Credit Unions Voted in Top 3 Most Emotionally Connected Brands

RED C Red Brand Reaction Index Highlights Enduring Trust in Community-Based Institutions

DATE July 2025: TUI Credit Union, along with credit unions nationwide, has been named Ireland’s most emotionally connected financial brand in the 2025 RED C Brand Reaction Index (BRI), highlighting the sector’s trusted place in Irish consumers’ lives.

In the overall rankings, credit unions finished in third position, up from 8^th place in 2024, behind only Tayto in first and Cadbury in second.

The RED C BRI, which evaluates emotional responses to brands using facial expression analysis, revealed that credit unions evoke stronger positive emotional connections than any other financial brand in Ireland. The methodology involves showing consumers a brand and asking them to quickly associate it with a range of emotional expressions. The survey is designed to uncover emotional resonance and elicit how consumers truly feel about the brands they encounter.

Commenting on the achievement, Paul Roche, CEO said: “We are honoured to be recognised as Ireland’s most emotionally connected financial brand. This reflects the deep trust and genuine relationships built between credit unions and their members nationwide. It also reaffirms our commitment to supporting local communities every day, particularly during challenging financial times.”

Brands that form strong emotional connections are more likely to earn loyalty and trust, making this recognition especially valuable for credit unions. It demonstrates clearly how the community-based, empathetic approach of credit unions resonates strongly with Irish consumers.

This recognition is also a tribute to the dedicated staff and volunteers working tirelessly in credit unions across the country, helping to make a real difference in the lives of their members every day.

The RED C Brand Reaction Index 2025 surveyed emotional responses to 176 brands across 21 industry sectors. Fieldwork for the study was conducted between June 5th and June 25th, 2025, with results weighted to represent the adult population of the Republic of Ireland (aged 18+).

The full report may be viewed here