GALVESTON, Texas – Credit unions will have to change the way they do business if they are to reach young adults, 22-year-old CEO and founder of brassIMEDIA Inc. Bryan Sims told attendees at the opening session of Texas Credit Union League's 72nd Annual Meeting Apr. 19 at the San Luis Convention Center. Sims, who started the publication two years ago in response to a disastrous family financial situation, is committed to spreading the message on how young adults can make and manage money wisely. In his presentation, he profiled six young adult leaders who have been featured in magazine cover stories. Each individual's story reveals an attribute of this age category that credit unions need to consider when evaluating how they will attract and retain younger members. His observations follow: 1) Technology is changing the way business works. Sims urged credit unions to explore ways to become more technologically savvy by improving accessibility for young adults who regularly use cell phones and Internet sites such as myspace.com and facebook.com. With 42% of loan applications nationwide being submitted over the Internet between the hours of 5 p.m. and 8 a.m. according to Sims, credit unions need to provide this service. Interactive satellite maps that include bank and ATM locations are currently being developed for use in new cars. "Where are all the credit unions [on these maps]," Sims asked. 2) Entrepreneurs will abound in the new generation. The second most common response today to the question, "What do you want to be when you grow up?" is entrepreneur [the most common is an NBA basketball player]. Microsoft, Dell, Subway, and a host of other highly profitable businesses were started by teens. Credit unions must be prepared to meet the needs of the young self-employed. Women-owned and minority-owned businesses are also increasing rapidly. Statistics show white, male-owned businesses are on the decline. Another interesting phenomenon: 750,000 people today make primary income from e-bay sales. 3) New cultures are entering our markets. Credit unions cannot ignore the New Americans coming into the U.S. Consider developing Web sites in multiple languages and hiring a culturally diverse staff. Beware: the states of New York, Florida and Texas will account for 48% of the projected population growth in the next 10 years. 4) Age shouldn't be a factor in lending decisions. Only half of all credit unions offer risk-based lending. Be sure and distinguish between "no credit" and "bad credit." 5) Serve the underserved. Credit unions have an all-time low delinquency rate, but they're also turning down more loans than ever. Low-income or minority youth may have more on the ball than what the eye sees. Take time to understand how you can reach those who need services. 6) Youth are looking for something to believe in. Be socially conscious. Youth want to associate with people who are involved in the community and have a mission. Sims concluded by emphasizing the unique nature of credit unions. "Let's ensure future generations of young Americans know what credit unions are all about."