Why Bilingual and Culturally Relevant Marketing Matters for Credit Unions in 2026

Credit unions often talk about being people first. Community focused. Built on trust. But for many members, that promise is either deeply felt or quietly missed.

For me, it has always been personal.

My family is from Puerto Rico, and growing up, I watched my grandparents manage their finances at a credit union they trusted. It was never just about money. It was about trust, especially for my grandmother, who was brave. She had already raised her family when she moved to New York City by herself, without speaking the language. She faced a new world alone, yet she kept her relationship with her credit union back home and relied on people who understood her values and treated banking as a relationship, not a transaction.

Watching her navigate that experience stayed with me. It shaped how I think about trust, access, and the role credit unions can play in people’s lives.

That is why I think so deeply about bilingual and culturally relevant marketing, and why it matters even more as we move into 2026.

Our communities are more diverse and multilingual than ever, yet many credit union marketing strategies still rely on a one size fits all approach. Messaging that speaks only one language or ignores cultural context can unintentionally create distance. Members should not have to work harder to understand us. The responsibility is on us to understand them.

Offering bilingual materials is an important step, but it is not enough. Translation alone does not build trust. Cultural relevance goes deeper. It shows up in tone, family dynamics, financial habits, and the values that shape how people make decisions about money. A message can be technically correct and still miss the emotional connection.

At my last credit union, I worked hard to earn the Juntos Avanzamos designation. It was more than a recognition. It was a commitment to inspiring financial wellness within our Hispanic communities. It required intention, listening, and a willingness to meet people where they were. That experience reinforced what I had seen growing up. When people feel understood, trust grows.

This matters even more as we look ahead to 2026. Younger, multicultural households expect brands to reflect who they are and how they live. At the same time, fintechs are moving quickly, reaching these audiences with messaging that feels fluent and intentional. Credit unions cannot rely on legacy trust alone. Trust has to be earned continuously.

Culturally relevant marketing shows up in the details. It sounds natural. It looks familiar. It feels human. It also means recognizing bilingual staff as strategic partners and involving them early, not simply asking for translation at the end.

This work does not require perfection. It requires intention. It starts with asking who feels seen in your marketing and who does not. It grows through listening, learning, and adjusting over time.

When I think back to my grandparents and the trust they placed in their credit union, I am reminded of what this movement is capable of at its best. As we move into 2026, bilingual and culturally relevant marketing is not about checking a box. It is about honoring that legacy and making sure every member feels understood before they ever walk through the door.