To Lower Average Age of Customers, Target Hispanics

11/4/2011
Source: CUinsight

In a new white paper co-authored by Konrad Christensen of card processor The Members Group (TMG) and Miriam De Dios of Hispanic-market strategies firm Coopera, community financial institutions (FIs) are encouraged to look at the Hispanic market for acquiring younger customers.

“The average age of a community FI customer hovers around 45,” the paper begins. “While it’s true that consumers in this age bracket are at the height of their earning and spending potential, it’s also true that these 40-somethings won’t stay that age forever. For that reason, lowering the average age of an FI’s customer base is on strategic minds everywhere.”

Christensen and De Dios suggest that Hispanic prospects are the way to go when pursuing a lower average age. They write that the Hispanic community – of which as many as 50 percent are unbanked or underserved – also represents an invaluable opportunity for community FIs with a “people helping people” philosophy.

The paper discusses best practices for reaching a Hispanic youth audience, including marketing and community relations tactics, product implementations and financial education programming. However, the paper also suggests that FIs can be successful at reaching young Hispanics through their parents.

“With a strong sense of responsibility to family, a large number of Hispanic teens are living in tight-knit households where pride and self-reliance are core values,” writes Christensen and De Dios. “Many have been handed down a mistrust of FIs, but will follow the lead of their parents where financial management is concerned.”

The white paper, “Learning the Language of America’s Youth” can be downloaded at http://www.themembersgroup.com/PRhispanic.