The ‘Me’ Generation Should Invest in You



The ‘Me’ Generation Should Invest in You



COMU 375: Media Ethics

Code of Ethics Topic Proposal

The ‘Me’ Generation Should Invest in You

Would you rather be a Styrofoam container or a public library? The key to either is the Millennial. The Pew Research Center has credited the Millennial with saving the public library institution. Imagine what would happen to community banking if the Millennial generation felt the same pull to invest its attention and money there.

Regents Bank is one of the remaining successful community banks in the San Diego region. The backbone of this success has been your small business support. However, as the cost of doing business in California has become more expensive, the continued growth and success will need to expand. And I’m here to show you how to expand your target demographic without losing the community you’ve already built.

Industry Experience

I realize that none of what I’ve said so far is new. With over nine years of experience in the community banking industry, I can provide a unique perspective. I started with Bank of Guam, the largest regional bank in the Marianas. I moved on to Ohana Pacific Bank, a de novo start up in Hawaii with a targeted focus on the Korean-American community in Honolulu. From there, I worked for Union Bank during their expansion from southern California branches all the way up to Washington.

In those nine years, I’ve seen numerous fellow community banks downsize, shut down, or get absorbed into larger banks. They have also had to take on the new adversary in the credit unions who choose to lump all FDIC-insured organizations into one. The truth is, community banking is the most ideal fit for a Millennial. Millennials are looking for real relationships with any business they patronize. Regents already has the tools to foster this relationship. The most important of which is your already-targeted focus on client needs and growth.

Code of Ethics Proposal

One major change I would suggest is publishing the Code Ethics on your website. Using the Federal Deposit Insurance Corporation’s (FDIC) 2005 guidance is so deeply ingrained into the industry. The main points cover information confidentiality and accuracy, proper procedure and policy, transparency with auditors and legal counsel, and personal integrity with extra attention to acceptance of gifts and favors. I propose Regents Bank update the language and add specific language to include ethical and supportive interactions with all clients and their financial goals. Again, Millennials support businesses they feel a connection to. Finances are such a personal matter, important at every life stage.

As an extension of this, I would also highly suggest a slight rebranding to usher in these changes. Regents Bank currently has no social media footprint. In order to connect to a younger demographic, we should incorporate a social media presence in a genuine, organic way. I will work together with your current marketing team to ensure we do not alienate the current clients. The aim is not to go “viral”, but to emphasize the new ways your clients, current and prospective, can connect with Regions Bank.

Media Ethics Philosophy

My personal media ethics philosophy is heavily influenced by The New York Times, who place great emphasis on their reputation and integrity. They favor impartiality, avoiding conflicts of interest, and truth.

I also take this approach in any campaigns and projects I undertake, which is why we’d be a great fit. My banking background instilled the importance of ethical practices and personal responsibility. I have the unique vantage of understanding how even the most minuscule appearance of conflict of interest can quickly destroy an organization’s integrity and reputation. By hiring my firm to spearhead Regents Bank’s transition into the Millennial-heavy social media world, I believe we can smoothly and successfully grow the clientele. Furthermore, I truly believe Regents Bank is the right financial institution for every life stage and goal.


Cravenho, A. (n.d.) David versus Goliath: Where is community banking headed? AllBusiness. Retrieved from

Federal Deposit Insurance Corporation (2005, October 21). Corporate codes of conduct: Guidance on implementing an effective ethics program. FDIC Financial Institution Letters. Retrieved from

Geiger, A. (2017, June 21). Millennials are the most likely generation of Americans to use public libraries. Pew Research Center. Retrieved from

Molnar, P. (2016, November 15). Millennials aren’t settling in San Diego. Here’s why. The San Diego Union-Tribune. Retrieved from

The New York Times (2004, September). Ethical journalism: A handbook of values and practices for the News and Editorial Departments.

Siedsma, A. (2013, August 5). Is community banking dead? The San Diego Union-Tribune. Retrieved from

Twary, R. S. (Ed.). (2017, January). Ethical responsibilities for business. Leatherby Libraries, Research Starters. Retrieved from

Walker, M. (2016, May 13). How do Millennials find your business? Entrepreneur. Retrieved from

Submitted to the faculty of Brandman University in partial fulfillment of the requirements of

COMU 375 Media Ethics

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