According to a recent study by CUNA Mutual Group, 62% of middle-income Americans worry about their financial stability every day. The finding, shared with attendees at the CUNA Marketing and Business Development Council conference in Las Vegas, was part of the company's What Matters Now™ research program.

TruStage, CUNA Mutual's consumer brand, gathered insights from more than 25,000 individuals using a combination of quantitative, qualitative and social media research methods. The study drew similarities and differences between credit union members and broader middle-income Americans in terms of core demographics and lifestyle preferences to show how this population defines success across generations.

"We use consumer insights to continuously improve our member experience, including how we develop media plans, design products and optimize each consumer touch point," TruStage Senior Vice President Susan Sachatello said. "Our goal was to add dimension to what we have learned from middle-income credit union members and nonmembers alike to become more relevant in their everyday lives."

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

  • Critical information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including and

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.