Business View Magazine l January 2023

114 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 12 Guthrie says the CCUA continues to focus on creating awareness among younger Canadians about the value and advantages of credit unions. “If you look at credit union membership, it tends to lean toward people over 50. Meanwhile, young people’s values revolve around community, wanting to see their money come back to them and doing good for the climate. Credit unions are all about that, which points to a lack of alignment between what credit unions are putting out there and what young people respond to. We are using digital and social media to connect with Millennials and Generation Z (those under 40 years old) and tell them there’s an alternative to banks that aligns with their values,” he says. “We are also telling the younger generation that they should be part of this great movement and help revitalize it in Canada; while also supporting its growth worldwide because of all the work it does in bringing financial services to underserved areas around the globe.”