This morning Nathan Capron, Marketing Specialist for UniWyo FCU posted the link to the Beloit College Mindset for the Class of 2014 on the CUNA Marketing Council ListServ. Nathan had a great intro to the piece:

“I think I read somewhere that attracting Gen Y was a hot topic for credit unions; has anyone else read that? (he adds that was intended to be sarcastic).

The intended audience are professors at Beloit. It’s to help them create relevant connections in the classroom. Nathan wisely sees the application in our marketing.

If we’re to lower the average age of a member from 48 to 47 (a lofty goal) we need to start thinking like a Beloit College professor.  I give you a glimpse of the cultural touchstones that shape the lives of students entering college this fall.

1. Since digital has always been in the cultural DNA, they’ve never written in cursive.

2. With cell phones to tell the time, there is no need for a wrist watch.

3. They will be armed with iPhones and Blackberries, on which making a phone call will be only one of the many many functions they will perform.

4. Email is just too slow and they seldom, if ever use snail mail.

5. Czechoslovakia has never existed.

6. Nirvana is on the classic oldies station.

7. They first met Michelangelo when he was just a computer virus.

Takeaway: If you’re still trying to lure new members with a free box of checks, and no mobile banking application, you’ll likely die of old age.