Today’s world is more diverse and dynamic than ever. Brands seeking real growth and loyalty must move beyond token gestures and genuinely connect with the multicultural audiences that fuel their success.
At the International Search Summit New York 2026, I led a conversation with Jannelle McKnight, Vice President of Strategic Marketing for Enterprise Multicultural Growth at Rate.
In this session, Jannelle offered invaluable insights on how Rate has built genuine trust and forged lasting connections with Hispanic, Black, Asian, and other diverse communities.
Let’s dive into her pro tips for brands looking to build an authentic multicultural marketing strategy.
Why Does Multicultural Marketing Matter?
Beyond good ethics, multicultural marketing makes good business sense. The US Hispanic community has a purchasing power of $4.1 trillion, the Black American community has a purchasing power of $2 trillion, and the Asian American community has a purchasing power of $1.4 trillion. These figures underscore the significant business opportunity for brands that effectively connect with multicultural audiences.
But many brands miss the mark, relying on campaigns that lack diverse representation. Rate’s team turned away from generic marketing, focusing instead on intentional strategies that spotlight the reality, aspirations, and needs of multicultural consumers.
Key Takeaways from Rate’s Approach to Multicultural Marketing
1. Representation Goes Beyond Language
For multicultural audiences, visual authenticity is just as important as the language. Rate’s creative campaigns feature people who actually look like their target consumers and tell stories that resonate, from entrepreneurs, to single mothers, to first-time buyers.
2. Education Is Central to Empowerment
One of the most common pieces of feedback Rate receives is “I didn’t know,” whether that’s about credit scores, down payment requirements, or home ownership options. Its flagship community engagement program, Rate University, delivers educational seminars in English and Spanish, partnering with trusted local organizations so consumers can learn in their preferred language, in environments where they feel comfortable.
3. Community Partnerships Mean Showing Up Where It Matters
Rate extends its efforts beyond digital advertising by actively engaging with communities through partnerships with organizations like NAHREP (National Association of Hispanic Real Estate Professionals), NAREB (National Association of Real Estate Brokers), and AREAA (Asian Real Estate Association of America). Through these partnerships, Rate demonstrates its commitment to inclusivity and celebrates diversity through meaningful action.
4. Improvement Is Consistent and Data-Driven
Rate’s multicultural marketing continues to evolve. The company experiments, collects feedback, and continually refines its approach. Feedback from event testimonials and campaign performance data helps Rate identify opportunities to adapt. For example, when data revealed that half of new home buyers were Latino and Black women, many of whom were single or entrepreneurs, Rate adjusted its marketing to better reflect their experiences, challenge stereotypes, and highlight stories of achievement rather than perpetuate “woe is me” narratives.
5. You Can Expect an Internal Impact Too
Authentic multicultural marketing’s ripple effect is powerful. As Rate’s campaigns resonated outwardly, it naturally attracted diverse loan officers and talent, expanding its own representation and expertise in a positive cycle of inclusivity.
Measuring the Success of Multicultural Marketing
Rate’s commitment to diversity and inclusion is reflected in its results:
- In five years, the percentage of funded loans within Black, Hispanic, and Asian communities increased from 21.5% to 48%.
- Rate added more than 500 diverse team members, strengthening representation across the organization.
- Testimonial videos featuring real customers and their stories drove higher engagement than traditional pitches, underscoring the impact of authentic storytelling.
Actionable Next Steps for Multicultural Marketers
If you’re ready to develop your own multicultural marketing strategy:
- Surround yourself with voices from your target audience. Don’t assume. Ask, involve, and listen.
- Do your research. Buying power, demographics, and behavioral insights matter. Let the data check your bias.
- Trial and error is essential. Some things will work, some won’t. Stay open, adapt, and let the results guide you.
- Lead with authenticity. People see through performative marketing. Genuine connection is the foundation of trust.
- Invest in the communities you serve. Show up both digitally and physically and become a trusted resource, not just a seller.
Conclusion: The Future Includes Everybody
At its core, multicultural marketing is about making sure everyone feels seen and included. Rate’s story illustrates how creative campaigns, education, community partnerships, and ongoing data-driven refinement can help brands build more meaningful connections with the communities they serve. Marketers who embrace this approach can strengthen those connections and build brands that resonate with more people.
Curious to learn more and make your marketing reflect the world around you? At TransPerfect Digital, we help brands connect with audiences through international, multilingual, and multicultural marketing every day. Get in touch and let’s talk!
Explore More
- Learn more about how culture affects behavior in our blog post, The Impact of Hofstede’s Cultural Dimensions in Marketing.
- Check out our upcoming events.
- Read our case study on how we connected Rate with diverse US communities.
