March 9, 2017

Stay Tuned for What Matters Now™: Insights from the Non-Member


How well do you know non-members? Understanding the unique profile and mindset of non-members, including under-engaged members, can help you better attract and connect with this audience.

So, who are non-members? The answer may surprise you. Nearly 25 percent of individuals with credit union products do NOT identify as a member.* And, more than half of non-members believe credit unions have limited locations, services and products.*



What Matters Now: Insights from the Non-Member builds on our 2015 and 2016 research, which revealed how middle-income Americans and Millennials define success. At the upcoming CUNA Marketing & Business Development Conference, we’ll provide a deeper understanding of the non-member’s perspective. 

Join our session on Friday, March 31, from 3:00-4:00 p.m., to be the first to hear about the research. You'll gain in-depth insights into the lifestyles and attitudes of non-members and learn how to engage with these potential customers to meet their needs, challenge their misconceptions and motivate them to consider making the switch.

At CUNA Mutual Group, we’re committed to continually learning about consumers. We believe that by listening to credit union members and non-members and sharing these insights with you, together we can serve members better. What Matters Now is part of an ongoing insights program to learn from hardworking families.

*TruStage®What Matters Now Consumer Research, December 2016