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Thirty percent of Gen Zers have not only chosen a primary financial institution that is not a credit union – they are also unaware that credit union membership is even an option for them. The same is true for 21% of millennials.
That's according to a new report, "Attracting Gen Z and Millennials: Seven Essential Strategies for Community Banks and Credit Unions," from the Wilmington, N.C.-based digital banking services provider Apiture. The report was based on a survey conducted by The Harris Poll on behalf of Apiture in February 2024 of 2,004 U.S. consumers ages 18 and older; 38% of respondents were boomers, 29% were Gen Xers, 25% were millennials and 8% were Gen Zers.
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
