Purpose is at the forefront of consumer-brand relationships. According to Edelman, 64% of consumers are consumerists, who want to support brands that match their values. When it comes to financial services, it’s no different. Members seek specific solutions from credit unions that are “good at doing good.” The purpose of a financial institution is to communicate what it values and to help people determine whether the institution’s values align with their own. meaning It also aims to help employees focus on the bigger picture, giving them a common goal to work towards. Here are five steps to lead with purpose in your credit union.
1. Define your purpose.