COOL Solutions: Engaging the Next Generation of Financial Consumers
Filene Research Institute | Special Report Design & Strategy
Unlike traditional Filene monographs, this special report took a journalistic approach—drawing from media sources, excerpts, and real-world anecdotes rather than academic research. The goal: to spark conversation and strategic thinking around a major opportunity—the emergence of a new generation of financial consumers.
The Challenge
To explore how credit unions can effectively engage with Gen Y—also known as Millennials, Nesters, or the Echo Boom—by understanding their values, behaviors, and expectations.
The Solution
I designed a visually compelling special report brochure that captured the essence of this dynamic generation. The report included:
A market assessment of young adults entering the financial services space
Insights into their core needs, wants, and financial behaviors
Strategic recommendations for credit unions to attract and serve this audience
Case studies of organizations successfully engaging Millennials
Best practices, pricing strategies, and product ideas with a needs-based focus
Impact
Strong internal reception and alignment across departments
Increased awareness within target markets
Elevated brand relevance among younger consumers
This project helped position credit unions as forward-thinking, youth-friendly institutions ready to meet the demands of the largest generation in American history.
