As credit union marketers look for ideas to help navigate the shifting and evolving financial needs of their members, and consumers in general, here are some insights from the research that can help you and your brand focus on helping your members without being annoying or making your marketing be a nuisance in their way.

People need financial help on all levels. The "From Debt to Mindfulness" research shows that whether you're a thousandaire or billionaire, you're going to be tempted to overspend and be drawn to shiny new things you don't need. Credit union brands can be a helpful friend that teaches a mindful spending approach, helping to identify emotional triggers and readjust spending habits.
People want to be heard. Filene's "Fostering Digital Clout in Credit Unions" report gives credit unions actionable insights to better manage consumer reviews on social media. One main recommendation states, "if you get a bad review, respond. Standout credit unions take care to show that they care about every member … and responding to reviews has the opportunity to influence a larger audience than the individual reviewer." Make sure your brand is listening, not just speaking.
Give people what they want, not what you want them to want. What would you do if 35% of your loan portfolio just disappeared? In "Consumer Insights on Autonomous Vehicles as an Impending Market Disruption," we learn that credit unions must be willing to experiment with new models of financing that reflect member preferences – for example, flexible leasing instruments for shorter-term leasing or shared mobility loans to pay for carsharing subscription services. How might your brand anticipate the next wave of consumer preferences and be there ready to serve before they even arrive?

I recently read an article called "Cultivating Everyday Courage" in the Harvard Business Review that talked about the concept of being "competently courageous" in the workplace. Essentially, the concept describes professionals who perform courageous acts such as pushing to change a flawed policy or speaking out against unethical behavior, but do so effectively and affect real results without risking their jobs and reputation to do so.

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