The challenge of legitimacy in today’s climate is challenging. There truly are not really any switching costs for customers. Typically it is easy to change FI’s/ where you shop / even how you shop. There are so many choices in today’s environment for almost everything. I believe there is also a link to generational differences. Some of the older generations are more committed and loyal to organizations that they work for / where they shop and etc. Some of that is age related in that change is not as important or can be scary. The younger generation does not have the same loyalty to careers / organizations and etc and it is vice versa. Organizations don’t have the loyalty to them. Most organizations are too profit based.
There needs to be the education on how being loyal to a co-op based organization can be beneficial even if it is at a higher cost. Just like buying local has a big push right now.