The art of storytelling: Engaging Gen Z members effectively
It’s no secret that connecting with younger members is essential for the industry’s future, but it can be a challenge. Gen Z expects a top-notch digital experience, desiring everything at their fingertips and accessible through their phones. While older generations may struggle with this reliance on technology, Gen Z has grown up with it.
The term “phygital” describes the blend of physical and digital access that meets their expectations. To them, the digital world is as real as the physical one, with virtual reality and games like Roblox being a significant part of their lives.
To reach this audience, mastering the art of storytelling is crucial. Let’s explore how to craft compelling narratives that resonate with Gen Z, our target audience.
Understanding your audience
The foundation of effective storytelling lies in knowing your audience. For us, let’s focus on Gen Z, specifically those aged 20 to 25 who feel frustrated with their current banks due to poor digital experiences, high fees, and a lack of social responsibility. By understanding their pain points and desires, we can create content that speaks directly to their needs.
Developing a relatable persona
Once you know your audience, the next step is to develop a relatable persona. This persona should reflect the traits and preferences of your target audience. Research the types of content Gen Z consumes and the personas that resonate with them. For instance, incorporating elements of popular shows or competitions like “Shark Tank” can make your content more relatable and engaging.
Identifying and solving the problem
Effective storytelling involves identifying a problem and crafting a narrative around it. In this case, the problem is the frustration Gen Z members feel with their current financial institutions. The key issues may include a lack of digital integration, insufficient social responsibility, and poor member service.
Your narrative should demonstrate how your credit union addresses these frustrations. For example, you could highlight your superior digital services, commitment to social responsibility, and transparent communication.
Crafting the message: “What if you owned it?”
One of the most powerful messages for credit unions is the concept of ownership. The idea that members can own their financial institution resonates deeply with Gen Z, who value transparency and empowerment. The message “What if you owned it?” encapsulates this idea, suggesting that with ownership, they can influence and benefit from the credit union’s services.
Creating visually engaging content
Once your narrative is clear, focus on creating visually appealing and engaging content. Imagery, aesthetics, and presentation matter greatly to Gen Z. Use modern, vibrant visuals and interactive elements to capture their attention and convey your message effectively.
By understanding your audience, identifying and solving problems, crafting compelling messages and creating visually engaging content—credit unions can effectively reach and engage younger members. The art of storytelling is not just about conveying information—it’s about creating a connection and showing how you can make a difference in their lives.
Watch Ronaldo’s full session here.
Ronaldo Hardy is CEO at NACUSO.