Part II: What they (don't) want in a bank Millennials crave responsibility, convenience and authenticity. But don't take our word for it. If you're looking for ways to attract them as customers, it's best to go straight to the source. By Kelly Pike M illennials have an eye for the inauthentic. Put a new logo on the same old product, and they'll notice. Pretend that you care, and they'll see right through you. Assume you know what they want, and they'll quickly disabuse you of that notion. It's a hard quality to measure, but authenticity is essential for community banks seeking to attract millennials as customers. And although a community bank's initial reaction may be confidence-certain that its commitment to both its customers and its communities oozes legitimacy-it's not that simple. For millennials, authenticity is more than a strong backstory. It's also present independentbanker.org ICBA IndependentBanker 47 PHOTO: RICHARD LEVINE/CORBIS VIA GETTY IMAGEShttp://www.qmags.com/clickthrough.asp?url=www.independentbanker.org&id=20215&adid=P47E1