In their quest to make long-lasting connections with Gen Y, some credit unions are learning the hard way that authenticity may be the key.

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With their ability to see through fake attempts to be hip, Millennials actually crave details on how financial products and services will benefit them – and the answers must translate on the social media channels they're using.

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They may also be swayed to switch from banks if they can actually see what credit unions are doing outside of the branch to make a difference in the community.

The report also includes exclusive content from the Filene Research Institute on examining credit union loyalty among young adults. Just click, download and learn.

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