Tuesday, January 14, 2020

Truist Unveils its $100-m Kerfuffle

Coincidence or Kerfuffle?  Controversial branding for America's newest and sixth largest bank moves 10 million customers closer to achieving #ENVISION2030
By Stephanie and Eric Stradford 

AMWS, January 14, 2020 – Atlanta, GA -- The two T's inside the new Truist logo were meant to represent the personal touch of its employees and its technology offerings, as well as the coming together of BB&T and SunTrust Banks.  However, a branding “kerfuffle” may inadvertently title Tyler Perry’s next biggest hit or support his philanthropic vision.   

Youth Achievers USA Institute has been calling on the newest and 6th largest U.S. bank to engage in #ENVISION2030, 17 goals to transform the world.  Tyler Perry’s vision for his 330-acre Ft. McPherson complex, “culturally aligns” with this international vision and perhaps the Truist $60 billion Community Benefits Plan. 

The corporate vision formally known as “a merger of equals” rolled out its corporate logo which says Tyler Perry as much as it says Truist.  To “culturally align” itself with America’s future, the somewhat ambiguous brand must begin to transform rhetoric into reality on a promise to “do better.” 

Target marketing to a more youthful, digitally accessible client base may have estranged more intuitive community members seeking accountability for the Community Reinvestment Act (CRA) of 1977.  In attempting the end run, Truist may have thrown itself into an infamous “Gulf of Mistrust” between the haves and have-nots needed to achieve #NoPoverty. 

In a CBS This Morning interviewTyler Perry and Gayle King discussed his newest venture. According to Vibe Magazine, Perry said he's "most excited about" creating housing for women and girls who are victims of domestic violence, trafficking and LGBTQ youth that have been displaced.  

"Having a compound that's a beautiful place right here, somewhere on this 330-acres where they're trained in the business and they become self-sufficient," he said. "They can live in nice apartments, there's daycare, all of these wonderful things that allows them to re-enter society and then pay it forward again."   

Timely community reinvestment can engage some 10 million Truist customers in #ENVISION2030 for a shared goal of #NoPoverty. 

Monday, December 9, 2019

Exclusion to #EconomicInclusion


All aboard the train from Poverty

By Eric Stradford, U.S. Marine Corps, Retired

AMWS, December 9, 2019, Atlanta – Imagine, if you can, a mountain top view where learners might envision an end to poverty.  Well, another #GivingTuesday has passed.  Sources say some $511M was raised on the day of giving--a 28% increase from 2018.  Over a half billion was raised, and yet way too many children are still growing up poor.


If you’re waiting for a way out of poverty, you may want to look to Generation Alpha.  That’s the generation, born between 2011 and 2025.  They’ll reach age 19 by the year 2030, and they are not interested in growing up poor.


The Urban Institute, The Bill and Melinda Gates Foundation, and a plethora of policy partners have climbed the proverbial mountaintop to reveal a problematic future.  As Xers and Millennials plot their next step, YouthUSA is looking to Generations Z and Alpha for help.  NO POVERTY by 2030 means children in low income families growing up less poor, starting today.


Over the weekend, a corporate vision to merge SunTrust and BB&T is showing evidence of a 21st Century reality.  Truist employees took to social media to project confidence in an unknown brand.  “Three of the most common words associates and teammates used to describe each of the companies' cultures were trust, caring and integrity,” Truist reports. But, not one on a team of more than 100 have responded to our question, “What’s a Truist?.”



As Truist clients seek common understanding of the values, “trust, caring and integrity,” the U.S. Partnership on Mobility from Poverty has invested some intelligence on how we might leverage a $60 Billion Community Benefits Plan to end poverty in the U.S. 

In 2019, YouthUSA established FDIC Insured savings at SunTrust Bank.  We met with our branch manager and shared our vision for a Money-n-the-Bank deposit of $100 thousand dollars.  SunTrust agreed to growing our money at an interest rate of 2% or better—but not forever.  Money-n-the-Bank at SunTrust reflects the collective corporate asset held on behalf of YouthUSA economic beneficiaries, aka “Two Percenters,” those who make things happen.  WINNERS corporately “believe I can achieve whatever I believe I can achieve.” QUITTERS need not apply.

In 2020, expect the SunTrust brand to diminish as the Truist brand emerges.  Along the way, YouthUSA approached SunTrust Foundation to support a Learning Journey which would have provided a seat at the table for the BB&T SunTrust merger.  Who needs a seat at the table?  SunTrust managers and executives struggled with answers pondering their own fate after the merger.

Once SunTrust Foundation ignored our proposal, we reached out to an old friend at BB&T.  Tamika Stafford had been extremely helpful in making things happen for new homeowners in the Atlanta area.  But, when a complex solution required an established trust, PNC proved to be the right brand at the right time to partner on a unique model for #EconomicInclusion.



In late 2018, YouthUSA corporate leaders took a chance on SunTrust, only to learn of the pending merger.  Now, we’re reaching out to any banker with enough trust in Truist to invest time or money in TWO PERCENTERS.

QUESTION: What can you do with $100 million in Community Reinvestment?   

ANSWER: Engage beneficiaries in a vision of their own American futures.

NEXT QUESTIONS: How many beneficiaries? What is the program cost per beneficiary? What are the expected outcomes?

NEXT ANSWERS: YouthUSA Money-n-the-Bank qualifies 100 beneficiaries for #EconomicInclusion by 2025.  New beneficiaries are Americans, age 7-24.
The program matches a grassroots community reinvestment of $5 per person from twenty caring adults. 

The cumulative $100 establishes an IDA savings account at Truist.

YouthUSA matches each IDA $10 to $1 for a total value of $1100 per beneficiary.

The bank matches each YouthUSA IDA $10 to $1 for a total value of $11,000.

The U.S. Treasury (CDFI) matches each $11,000, $10 to $1 for a total of $110,000 per beneficiary.




One hundred (100) economic beneficiaries, each banking $110,000 at an interest rate of no less than 2% is an $11,000,000 return on a $100 million community reinvestment commitment.

Americans, born between 2011 and 2025, will reach age 19 by the year 2030, and they are not interested in being poor.  They will need to ENVISION an end to poverty by 2020 to achieve NO POVERTY by 2030.  The United Nations (UN) adopted 17 Goals 

#WeThePeople need to come together on.  



NO POVERTY is No 1 of 17 things to get done before #GivingTuesday2030.  Get this one right and we’re well on our way to becoming “a more perfect union” in their lifetime.  You could say that Generation Alpha is our new beginning.  Join us at www.YouthUSA.net.