Marketing to Gen Z and Young Members: What Credit Unions Must Do

For years, credit unions have talked about attracting younger members, but Gen Z is no longer the future. They are the now. Born between 1997 and 2012, this generation is stepping into the workforce, renting their first apartments, starting side hustles, and building their financial identities. Yet, most credit unions are still using the same marketing playbook that worked for their parents.

To win this generation, credit unions must change how they think about marketing, products, and purpose. The keyword is relevance. Gen Z doesn’t join financial institutions. They join movements, experiences, and values they can believe in.

This is where modern marketing for credit unions needs to evolve — fast.

Why Gen Z Matters Right Now

Gen Z now represents nearly 30% of the global population and holds over $360 billion in disposable income, according to eMarketer. They are also the most digitally connected generation in history. But they are skeptical of traditional marketing, quick to scroll past anything that feels inauthentic, and loyal only to brands that earn their trust.

Credit unions were built for relationships, not transactions. That gives them a unique edge — if they can modernize the message and meet Gen Z where they are.

• According to J.D. Power’s 2025 U.S. Credit Union Satisfaction Study: 31% of members under 40 say they “probably will” or “definitely will” leave their credit union in the next 12 months because of a fee they were charged. The Financial Brand

• Research published by eMarketer finds that 48.8% of Gen Zers use non-traditional channels (such as mobile apps and social) to research banking products, versus 27.8% of older consumers. EMARKETER

• Additional eMarketer research states that Gen Zers are “skeptical of traditional financial institutions, prefer digital and mobile financial tools, and seek investments that reflect their values and goals.” EMARKETER

• A survey by Alkami highlights that Gen Z has the lowest level of trust in financial institutions among age-groups and sees banks as often misaligned with their values. Yet credit unions have an edge if they modernize their tools and education. Alkami

So, how do you break through the noise? By shifting from product marketing to life-stage marketing.

Life-Stage Marketing: From Student to Homeowner

Instead of marketing one-size-fits-all checking accounts or credit cards, credit unions should tailor products and messages to where a young member is in their financial life. Think of it as a journey:

1. The Student

This stage is all about financial education and trust. Students don’t want jargon or rate sheets — they want quick, helpful guidance. Create content that simplifies topics like budgeting, building credit, and managing student loans.

• Offer mobile-first tools for tracking spending.

• Host “Money 101” sessions at local colleges or through live Instagram Q&As.

• Provide referral bonuses to encourage peer-to-peer sharing.

2. The First Job

A new paycheck is freedom, but also responsibility. Market automation, convenience, and saving habits.

• Set up direct deposit campaigns that emphasize simplicity and security.

• Promote micro-saving features and automatic transfers to savings.

• Create short “first job” video reels that highlight success stories from young members.

3. The Renter

Renters face rising costs and uncertainty. This stage is where credit unions can stand out as financial coaches.

• Develop educational series on saving for a down payment or building emergency funds.

• Launch renter-focused loan bundles for deposits, furnishings, and unexpected expenses.

• Position your credit union as the first stop before big financial decisions.

4. The Homeowner

Homeownership for Gen Z looks different. Many are buying smaller homes, investing with partners, or entering shared ownership programs.

• Showcase flexible mortgage options and credit-builder tools that cater to nontraditional income.

• Use personalized follow-ups post-closing — digital check-ins that build long-term loyalty.

• Tie in sustainability themes like energy-efficient home improvement loans.

When you map marketing for credit unions through these life stages, you create more meaningful engagement points. It’s no longer about pushing products — it’s about walking alongside the member at every step.

The “Adulting Starter Pack”: A Smart Way to Bundle Products

Evok Advertising coined a clever concept that credit unions can easily adapt — the “Adulting Starter Pack.” It’s a simple, cohesive way to package multiple beginner-friendly financial tools under one umbrella.

Imagine this bundle:

• Free checking account with early direct deposit

• High-yield savings account with automatic transfer options

• Credit-builder loan or secured credit card

• Optional financial wellness app or budgeting tool

• Access to virtual coaching sessions or short workshops

Now wrap that in a digital campaign targeting 18- to 25-year-olds, using creative headlines like “Adulting Made Easier” or “Start Your Money Story with Us.” Pair it with short, vertical videos on Instagram, TikTok, and YouTube Shorts showing real young members navigating first jobs, first apartments, and first credit cards.

The brilliance of this approach lies in simplicity. Gen Z craves guidance but hates being sold to. A starter pack signals “we get you” while simplifying the intimidating world of finance.

Digital-First Engagement: Where Credit Unions Must Compete

If marketing for credit unions is going to evolve, the first mindset shift is this: digital isn’t an add-on. It’s the core of the member experience.

According to eMarketer, Gen Z spends an average of 4.5 hours per day on social platforms, and 40% use TikTok or Instagram as a search engine. That means your next member isn’t Googling “best checking account.” They’re watching a creator explain how they budget for concert tickets while saving for rent.

To capture attention, credit unions need digital creativity — not just compliance.

Snack-Size Video Content

Forget long tutorials. Think bite-sized stories under 30 seconds. Teach something useful, inspire, or entertain. For example:

• “Three Money Moves for Your First Paycheck”

• “What I Wish I Knew Before Getting My First Credit Card”

• “How to Save Without Feeling Broke”

Use real voices, casual language, and vertical formats. Gen Z values authenticity over polish.

Influencer Partnerships

Partner with micro-influencers who already speak to your community. They might be local creators, student leaders, or lifestyle influencers who can bring credibility to your brand. A campaign featuring real people saying “Here’s why I trust my local credit union” can outperform any paid ad.

Look for creators who genuinely align with your mission. Compensate fairly, give creative freedom, and let them interpret your message in their own style.

Gamified Saving Challenges

Financial education doesn’t have to feel like homework. Create app-based or social media challenges that reward good habits.

• A “$100 in 30 Days” savings challenge with digital badges and leaderboard.

• Interactive goal trackers that members can share online.

• Prize-based incentives like gift cards or local experiences.

Gamification makes saving tangible and social — two motivators that resonate strongly with Gen Z behavior patterns.

Personalization and Purpose: The Secret to Loyalty

Gen Z expects brands to understand them. In a Salesforce survey, 73% said they expect companies to anticipate their needs and tailor experiences accordingly. This generation is not impressed by mass emails or generic financial advice.

Credit unions can personalize in ways banks can’t:

• Use transaction data to trigger relevant offers (like travel rewards before summer or budgeting tools after tax season).

• Segment communication by life stage and behavior, not just age.

• Celebrate milestones like “First Year as a Member” or “First Loan Paid Off.”

But personalization alone isn’t enough. Gen Z wants to align with purpose-driven organizations. They care about sustainability, social justice, and community impact. That’s where credit unions have a natural story to tell — they just need to tell it louder.

Highlight your local partnerships, volunteer programs, and social responsibility initiatives. Show real faces behind your mission. For young members, joining a credit union should feel like joining a cause.

Breaking Down Barriers: Rethinking Onboarding and UX

Many credit unions lose potential young members during onboarding. Why? Because the process feels dated. Long forms, outdated mobile design, and inconsistent digital experiences send the wrong message.

If your credit union’s website or app looks like it was built before TikTok existed, that’s a problem.

Here’s how to fix it:

• Simplify applications to under five minutes.

• Offer digital ID verification and e-signature options.

• Make mobile apps intuitive, with clear calls to action and personalization baked in.

• Use live chat or AI chatbots to provide instant answers.

A seamless digital journey communicates that your credit union values their time and understands modern convenience.

Rethinking the Marketing Mix: Where to Invest

Traditional advertising still has value, but for Gen Z, authenticity and visibility come from different places.

Invest More In:

• Short-form video advertising on TikTok, YouTube, and Instagram Reels.

• Podcasts and influencer collaborations that integrate naturally into their media habits.

• Paid search and social ads optimized for mobile.

• First-party data collection for personalized follow-ups.

Invest Less In:

• Static print or billboard ads that can’t track engagement.

• Overly polished campaigns that look corporate.

• One-time promotions with no long-term engagement plan.

Your media mix should be agile, digital-heavy, and measurable. Every dollar should connect back to awareness, acquisition, or retention goals.

How Credit Unions Can Build a Gen Z Marketing Playbook

To bring all of this together, here’s a framework credit unions can use internally:

1. Listen First: Run quick digital surveys and social polls to understand what your younger audience values most.

2. Audit Your Digital Presence: Review your website, social channels, and ad messaging through a Gen Z lens. Is it inclusive, current, and mobile-friendly?

3. Create a Core Offer: Package your entry-level products into something tangible — like the Adulting Starter Pack.

4. Build a Content Ecosystem: Create a mix of educational, inspirational, and interactive posts across social platforms.

5. Leverage Automation: Use CRM tools to segment and automate personalized communication.

6. Measure and Iterate: Track engagement, conversions, and lifetime value. Adjust campaigns quarterly.

This playbook isn’t about trends. It’s about aligning with how young members live, think, and bank today.

The Opportunity Ahead

Marketing for credit unions is at a crossroads. The institutions that double down on digital transformation, authenticity, and member-first storytelling will be the ones that capture Gen Z loyalty early — and keep it for decades.

The next generation isn’t waiting for your marketing to catch up. They are already forming financial relationships, many outside traditional banking. The question is whether your credit union will be part of that story.

If you’re ready to evolve your message, modernize your digital strategy, and build campaigns that actually resonate with young members, Your Marketing Co. can help you get there. Together, we can make credit unions not just relevant — but irresistible to the next generation of members.