“Growth will not come from doing more of the same, but from deeply understanding and connecting with younger consumers.” - Opal Tomashevska

Thank you for tuning in to The CUInsight Network, with your host, Robbie Young, Vice President of Strategic Growth at CUInsight. In The CUInsight Network, we take a deeper dive with the thought leaders who support the credit union community. We discuss issues and challenges facing credit unions and identify best practices to learn and grow together.

My guest on today’s show is Opal Tomashevska, Director of Multicultural Business Strategy at TruStage. She joins me for this episode to discuss TruStage’s 2026 “What Matters Now” study and its interesting findings, highlighting that sustainable growth in 2026 begins with recognizing that today’s consumers cannot be treated with a one-size-fits-all approach.

Throughout our conversation, we talk about how younger consumers are reshaping expectations, why financial stability has become a bigger priority than traditional milestones for many Americans, and what credit unions could be missing when it comes to building meaningful relationships with diverse communities. Opal also shares some fascinating insights around neurodivergent consumers, including why they report higher levels of financial worry despite strong employment rates, as well as the continued rise of the “hustle economy” and what that means for financial institutions.

As we wrap up the episode, we explore how consumers are researching financial products today, the growing influence of social media and AI, and why convenience alone isn’t enough to earn long-term loyalty, with Opal’s focusing on turning research into action. Rather than stopping at data and trends, she explains how credit unions can use these insights to better serve members, strengthen trust, and stand out in an increasingly crowded marketplace. I hope that you enjoy my conversation with Opal Tomashevska! 

Connect with Opal:
Opal Tomashevska, Director of Multicultural Business Strategy at TruStage
trustage.com
Opal: LinkedIn
TruStage: LinkedIn | Instagram | Facebook | YouTube

Show notes from this episode:
TruStage study mentioned: “What Matters Now”
Shout-out: TikTok
Shout-out: Apple Pay
Shout-out: Google Pay

In this episode:
[0:55] - Opal argues that growth comes from understanding diverse younger consumers and meeting their evolving needs.
[2:33] - Learn how research reveals shifting dreams, heightened neurodivergent worries, and a growing hustle economy.
[5:39] - How can credit unions turn consumer insights into measurable growth?
[6:25] - Every research finding is paired with practical actions which credit unions can put into place.
[8:59] - Hear how consumers increasingly expect inclusivity and representation.
[10:31] - Opal believes that sharing the credit union story can strengthen connections and drive membership.