Recent research reveals a surprising behavior among Gen Z: a majority (52.5%) say they'd go straight to a trusted brand when choosing a banking product or service, while only 15.8% would shop around. They’re not lazy—they’re pragmatic. With countless financial options and limited time and attention, Gen Z opts for what feels familiar and trustworthy out of the gate.
Why that matters
- Trust becomes a shortcut: If your brand feels safe and reliable, Gen Z will choose you—no debate needed.
- Visibility builds familiarity: Credit unions won't even enter the consideration set without consistent brand visibility and availability.
That leads us to a key question: How can credit unions build that trust fast enough—and at the right scale? TV, specifically streaming TV, offers a unique and advantageous solution.
Streaming TV builds trust faster than other channels
1. Premium attention = Deeper brand connection
- Streaming TV ads boast an average attention time of 9.7 seconds. 8× that of mobile and 16× that of desktop video ads. Additionally, streaming TV ads are non-skippable and top platforms can deliver 100% View Through Rates (VTR).
- Streaming TV ad inventory drives 51.5% ad attention, rising to 56.1% in highly targeted, contextually relevant environments, outperforming traditional TV.
- Viewers experience CTV ads where they feel most themselves: at home. It’s a setting built for comfort and connection, so the message feels more genuine and hits with more meaning.
2. Streaming TV advertising = Trusted platform
- Nearly 46% of adults (and Gen Z specifically) say TV ads are the most trustworthy form of advertising, while social media ads land at just 19%.
- TV’s highly regulated nature and higher production investment signal legitimacy—no fly-by-night, scammy appeal.
- A survey showed 76% of consumers believe advertising creates brand connections and trust—and 48% named TV ads as their preferred channel to build trust, ahead of social media (33%).
3. Unskippable, memorable messaging
- Streaming TV delivers unskippable ads to an attentive audience. Compared to 6-second scroll spots on social, your message lands and sticks—or else gets fast-forwarded or “liked” into oblivion.
- Combining sight, sound, and storytelling, TV-style ads create emotional resonance. Coca‑Cola, Apple, Nike, and every single major financial brand in the county—all have built iconic trust through this medium.
4. Mere‑exposure + Relationship growth
- Psychological research shows merely seeing a brand repeatedly makes it feel more comfortable and trustworthy, known as the mere-exposure effect.
- When consumers see your credit union on TV consistently, they subconsciously register familiarity—and familiarity breeds trust.
5. Home-setting advantages
- A well-targeted streaming TV ad lands directly in the living room, bedroom, or kitchen of the right audience at the right time—settings where families make decisions and feel safe.
- It’s not just another social blur; it’s a trusted environment, not scrollable or dismissible—and you’re on their big screen, not just their phone.
What this means for credit unions
| Strategy | Why it works for Gen Z |
| Run streaming TV campaigns early and often. | Generate brand recognition before competitors even enter the picture. Through precision audience targeting, you’re able to compete neck and neck with the big budget national and regional banks in your area. |
| Invest in quality creative. | Credibility comes from quality, but quality doesn’t have to mean costly. Today’s video tools make high-impact storytelling more accessible than ever. What matters most is working with a creative partner who understands your mission, your message, and how to bring it to life efficiently. |
| Keep messages clear and values‑driven. | Focus less on rates and more on why you exist—to help first-time buyers, support local businesses, etc. Credit Unions rock . . . tell them WHY. |
| Layer with digital follow-up. | Social reinforces TV, but it won’t build trust alone. TV→social is the stronger path. |
| Measure results. | Track streaming TV engagement and conversion rates. Streaming TV is measurable and accountable. |
Final take
Gen Z doesn’t shop for financial brands. They default to one they trust, and trust is earned through familiarity, legitimacy, and emotional resonance. Streaming TV offers an unmatched ability to deliver all this—fast. With its advanced audience ad-targeting, premium attention, unskippable format, and trusted in-home context, it’s the strongest channel credit unions can use to become that trusted brand.
Let’s stop shouting into the endless scroll and start connecting—emotionally and repeatedly—in the environments that matter. That’s how credit unions win Gen Z’s trust—and lifelong loyalty.
