The findings: Credit union marketing campaigns often center on being “just as good” as their banking competitors. But they may be selling themselves short: CUInsight has identified key differentiators credit unions should consider highlighting instead.

The differentiators:

• A commitment to diversity, equity, and inclusion (DEI): Many credit unions were founded to reach certain un- or underbanked populations. While they—like all financial institutions (FIs)—are open to any consumer, highlighting this foundational commitment to DEI could resonate with young consumers, especially as other brands back away from the topic.