MADISON, Wis. (11/21/12)--How do credit union members celebrate the holidays? TruStage, the consumer brand of CUNA Mutual Group, surveyed 750 members about their holiday celebrations and traditions that matter most to them.
The study focused on the importance of the upcoming holidays, family traditions and memories of past experiences. Of members surveyed, 97% consider Christmas as the main holiday to be with family members. However, Thanksgiving is the most important holiday to connect with multiple generations of family members. Half of those surveyed celebrate Thanksgiving with members of three generations.
"Part of our new consumer focus is to surface the stories and emotional mindset of how credit union members are thinking and feeling," said Susan Sachatello, senior vice president of TruStage. "Every time we talk with members, they tell us that the generations before them made
decisions that allowed them to be where they are today.
"Since this holiday season is an important time of year to get multiple generations together, we wanted to understand what traditions and celebrations matter most and are passed from generation to generation. This survey shows just how important it is for members to connect with multiple generations of their families," Sachatello said.
Although the survey found that Christmas is the "most important holiday," 79% of respondents indicated that sharing a special meal is the most important part of a holiday. In that regard, Thanksgiving ranked highest.
Another key finding: Nearly two-thirds (64%) of members said they intend to donate to charities and organizations this year at the same level they donated in 2011. What's more, 13% others said they plan to increase their charitable giving this year. "That might be because of the economy stabilizing, but it's remarkable to see that 77% of credit union members plan charitable donations at or above the levels they gave last year," Sachatello said.
TruStage's consumer team is always exploring what's on the minds of credit union members, she said. "The election is over, the holidays are coming and this survey indicates credit union members are looking forward to the holidays as a respite from the noise and stress the rest of the year brings and returning to focus on what really matters most to them."
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