Credit unions’ No. 1 concern must be consumer awareness. I and others have harped on this for a long time now. If no one knows credit unions exist or grasps even a basic understanding of what they are, all the mobile investments and fights with those working to dry up credit union business lending are for naught.

CUNA’s analysis of 16 years’ of its research bears this out: Even after more than a century in business, consumers, particularly the gigantic generation of up-and-coming millennials, don’t know of or understand credit unions. Therefore, based on CUNA’s research, the main messages of the perpetual awareness effort (not a campaign, it’s been emphasized) are:

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