Go beyond marketing and serve Hispanic consumers

This community presents a great opportunity for credit union to add members and to be ‘people helping people.’

Every year, National Hispanic Heritage Month (Sept. 15 to Oct. 15) feels like a good moment for credit unions to consider how they might reach this growing market. It’s easy to see why: The Hispanic population topped 60 million in 2019, up 20% since 2010, according to 2019 population estimates from the U.S. Census Bureau. About one in five American consumers identifies as Hispanic. This is a vital and growing market.

But this year, we’re proposing we take things a step further. We believe credit unions can look beyond marketing and think about how they actually serve Hispanic members. Hispanic American consumers need more than effective outreach and clever advertising. They need partners in their financial success.

A Word About Our Perspective

Thanks to our work with CO-OP’s Diversity, Equity & Inclusion council, we’re enthusiastic advocates for reaching out and meeting the needs of diverse communities. We believe there’s strength in diversity and the complex understanding that comes from multiple life experiences and perspectives in the workplace.


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