Uncovering Multicultural and Inclusive Marketing Best Practices

A top financial services company wanted to improve its multicultural marketing initiatives to better support and engage its stakeholders. Actionable insights informed their commitment to prioritizing inclusivity in their marketing strategies.

Old woman and Younger woman hugging eachother

Methods Used


A leading mortgage industry player sought insights and best practices around multicultural marketing, externally with customers and internally as an organization.


The HawkPartners team first performed an extensive Leadership Market Scan to identify B2B and B2C companies that excel at marketing to, and engaging with, multicultural audiences. We then conducted Best-in-Class Practice Reviews with executive leaders from these leading multicultural marketers. The goal was to identify best practices, challenges, and lessons learned from building a multicultural marketing team/organization and developing successful, authentic, and culturally relevant inclusive marketing strategies. Our work concluded with Strategic Planning Workshops with key client management stakeholders to share insights and develop potential inclusive marketing strategies and tactics.


Project recommendations informed our client’s long-term commitment to, and strategy around, multicultural marketing, including:

  • Establishment of an Inclusive Marketing Center of Excellence to facilitate campaign strategy & execution
  • Use of appropriate terminology/lexicon across channels & touchpoints
  • Development of “rules of engagement” around the Inclusive Marketing function and internal Diversity & Inclusion initiatives to ensure organizational alignment, consistency & commitment to inclusivity for customers and employees
Asian daughter and her mother taking a selfie with a smartphone in their kitchen.