Credit union marketers have a powerful story to tell: community-first values, people-over-profit service and financial guidance that actually helps. But even the best story can miss the mark if it isn’t rooted in what consumers really care about. That’s why consumer research shouldn’t be a “nice-to-have” in campaign development—it’s the difference between advertising that feels relevant and advertising that gets ignored.
With financial services as a core area of expertise, we regularly check in on consumer behavior. Recently, we asked Americans ages 18–34 how they chose their current financial institution, with the objective of pinpointing how to interest them in the benefits of credit union membership. The results were revealing:
- Referral (parents/friend/family): 35.2%
- Product (rates or promotion): 21.2%
- Digital experience: 19.8%
- Convenience/location: 13.0%
- Existing relationship (e.g. had a loan/chosen by employer or school): 7.5%
The actionable insight? Include referral messaging in your communications. Whether that’s an incentive for current members for referrals, talking to parents about why credit unions are smart choices for their children’s first accounts or using your actual members as influencers who spread the word, this information helps prioritize your go-to-market messages.
Instead of relying on assumptions or stereotypes (“Gen Z only cares about apps,” “everyone is rate shopping,” “branches don’t matter anymore”), we want to build creative and media plans around a shopper mindset. Research replaces guesswork with evidence. It tells you what motivates someone to switch, what barriers keep them from consideration, which messages earn trust and what language sounds authentic versus salesy. In a category where consumers often feel overwhelmed or skeptical, that clarity is priceless.
Research helps credit union marketers tell the right story at the right time. It protects budget, strengthens creative and improves results—because the campaign isn’t built on what we think consumers want, but on what they’ve already told us.
