Credit Union Awareness Initiative

CUNA and the Creating Awareness Advisory Group, comprised of industry leaders from across the country, have built a modern brand platform for the credit union category.

Based on national consumer research, the brand platform enables the credit union category, working together, to establish a clear national identity that will complement the unique brands of individual credit unions and Leagues, informing consumers about what credit unions are and what we do.

Extensive national research found two myths related to credit unions that consumers believe and are barriers to their consideration. Our brand platform and accompanying creative material are meant to shift perceptions from:

  • I can’t join to – There is a credit union for me
  • It’s only local to – I can access my money anywhere

One product of our work is a new credit union messaging guide designed to help unify language and tone about the credit union industry. You can also learn more from our frequently asked questions.


If you have questions, please email us.