2007 was 10 years ago. I know mathematically that is not true.However, in terms of American cultural evolution 2007 was 10 yearsago.

In 2007 most Americans had never really heard of Twitter or LadyGaga. The pilot who flew the Enola Gay and dropped the atomic bombon Hiroshima died. In 2007 the prime time TV audience saw theirfirst iPhone commercials and the Motorola Razr's ride as thesleekest, most ultra-modern cell phone had lasted less than 2years. On phone calls with clients, contemporaries and family, theprevailing sentiment seems to be that time is elapsing faster. Itis Easter and then it is Christmas. It is an economic,psychological and cultural reality; we do in fact live in a worlddominated by speed.

Collectively, credit unions need to embrace the reality that theworld of leather checkbook covers and paper statements, (two itemsI still had in 2007) is rapidly giving way to the instantaneous andinteractive world of mobile banking. Transactions that use torequire a drive and a wait in the teller line are now completed inseconds from hand held devices that make the stuff Captain Kirk andMr. Spock had look like Betamax. Of course, the Razr did that.

Speed is the most dominant concept in modern American life. Ihave been guilty of identifying problems without a tangiblealternative. Here are my humble opinions on how credit unions canget ready for Generation Next and get a ticket for speeding, notmovement.

Intentionally engage the Millennial generation now anddifferently. Gen Y turned 30 this year. The half of thatgeneration that did not pick a credit union as their defaultbanking option, probably never will. However, the oldest millennialis only 15. Marketing to this generation will have to happen inmoments, not minutes and whenever possible, it is best when blendedwith music. Gen Y and the Millennial generation need to be engagedon a sensory and social level. Engage their senses with music andvideo and they will speed your brand across the 3 and 4G socialnetworks that keep their little communities permanentlyconnected.

Stop talking about a “movement.” Credit unions can be the Targetoption in a Wal-Mart world. Never the biggest, but always a betterexperience. Our members don't join credit unions to be a part of amovement. Movement, the noun, is defined as “a progressivedevelopment of ideas to a particular end.” I think the movement didend with the 20^{th century banking culture. The good news isthat the movement ended with credit unions as a viable and oftenmuch better option to one of the big 4 or a community bank. Manycredit unions are perfecting the niche, boutique style bankingexperience that the next two generations of members will want. Thesimple fact is we do owe a great deal of thanks to those older,much-maligned board members and executives who were part of the20th century movement to keep credit unions relevant. Missionaccomplished.}

^{The Millennial generation is upon us. They don't readpapers or listen to the radio. They will listen to a pitch providedit is quick, relevant, lyrical and it is especially powerful whenit comes to them from their parents and peers. If credit unionswant to earn their loyalty, then we must adopt some of theirculture. They have grown up in a world of speed. Fast Internet,fast music downloads and fast fingers for texting.}

^{Credit unions that maintain student branches at highschools have the single best practice for engaging this demographicbecause no matter how many Lady Gaga songs they can download on thebus, most kids still have a date with history and algebra ninemonths out of the year. Credit unions need to be where the kidsare, when they are and that is in school. With a school branch thekids can learn about credit unions and credit unions can learnabout them.}

^{This year we witnessed the speed of the marketplace compelbrands like Best Buy and Sears to start their Christmas buzz inlate July. Target ran an online promotion called Back in Black.Target fused the back to school season and black Friday Christmaskickoff into one tight campaign. Ultimately, I think many Americanswill find that tacky, but the prevalence of public schooling andholiday profits appears to be 20th century holdovers that are notgoing anywhere. The kids are going back to school this month,credit unions with on-campus branches are waiting forthem.}

^{I believe speed is the single most important item indetermining which credit unions will be part of the new bankingmarketplace and which credit unions are to be victims of it. Speedis needed in making decisions, trusting your instincts and actingon opportunities and challenges versus methodically acknowledgingthem. Embrace the concept of a flexible response versus a strategicplan…quickly.}

^{The iPad is the nail in the coffin of desktop PCs. LadyGaga has more Facebook fans than President Obama. To a millennial,“free checking” makes about as much sense as“in-dash-8-track-tape-deck.” I don't get paper statements anymoreor have a leather checkbook cover.}

^{And 2007 was 10 years ago.}

Jason Dias is president of Eloquent
Online, a marketing CUSO.
He can be reached at 877-421-8715 ?
or [email protected]