Millennials pose for a photo

The term “millennial marketing” is often touted across numerous industries in an effort to better understand a generation that’s growing in many ways. It’s critical for credit unions to evaluate how to market to the largest generation in the U.S. workforce. But who are they, and what do they want?

The Pew Research Center defines millennials as people born between 1981 and 1996. They’re often described by choice buzzwords: Technology-driven, entrepreneur, community-focused, entitled, coddled and lazy, among many others. Crafting messaging that resonates with this group can be confusing for financial institutions of all sizes. However, there are a plethora of ways credit unions can rethink their approach to meeting the expectations of millennials. Credit unions can develop more effective millennial marketing strategies by understanding some of the defining characteristics of today’s largest living generation.

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