieve.
We’re great at promoting rates and products; that should continue to be clearly communicated. It is purpose and alignment that need to be elevated in both creative and powerful ways.
 
Instead of your next marketing campaign highlighting your products, try:
 
“We helped __ first-time homebuyers last year.”
“We funded __ local small businesses that created jobs.”
“We returned $__ million to our members through better rates and lower fees.”
“We supported __ young professionals in building savings and starting their investment journeys.”
 
That’s human, relevant, and memorable.
 
Final thought
Credit unions don’t need to reinvent themselves to reach younger generations. The model already aligns with what Gen Z and Millennials value:

• Fairness
• Ownership
• Transparency
• Community
• Purpose

 
Lead with clarity by meeting people where they are. We exist to serve you, not shareholders. Your success is our success. We are part of the same community, investing right alongside you.
 
The credit union ethos of people helping people isn’t outdated. It’s exactly what these generations respect, trust, and prioritize. Let’s go make it known!
 
Free resource: I’ve prepared a free 90-day guide that credit unions can download and follow as part of a creative effort to move the needle on Gen Z and Millennial outreach. ​