Key takeways:
- 49% of Gen Z have heard of credit unions but don’t know how they work.
- 17% of Gen Z think credit unions are for older people, and another 17% say they are not modern enough.
- Millennial membership has fallen from 31% in 2023 to 22% in 2025.
- Two-thirds of Millennials and Gen Z say they try to support brands aligned with their values, yet only 35% feel their financial provider reflects those values.
- 85% of Millennials and Gen Z would consider a youth-focused account designed for their needs.
