Back-to-School with HBCU and Multicultural Consumers

HBCUs are constantly in the news and top of mind for multicultural college students. While they serve only about 3% of college students in the U.S., a UNCF study found HBCUs produce nearly 16% of all Black graduates nationwide and 18% of graduates in STEM fields. But that growth isn’t limited to African American students — according to The PIE News, the HBCU experience also includes some Hispanic, white, Asian, and international students.

As Summer comes to an end, FCG is focusing on back-to-school and the work we’ve done alongside clients to build authentic connections and memorable experiences with brands and HBCUs through education-focused efforts.

Our partnerships with HBCUs include creating scholarships, entrepreneurship opportunities, and culture moments for students and their communities. As we observe each partnership, we’ve identified 4 key lessons every brand must understand when building genuine relationships with HBCUs and multicultural consumers.

Lesson 1: Center and Empower student voices  

FCG’s work with Honda on the 2025 Battle of the Bands was a key moment in deepening the brand’s HBCU connection — not just as a cultural experience, but as a way to diversify and expand the reach of HBCU band culture. For almost 35 years prior to our partnership, Honda had supported HBCUs in advancing higher education opportunities for the Black community.

That support has taken shape through the “Drive the Legacy” initiative, several grant programs, and the HBCU Partnership Challenge — a leading investment that brings together government, industry, and HBCUs to build strategic, sustainable partnerships.

The FCG and Honda Battle of the Bands event at SoFi Stadium in California was a strategic move that brought HBCU culture to the West Coast, giving student-musicians a chance to experience the entertainment history synonymous with Hollywood.

The initiative brought “Drive the Legacy” to life through a fully activated campaign with media placements, online engagement, and national attention. In the end, we exceeded the initial goal and boosted Honda’s brand community — but more importantly, we learned just how powerful cultural moments are for HBCU students.

This event didn’t just create new opportunities for students; it put their campus culture in the national spotlight, giving them a voice to advocate for themselves and connect with their community beyond campus—reinforcing brand values and building a lasting relationship.

Lesson 2: Bridging Industry Leaders to Rising Changemakers

The Now and Later partnership with Howard and Clark Atlanta University drove high engagement and a lasting brand connection, and #RecognizeTheChew also celebrated the legacy and pride of HBCUs. The campaign further highlighted Now and Later’s long-standing connection to Black consumers.

The program connected current students to entrepreneurship opportunities while reconnecting alumni—highlighting Black achievement and inspiring the next generation of Black leaders. Through scholarships, inspirational Master Classes led by famous alumni, and an alumni content series, the campaign showcased HBCU legacy and pathways for the future.

#RecognizeTheChew exceeded its goals and helped position Now and Later as a champion brand for Black legacy and excellence through HBCU collaboration. But most importantly, we learned that connecting industry leaders and alumni back to their universities creates lasting relationships and gives students valuable insight and opportunity into industry and business.

Lesson 3: Building legacy and long-term commitment

HBCU culture and attendance have not wavered over the years, and this cultural experience continues to expand its reach. This is evident in show reboots like A Different World, which will bring this HBCU-focused drama to a new generation and showcase traditions and experiences many Black students are eager to explore and claim.

FCG recognizes the importance of fostering this next generation, especially around HBCUs. The Coca-Cola Company, in its own way, expanded its reach with the next generation through its “The World Is My Yard” campaign, helping establish a deeper relationship with HBCU students, empowering them through storytelling, and serving as a valuable resource for their college journey.

The World Is My Yard (TWIMY) celebrated the rich culture and legacy of HBCUs by connecting with students and making them the voice and inspiration behind the effort. The campaign worked because it amplified HBCU pride through media and influencer collaborations, showcasing Coca-Cola as a dedicated HBCU advocate.

FCG achieved meaningful results, deepening media and consumer relationships with a vast social reach. The lesson we pulled from our success: long-term commitment and legacy matter for both current students and alumni. When brands recognize that, they build something more sustainable and real.

Lesson 4: Amplify through cultural moments

Kingsford Pass the Tongs campaign, like Coca-Cola’s, achieved similar sentiment as a dedicated partner and advocate for HBCUs. For years, Kingsford has become an invited guest to the cookout tradition among the Black community. The Pass the Tongs is Kingsford’s first-of-its-kind initiative designed to preserve legacy and propel the next generation forward.

By partnering with HBCUs, Kingsford aims to bridge the gap between education and industry — ensuring this legacy lives on and opens doors for the next wave of innovators, leaders, and changemakers. Through experiential activations at North Carolina Greek Picnic and Morehouse Homecoming, Kingsford positioned itself as an authentic partner through these cultural moments.  This integrated approach built brand affinity, strengthened community connections, and positioned Kingsford as an authentic partner within key cultural moments.

As Kingsford Pass the Tong continues, it keeps the message alive of building up our next generation who will carry traditions and key cultural moments. Much like the HBCUs do through Greek life, homecomings, and family. Showcasing original support and uplifting a tradition that’s kept close to Black communities, not taking ownership of the experience but rather celebrating its inclusion.

As these partnerships continue to expand and take life of their own, FCG’s goal remains clear: to uplift and empower the next generation of leaders while preserving the rich legacy that makes the HBCU experience truly peerless.

Key Takeaways  

• Center and Empower Student Voices: Elevate students and alumni as the true storytellers, connecting brand values with community impact to drive meaningful engagement and lasting brand affinity.
• Bridge Education and Industry: Partner directly with HBCUs to create clear pathways, scholarships, and resources that propel the next generation of Black
• Build for Long-Term Legacy: Establish authentic, sustained relationships and real-world opportunities that students and alumni can count on for years.
• Amplify Cultural Moments Authentically: Integrate naturally into Black core traditions—such as homecomings, cookouts, and Greek life- by celebrating inclusion and uplifting the community rather than owning or taking credit.

Authentic brand engagement with HBCU communities isn’t built on short-term campaigns or surface-level marketing. It requires a deep, sustained commitment to honoring culture and creating tangible opportunities. By integrating naturally into cherished traditions, elevating authentic students and alumni voices, and directly investing in educational resources. Brands can move from being casual observers to trusted, long-term partners.