Does your credit union know what matters to multicultural consumers?

Key findings from the 2018 What Matters Now research indicate that most multicultural consumers ranked considerably higher than whites in six key areas: optimism, hustle, living in the moment, worry, generosity and community spirit. These rankings show important differences in which financial products/services multicultural consumers buy – and how and why they buy them.

Why is it important to know what matters to multicultural consumers?

The multicultural consumer population is growing, they are spending faster than whites, and on top of that, they fall into the sweet spot for credit unions – middle income.

Here’s a fun fact: in each population segment, nearly half of consumers are actually middle income. Having a better understanding of the values, needs, and challenges driving the financial behavior of multicultural consumers will enable credit unions to better meet their needs. To learn more about how to better serve this segment, download the eBook.

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What Matters Now: 6 Key Differences Drive Multicultural Consumer Behavior

Understand key differences for multicultural members to better serve their needs and goals
What Matters Now: Insights from Non-Members

Learn more about the under-engaged members that you're already serving, and how to better attract them.
What Matters Now: Insights from Millennials

Learn what matters most to the millennial generation (ages 18-34) and how to serve them.
TruStage What Matters Now™ Consumer Research 2018. TruStage® Insurance products and programs are made available through TruStage Insurance Agency, LLC and issued by CMFG Life Insurance Company and other leading insurance companies.