Are your accountholders too old?

by. Joe Swatek

During a creative call a couple of years ago, a young credit union marketer issued directions for any photos used with the project. She was adamant that people in the photos look 20-something.

“We don’t want any old people to join,” she said.

I thought the idea, “Don’t trust anyone over 30,” went out of favor a generation or two ago.

When you’re promoting your bank or credit union products and services, at what age demographic should you aim your message?

There’s the idea that the Boomers are empty-nesters who inherited the savings of their thrifty parents, so they have all the money. Another argument says financial institutions must build for the future and recruit Gen-Y customers or members.

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