Staying Connected & Relevant

Diversity presentationEthnicity, gender and age are visible differences within the workplace and the marketplace, but there's more to inclusion than meets the eye. Hallmark values differences based on ethnicity, religious beliefs, personality types, sexual orientation, gender identity, disability status, veteran status and so much more. Here are just some of the many ways we make inclusion an integral part of our workforce, workplace and marketplace.

African American Focus

  • Began offering cards relevant for African Americans in the 1960s and introduced the Mahogany line in 1987. 
  • Hallmark African American Leadership Council (HAAL) employee resource group provides input into product development, offers mentoring and networking opportunities, engages members in volunteer activities, publishes a newsletter and sponsors exhibits and activities to foster awareness and understanding. 
  • Partner with a high school for the arts in the urban core of Kansas City, Mo., in a commercial arts exchange program that prepares promising students to further their art education and offers a scholarship both for that program and the UNCF.

Asian American Focus

Hispanic Focus

Hallmark VIDA Birthday Card

  • Began offering Spanish-language cards in the mid-1980s and introduced the Hallmark VIDA brand in 2016. 
  • Hispanic Education and Awareness Resource Team (HEART) employee resource group offers product perspective, sponsors activities and events for all employees and fosters discussions about bicultural Hispanic life. 
  • Participate in the Hispanic Corporate Council conference and partner with other major consumer brands on insight into the Hispanic consumer. 
  • Member of the Hispanic Chamber of Commerce of Greater Kansas City and support scholarships with the Hispanic Development Fund.

LGBT Focus

  • Partners Rainbow CardIntroduced greeting cards specifically for same-sex commitment, civil union and wedding ceremonies in 2008. Since then have added cards for same-sex celebration of anniversaries and holidays, and baby book pages appropriate for same-sex, adoptive and other non-traditional families. 
  • Added domestic partner benefits in 2005; more recently added tax equalization for same-sex partners who are legally married.
  • Hallmark Employees Reaching Equality (HERE) offers counsel on product development and sponsors activities for employees including lunchtime networking, informational exhibits and sessions for workplace colleagues.
  • HERE provided insight for a landing page on Hallmark.com that aggregates greeting cards appropriate for many LGBTQIA sending situations.
  • Hallmark recently took localization to a new level in a Walgreens store in San Francisco's LGBT-centric Castro neighborhood. Working with HERE, Hallmark created a custom assortment of products and merchandising that caters to the store's shoppers.
  • One of two founding corporate partners of the Mid-America Gay & Lesbian Chamber of Commerce.
  • Participate annually in the national Out & Equal Workplace Summit and the Kansas City AIDS Walk.
  • Provide hardship scholarships for LGBT students at the Ringling College of Art & Design.

Military Focus

  • Offer cards for Veterans Day and year-round acknowledgement of military service. 
  • Grant leave of absence for employees entering active military service and pay any difference between military pay and Hallmark salary.
  • The Military Interest Group (MIG) employee resource group supports recruiting, retention and recognition of service members and their families, and offers counsel on development of products for members of the military.
  • MIG members produced a video to share personal stories from employees and their family members about their military service experiences.
  • Employees participate in American Red Cross Holidays for Heroes program.
  • Support troops stationed overseas with product donations.

Millennial Generation Focus

  • Millennial Employee Resource Group (MERG) serves as a merging point between Hallmark and other generations.
  • MERG members offer insight into product development, support recruitment and professional development for members of this influential generation, and advocate for technological advancements in the workplace. 
  • Paid internship program offers quality work experience in a variety of disciplines in the Kansas City headquarters. The three-month internships are offered primarily to college juniors, about 70 percent of whom ultimately are offered full-time positions after they graduate.

And More

  • Our Tree of Life brand, established in 1995, offers culturally relevant greeting cards for Jewish consumers. 
  • In the 1960s, Hallmark chairman Donald J. Hall helped establish a minority supplier diversity program in Kansas City. That work led to Hallmark's own supplier diversity program, which today includes African American, LGBT, Hispanic, Asian, veteran and women-owned businesses in its scope. 
  • Actively recruit diverse job candidates through membership with the Professional Diversity Network and relationships within diversity groups on LinkedIn. 
  • Hallmark has been positively acknowledged by the Human Rights Campaign every year since 2009. In November 2015, Hallmark was recognized by HRC for achieving a perfect 100 percent score on its 2016 Corporate Equality Index (CEI), a national benchmarking survey and report on corporate policies and practices related to LGBT workplace equality.
  • Provide philanthropic, board member and volunteer support for a range of diversity-related arts and human service organizations and projects in Kansas City.
  • For more information on how Hallmark integrates diversity and inclusion into every facet of the business, read the 2015 Diversity & Inclusion Progress Report.

Fun Fact

Keepsake Ornaments debuted in 1973. Since then, Hallmark has introduced more than 8,000 Keepsake Ornaments to adorn Christmas trees and delight fans.