The Credit Union Guide To The Generation Gap

Better understand how to serve different generations with this guide from Callahan & Associates.


Different generations require different conversations. Over the past few weeks, Callahan's analysts have produced handy guides for credit unions looking to more fully understand the generations they serve.

Click through below to view the guides and learn more about these generations: What's on their minds? What are they looking for? What life events are coming up?

The Credit Union Guide To: Generation Z

  • Born Between: 1997-2018
  • Percent of U.S. Population: 21.5%
  • What's On Their Minds: Affording college

Read The Credit Union Guide To Generation Z

The Credit Union Guide To: Generation Y

  • Born Between: 1981-1996
  • Percent of U.S. Population: 24.7%
  • What's On Their Minds: Being underemployed

Read The Credit Union Guide To Generation Y

The Credit Union Guide To: Generation X

  • Born Between: 1965-1980
  • Percent of U.S. Population: 20.3%
  • What's On Their Minds: Planning for retirement

Read The Credit Union Guide To Generation X

The Credit Union Guide To: Baby Boomers

  • Born Between: 1946-1964
  • Percent of U.S. Population: 23.5%
  • What's On Their Minds: Preparing for medical expenses

Read The Credit Union Guide To Baby Boomers



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Sept. 3, 2018


  • I feel we are missing the generation after 73? Or do we not serve people after the age of 73? Very interesting article!
  • Good comment. Thank you for reading The “silent generation” encompasses those born between 1925 and 1945, roughly. By some accounts, there are 41 million people in that generation. I’ve seen literature that states they value security, comfort, and familiar/known activities and environments. If a credit union is looking to serve those members, keep these values in mind. And, of course, keep in mind these are broad strokes to describe a large swath of people.
    Rebecca Wessler (editor)
  • Wow ! Amazing blog. The way of providing the information is useful. Thanks for sharing this kind of information
    joseph starr
  • Thanks for the comment, Joseph. We're happy you enjoyed this series. We enjoyed putting it together, but we must caution readers that these are broad strokes. To get a clearer picture of what credit union members want or need, just ask them. Keep reading and leaving comments. We love to know what our readers want and need, too.
    Rebecca Wessler, editor