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As people collectively reel in the dual wake of COVID and widespread social unrest, consumers are increasingly focused on choosing brands that align with their values

The Story: As people collectively reel in the dual wake of COVID and widespread social unrest, consumers are increasingly focused on choosing brands that align with their values — not just in words but more importantly in actions. 

The Takeaway: Just as COVID fast-tracked many emerging trends — the move toward digital transformation among them — these tumultuous times are becoming a true catalyst for the movement toward more purpose-driven brands, especially for younger generations. Smart banks and credit unions will continue to attract millennial and Gen Z customers not only through great access, rates, and service, but by being good corporate citizens and reflecting the diversity of the world around them.