Wells Fargo, one of the biggest mortgage lenders in the United States, has a mission of “helping customers succeed financially.” It was one of the first banks to feature an LGBTQ couple in an ad campaign spotlighting diverse customer groups. This ad campaign makes Wells Fargo seem inclusive. In contrast, and echoing events from 2004 to 2009, Wells Fargo faces a class-action lawsuit for discriminating against Black and Hispanic homeowners. Bloomberg highlighted the unequal access to mortgage refinancing during the COVID-19 pandemic. It reported that Wells Fargo approved 47 percent of Black, 53 percent of Hispanic, and 72 percent of white homeowners’ applications. One Black couple featured in the article, whose application was denied by Wells Fargo, had a credit score of 800+ (excellent) and substantial income. Is Wells Fargo being true to its stated mission? How is this a marketing problem?