Amid the turbulence of today's economic landscape, consumers are increasingly turning to their financial institutions for expert counsel to navigate these challenges effectively. More than ever before, credit unions have found themselves in a strong position.

These community-focused institutions historically are known for providing personalized services to their members, as credit unions often have a deep understanding of their members' unique financial needs and are often embedded in their local communities. To the average target member, particularly younger generations, this aspect is often undersold or misunderstood by the public. According to a consumer survey from Keypoint Intelligence, just 5% of millennials and 4% of Gen Z are credit union members – underscoring that while the challenge persists for credit unions to market themselves to younger generations, this is also an area of tremendous untapped potential.