All people seen. All voices heard.

That mantra is core to the multi-year What Matters NowTM research, developed and digested specifically for credit unions. With contributions from nearly 10,000 multicultural and multigenerational participants across the country, the report is chock-full of identity-rich data, insights and action steps for helping your members and community achieve financial wellbeing.*

Our offering of this multicultural and multigeneration research, which includes the Native American, Native Alaskan and Indigenous and Multiracial consumer perspectives, gives insight into how the pandemic has impacted consumer finances. It aims to provide credit unions with knowledge that will help us better serve all consumers and live into our founding purpose of people helping people.

A Multicultural and Multigenerational Look at Consumers

Photos of the participants of the What Matters Now 2022 Research Report

With multicultural consumers being the growing force, and as Gen Z and Millennials continue to change life stages, we need to understand all parts of their identity and serve them with intentionality. The key themes included in this year’s report are designed to help you do precisely that.


Understanding today’s multifaceted consumer and being ready to serve tomorrow’s consumer, acknowledging groups that have been left out

Emotional Fluency:

Understanding people’s hopes, dreams and worries

Solutions for Financial Wellbeing:

Understanding what products and services people are using to survive and thrive


Understanding how people interact and get information about primary financial institutions (PFIs) and what they offer

Evolving Consumer Expectations:

Understanding how the pandemic and this point in history has shaped what people expect from PFIs and how to show up for consumers NOW

More Insights Available

Looking for more data for your community? Uncover member insights by connecting with a DEI Services advisor.

Download Our Research Now!

Thumbnail of the What Matters Now 2022 Research Report

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*CUNA Mutual Group’s 2021-2022 What Matters NowTM quantitative and qualitative research, conducted in partnership with Ipsos and The Collage Group.
CUNA Mutual Group is the marketing name for CUNA Mutual Holding Company, a mutual insurance holding company, its subsidiaries and affiliates. TruStage® Insurance products and programs are made available through TruStage Insurance Agency, LLC and issued by CMFG Life Insurance Company and other leading insurance companies. Corporate headquarters: 5910 Mineral Point Road, Madison WI 53701.