The financial inclusion landscape in Zambia is characterised by significant disparities between women and men. Despite the government’s goal of achieving high levels of financial inclusion, challenges persist, particularly for women in rural areas like Luapula Province. FSD Zambia recognises the importance of addressing social and gender norms to enhance women’s financial inclusion. By training and raising awareness among men, it aims to challenge traditional gender roles and create a more supportive environment for women’s economic empowerment. To effectively implement this strategy, FSD Zambia conducted a thorough assessment to understand the specific social and gender norms in Luapula Province. This study, like other social norms studies conducted by FSD Zambia, employed MarketShare Associates (MSA)’s Behavioural Analysis and Norm Diagnostic (BAND), the Consultative Group to Assist the Poor (CGAP), and MarketShare Associates (MSA)’s Gendered Social Norms in Financial Inclusion Diagnostic Guidance. To align with the study design prescribed in the BAND approach, participatory and consultative methods were used during data collection. The key targets for data collection included traditional leaders, government representatives from the Ministry of Community Development and Social Services (MCDSS), partner organisations implementing financial inclusion programs, and community members (men, women, and couples)