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In their quest to make long-lasting connections with Gen Y, some credit unions are learning the hard way that authenticity may be the key. With their ability to see through fake attempts to be hip, Millennials instead crave details on how financial products and services will benefit them—and the answers must translate on the social media channels they’re using. They may also be swayed to switch from their banks if they can see what credit unions are doing outside of their branches to make a difference in their communities.

For most credit unions, young adults have become the target market, according to the Filene Research Institute.

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