The Financial Brand Conference (April 2025) provided powerful insights into the evolving definition of "community" and its implications for credit unions today.

One session that really stood out was, "What Will Save Community Banking?" led by Jean-Pierre Lacroix, President of SLD (Shikatani Lacroix Design). He offered research-backed guidance that every credit union leader needs to hear.

Here's what we learned, and why credit unions are uniquely positioned to thrive.

A World Changing Fast: Financial Anxiety and Loneliness on the Rise

Jean-Pierre Lacroix shared the sobering results of a study conducted with 3,500 consumers and 500 bankers:

• 47% of US adults report that money negatively impacts their mental health.
• 59% cite difficulty paying everyday expenses as a major issue.
• Over 60% of adults feel lonely regularly; 30% feel lonely at least once a week.
• Young adults (aged 18-22) are particularly affected by loneliness.

At the same time, the financial landscape is shifting dramatically:

• We’ve lost 3,835 financial institutions since 2004.
• In 10-15 years, the number of surviving banks could drop to just 1,500.
• Credit unions and national banks are best positioned to survive; regional and community banks are most vulnerable.

The message is clear.

Communities are searching for connection, trust, and meaningful support.

Not just financial products.

The New Definition of "Community"

Consumers today expect more than a friendly branch or local sponsorships. They want shareable community experiences that:

• Reflect their values
• Create an emotional connection
• Offer tangible support

However, only 30% of consumers say they're satisfied with their financial institution's community involvement. This is a massive opportunity for credit unions to stand out.

How Credit Unions Can Lead

Jean-Pierre Lacroix outlined a clear path forward. Here's what credit unions must amplify, fix, and launch to meet modern community expectations:

Amplify Your Strengths

• Empower your employees to build genuine relationships.
  WebStrategies action tip: Provide team members with conversation prompts to help them capture moments worth celebrating and follow up appropriately. 
  For example if a member is saving for a child’s education, reach out to offer guidance on local financial aid opportunities and/or congratulate them at graduation time. Plus, leveraging automation can make this a consistent and efficient to implement. 
• Deeply invest in your local community through events, sponsorships, and volunteerism.
  WebStrategies action tip: Have a tablet handy for attendees to sign up on the spot to receive notifications of upcoming events or incentives related to the sponsorship
• Promote messages of hope and optimism that align with your members' dreams.
  WebStrategies action tip: Create short-form videos that highlight real members achieving big dreams with your support, such as fist-time homebuyers and local entrepreneurs that you help fund..
  
  

Fix Your Vulnerabilities

• Create shareable experiences: think beyond "good service" to memorable, meaningful moments.
  WebStrategies action tip: Surprise members with a thank-you note and small branded gift when a loan closes (a digital version could be an email and virtual gift card) and encourage them to share their gifts, tagging the credit union on social media.
• Celebrate community achievements publicly.
  WebStrategies action tip: Create a Community Spotlight blog post section to highlight local teachers and first responders achievements in your community.
• Support local businesses through loans, grants, and promotional partnerships.
  WebStrategies action tip: Create a “Local Legends” small business credit union grant competition with mini-feature videos for finalists to amplify both the businesses and your credit union’s role in supporting local growth.

Launch New Initiatives

• Serve the underbanked: reach communities often left behind.
  WebStrategies action tip: Implement targeted ad campaigns that promote educational content specifically for underbanked populations, ideally featuring real testimonials.
• Offer financial literacy programs that empower members.
  WebStrategies action tip: Create a customized content plan with topics like budgeting basics, saving for retirement or buying a first home, this is best done with an emphasis on local resources and initiatives.
• Focus on member-centric journeys: meet people where they are, at every life stage.
  WebStrategies action tip: Build segmented marketing campaigns based on life events. These are best done through email automation that infuses personalization to speak to the individual’s unique circumstances and shows relevant offers and articles based on their stage of life or recent activities.
  
  

A New Purpose for Credit Unions

Credit unions are more than financial institutions; they are pillars of community support in an increasingly disconnected world. 

As loneliness and financial anxiety rise, credit unions can answer the call by creating connections, celebrating local communities, and empowering financial confidence.

Community is no longer just a "nice-to-have"; it's the foundation for future growth.

If you're ready to reimagine what community means for your credit union, now is the time to lead.