Tailor Products to Meet the Needs of Changing Households

The makeup of American households is changing, points out the U.S. Census Bureau’s “America’s Families and Living Arrangements: 2012” survey.

The shift is paramount for credit unions that must replace aging members with new ones from different demographic groups such as youth and Hispanics.

In 1960, roughly 32% of U.S. households were headed by people ages 30 to 44 years old. After a peak of 35% in 1990, that percentage has dropped to 26% today, according the U.S. Census Bureau survey.

The share of households headed by older adults expanded as the number of 45- to 64-year-olds shrank in the 1980s and 1990s, but began growing again in 2000 as baby boomers grew older.

Among the notable findings for credit unions in the America’s Families survey:

  • In 2012, roughly 27% of households contained just one person, up from 17% in 1970. On average, American households contain 2.55 people.
  • The largest concentration of households with five people or more was among the 30- to 44-year-old age group. These families were most likely living with children younger than 18.
  • Married households continue to decline—to 49% in 2012 from 71% in 1970.

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