Are We a Movement or an Industry? Why It Matters for Credit Unions

There’s been a recent uptick in conversation across LinkedIn and industry circles asking a foundational question: Are credit unions still a movement—or have we become just another industry?

It’s a fair question. One worth not just asking, but deeply examining.

Movement vs. Industry: What’s the Difference?
While the two may overlap in function and form, the heart behind them is radically different. Here's a simple comparison to consider:

Sound familiar? If it doesn’t, one reason could be that the national trade association’s story has defaulted to one of merger and growth rather than the birth of the trade association the same year the federal credit union act was passed.

Our Roots Are in the Movement
Credit unions weren’t born from a business model—they were born from a need. Immigrants, farmers, mill workers, and communities left behind by banks created cooperative financial institutions where people came before profit.

They pooled what little they had. They volunteered. They believed. That’s a movement.

So What Happened?
Fast forward to today, and the average consumer would be hard-pressed to distinguish a credit union website from that of a traditional bank. Leadership teams are focused on “wallet share,” “cross-sell opportunities,” and “market competitiveness.” Sound more like a business than a belief system?

This doesn’t mean we’ve failed—but it does mean we may have drifted.

Why This Matters Now More Than Ever
The world doesn’t need another industry. But it desperately needs a movement that empowers financial inclusion, builds generational wealth for underserved communities, and returns financial power to the hands of the people.

Our Challenge: Wake Up or Blend In
Credit unions must ask: Are we aligning decisions with our founding values, or with quarterly benchmarks? Are we educating our members—or selling to them? Are we truly advocating for the underserved—or simply acquiring new accounts?

What You Can Do

• Use your website, your messaging, and your member experience to reflect who you are, not just what you sell.
• Educate your board and staff on the cooperative difference—often.
• Say no to unnecessary mergers that dilute mission in favor of size.
• Support new charters that keep the movement alive.

Final Thoughts
Being part of a movement is harder. It’s messier. It doesn’t always scale cleanly. But it changes lives—and that’s the promise credit unions were built on.

So… are we a movement or an industry?
Better yet—what do you want us to be?

As our Director of Mission and Impact, Denise Wymore champions our mission to empower credit unions to remain independent, thrive and deepen their impact in the communities they serve - helping them avoid unnecessary mergers and stay true to their purpose. You can contact Denise at denise@yourmarketingco.com or 503-805-4424.