Mastercard’s ‘True Name’: financial inclusion for trans and gender non-conforming people

Mastercard, a financial services brand, prioritised inclusion for the trans and gender non-conforming community with its True Name product, a credit card that broke new ground around identity in the financial services category.

Over the last few years, Mastercard has carved out an instantly recognisable brand. Clearly, the brand is doing something right when it comes to marketing innovation and groundbreaking creative ideas.

It’s a philosophy which has paid off handsomely in 2022’s WARC Rankings: the company’s launch of a credit card product using the chosen names of trans and gender non-conforming people, called ‘True Name’, was an industry first, and was the second-ranked campaign in the Creative 100.

“Inclusion is baked into our culture. It’s critically important. And one component of that is financial inclusion and making sure everyone can...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands