Generation Z, born between 1997 and 2012, is the latest generation to enter the workforce and seek financial services. While Gen Z makes up about 18% of the modern workforce, only 10% of them have accounts with credit unions. Most Gen Zers prefer banking with large institutions or fintechs that offer easy digital account management. This growing trend of choosing digital over brick-and-mortar locations presents an opportunity for credit unions to connect with younger members. If your credit union wants to increase its Gen Z membership in 2025, here are four key areas to focus on.

1. Digital-First Banking Solutions

Gen Z as a group tend to prefer a digital experience when it comes to shopping, socializing and banking. They want the ability to open accounts, apply for loans or manage their credit cards—all from an app, without visiting a branch or calling customer service. If your credit union isn’t offering these services yet, it’s time to start planning for them.

A strong, easy-to-use app is essential. While a website alone might work for some members, Gen Zers demand a more personalized, mobile-friendly experience. Your app should be intuitive, fast and offer all your most popular products—especially loans and credit cards.

2. Educational Content

Gen Z spans a wide age range, from 12 to late 20s. The older members may already be comfortable managing their finances, but many younger Gen Zers could benefit from financial education. Topics like budgeting, avoiding credit card debt and choosing car loans would be especially helpful for the younger group. For the older Gen Zers, consider content on buying a home, saving for the future or tackling student loan debt.

Remember, educational content doesn’t just mean articles. Webinars, podcasts and eye-catching social media graphics are great ways to share financial tips with those who prefer more engaging formats over long reads.

3. Community Involvement

Gen Z is highly focused on social causes and community involvement. In fact, 61% of them volunteer for meaningful causes each year. When it comes to choosing a financial institution, they tend to lean toward those with a strong community presence. This could mean the difference between a large bank or fintech and a local credit union. Highlight how your credit union supports local causes through donations or volunteer work. Not only does this appeal to Gen Z’s values, but it also reinforces the credit union cooperative principle of “concern for community.”

4. Social Media Engagement

To attract Gen Z, your credit union must be active on the right social media platforms. While Facebook and LinkedIn may reach older generations, Gen Z prefers platforms like Instagram and TikTok. (Note: With the TikTok ban looming in January 2024, it’s wise to focus more on Instagram and other alternatives like YouTube Shorts or Snapchat.)

Tailor your content to these platforms, emphasizing your digital services, educational resources and community involvement. Gen Zers engage more with videos and interactive content, so consider posting short clips, behind-the-scenes looks at your community efforts or quick financial tips. Make sure your messaging resonates with their values and lifestyle.

Gen Z is an important part of the future workforce and attracting them to credit unions is essential for growth and sustainability. By embracing a digital-first approach, offering valuable educational content\ and getting involved in the community, your credit union can appeal to the needs and values of this generation. Show Gen Z that you understand their financial habits and priorities, and you’ll build lasting relationships that keep your credit union thriving in 2025 and beyond.

Bill Lehman is the Chief Marketing Officer at Trellance.