Credit unions face the challenge of aging memberships, as well as an inability to attract and engage young borrowers or future borrowers, but they need a new game plan if they want to attract Generation Z.
They are young — the generation is defined as those born beginning in 1994. The eldest are turning 21 or soon will. Some say they already make up a quarter of the total population.
"Gen Z, which comprises about one fourth of the U.S. population, is entering adulthood and creating new challenges and opportunities for retail banks of all sizes to acquire them as customers, build their loyalty, and capture a larger share of wallet as they age; however, banks will need to understand what drives satisfaction among this generational group," J.D. Power said in its survey release earlier this year.
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