CUNA Mutual Group: CUs must consider cultural differences


According to CUNA Mutual Group, as the population becomes increasingly diverse, understanding cultural differences might cause credit unions to reconsider their communication messages and product delivery channels.

CUNA Mutual Group’s “What Matters Now: Insights from Multicultural Consumers” research uncovered significant differences in behavioral areas like financial product ownership and research behaviors. It also uncovered six attitudinal themes where multicultural consumers ranked considerably higher than white consumers: optimism, hustle, living in the moment, worry, generosity and community spirit.

Listed below are highlights from the research:

Optimism. A mindset that includes hopefulness and confidence about the future.

People of color view optimism as an element of their identity significantly higher than the white population. In addition, African American, Hispanic, and Asian consumers responded “yes” twice as often White consumers when asked whether they believed they would become rich in their lifetime.

Hustle.  It’s more than having multiple streams of income.

Our research showed a much deeper definition–one of resilience and creativity and, like optimism, hustle is often fueled by hopes and dreams, as well as concern for others.

Multicultural consumers feel that always striving for excellence is an important part of their personal identity and growth. Think of all the ways you can align with multicultural consumers as they strive to achieve their financial goals.  Loans for school and businesses, savings plans for reaching larger goals, retirement, and giving back to the community are just a few!

Living in the moment. This doesn’t just mean spontaneous purchases.

We found that multicultural consumers value the experiences around purchases and sharing those purchases with others more than the material item itself.  Living in the moment is a goal, with 42% of Hispanic consumers, compared to 23% of White consumers, saying they strive to live in the moment.

Worry.  What people worry about varies greatly among racial/ethnic groups.

While one in five Asian consumers worries about having enough money to care for a parent or loved one, White consumers are most concerned about retirement and health care costs. African American consumers share the same concerns, plus paying bills and mortgages. Hispanic consumers’ worries are more pronounced across all areas.

Generosity. While White and Asian consumers might be more likely to purchase traditional passive investment products—like mutual funds—Hispanic and African American consumers might take a more active approach. They prefer to finance a family or local business, something that’s connected to them, something they can touch and feel rather than giving their money to an impersonal, financial institution.

Community Spirit. Multicultural consumers think about their family, extended family, and even their community more often when it comes to financial decisions. African American and Hispanic consumers believe they can achieve more by working together, eight to 16 percentage points above that of White consumers.

To learn more, download CUNA Mutual Group’s e-book at

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