Putting Down Roots

This article assesses Allstate's approach to multicultural marketing, which it defines as fostering "inclusive diversity." In order to engage customers from a wide range of backgrounds, the insurance provider has emphasised its long-term commitment to this area of its operations.

Putting Down Roots

Lisa Cochrane

The most powerful connection you can forge with a community is to join it. Allstate made a commitment decades ago to not only serve multicultural markets, but also truly understand them from an insider's point of view.


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