FISHERS, Ind. —Denise Wymore can trace the many of the challenges faced by credit unions today to the Boomer generation.

Boomers made the value shift from thrift, cooperation and patriotism to consumption, experimentation and greed, said Wymore, vice president of marketing at the $388 million Del Norte CU in Santa Fe, N.M.

In addition, “We stopped promoting thrift and started promoting debt. During the Boomer reign interest rates have declined, so from a marketing perspective it should be easy to market,” said Wymore to attendees at the CU Watercooler Symposium on Friday at FORUM CU's facilities in suburban Indianapolis.

“Members aren't loyal because you made them that way. Boomers invented credit cards. The American dream was owning a home not a mortgage,” Wymore said.

She added that to evolve, credit unions need to refocus on common bond, stop promoting products and start promoting purpose.

“It's about marketing differentiation, and focusing on things you do best,” said Wymore.  ”Get that feeling of exclusivity back, become more boutique focused and stop trying to be everything to everyone. It's about action. Acting like a cooperative, not just saying you're one.”