If your credit union is struggling to connect with today’s younger generation, then you’re not alone. Only 4 percent of Gen Z are credit union members, according to a 2024 survey presented at the 2024 World Credit Union Conference. The study also found only 5 percent of millennials belong to credit unions. Over the past two decades, the median age of a credit union member has risen from 42 to 52, according to a Filene Research Institute study.

Faced with this challenge, many credit unions and traditional banks have teamed up with fintech firms to help them engage with young people, while also aiding their financial literacy efforts. Although fintechs can help improve their young adult offerings and customer service experience, the survey results suggest that they’re only a partial solution.

Clearly, credit unions have not had success finding effective ways to reach and impact the under-35 demographic.  But it’s not because that group doesn’t care about money. As a speaker, author and founder of Young Money University, I regularly give financial presentations to audiences across America. The young people I meet with are extremely interested in how to earn, save, spend and invest money better or “differently.”

Over the past 20+ years, I’ve partnered with credit unions, colleges and corporate sponsors to help them move beyond “old school” financial education and adopt bold new strategies to reach the young adult market. I created a radical five-step platform called “Do Money Differently,” designed to help young adults ages 18-34 learn how to reduce money stress, increase financial confidence and begin to create wealth from investing.

The biggest lesson I’ve learned from decades as a financial speaker is that young people have the same hopes, dreams and fears no matter who they are or where they live. From Boise, Idaho to Huntsville, Alabama to Cincinnati, Ohio, event attendees come eagerly seeking expert guidance on how to pursue their life goals. Too often, they grew up not learning basic budgeting or money management skills, either at home or at school.

Here are some of the questions I often get from audiences:

“How can I start a side hustle to earn extra money?”
“How do I deal with unexpected expenses?”
“How are credit unions different from banks?”
“How much money do I need to start investing?”

“How do I save for big purchases like a car and a house?”

“What do the wealthy know that I don’t yet?”

As a credit union official, your mission is to connect your local community with the financial products and educational resources that can turn their dreams into reality. There are two keys to achieving that mission: 1) Finding the right and most relevant marketing channels for your business and services; 2) Speaking to potential members with an authentic voice that shows you truly care about their financial success.

Unfortunately, traditional financial education programs and content tend to be dull and uninspiring.  The reason why Do Money Differently (DMD) resonates so strongly with younger audiences is because it taps directly into their core desires and needs without using any of the confusing jargo...