When Values and Viability Collide

Joy Schnittker, post doctorate researcher, Conestoga Social Innovation Lab

A credit union board is discussing whether to close three rural branches. The business case is carefully prepared and straightforward to interpret: declining foot traffic, rising operating costs, and accelerating digital adoption all point toward consolidation. The community case is also clear, but in a different way: reduced access to in-person services, weakened local presence, and the loss of long-standing relationships that are not easily captured in financial models.

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