Looking to engage meaningfully with younger consumers? Then stopassuming and start connecting through a common interest rather thantrying to sell credit unions.

“I think the main difference in marketing to Millennials andother generations is that they have great filters-they only seewhat they want to see. If you want to engage them, the messagecan't be about brand but rather something they care about,” saidCarol Phillips, president of consulting firm, Brand Amplitude, LLC.“It's not about being hip but providing services they find usefulnow, like finding a job, figuring out how to finance theireducation or new business. They are starting out their lives at adifficult time and credit unions should credibly speak tothat.”

She added that credit unions shouldn't fall for thestereotypical myths surrounding this group such as they are alltech savvy-they are in fact tech dependent. Another myth is thatthey have money-many don't and those that do are in saving mode orpaying down debt said Phillips.

Forget about making the luxury appeal. When pricier purchasesare made they tend to rationalize it based on whether it's a goodinvestment. According to Philips, for example, moving in with theirparents is not viewed as an admission of defeat. Rather they see itas a strategy for saving.

Don't look to the exclusive use of social media as a guaranteedin either. While they are very social, Millennials have close bondswith their parents, often consulting them regarding financialmatters or major life decisions. Phillips said it's yet anotherchallenge because typically you'd market to the buying group, whichin this case would include their trusted board of advisorsconsisting of parents, family members and friends. The key is forcredit union to reach out and be a part of their world, andPhillips said initiating a conversation is a good start. Given theage span of the group is from 16 to 30 years old, she also advisedcredit unions to segment by interests. From there, credit unionscan figure out how to connect in interesting ways whether aroundcareers, music, causes or even sponsoring events that matter tothem rather than talking about the latest checking product.

“Meaningful connecting requires recognizing that they are notthe same as their parents. They do not respond to marketing, andthat is the definition of different,” said Phillips. “Take time tounderstand who they are as people and introduce your services incontext of what is relevant to them. Social media is about ahumanization of the brand but is still just a tool [and] not astrategy. So be interesting, have a conversation.”

She added their values are no different than previousgenerations-they care about family, leading a good life, finding afulfilling job and they want to give back.