They Have No Idea

One study shows how knowledge changes from generation to generation. Credit unions should know what these potential members are thinking.


Since the day I bought Ten, my favorite band has always been Pearl Jam. Say what you will about them, but I’m not budging.

Some might say that opinion makes me old. For this year's class of incoming college freshmen, grunge is considered classic rock.

In its annual Beloit College Mindset List, Beloit College offers a look at the changing reference points for each generation. The 75-item list looks at what the Class of 2014 does and doesn't know culturally.  

For example, they think of Clint Eastwood as a director first. Every computer they’ve worked on has had a CD-ROM drive. Bud Selig has always been the commissioner of Major League Baseball.

But what does the list mean for credit unions? It serves as an educational tool. Knowing what is important (or simply relevant) to potential young-adult members increases the chances you will entice them. The understanding will help you craft messaging that reaches them and help you interact with them in a branch in a way that drives relationships forward.

But don’t mention Pearl Jam. You don't want to look outdated.

Some other highlights from the Mindset List:

  • Leno versus Letterman has always been a staple of late-night TV.
  • If you point at your wrist to ask for the time, they won’t know what you mean.
  • American highways have always been full of Korean-made cars.

Oct. 11, 2010



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