Connecting with multicultural members: Research findings for supporting diverse communities

Over the past five years, multicultural consumers have accounted for 100 percent of U.S. population growth and 61 percent of credit union membership growth. As the population becomes increasingly diverse, understanding cultural differences should be a top priority for credit unions, especially with the drive for profitable growth.

Our What Matters Now™: Insights from Multicultural Consumers research uncovered significant differences in behavioral areas like financial product ownership and research behaviors. Those kinds of valuable insights are the keys to understanding how different cultural groups feel about and use financial services. It’s the kind of actionable data that credit unions can use to connect in meaningful ways to this growing segment of the population.

Through this research, our eyes were opened to how people across all races and ethnicities use financial products and services. To learn more about these insights, view our recent webinar. Here’s a sampling of the findings:


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