What Matters Now: Findings from TruStage research

Published by: Melanie Koch

July 10, 2024 | TruStage

Ohio’s Haynes Circle community of smaller market credit unions recently convened a webinar to explore the latest insights from TruStage’s cutting-edge What Matters Now™ research. Drawing from a robust sample of nearly 10,000 participants spanning diverse cultural and generational backgrounds nationwide, this report is a treasure trove of identity-rich data, profound insights, and actionable strategies to foster financial well-being among your members and community.

The research equips credit unions with the knowledge needed to better serve all consumers, aligning with the Movement’s foundational ethos of people helping people. Major themes highlighted in the report are strategically crafted to help credit unions anticipate and meet the evolving demands of tomorrow’s consumers.

Key findings discussed during the webinar include:

  • Native American, Native Alaskan, and Indigenous consumers overwhelmingly designate credit unions as their primary financial institutions, surpassing all other racial and ethnic groups.
  • Financial concerns have surged over the past five years, notably among multicultural and millennial consumers.
  • Family and friend recommendations emerged as the top influencers for selecting a primary financial institution among nearly all participants.
  • Today’s consumers prioritize community engagement, particularly in financial well-being, food security, and education.

The session thoroughly explored these critical insights into consumer needs and preferences. A recorded session is accessible via the League’s secure member site. Register now to access it and dive deeper into these pivotal findings.

Contact Melanie Shaner for questions or assistance.

Melanie Shaner
Melanie Shaner Director, Member Success E: mshaner@ohiocul.org
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