Why Credit Unions Are Right for Gen Z (And How to Show Them)

Gen Z is here—and they’re changing the rules of the financial game. This generation, born between 1997 and 2012, makes up about a quarter of the US population. In the next five years, their global income is expected to amass $36 trillion, a figure that is projected to grow to $74 trillion by around 2040. They’re digitally native, socially conscious, and skeptical of traditional institutions.

For credit unions, that’s not a challenge—it’s an opportunity. Unlike big banks, credit unions are built on values that align naturally with Gen Z. The question is not whether credit unions are right for Gen Z, but how clearly and creatively we can show them.

Why Credit Unions Align with Gen Z Values

Here are some of the top reasons credit unions are a perfect match for Gen Z members:

1. Community over corporations

Gen Z prefers to buy from brands they consider ethical, with 81% of Gen Z consumers having changed their purchasing decisions based on a brand's actions or reputation. Credit unions’ member-owned, community-first model fits perfectly with their preference for supporting local businesses over faceless corporations.

2. Authenticity matters

Gen Z can spot inauthentic marketing in seconds—they expect transparency, honesty, and proof of impact. Credit unions already operate with openness: members are owners, not account numbers.

3. Financial education is a must

Gen Z has the lowest financial literacy of any generation. With a history of offering workshops, counseling, and youth programs, credit unions can meet this need head-on.

4. Tech that works

Gen Z expects banking experiences to be mobile-first and seamless. Over 53% of Gen Z identify digital banking as a top need for choosing a new institution. Credit unions may not have the same tech budgets as megabanks and fintechs, but modern digital platforms and mobile apps are increasingly closing the gap. Pairing tech with personalized service creates a winning combo.

5. Social and environmental impact

Over half of Gen Z consumers say that environmental, social, and governance concerns are important when choosing a payment provider. Credit unions reinvest in their local communities, supporting causes Gen Z cares about—whether it’s scholarships, green lending, or partnerships with local nonprofits.

How Credit Unions Can Reach (and Win) Gen Z

Having values that align with Gen Z isn’t enough—you need to communicate those values where and how Gen Z will hear them. Here are some tactical approaches:

Lead with storytelling, not selling

Show how your members benefit—not just with lower rates, but with real stories of students getting scholarships, first-time homebuyers finding success, or local businesses thriving with credit union support.

Be present where they are

Gen Z isn’t opening email newsletters. They’re scrolling TikTok, Instagram Reels, and YouTube Shorts. Create short-form video content with financial tips, behind-the-scenes looks at your staff, and member testimonials.

→ See real world examples of how we're helping credit unions reach Gen Z through social media 

Prioritize mobile-first experiences

Your  website and online applications should be seamless on a phone. Gen Z won’t wait for clunky processes—they’ll bounce to a competitor. Invest in mobile-first design and simplify your account-opening process.

Educate, don’t lecture

Offer bite-sized financial education in creative formats. Think gamified savings challenges, Instagram carousel tips, or short “ask me anything” videos with your loan officers.

Show your social responsibility

Highlight your community impact and sustainability efforts on social media and in campaigns. Whether you sponsor local high school events or fund clean energy initiatives, make it visible.

Partner with young voices

Work with local Gen Z influencers—like student athletes, creators, or campus leaders—to spread your message in authentic ways. Their peers will trust them more than traditional ads.

→ See how we helped Rocky Mountain Credit Union lower its average member age by 16 years

The Bottom Line

Gen Z isn’t looking for another faceless financial institution. They want partners who are authentic, community-driven, and tech-savvy. Credit unions already check those boxes—it’s just a matter of showing it in the right way.

With the right storytelling, digital strategy, and commitment to values, credit unions can turn Gen Z from skeptics into lifelong members. That’s not just good for marketing—it’s good for the future of cooperative finance.

Hoping to attract newer, younger members? Contact us to talk about how.