Values Provide Credit Unions With a Strategic Advantage

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Credit union leaders are accustomed to making decisions based on values. People across generations are replacing old habits with new, more values-based choices about brands, the workplace and how they want their work-life setup to look going forward. This should impact the credit union industry in positive ways. A shift toward a more values-based society opens opportunities for credit unions, which are, and have been since their inception, committed to values-based service for their members, employees, communities and other stakeholders.

The IBM Institute for Business Value reported that coming out of the pandemic, people’s views are more values oriented than before. IBM’s in-depth survey of 14,000 respondents in nine countries found that values, particularly those related to ESG factors (environmental, social and governance) increasingly will guide decisions about which businesses people will frequent and where they will work.