Frictionless Growth Marketing https://frictionlessgrowthlab.com en Sonia Thompson Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence. Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on: Brand strategy that fuels long-term business growth in the age of modern marketing Customer acquisition, retention, and loyalty in today’s market How friction shows up across the customer journey — and how to remove it Identity-driven marketing, cultural relevance, and belonging What’s actually working now with today’s values-driven consumers If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth. Because when you remove friction, you remove barriers to growth — for your customers and for your business. https://megaphone.imgix.net/podcasts/da9e51ba-4eec-11ed-8e7c-7f1a158c8fdd/image/bca4fe306b4610602b50daa03eaaa72e.jpg?ixlib=rails-4.3.1&max-w=3000&max-h=3000&fit=crop&auto=format,compress Frictionless Growth Marketing https://frictionlessgrowthlab.com no episodic Modern Marketing for Sustainable Growth: Frictionless Customer Experiences & Identity-Led Strategy Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence. Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on: Brand strategy that fuels long-term business growth in the age of modern marketing Customer acquisition, retention, and loyalty in today’s market How friction shows up across the customer journey — and how to remove it Identity-driven marketing, cultural relevance, and belonging What’s actually working now with today’s values-driven consumers If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth. Because when you remove friction, you remove barriers to growth — for your customers and for your business. Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve.

Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day.

Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence.

Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on:

  • Brand strategy that fuels long-term business growth in the age of modern marketing

  • Customer acquisition, retention, and loyalty in today’s market

  • How friction shows up across the customer journey — and how to remove it

  • Identity-driven marketing, cultural relevance, and belonging

  • What’s actually working now with today’s values-driven consumers

If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth.

Because when you remove friction, you remove barriers to growth — for your customers and for your business.

]]> Sonia Thompson | Inclusive Growth & Customer Experience Strategist sonia@soniaethompson.com 213. How Community Drives Brand Growth: Zumba’s Customer Experience Blueprint How community drives brand growth—and why it only works when it’s built into the customer experience. In this episode of the Frictionless Growth Marketing Podcast, I sit down with Carolina Moraes, Chief Marketing Officer at Zumba, to break down how one of the most recognized global fitness brands has turned community into a powerful growth engine over 25 years. But here’s the nuance most brands miss: Community isn’t something you create. It’s something you earn. And it only forms when the customer experience is designed in a way that makes people feel like your brand was built for someone like them. From a growth marketing perspective, this episode explores what it really takes to drive sustainable brand growth, retention, and loyalty through community. We get into: Why community marketing strategy often falls short—and what actually makes it work How customer experience design drives retention, loyalty, and word of mouth The difference between building a brand community and simply creating a container for engagement How Zumba equips instructors to deliver a consistent, inclusive experience at scale Why representation isn’t just a marketing tactic—it’s an experience design principle The signal that you’ve built real community (hint: it happens without you) What most brands overlook about community as a growth lever If you’re focused on growth marketing, brand growth, customer retention, and building a community that actually lasts, this episode will change how you think about what it takes. Because the brands that win don’t build community first. They design experiences people want to belong to—and community becomes the outcome. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Email Sonia: sonia@soniaethompson.com Episode 203: Relevance Over Reach: The Growth Marketing Playbook for 2026 (Dense Bean Salad Girl Case Study) Listen on Apple Podcasts - https://podcasts.apple.com/us/podcast/203-relevance-over-reach-the-growth-marketing/id1604907821?i=1000750520486 Listen on Spotify - https://open.spotify.com/episode/3ZqA02lYQjliJX8S9U5yAy?si=9e980f38c2214882 Sat, 02 May 2026 20:45:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist How community drives brand growth—and why it only works when it’s built into the customer experience. In this episode of the Frictionless Growth Marketing Podcast, I sit down with Carolina Moraes, Chief Marketing Officer at Zumba, to break down how one of the most recognized global fitness brands has turned community into a powerful growth engine over 25 years. But here’s the nuance most brands miss: Community isn’t something you create. It’s something you earn. And it only forms when the customer experience is designed in a way that makes people feel like your brand was built for someone like them. From a growth marketing perspective, this episode explores what it really takes to drive sustainable brand growth, retention, and loyalty through community. We get into: Why community marketing strategy often falls short—and what actually makes it work How customer experience design drives retention, loyalty, and word of mouth The difference between building a brand community and simply creating a container for engagement How Zumba equips instructors to deliver a consistent, inclusive experience at scale Why representation isn’t just a marketing tactic—it’s an experience design principle The signal that you’ve built real community (hint: it happens without you) What most brands overlook about community as a growth lever If you’re focused on growth marketing, brand growth, customer retention, and building a community that actually lasts, this episode will change how you think about what it takes. Because the brands that win don’t build community first. They design experiences people want to belong to—and community becomes the outcome. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Email Sonia: sonia@soniaethompson.com Episode 203: Relevance Over Reach: The Growth Marketing Playbook for 2026 (Dense Bean Salad Girl Case Study) Listen on Apple Podcasts - https://podcasts.apple.com/us/podcast/203-relevance-over-reach-the-growth-marketing/id1604907821?i=1000750520486 Listen on Spotify - https://open.spotify.com/episode/3ZqA02lYQjliJX8S9U5yAy?si=9e980f38c2214882 How community drives brand growth—and why it only works when it’s built into the customer experience.

In this episode of the Frictionless Growth Marketing Podcast, I sit down with Carolina Moraes, Chief Marketing Officer at Zumba, to break down how one of the most recognized global fitness brands has turned community into a powerful growth engine over 25 years.

But here’s the nuance most brands miss:
Community isn’t something you create. It’s something you earn.

And it only forms when the customer experience is designed in a way that makes people feel like your brand was built for someone like them.

From a growth marketing perspective, this episode explores what it really takes to drive sustainable brand growth, retention, and loyalty through community.

We get into:

  • Why community marketing strategy often falls short—and what actually makes it work
  • How customer experience design drives retention, loyalty, and word of mouth
  • The difference between building a brand community and simply creating a container for engagement
  • How Zumba equips instructors to deliver a consistent, inclusive experience at scale
  • Why representation isn’t just a marketing tactic—it’s an experience design principle
  • The signal that you’ve built real community (hint: it happens without you)
  • What most brands overlook about community as a growth lever

If you’re focused on growth marketing, brand growth, customer retention, and building a community that actually lasts, this episode will change how you think about what it takes.

Because the brands that win don’t build community first.

They design experiences people want to belong to—and community becomes the outcome.


Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/


Email Sonia: sonia@soniaethompson.com


Episode 203: Relevance Over Reach: The Growth Marketing Playbook for 2026 (Dense Bean Salad Girl Case Study)

Listen on Apple Podcasts - https://podcasts.apple.com/us/podcast/203-relevance-over-reach-the-growth-marketing/id1604907821?i=1000750520486

Listen on Spotify - https://open.spotify.com/episode/3ZqA02lYQjliJX8S9U5yAy?si=9e980f38c2214882

]]> 1547 212. How Incomplete Buyer Personas Show Up in Your Marketing — and Limit Brand Growth (Real Examples) Most buyer personas look complete — but they’re missing a critical layer. And that gap shows up everywhere in your marketing. In this episode, we break down how incomplete buyer personas impact growth marketing performance — including brand growth, customer acquisition, and conversion — using real-world examples and real consumer reactions. Because when your personas don’t fully reflect the people you want to serve, your marketing sends the wrong signals — and your ideal customers quietly opt out. This is a growth marketing problem — not just a messaging issue. You’ll see how small decisions — from imagery and language to user experience — create friction that limits performance across your entire customer journey. And more importantly, you’ll learn how to identify where your personas are falling short — and what to do to fix them so your growth marketing actually performs the way it should. In this episode: How incomplete buyer personas show up in your marketing Why small decisions send powerful signals to customers Real examples of missed conversions and lost customers How personas impact your growth marketing strategy A simple way to identify and fix persona gaps If this episode made you realize there may be gaps in your personas, the next step is to identify exactly where your marketing is creating friction. That’s what the Friction Finder Growth Audit is designed to do. Learn more: frictionlessgrowthlab.com/frictionfinder or email me at sonia@soniaethompson.com Thu, 23 Apr 2026 20:22:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most buyer personas look complete — but they’re missing a critical layer. And that gap shows up everywhere in your marketing. In this episode, we break down how incomplete buyer personas impact growth marketing performance — including brand growth, customer acquisition, and conversion — using real-world examples and real consumer reactions. Because when your personas don’t fully reflect the people you want to serve, your marketing sends the wrong signals — and your ideal customers quietly opt out. This is a growth marketing problem — not just a messaging issue. You’ll see how small decisions — from imagery and language to user experience — create friction that limits performance across your entire customer journey. And more importantly, you’ll learn how to identify where your personas are falling short — and what to do to fix them so your growth marketing actually performs the way it should. In this episode: How incomplete buyer personas show up in your marketing Why small decisions send powerful signals to customers Real examples of missed conversions and lost customers How personas impact your growth marketing strategy A simple way to identify and fix persona gaps If this episode made you realize there may be gaps in your personas, the next step is to identify exactly where your marketing is creating friction. That’s what the Friction Finder Growth Audit is designed to do. Learn more: frictionlessgrowthlab.com/frictionfinder or email me at sonia@soniaethompson.com Most buyer personas look complete — but they’re missing a critical layer.

And that gap shows up everywhere in your marketing.

In this episode, we break down how incomplete buyer personas impact growth marketing performance — including brand growth, customer acquisition, and conversion — using real-world examples and real consumer reactions.

Because when your personas don’t fully reflect the people you want to serve, your marketing sends the wrong signals — and your ideal customers quietly opt out.

This is a growth marketing problem — not just a messaging issue.

You’ll see how small decisions — from imagery and language to user experience — create friction that limits performance across your entire customer journey.

And more importantly, you’ll learn how to identify where your personas are falling short — and what to do to fix them so your growth marketing actually performs the way it should.

In this episode:

  • How incomplete buyer personas show up in your marketing
  • Why small decisions send powerful signals to customers
  • Real examples of missed conversions and lost customers
  • How personas impact your growth marketing strategy
  • A simple way to identify and fix persona gaps

If this episode made you realize there may be gaps in your personas, the next step is to identify exactly where your marketing is creating friction.

That’s what the Friction Finder Growth Audit is designed to do.

Learn more: frictionlessgrowthlab.com/frictionfinder or email me at sonia@soniaethompson.com

]]> 946 211. “Our Personas Are Fine” — And 7 Other Reasons Brands Don’t Fix What’s Costing Them Growth If you’ve ever thought, “our personas are fine” — you’re not alone. This episode takes a closer look at why many buyer personas don’t work as well as they should — and how that gap can impact your growth marketing, customer acquisition, and conversion rates. From “our product is for everyone” to “this won’t move the needle” to “we don’t have the resources” — these are common responses when it comes to evolving your target audience strategy. But they can also mask a deeper issue that’s preventing your marketing from reaching — and converting — the customers you actually want to serve. In this episode, we break down 8 of the most common objections — and what’s actually happening behind each one: "Our personas are performing fine” “Our product is for everyone” “Our customers don’t care about identity” “This is niche / DEI” “This won’t move the needle” “We tested our messaging and it worked” “We don’t have the resources” “How would we actually implement this?” At the center of all of it is one question your customers are asking — whether you realize it or not: “Is this for someone like me?” When your marketing doesn’t answer that clearly, customers don’t push back — they simply don’t move forward. And when that happens at scale, it directly impacts your brand growth and customer acquisition performance. This episode will help you see where that gap may exist — and what to do about it. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Email Sonia: Sonia at Soniaethompson.com Thu, 16 Apr 2026 23:22:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist If you’ve ever thought, “our personas are fine” — you’re not alone. This episode takes a closer look at why many buyer personas don’t work as well as they should — and how that gap can impact your growth marketing, customer acquisition, and conversion rates. From “our product is for everyone” to “this won’t move the needle” to “we don’t have the resources” — these are common responses when it comes to evolving your target audience strategy. But they can also mask a deeper issue that’s preventing your marketing from reaching — and converting — the customers you actually want to serve. In this episode, we break down 8 of the most common objections — and what’s actually happening behind each one: "Our personas are performing fine” “Our product is for everyone” “Our customers don’t care about identity” “This is niche / DEI” “This won’t move the needle” “We tested our messaging and it worked” “We don’t have the resources” “How would we actually implement this?” At the center of all of it is one question your customers are asking — whether you realize it or not: “Is this for someone like me?” When your marketing doesn’t answer that clearly, customers don’t push back — they simply don’t move forward. And when that happens at scale, it directly impacts your brand growth and customer acquisition performance. This episode will help you see where that gap may exist — and what to do about it. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Email Sonia: Sonia at Soniaethompson.com If you’ve ever thought, “our personas are fine” — you’re not alone.

This episode takes a closer look at why many buyer personas don’t work as well as they should — and how that gap can impact your growth marketing, customer acquisition, and conversion rates.

From “our product is for everyone” to “this won’t move the needle” to “we don’t have the resources” — these are common responses when it comes to evolving your target audience strategy.

But they can also mask a deeper issue that’s preventing your marketing from reaching — and converting — the customers you actually want to serve.

In this episode, we break down 8 of the most common objections — and what’s actually happening behind each one:

  • "Our personas are performing fine”
  • “Our product is for everyone”
  • “Our customers don’t care about identity”
  • “This is niche / DEI”
  • “This won’t move the needle”
  • “We tested our messaging and it worked”
  • “We don’t have the resources”
  • “How would we actually implement this?”

At the center of all of it is one question your customers are asking — whether you realize it or not:

“Is this for someone like me?”

When your marketing doesn’t answer that clearly, customers don’t push back — they simply don’t move forward.

And when that happens at scale, it directly impacts your brand growth and customer acquisition performance.

This episode will help you see where that gap may exist — and what to do about it.


Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/

Email Sonia: Sonia at Soniaethompson.com

]]> 1288 210. Most Brands’ Buyer Personas Are Shrinking Their Market — Here’s How to Fix Yours Most buyer personas are incomplete—and that’s why your growth marketing strategy, audience targeting, and conversion efforts aren’t delivering the growth you expect. In this episode, we break down why incomplete buyer personas are shrinking your total addressable market (TAM)—and what to do about it to unlock brand growth. If your brand feels like it’s doing everything right—strong campaigns, clear messaging, solid targeting—but your growth marketing efforts aren’t scaling the way they should, the problem may not be your channels or creative. It may be your personas. You’ll learn: Why most buyer personas and customer personas are missing a critical layer How incomplete personas impact conversion rates, customer acquisition, and growth The difference between a “melting pot” vs. “mosaic” approach to audience segmentation How to add identity layers to your existing personas to improve marketing performance When to create identity-specific personas instead—and how to know the difference How identity influences messaging, positioning, and feature prioritization How incomplete personas limit growth marketing performance and brand growth potential Why brands lose customers without ever realizing it—and how to fix it We’ll walk through real-world examples and a step-by-step approach you can use to make your personas more complete—so more of your ideal customers see themselves in your brand and choose to move forward. Because when identity shows up in your personas, it shows up in your marketing. And when it shows up in your marketing—more customers convert, and your brand growth accelerates. Get the Frictionless Growth Lab Newsletter - www.frictionlessgrowthlab.com/newsletter Friction Finder Growth Audit -https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/ Thu, 09 Apr 2026 21:29:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most buyer personas are incomplete—and that’s why your growth marketing strategy, audience targeting, and conversion efforts aren’t delivering the growth you expect. In this episode, we break down why incomplete buyer personas are shrinking your total addressable market (TAM)—and what to do about it to unlock brand growth. If your brand feels like it’s doing everything right—strong campaigns, clear messaging, solid targeting—but your growth marketing efforts aren’t scaling the way they should, the problem may not be your channels or creative. It may be your personas. You’ll learn: Why most buyer personas and customer personas are missing a critical layer How incomplete personas impact conversion rates, customer acquisition, and growth The difference between a “melting pot” vs. “mosaic” approach to audience segmentation How to add identity layers to your existing personas to improve marketing performance When to create identity-specific personas instead—and how to know the difference How identity influences messaging, positioning, and feature prioritization How incomplete personas limit growth marketing performance and brand growth potential Why brands lose customers without ever realizing it—and how to fix it We’ll walk through real-world examples and a step-by-step approach you can use to make your personas more complete—so more of your ideal customers see themselves in your brand and choose to move forward. Because when identity shows up in your personas, it shows up in your marketing. And when it shows up in your marketing—more customers convert, and your brand growth accelerates. Get the Frictionless Growth Lab Newsletter - www.frictionlessgrowthlab.com/newsletter Friction Finder Growth Audit -https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/ Most buyer personas are incomplete—and that’s why your growth marketing strategy, audience targeting, and conversion efforts aren’t delivering the growth you expect.

In this episode, we break down why incomplete buyer personas are shrinking your total addressable market (TAM)—and what to do about it to unlock brand growth.

If your brand feels like it’s doing everything right—strong campaigns, clear messaging, solid targeting—but your growth marketing efforts aren’t scaling the way they should, the problem may not be your channels or creative. It may be your personas.

You’ll learn:

  • Why most buyer personas and customer personas are missing a critical layer
  • How incomplete personas impact conversion rates, customer acquisition, and growth
  • The difference between a “melting pot” vs. “mosaic” approach to audience segmentation
  • How to add identity layers to your existing personas to improve marketing performance
  • When to create identity-specific personas instead—and how to know the difference
  • How identity influences messaging, positioning, and feature prioritization
  • How incomplete personas limit growth marketing performance and brand growth potential
  • Why brands lose customers without ever realizing it—and how to fix it

We’ll walk through real-world examples and a step-by-step approach you can use to make your personas more complete—so more of your ideal customers see themselves in your brand and choose to move forward.

Because when identity shows up in your personas, it shows up in your marketing.
And when it shows up in your marketing—more customers convert, and your brand growth accelerates.


Get the Frictionless Growth Lab Newsletter - www.frictionlessgrowthlab.com/newsletter

Friction Finder Growth Audit -https://www.frictionlessgrowthlab.com/frictionfinder/

Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/


]]> 1135 209. Why Most Buyer Personas Lead to an Underperforming Growth Marketing Strategy (and How to Fix Them) Buyer personas are one of the core inputs into your growth marketing strategy — shaping your customer acquisition, creative, campaigns, and customer experience. But for many brands, those personas are incomplete. And when your buyer personas are incomplete, everything built on top of them underperforms — from your marketing campaigns to your conversion rates. If your marketing isn’t performing at the level it should — the issue may not be your channels or your tactics. It may be your personas. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/ Thu, 02 Apr 2026 18:49:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Buyer personas are one of the core inputs into your growth marketing strategy — shaping your customer acquisition, creative, campaigns, and customer experience. But for many brands, those personas are incomplete. And when your buyer personas are incomplete, everything built on top of them underperforms — from your marketing campaigns to your conversion rates. If your marketing isn’t performing at the level it should — the issue may not be your channels or your tactics. It may be your personas. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/ Buyer personas are one of the core inputs into your growth marketing strategy — shaping your customer acquisition, creative, campaigns, and customer experience.

But for many brands, those personas are incomplete.

And when your buyer personas are incomplete, everything built on top of them underperforms — from your marketing campaigns to your conversion rates.

If your marketing isn’t performing at the level it should — the issue may not be your channels or your tactics.

It may be your personas.


Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/

Frictionless Growth Roadmapping Session - https://www.frictionlessgrowthlab.com/roadmapping/

]]> 911 208. Why Most Customer Acquisition Strategies Underperform — And How to Fix Them for Brand Growth Customer acquisition is getting more expensive — and less effective. CAC is rising. Paid channels are delivering diminishing returns. And many brands are investing more into growth marketing without seeing proportional results. But the problem isn’t your channels. It’s how your customer acquisition strategy is built. Most customer acquisition strategies rely on traditional models — awareness, consideration, conversion — or growth marketing frameworks like AAARRR. And while these models aren’t wrong, they’re incomplete. They assume customers evaluate options rationally. But behavioral science shows that’s not how people actually make decisions. Customers decide quickly, using mental shortcuts — and one of the most powerful is identity: Is this for someone like me? In this episode, we break down: Why most customer acquisition strategies are underperforming The hidden flaw in traditional growth marketing frameworks How identity shapes customer decision-making and conversion Why brands lose customers before the funnel even begins The difference between “melting pot” and “mosaic” marketing How to reduce friction and improve conversion across your customer journey Real examples from brands like Netflix, Toyota, Walmart, and more If you want to improve conversion, lower CAC, and drive sustainable brand growth, your growth marketing strategy needs to align with how customers actually see themselves — and how their brains make decisions. Because customer acquisition doesn’t start with your funnel. It starts with your "who." Friction Finder Growth Audit: https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session: https://www.frictionlessgrowthlab.com/roadmapping/ Email Sonia: Sonia@soniaethompson.com Thu, 26 Mar 2026 21:45:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Customer acquisition is getting more expensive — and less effective. CAC is rising. Paid channels are delivering diminishing returns. And many brands are investing more into growth marketing without seeing proportional results. But the problem isn’t your channels. It’s how your customer acquisition strategy is built. Most customer acquisition strategies rely on traditional models — awareness, consideration, conversion — or growth marketing frameworks like AAARRR. And while these models aren’t wrong, they’re incomplete. They assume customers evaluate options rationally. But behavioral science shows that’s not how people actually make decisions. Customers decide quickly, using mental shortcuts — and one of the most powerful is identity: Is this for someone like me? In this episode, we break down: Why most customer acquisition strategies are underperforming The hidden flaw in traditional growth marketing frameworks How identity shapes customer decision-making and conversion Why brands lose customers before the funnel even begins The difference between “melting pot” and “mosaic” marketing How to reduce friction and improve conversion across your customer journey Real examples from brands like Netflix, Toyota, Walmart, and more If you want to improve conversion, lower CAC, and drive sustainable brand growth, your growth marketing strategy needs to align with how customers actually see themselves — and how their brains make decisions. Because customer acquisition doesn’t start with your funnel. It starts with your "who." Friction Finder Growth Audit: https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session: https://www.frictionlessgrowthlab.com/roadmapping/ Email Sonia: Sonia@soniaethompson.com Customer acquisition is getting more expensive — and less effective.

CAC is rising. Paid channels are delivering diminishing returns. And many brands are investing more into growth marketing without seeing proportional results.

But the problem isn’t your channels.

It’s how your customer acquisition strategy is built.

Most customer acquisition strategies rely on traditional models — awareness, consideration, conversion — or growth marketing frameworks like AAARRR. And while these models aren’t wrong, they’re incomplete.

They assume customers evaluate options rationally.

But behavioral science shows that’s not how people actually make decisions.

Customers decide quickly, using mental shortcuts — and one of the most powerful is identity:

Is this for someone like me?

In this episode, we break down:

  • Why most customer acquisition strategies are underperforming
  • The hidden flaw in traditional growth marketing frameworks
  • How identity shapes customer decision-making and conversion
  • Why brands lose customers before the funnel even begins
  • The difference between “melting pot” and “mosaic” marketing
  • How to reduce friction and improve conversion across your customer journey
  • Real examples from brands like Netflix, Toyota, Walmart, and more

If you want to improve conversion, lower CAC, and drive sustainable brand growth, your growth marketing strategy needs to align with how customers actually see themselves — and how their brains make decisions.

Because customer acquisition doesn’t start with your funnel.

It starts with your "who."


Friction Finder Growth Audit: https://www.frictionlessgrowthlab.com/frictionfinder/

Frictionless Growth Roadmapping Session: https://www.frictionlessgrowthlab.com/roadmapping/

Email Sonia: Sonia@soniaethompson.com

]]> 1597 207. Is Your Brand Growth Strategy Working With Your Customers’ Brains — Or Against Them? Most brand growth strategies are built for customers who carefully evaluate their options. But behavioral science shows that’s not how people actually make decisions. Customers’ brains are wired to conserve energy, rely on shortcuts, and decide quickly. And when your brand strategy and customer experience don’t align with that process, it creates friction — the kind that quietly reduces conversions, weakens engagement, and slows growth. In this episode, you’ll learn: How System 1 and System 2 thinking shape customer behavior Why customer experience friction often starts in the brain — not the funnel How the brain uses shortcuts like social proof, familiarity, and identity cues Why “people like me” signals are critical to brand growth and customer acquisition How marketers misinterpret performance when customers don’t respond immediately Why effort, relevance, and cultural understanding drive stronger customer loyalty And how misalignment between your growth marketing strategy and how customers actually think is costing you more than you realize If you want to improve conversion, strengthen customer relationships, and drive sustainable brand growth, you need to work with your customers’ brains — not against them. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Nudge Podcast - https://www.nudgepodcast.com/ Phil Agnew on LinkedIn - https://www.linkedin.com/in/phill-agnew/ Thu, 19 Mar 2026 16:40:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most brand growth strategies are built for customers who carefully evaluate their options. But behavioral science shows that’s not how people actually make decisions. Customers’ brains are wired to conserve energy, rely on shortcuts, and decide quickly. And when your brand strategy and customer experience don’t align with that process, it creates friction — the kind that quietly reduces conversions, weakens engagement, and slows growth. In this episode, you’ll learn: How System 1 and System 2 thinking shape customer behavior Why customer experience friction often starts in the brain — not the funnel How the brain uses shortcuts like social proof, familiarity, and identity cues Why “people like me” signals are critical to brand growth and customer acquisition How marketers misinterpret performance when customers don’t respond immediately Why effort, relevance, and cultural understanding drive stronger customer loyalty And how misalignment between your growth marketing strategy and how customers actually think is costing you more than you realize If you want to improve conversion, strengthen customer relationships, and drive sustainable brand growth, you need to work with your customers’ brains — not against them. Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Nudge Podcast - https://www.nudgepodcast.com/ Phil Agnew on LinkedIn - https://www.linkedin.com/in/phill-agnew/ Most brand growth strategies are built for customers who carefully evaluate their options.

But behavioral science shows that’s not how people actually make decisions.

Customers’ brains are wired to conserve energy, rely on shortcuts, and decide quickly. And when your brand strategy and customer experience don’t align with that process, it creates friction — the kind that quietly reduces conversions, weakens engagement, and slows growth.

In this episode, you’ll learn:

  • How System 1 and System 2 thinking shape customer behavior

  • Why customer experience friction often starts in the brain — not the funnel

  • How the brain uses shortcuts like social proof, familiarity, and identity cues

  • Why “people like me” signals are critical to brand growth and customer acquisition

  • How marketers misinterpret performance when customers don’t respond immediately

  • Why effort, relevance, and cultural understanding drive stronger customer loyalty

  • And how misalignment between your growth marketing strategy and how customers actually think is costing you more than you realize

If you want to improve conversion, strengthen customer relationships, and drive sustainable brand growth, you need to work with your customers’ brains — not against them.


Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/


Nudge Podcast - https://www.nudgepodcast.com/


Phil Agnew on LinkedIn - https://www.linkedin.com/in/phill-agnew/

]]> 2410 206. Customer Experience As Growth Strategy: Nissan CMO on Designing For Different Consumer Needs How do you design customer experiences that work for everyone when friction isn't the same for everyone? Allyson Witherspoon, Chief Marketing Officer at Nissan, reveals how customer experience has become a core growth strategy—and why most brands are getting it wrong. In this episode, you'll learn how to remove friction for different consumer needs by designing around context and identity. Allyson shares how Nissan creates flexible entry points (like their Rogue hybrid lineup) that address different friction points within the same demographic—from range anxiety to charging concerns to environmental priorities. You'll discover: Why customer experience is now central to the CMO role and business growth How to design tight core experiences with flexible entry points based on consumer context The difference between proximity and research when building authentic customer experiences How internal friction in your organization creates friction for your customers Why consumers ask their ecosystems for answers—and how to show up there The role identity plays in shaping what "frictionless" means for different people Plus, hear from Victoria Lozano, CMO of Crayola, on building brand ecosystems that meet consumers where they are—through products, experiences, and content. Last week, we explored why general market strategies hurt brand growth with Myles Worthington. This week, discover how to serve mass market audiences by infusing identity into every touchpoint of the customer experience. Together, these episodes show the complete picture: marketing strategy that resonates + customer experience that converts = frictionless growth. Learn more about the Frictionless Growth Marketing Framework and take the 2-minute friction diagnostic at www.frictionlessgrowthlab.com/quiz. Mentioned in this episode: Episode 204. Why Most Growth Strategies Underperform -- And the 7C Growth Marketing Framework That Fixes Them | Apple Podcasts - https://podcasts.apple.com/us/podcast/204-why-most-growth-strategies-underperform-and-the/id1604907821?i=1000751786391 | Spotify - https://open.spotify.com/episode/6FMUMdRYqlYPgeYMj18ZlX?si=ce51361d637042d6 Episode 205. General Market Strategies Are Hurting Your Brand Growth. What Smart Brands Are Doing Instead (feat. Myles Worthington) | Apple Podcasts - https://podcasts.apple.com/us/podcast/205-general-market-strategies-are-hurting-your-brand/id1604907821?i=1000753667740| Spotify - https://open.spotify.com/episode/003AwA9cDBM1ZbbrKI4P5s?si=277765cc0e884ca0 Episode 198. The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy & Customer Acquisition Case Study | Apple Podcasts - https://podcasts.apple.com/us/podcast/198-the-growth-strategy-behind-crayolas-global/id1604907821?i=1000745298692 | Spotify - https://open.spotify.com/episode/3troj0jlYzfBkZ115hERyO?si=0660ab8855ee4398 Thu, 12 Mar 2026 16:19:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist How do you design customer experiences that work for everyone when friction isn't the same for everyone? Allyson Witherspoon, Chief Marketing Officer at Nissan, reveals how customer experience has become a core growth strategy—and why most brands are getting it wrong. In this episode, you'll learn how to remove friction for different consumer needs by designing around context and identity. Allyson shares how Nissan creates flexible entry points (like their Rogue hybrid lineup) that address different friction points within the same demographic—from range anxiety to charging concerns to environmental priorities. You'll discover: Why customer experience is now central to the CMO role and business growth How to design tight core experiences with flexible entry points based on consumer context The difference between proximity and research when building authentic customer experiences How internal friction in your organization creates friction for your customers Why consumers ask their ecosystems for answers—and how to show up there The role identity plays in shaping what "frictionless" means for different people Plus, hear from Victoria Lozano, CMO of Crayola, on building brand ecosystems that meet consumers where they are—through products, experiences, and content. Last week, we explored why general market strategies hurt brand growth with Myles Worthington. This week, discover how to serve mass market audiences by infusing identity into every touchpoint of the customer experience. Together, these episodes show the complete picture: marketing strategy that resonates + customer experience that converts = frictionless growth. Learn more about the Frictionless Growth Marketing Framework and take the 2-minute friction diagnostic at www.frictionlessgrowthlab.com/quiz. Mentioned in this episode: Episode 204. Why Most Growth Strategies Underperform -- And the 7C Growth Marketing Framework That Fixes Them | Apple Podcasts - https://podcasts.apple.com/us/podcast/204-why-most-growth-strategies-underperform-and-the/id1604907821?i=1000751786391 | Spotify - https://open.spotify.com/episode/6FMUMdRYqlYPgeYMj18ZlX?si=ce51361d637042d6 Episode 205. General Market Strategies Are Hurting Your Brand Growth. What Smart Brands Are Doing Instead (feat. Myles Worthington) | Apple Podcasts - https://podcasts.apple.com/us/podcast/205-general-market-strategies-are-hurting-your-brand/id1604907821?i=1000753667740| Spotify - https://open.spotify.com/episode/003AwA9cDBM1ZbbrKI4P5s?si=277765cc0e884ca0 Episode 198. The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy & Customer Acquisition Case Study | Apple Podcasts - https://podcasts.apple.com/us/podcast/198-the-growth-strategy-behind-crayolas-global/id1604907821?i=1000745298692 | Spotify - https://open.spotify.com/episode/3troj0jlYzfBkZ115hERyO?si=0660ab8855ee4398 How do you design customer experiences that work for everyone when friction isn't the same for everyone? Allyson Witherspoon, Chief Marketing Officer at Nissan, reveals how customer experience has become a core growth strategy—and why most brands are getting it wrong.

In this episode, you'll learn how to remove friction for different consumer needs by designing around context and identity. Allyson shares how Nissan creates flexible entry points (like their Rogue hybrid lineup) that address different friction points within the same demographic—from range anxiety to charging concerns to environmental priorities.

You'll discover:

  • Why customer experience is now central to the CMO role and business growth
  • How to design tight core experiences with flexible entry points based on consumer context
  • The difference between proximity and research when building authentic customer experiences
  • How internal friction in your organization creates friction for your customers
  • Why consumers ask their ecosystems for answers—and how to show up there
  • The role identity plays in shaping what "frictionless" means for different people

Plus, hear from Victoria Lozano, CMO of Crayola, on building brand ecosystems that meet consumers where they are—through products, experiences, and content.

Last week, we explored why general market strategies hurt brand growth with Myles Worthington. This week, discover how to serve mass market audiences by infusing identity into every touchpoint of the customer experience. Together, these episodes show the complete picture: marketing strategy that resonates + customer experience that converts = frictionless growth.

Learn more about the Frictionless Growth Marketing Framework and take the 2-minute friction diagnostic at www.frictionlessgrowthlab.com/quiz.


Mentioned in this episode:

Episode 204. Why Most Growth Strategies Underperform -- And the 7C Growth Marketing Framework That Fixes Them | Apple Podcasts - https://podcasts.apple.com/us/podcast/204-why-most-growth-strategies-underperform-and-the/id1604907821?i=1000751786391 | Spotify - https://open.spotify.com/episode/6FMUMdRYqlYPgeYMj18ZlX?si=ce51361d637042d6

Episode 205. General Market Strategies Are Hurting Your Brand Growth. What Smart Brands Are Doing Instead (feat. Myles Worthington) | Apple Podcasts - https://podcasts.apple.com/us/podcast/205-general-market-strategies-are-hurting-your-brand/id1604907821?i=1000753667740| Spotify - https://open.spotify.com/episode/003AwA9cDBM1ZbbrKI4P5s?si=277765cc0e884ca0

Episode 198. The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy & Customer Acquisition Case Study | Apple Podcasts - https://podcasts.apple.com/us/podcast/198-the-growth-strategy-behind-crayolas-global/id1604907821?i=1000745298692 | Spotify - https://open.spotify.com/episode/3troj0jlYzfBkZ115hERyO?si=0660ab8855ee4398

]]> 1630 205. General Market Strategies Are Hurting Your Brand Growth. What Smart Brands Are Doing Instead (feat. Myles Worthington) General market marketing is limiting your brand growth. Here's what the data actually shows—and what smart brands are doing instead. Myles Worthington (CEO, WORTHI; former Netflix Head of Global Audiences) breaks down why identity-based customer segmentation drives better conversion rates and sustainable growth than traditional mass marketing approaches. In this growth marketing strategy session, discover: The mosaic vs. melting pot framework: why preserving customer identity increases market reach How to build marketing infrastructure (not one-off campaigns) for customer loyalty Real examples: Netflix's Con Todo, Bumble's Love Letters to Black Women, Google's Gemini strategy Why $7 trillion in buying power goes untapped with general market strategies The authenticity equation: customer intimacy + cultural fluency = brand growth If you're a CMO or growth marketer looking to improve customer acquisition and conversion rate optimization through better customer segmentation—this episode delivers the playbook. What's slowing your brand's growth? Take the quiz: www.frictionlessgrowthlab.com/quiz Find Myles: worthi.com Myles on LinkedIn: https://www.linkedin.com/in/mylestw/ Thu, 05 Mar 2026 16:37:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist General market marketing is limiting your brand growth. Here's what the data actually shows—and what smart brands are doing instead. Myles Worthington (CEO, WORTHI; former Netflix Head of Global Audiences) breaks down why identity-based customer segmentation drives better conversion rates and sustainable growth than traditional mass marketing approaches. In this growth marketing strategy session, discover: The mosaic vs. melting pot framework: why preserving customer identity increases market reach How to build marketing infrastructure (not one-off campaigns) for customer loyalty Real examples: Netflix's Con Todo, Bumble's Love Letters to Black Women, Google's Gemini strategy Why $7 trillion in buying power goes untapped with general market strategies The authenticity equation: customer intimacy + cultural fluency = brand growth If you're a CMO or growth marketer looking to improve customer acquisition and conversion rate optimization through better customer segmentation—this episode delivers the playbook. What's slowing your brand's growth? Take the quiz: www.frictionlessgrowthlab.com/quiz Find Myles: worthi.com Myles on LinkedIn: https://www.linkedin.com/in/mylestw/ General market marketing is limiting your brand growth. Here's what the data actually shows—and what smart brands are doing instead.

Myles Worthington (CEO, WORTHI; former Netflix Head of Global Audiences) breaks down why identity-based customer segmentation drives better conversion rates and sustainable growth than traditional mass marketing approaches.

In this growth marketing strategy session, discover:

  • The mosaic vs. melting pot framework: why preserving customer identity increases market reach
  • How to build marketing infrastructure (not one-off campaigns) for customer loyalty
  • Real examples: Netflix's Con Todo, Bumble's Love Letters to Black Women, Google's Gemini strategy
  • Why $7 trillion in buying power goes untapped with general market strategies
  • The authenticity equation: customer intimacy + cultural fluency = brand growth

If you're a CMO or growth marketer looking to improve customer acquisition and conversion rate optimization through better customer segmentation—this episode delivers the playbook.


What's slowing your brand's growth? Take the quiz: www.frictionlessgrowthlab.com/quiz

Find Myles: worthi.com

Myles on LinkedIn: https://www.linkedin.com/in/mylestw/

]]> 1655 204. Why Most Growth Strategies Underperform — And the 7C Growth Marketing Framework That Fixes Them Many growth marketing strategies underperform because they’re built on incomplete foundations. Despite better data, better tools, and endless optimization, brand growth and customer acquisition feel harder than they should. Campaigns convert — but they don’t compound. Customer experience improves — but loyalty stalls. Personalization gets sharper — but relevance feels thinner. In this episode, I break down why. You’ll learn why modern growth strategy often misses critical structural elements — and I introduce the 7C Growth Marketing Framework, a model designed to strengthen the foundation of your growth marketing system. We’ll explore: The hidden gaps causing growth strategies to underperform Why optimizing tactics without fixing structure limits customer acquisition How trust, identity, and customer experience shape buying decisions The seven elements inside the 7C framework — and how they work together What it takes to build a brand growth strategy that compounds over time This isn’t about hacks, trends, or short-term lifts. It’s about rebuilding growth strategy so it reflects how real people evaluate brands today — and designing a marketing system strong enough to scale. Take the quiz: What's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz Thu, 26 Feb 2026 18:09:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Many growth marketing strategies underperform because they’re built on incomplete foundations. Despite better data, better tools, and endless optimization, brand growth and customer acquisition feel harder than they should. Campaigns convert — but they don’t compound. Customer experience improves — but loyalty stalls. Personalization gets sharper — but relevance feels thinner. In this episode, I break down why. You’ll learn why modern growth strategy often misses critical structural elements — and I introduce the 7C Growth Marketing Framework, a model designed to strengthen the foundation of your growth marketing system. We’ll explore: The hidden gaps causing growth strategies to underperform Why optimizing tactics without fixing structure limits customer acquisition How trust, identity, and customer experience shape buying decisions The seven elements inside the 7C framework — and how they work together What it takes to build a brand growth strategy that compounds over time This isn’t about hacks, trends, or short-term lifts. It’s about rebuilding growth strategy so it reflects how real people evaluate brands today — and designing a marketing system strong enough to scale. Take the quiz: What's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz Many growth marketing strategies underperform because they’re built on incomplete foundations.


Despite better data, better tools, and endless optimization, brand growth and customer acquisition feel harder than they should. Campaigns convert — but they don’t compound. Customer experience improves — but loyalty stalls. Personalization gets sharper — but relevance feels thinner.


In this episode, I break down why.


You’ll learn why modern growth strategy often misses critical structural elements — and I introduce the 7C Growth Marketing Framework, a model designed to strengthen the foundation of your growth marketing system.


We’ll explore:


The hidden gaps causing growth strategies to underperform


Why optimizing tactics without fixing structure limits customer acquisition


How trust, identity, and customer experience shape buying decisions


The seven elements inside the 7C framework — and how they work together


What it takes to build a brand growth strategy that compounds over time


This isn’t about hacks, trends, or short-term lifts.


It’s about rebuilding growth strategy so it reflects how real people evaluate brands today — and designing a marketing system strong enough to scale.


Take the quiz: What's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz

]]> 2284 203. Relevance Over Reach: The Growth Marketing Playbook for 2026 (Dense Bean Salad Girl Case Study) What if your growth problem isn’t performance — it’s relevance? In this episode, I break down what Dense Bean Salad Girl’s rise to 3 million followers and 125,000 subscribers reveals about how growth marketing actually works in 2026. No paid ads. No massive media budget. No interruptive campaigns. Instead, Violet Witchell entered a conversation already happening — about protein, fiber, affordability, and meal prep — and made herself genuinely useful. Her story reveals four shifts reshaping brand growth and customer acquisition today: • Enter the conversation already happening in your customer’s mind • Build trust in the margins — not just through campaigns • Design for identity without othering anyone • Recognize that your best marketers aren’t on your payroll If you’re a CMO or brand leader wondering why: – Customer acquisition costs are rising – Campaign performance feels harder to sustain – Discovery has fragmented – “General market” messaging isn’t landing This episode explains what’s changed — and what the new growth marketing playbook requires. Because in 2026, growth doesn’t come from being louder. It comes from being more relevant. What's slowing your brand's growth? www.frictionlessgrowthlab.com/quiz Violet's substack: https://violetcooks.substack.com/ Violet's TikTok: https://www.tiktok.com/@violetwitchel Violet's Instagram: https://www.instagram.com/violetwitchel/?hl=en Thu, 19 Feb 2026 16:41:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist What if your growth problem isn’t performance — it’s relevance? In this episode, I break down what Dense Bean Salad Girl’s rise to 3 million followers and 125,000 subscribers reveals about how growth marketing actually works in 2026. No paid ads. No massive media budget. No interruptive campaigns. Instead, Violet Witchell entered a conversation already happening — about protein, fiber, affordability, and meal prep — and made herself genuinely useful. Her story reveals four shifts reshaping brand growth and customer acquisition today: • Enter the conversation already happening in your customer’s mind • Build trust in the margins — not just through campaigns • Design for identity without othering anyone • Recognize that your best marketers aren’t on your payroll If you’re a CMO or brand leader wondering why: – Customer acquisition costs are rising – Campaign performance feels harder to sustain – Discovery has fragmented – “General market” messaging isn’t landing This episode explains what’s changed — and what the new growth marketing playbook requires. Because in 2026, growth doesn’t come from being louder. It comes from being more relevant. What's slowing your brand's growth? www.frictionlessgrowthlab.com/quiz Violet's substack: https://violetcooks.substack.com/ Violet's TikTok: https://www.tiktok.com/@violetwitchel Violet's Instagram: https://www.instagram.com/violetwitchel/?hl=en What if your growth problem isn’t performance — it’s relevance?

In this episode, I break down what Dense Bean Salad Girl’s rise to 3 million followers and 125,000 subscribers reveals about how growth marketing actually works in 2026.

No paid ads.
No massive media budget.
No interruptive campaigns.

Instead, Violet Witchell entered a conversation already happening — about protein, fiber, affordability, and meal prep — and made herself genuinely useful.

Her story reveals four shifts reshaping brand growth and customer acquisition today:

• Enter the conversation already happening in your customer’s mind
• Build trust in the margins — not just through campaigns
• Design for identity without othering anyone
• Recognize that your best marketers aren’t on your payroll

If you’re a CMO or brand leader wondering why:

– Customer acquisition costs are rising
– Campaign performance feels harder to sustain
– Discovery has fragmented
– “General market” messaging isn’t landing

This episode explains what’s changed — and what the new growth marketing playbook requires.

Because in 2026, growth doesn’t come from being louder.

It comes from being more relevant.


What's slowing your brand's growth? www.frictionlessgrowthlab.com/quiz


Violet's substack: https://violetcooks.substack.com/

Violet's TikTok: https://www.tiktok.com/@violetwitchel

Violet's Instagram: https://www.instagram.com/violetwitchel/?hl=en

]]> 1696 202. How Bad Bunny’s Super Bowl Halftime Show Became a Blueprint for Modern Brand Growth When Bad Bunny took the stage at the Super Bowl Halftime Show, it wasn’t just a performance — it was a masterclass in modern brand growth. In this episode, we break down why Bad Bunny’s halftime show resonated so deeply with audiences — and what brand leaders, CMOs, and growth marketers should learn from it. Because this wasn’t just about music. It was about: Cultural relevance Identity-driven marketing Audience intimacy And building brands that reflect the communities they serve Too many brands chase growth through scale alone. But Bad Bunny’s moment on one of the world’s biggest stages revealed something more powerful: growth today belongs to brands that understand culture, represent real people, and remove friction between identity and experience. If you’re a marketing leader navigating: Slowing ROI Fragmented audiences The limits of traditional growth marketing Or the tension between scale and relevance This episode will show you why cultural alignment — not just campaign optimization — is the blueprint for brand growth today. What's slowing your brand's growth? Take the quick assessment to find out (and what to do next): www.frictionlessgrowthlab.com/quiz Thu, 12 Feb 2026 10:15:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist When Bad Bunny took the stage at the Super Bowl Halftime Show, it wasn’t just a performance — it was a masterclass in modern brand growth. In this episode, we break down why Bad Bunny’s halftime show resonated so deeply with audiences — and what brand leaders, CMOs, and growth marketers should learn from it. Because this wasn’t just about music. It was about: Cultural relevance Identity-driven marketing Audience intimacy And building brands that reflect the communities they serve Too many brands chase growth through scale alone. But Bad Bunny’s moment on one of the world’s biggest stages revealed something more powerful: growth today belongs to brands that understand culture, represent real people, and remove friction between identity and experience. If you’re a marketing leader navigating: Slowing ROI Fragmented audiences The limits of traditional growth marketing Or the tension between scale and relevance This episode will show you why cultural alignment — not just campaign optimization — is the blueprint for brand growth today. What's slowing your brand's growth? Take the quick assessment to find out (and what to do next): www.frictionlessgrowthlab.com/quiz When Bad Bunny took the stage at the Super Bowl Halftime Show, it wasn’t just a performance — it was a masterclass in modern brand growth.

In this episode, we break down why Bad Bunny’s halftime show resonated so deeply with audiences — and what brand leaders, CMOs, and growth marketers should learn from it.

Because this wasn’t just about music. It was about:

  • Cultural relevance

  • Identity-driven marketing

  • Audience intimacy

  • And building brands that reflect the communities they serve

Too many brands chase growth through scale alone. But Bad Bunny’s moment on one of the world’s biggest stages revealed something more powerful: growth today belongs to brands that understand culture, represent real people, and remove friction between identity and experience.

If you’re a marketing leader navigating:

  • Slowing ROI

  • Fragmented audiences

  • The limits of traditional growth marketing

  • Or the tension between scale and relevance

This episode will show you why cultural alignment — not just campaign optimization — is the blueprint for brand growth today.


What's slowing your brand's growth? Take the quick assessment to find out (and what to do next): www.frictionlessgrowthlab.com/quiz

]]> 587 201. Why the Traditional Growth Marketing Model Is Failing in a Fragmented Market Growth marketing was built on continuous improvement — experiment, optimize, compound. But for many brand leaders today, growth no longer feels like it’s compounding. Despite more data, more tools, and more optimization than ever before, ROI is slipping and hitting growth targets is getting harder. That’s not a discipline problem. It’s a growth marketing model problem. In this pillar episode, I break down why the traditional growth marketing model — including the AARRR framework (Awareness, Acquisition, Activation, Retention, Referral, Revenue) — is no longer optimized for how modern consumers make decisions. Built for scale and efficiency in a general-market era, these models struggle in today’s fragmented, identity-driven landscape. Drawing on insights from the American Marketing Association and a conversation with Bennie F. Johnson, this episode explores: Why growth marketing optimization is breaking down despite best practices How scale without intention creates friction across the funnel Where identity friction shows up across Awareness, Acquisition, Activation, Retention, and Revenue Why relevance — not reach alone — is now critical to sustainable growth How an identity-layered approach helps growth compound again This episode focuses on diagnosing why growth marketing stopped compounding — not tactical fixes, but how the underlying model needs to evolve to reflect how people actually make decisions today. If growth feels harder than it should, this episode explains why — and sets the foundation for what modern growth marketing requires now. Find out what's slowing your growth - www.frictionlessgrowthlab.com/quiz Interview with Bennie F. Johnson, CEO of AMA - https://www.frictionlessgrowthlab.com/trust-in-marketing-bennie-f-johnson/ How to use data to increase customer success for all - https://www.frictionlessgrowthlab.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/ Thu, 05 Feb 2026 16:11:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Growth marketing was built on continuous improvement — experiment, optimize, compound. But for many brand leaders today, growth no longer feels like it’s compounding. Despite more data, more tools, and more optimization than ever before, ROI is slipping and hitting growth targets is getting harder. That’s not a discipline problem. It’s a growth marketing model problem. In this pillar episode, I break down why the traditional growth marketing model — including the AARRR framework (Awareness, Acquisition, Activation, Retention, Referral, Revenue) — is no longer optimized for how modern consumers make decisions. Built for scale and efficiency in a general-market era, these models struggle in today’s fragmented, identity-driven landscape. Drawing on insights from the American Marketing Association and a conversation with Bennie F. Johnson, this episode explores: Why growth marketing optimization is breaking down despite best practices How scale without intention creates friction across the funnel Where identity friction shows up across Awareness, Acquisition, Activation, Retention, and Revenue Why relevance — not reach alone — is now critical to sustainable growth How an identity-layered approach helps growth compound again This episode focuses on diagnosing why growth marketing stopped compounding — not tactical fixes, but how the underlying model needs to evolve to reflect how people actually make decisions today. If growth feels harder than it should, this episode explains why — and sets the foundation for what modern growth marketing requires now. Find out what's slowing your growth - www.frictionlessgrowthlab.com/quiz Interview with Bennie F. Johnson, CEO of AMA - https://www.frictionlessgrowthlab.com/trust-in-marketing-bennie-f-johnson/ How to use data to increase customer success for all - https://www.frictionlessgrowthlab.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/ Growth marketing was built on continuous improvement — experiment, optimize, compound.
But for many brand leaders today, growth no longer feels like it’s compounding. Despite more data, more tools, and more optimization than ever before, ROI is slipping and hitting growth targets is getting harder.

That’s not a discipline problem.
It’s a growth marketing model problem.

In this pillar episode, I break down why the traditional growth marketing model — including the AARRR framework (Awareness, Acquisition, Activation, Retention, Referral, Revenue) — is no longer optimized for how modern consumers make decisions. Built for scale and efficiency in a general-market era, these models struggle in today’s fragmented, identity-driven landscape.

Drawing on insights from the American Marketing Association and a conversation with Bennie F. Johnson, this episode explores:

  • Why growth marketing optimization is breaking down despite best practices

  • How scale without intention creates friction across the funnel

  • Where identity friction shows up across Awareness, Acquisition, Activation, Retention, and Revenue

  • Why relevance — not reach alone — is now critical to sustainable growth

  • How an identity-layered approach helps growth compound again

This episode focuses on diagnosing why growth marketing stopped compounding — not tactical fixes, but how the underlying model needs to evolve to reflect how people actually make decisions today.

If growth feels harder than it should, this episode explains why — and sets the foundation for what modern growth marketing requires now.

Find out what's slowing your growth - www.frictionlessgrowthlab.com/quiz

Interview with Bennie F. Johnson, CEO of AMA - https://www.frictionlessgrowthlab.com/trust-in-marketing-bennie-f-johnson/


How to use data to increase customer success for all - https://www.frictionlessgrowthlab.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/

]]> 1306 200. The Glitch in Modern Marketing — And How It’s Harming Brand Growth Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process. In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture. Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking. This episode breaks down: Why identity shapes how customers decide what’s “for someone like me” How general market marketing quietly creates friction and lost sales Why asking customers to adapt is no longer a neutral choice And how integrating identity completes personalization — instead of complicating it If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it. Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz Thu, 29 Jan 2026 09:15:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process. In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture. Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking. This episode breaks down: Why identity shapes how customers decide what’s “for someone like me” How general market marketing quietly creates friction and lost sales Why asking customers to adapt is no longer a neutral choice And how integrating identity completes personalization — instead of complicating it If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it. Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process.

In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture.

Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking.

This episode breaks down:

  • Why identity shapes how customers decide what’s “for someone like me”

  • How general market marketing quietly creates friction and lost sales

  • Why asking customers to adapt is no longer a neutral choice

  • And how integrating identity completes personalization — instead of complicating it

If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it.


Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz

]]> 921 199. Brand Growth Strategy in 2026: 5 Marketplace Shifts Reshaping How Brands Grow Many brands are finding that the growth strategies that once worked aren’t delivering the same results anymore. In this episode, Sonia Thompson breaks down the marketplace shifts reshaping brand growth strategy in 2026 and beyond — and why traditional growth playbooks are falling flat. From trust becoming a real constraint on growth, to discovery happening in entirely new ways, this episode explains what’s changed in the market — and what brands need to do differently to grow today. If your brand’s growth feels harder than it used to, this episode will help you understand why — and how to adapt your brand growth strategy for the market we’re actually in. Take the Frictionless Growth Quiz to identify where your brand may be creating hidden friction: frictionlessgrowthlab.com/quiz Also mentioned in this episode: Episode 198: The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study - https://www.frictionlessgrowthlab.com/brand-ecosystem-crayola/ Thu, 22 Jan 2026 16:31:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Many brands are finding that the growth strategies that once worked aren’t delivering the same results anymore. In this episode, Sonia Thompson breaks down the marketplace shifts reshaping brand growth strategy in 2026 and beyond — and why traditional growth playbooks are falling flat. From trust becoming a real constraint on growth, to discovery happening in entirely new ways, this episode explains what’s changed in the market — and what brands need to do differently to grow today. If your brand’s growth feels harder than it used to, this episode will help you understand why — and how to adapt your brand growth strategy for the market we’re actually in. Take the Frictionless Growth Quiz to identify where your brand may be creating hidden friction: frictionlessgrowthlab.com/quiz Also mentioned in this episode: Episode 198: The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study - https://www.frictionlessgrowthlab.com/brand-ecosystem-crayola/ Many brands are finding that the growth strategies that once worked aren’t delivering the same results anymore.

In this episode, Sonia Thompson breaks down the marketplace shifts reshaping brand growth strategy in 2026 and beyond — and why traditional growth playbooks are falling flat.

From trust becoming a real constraint on growth, to discovery happening in entirely new ways, this episode explains what’s changed in the market — and what brands need to do differently to grow today.

If your brand’s growth feels harder than it used to, this episode will help you understand why — and how to adapt your brand growth strategy for the market we’re actually in.

Take the Frictionless Growth Quiz to identify where your brand may be creating hidden friction: frictionlessgrowthlab.com/quiz


Also mentioned in this episode:

Episode 198: The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study - https://www.frictionlessgrowthlab.com/brand-ecosystem-crayola/

]]> 1485 198. The Growth Strategy Behind Crayola’s Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries. In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola’s Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth. You’ll hear how Crayola: Used brand strategy to design a global initiative that scales year over year Approached customer acquisition through participation, not promotion Built an ecosystem across products, experiences, and content Applied inclusive marketing to engage diverse audiences worldwide This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once. If you’re curious how other billion-dollar brands are driving growth in today’s market, I’ve linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week Thu, 15 Jan 2026 15:19:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries. In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola’s Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth. You’ll hear how Crayola: Used brand strategy to design a global initiative that scales year over year Approached customer acquisition through participation, not promotion Built an ecosystem across products, experiences, and content Applied inclusive marketing to engage diverse audiences worldwide This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once. If you’re curious how other billion-dollar brands are driving growth in today’s market, I’ve linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries.

In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola’s Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth.

You’ll hear how Crayola:

  • Used brand strategy to design a global initiative that scales year over year

  • Approached customer acquisition through participation, not promotion

  • Built an ecosystem across products, experiences, and content

  • Applied inclusive marketing to engage diverse audiences worldwide

This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once.


If you’re curious how other billion-dollar brands are driving growth in today’s market, I’ve linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap


Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week


]]> 1601 197. AMA 2026 Marketing Trends: How Trust, AI, and Audience Fragmentation Are Rewriting the Rules of Growth Marketing is shifting — and many brands feel it, even if they can’t yet name it. In this episode, Sonia Thompson speaks with Bennie F. Johnson, CEO of the American Marketing Association, about the AMA 2026 Marketing Trends shaping the future of modern marketing and growth marketing. They unpack how trust in marketing, AI in marketing, and audience fragmentation are rewriting the rules of growth — driving up customer acquisition costs, raising expectations for relevance, and reshaping how brands build credibility in identity-driven communities. Drawing on insights from the AMA’s 2026 Future Trends in Marketing research, this conversation explores what’s changing beneath the surface — from responsible artificial intelligence, inclusive leadership, and evolving workforce models to the implications for growth strategy in today’s complex marketing environment. 🎧 A must-listen for CMOs, growth leaders, and brand strategists navigating the next era of modern growth marketing. Thu, 08 Jan 2026 15:30:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Marketing is shifting — and many brands feel it, even if they can’t yet name it. In this episode, Sonia Thompson speaks with Bennie F. Johnson, CEO of the American Marketing Association, about the AMA 2026 Marketing Trends shaping the future of modern marketing and growth marketing. They unpack how trust in marketing, AI in marketing, and audience fragmentation are rewriting the rules of growth — driving up customer acquisition costs, raising expectations for relevance, and reshaping how brands build credibility in identity-driven communities. Drawing on insights from the AMA’s 2026 Future Trends in Marketing research, this conversation explores what’s changing beneath the surface — from responsible artificial intelligence, inclusive leadership, and evolving workforce models to the implications for growth strategy in today’s complex marketing environment. 🎧 A must-listen for CMOs, growth leaders, and brand strategists navigating the next era of modern growth marketing. Marketing is shifting — and many brands feel it, even if they can’t yet name it.

In this episode, Sonia Thompson speaks with Bennie F. Johnson, CEO of the American Marketing Association, about the AMA 2026 Marketing Trends shaping the future of modern marketing and growth marketing.

They unpack how trust in marketing, AI in marketing, and audience fragmentation are rewriting the rules of growth — driving up customer acquisition costs, raising expectations for relevance, and reshaping how brands build credibility in identity-driven communities.

Drawing on insights from the AMA’s 2026 Future Trends in Marketing research, this conversation explores what’s changing beneath the surface — from responsible artificial intelligence, inclusive leadership, and evolving workforce models to the implications for growth strategy in today’s complex marketing environment.

🎧 A must-listen for CMOs, growth leaders, and brand strategists navigating the next era of modern growth marketing.



]]> 1953 196. Why Growth Requires Evolution: Rethinking Brand Strategy and the Customer Journey Brand growth today depends on evolving your brand strategy and improving the customer journey to meet changing consumer expectations. In this episode of Frictionless Growth Marketing, Sonia Thompson explores why traditional growth playbooks are breaking down — and what this moment is asking of marketers and business leaders instead. Drawing on real-world brand examples and cultural shifts, Sonia breaks down how friction shows up across customer acquisition, customer experience, and customer retention — often in ways teams don’t immediately see. You’ll learn how modern marketing requires removing the friction that slows growth, erodes trust, and pushes customers away — and how to adapt your strategy to grow with clarity and confidence in today’s market. If you’re rethinking how to grow in a changing landscape, this episode will help you understand what needs to evolve — and where to focus next. This episode also marks the next chapter of the show — not as a departure from the past, but as a sharper focus on what actually drives growth now. If you want to understand where friction may be quietly limiting your growth, start with clarity. Take the free quiz to identify what’s slowing your growth: frictionlessgrowthlab.com/quiz And if you’re ready for deeper support, you can also explore growth audits and focused roadmapping sessions designed to help teams remove friction and unlock performance. Because evolution isn’t a loss of identity. It’s a commitment to effectiveness. Thu, 01 Jan 2026 14:10:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brand growth today depends on evolving your brand strategy and improving the customer journey to meet changing consumer expectations. In this episode of Frictionless Growth Marketing, Sonia Thompson explores why traditional growth playbooks are breaking down — and what this moment is asking of marketers and business leaders instead. Drawing on real-world brand examples and cultural shifts, Sonia breaks down how friction shows up across customer acquisition, customer experience, and customer retention — often in ways teams don’t immediately see. You’ll learn how modern marketing requires removing the friction that slows growth, erodes trust, and pushes customers away — and how to adapt your strategy to grow with clarity and confidence in today’s market. If you’re rethinking how to grow in a changing landscape, this episode will help you understand what needs to evolve — and where to focus next. This episode also marks the next chapter of the show — not as a departure from the past, but as a sharper focus on what actually drives growth now. If you want to understand where friction may be quietly limiting your growth, start with clarity. Take the free quiz to identify what’s slowing your growth: frictionlessgrowthlab.com/quiz And if you’re ready for deeper support, you can also explore growth audits and focused roadmapping sessions designed to help teams remove friction and unlock performance. Because evolution isn’t a loss of identity. It’s a commitment to effectiveness. Brand growth today depends on evolving your brand strategy and improving the customer journey to meet changing consumer expectations.

In this episode of Frictionless Growth Marketing, Sonia Thompson explores why traditional growth playbooks are breaking down — and what this moment is asking of marketers and business leaders instead.

Drawing on real-world brand examples and cultural shifts, Sonia breaks down how friction shows up across customer acquisition, customer experience, and customer retention — often in ways teams don’t immediately see.

You’ll learn how modern marketing requires removing the friction that slows growth, erodes trust, and pushes customers away — and how to adapt your strategy to grow with clarity and confidence in today’s market.

If you’re rethinking how to grow in a changing landscape, this episode will help you understand what needs to evolve — and where to focus next.

This episode also marks the next chapter of the show — not as a departure from the past, but as a sharper focus on what actually drives growth now.

If you want to understand where friction may be quietly limiting your growth, start with clarity.

Take the free quiz to identify what’s slowing your growth: frictionlessgrowthlab.com/quiz
And if you’re ready for deeper support, you can also explore growth audits and focused roadmapping sessions designed to help teams remove friction and unlock performance.

Because evolution isn’t a loss of identity.
It’s a commitment to effectiveness.

]]> 787 195. What 2025’s Biggest Marketing Mistakes Teach Us About Brand Growth Brand growth today depends on avoiding the marketing mistakes that quietly erode trust, relevance, and customer loyalty. In this episode of Frictionless Growth Marketing, Sonia Thompson breaks down the biggest marketing mishaps of 2025 and the critical lessons they reveal about brand growth, customer expectations, and modern marketing strategy. Drawing from real-world brand backlash and high-profile missteps, you’ll learn how friction shows up in messaging, brand decisions, and customer experiences — and why those mistakes matter more than ever in today’s values-driven, identity-rich market. This episode explores: • What 2025’s biggest marketing mistakes reveal about brand growth • How misaligned messaging creates friction across the customer journey • Why trust, cultural relevance, and clarity are non-negotiable in modern marketing • What marketers must do differently to grow in 2026 and beyond If you want to build sustainable brand growth — without repeating the mistakes that cost other brands trust and traction — this episode will help you see what’s really holding growth back, and how to move forward with clarity and confidence. Not sure where friction is holding your growth back? Take this quick quiz to see your biggest opportunities — and get matched with the podcast episodes you need most to eliminate friction that's slowing your growth: https://www.tryinteract.com/share/quiz/6945aaa3000543001536b23b Fri, 26 Dec 2025 20:04:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brand growth today depends on avoiding the marketing mistakes that quietly erode trust, relevance, and customer loyalty. In this episode of Frictionless Growth Marketing, Sonia Thompson breaks down the biggest marketing mishaps of 2025 and the critical lessons they reveal about brand growth, customer expectations, and modern marketing strategy. Drawing from real-world brand backlash and high-profile missteps, you’ll learn how friction shows up in messaging, brand decisions, and customer experiences — and why those mistakes matter more than ever in today’s values-driven, identity-rich market. This episode explores: • What 2025’s biggest marketing mistakes reveal about brand growth • How misaligned messaging creates friction across the customer journey • Why trust, cultural relevance, and clarity are non-negotiable in modern marketing • What marketers must do differently to grow in 2026 and beyond If you want to build sustainable brand growth — without repeating the mistakes that cost other brands trust and traction — this episode will help you see what’s really holding growth back, and how to move forward with clarity and confidence. Not sure where friction is holding your growth back? Take this quick quiz to see your biggest opportunities — and get matched with the podcast episodes you need most to eliminate friction that's slowing your growth: https://www.tryinteract.com/share/quiz/6945aaa3000543001536b23b Brand growth today depends on avoiding the marketing mistakes that quietly erode trust, relevance, and customer loyalty.

In this episode of Frictionless Growth Marketing, Sonia Thompson breaks down the biggest marketing mishaps of 2025 and the critical lessons they reveal about brand growth, customer expectations, and modern marketing strategy.

Drawing from real-world brand backlash and high-profile missteps, you’ll learn how friction shows up in messaging, brand decisions, and customer experiences — and why those mistakes matter more than ever in today’s values-driven, identity-rich market.

This episode explores:
• What 2025’s biggest marketing mistakes reveal about brand growth
• How misaligned messaging creates friction across the customer journey
• Why trust, cultural relevance, and clarity are non-negotiable in modern marketing
• What marketers must do differently to grow in 2026 and beyond

If you want to build sustainable brand growth — without repeating the mistakes that cost other brands trust and traction — this episode will help you see what’s really holding growth back, and how to move forward with clarity and confidence.


Not sure where friction is holding your growth back?
Take this quick quiz to see your biggest opportunities — and get matched with the podcast episodes you need most to eliminate friction that's slowing your growth: https://www.tryinteract.com/share/quiz/6945aaa3000543001536b23b

]]> 565 194. How Messaging Creates (or Removes) Friction in the Customer Journey — and Why It Matters for Business Growth Most brands think their messaging is clear. Their customers often disagree. In this episode of Frictionless Growth Marketing, Sonia Thompson sits down with Dr. J.J. Peterson — marketing and communication expert, former Head of StoryBrand, and former co-host of the globally top-ranked Marketing Made Simple podcast, and current host of the podcast Badass Softie — to unpack how messaging can either remove friction or quietly block business growth at every stage of the customer journey. Together, they explore why unclear messaging is one of the most overlooked sources of friction in marketing — and how it leads to lost trust, stalled conversion, and missed growth opportunities, especially with today’s identity-rich, values-driven consumers. This episode will help you spot where your messaging may be slowing customers down — and how to realign it to drive business growth. You’ll learn: How unclear messaging creates friction across the customer journey Why customers need to see themselves in your story to take action How storytelling increases clarity, trust, and conversion Where brands unintentionally push customers away with their language and positioning How to communicate with empathy and authority — without sounding generic or salesy Why clear, human messaging is essential for sustainable business growth Dr. Peterson also shares powerful real-world examples, lessons from working with global brands, and insights on how leaders can show up as guides — not heroes — in their customers’ stories. If you want to improve customer experience, remove messaging friction, and drive business growth through clearer, more human communication, this episode will help you see exactly where to start. Thu, 18 Dec 2025 16:02:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most brands think their messaging is clear. Their customers often disagree. In this episode of Frictionless Growth Marketing, Sonia Thompson sits down with Dr. J.J. Peterson — marketing and communication expert, former Head of StoryBrand, and former co-host of the globally top-ranked Marketing Made Simple podcast, and current host of the podcast Badass Softie — to unpack how messaging can either remove friction or quietly block business growth at every stage of the customer journey. Together, they explore why unclear messaging is one of the most overlooked sources of friction in marketing — and how it leads to lost trust, stalled conversion, and missed growth opportunities, especially with today’s identity-rich, values-driven consumers. This episode will help you spot where your messaging may be slowing customers down — and how to realign it to drive business growth. You’ll learn: How unclear messaging creates friction across the customer journey Why customers need to see themselves in your story to take action How storytelling increases clarity, trust, and conversion Where brands unintentionally push customers away with their language and positioning How to communicate with empathy and authority — without sounding generic or salesy Why clear, human messaging is essential for sustainable business growth Dr. Peterson also shares powerful real-world examples, lessons from working with global brands, and insights on how leaders can show up as guides — not heroes — in their customers’ stories. If you want to improve customer experience, remove messaging friction, and drive business growth through clearer, more human communication, this episode will help you see exactly where to start. Most brands think their messaging is clear.
Their customers often disagree.

In this episode of Frictionless Growth Marketing, Sonia Thompson sits down with Dr. J.J. Peterson — marketing and communication expert, former Head of StoryBrand, and former co-host of the globally top-ranked Marketing Made Simple podcast, and current host of the podcast Badass Softie — to unpack how messaging can either remove friction or quietly block business growth at every stage of the customer journey.

Together, they explore why unclear messaging is one of the most overlooked sources of friction in marketing — and how it leads to lost trust, stalled conversion, and missed growth opportunities, especially with today’s identity-rich, values-driven consumers.

This episode will help you spot where your messaging may be slowing customers down — and how to realign it to drive business growth.

You’ll learn:

  • How unclear messaging creates friction across the customer journey

  • Why customers need to see themselves in your story to take action

  • How storytelling increases clarity, trust, and conversion

  • Where brands unintentionally push customers away with their language and positioning

  • How to communicate with empathy and authority — without sounding generic or salesy

  • Why clear, human messaging is essential for sustainable business growth

Dr. Peterson also shares powerful real-world examples, lessons from working with global brands, and insights on how leaders can show up as guides — not heroes — in their customers’ stories.

If you want to improve customer experience, remove messaging friction, and drive business growth through clearer, more human communication, this episode will help you see exactly where to start.

]]> 2670 193. Is Your Brand Ready for the Super Bowl, Olympics & World Cup? How Smart Brands Win 2026’s Biggest Cultural Moments (No Big Budget Needed) The Super Bowl, the Olympics, and the FIFA World Cup are all happening in 2026 — and they’re not just sporting events. They’re cultural events powered by identity, influence, community, and the underrepresented audiences shaping modern fandom. The brands that win next year won’t be the ones with the biggest budgets — they’ll be the ones with the deepest cultural understanding and the strongest consumer trust. In this episode of Frictionless Growth Marketing, Sonia Thompson — inclusive growth and customer experience strategist — sits down with Cesar Martinez, Chief Commercial Officer at Sonoro, the largest multicultural podcast network in the world. Together, they break down: • Why major 2026 cultural moments (Super Bowl, Olympics, World Cup) require a new marketing playbook• The identity-led communities driving modern sports fandom — and why they’re essential for brand growth• How to connect meaningfully with Latino, Gen Z, and multicultural audiences (without pandering or stereotypes)• Why cultural competency is now a growth strategy, not a “nice to have”• The risks of getting it wrong — and the long-term benefits of getting it right• How brands of ANY size can show up in culture (even without a big-game budget) If your brand wants to grow in 2026 and beyond, this episode will show you exactly how to remove friction, build trust, and create marketing that resonates in moments that matter. Because the brands that understand and participate in culture will win next year and beyond. Work with Sonia Unlock sustainable, frictionless growth in your business: Friction Finder™ Growth Audit — Identify the friction points pushing customers away and learn exactly how to fix them - https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session™ — Build a clear, confident plan for sustainable growth with today’s customer - https://www.frictionlessgrowthlab.com/roadmapping/ Inclusive Growth Retainer — Partner with Sonia to optimize your customer journey, marketing, and experience for long-term growth - https://www.frictionlessgrowthlab.com/retainer Links from the episode: Sonoro - https://sonoromedia.com/ Cesar Martinez on LinkedIn - https://www.linkedin.com/in/cesar-martinez-1b34376/ Thu, 11 Dec 2025 16:22:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The Super Bowl, the Olympics, and the FIFA World Cup are all happening in 2026 — and they’re not just sporting events. They’re cultural events powered by identity, influence, community, and the underrepresented audiences shaping modern fandom. The brands that win next year won’t be the ones with the biggest budgets — they’ll be the ones with the deepest cultural understanding and the strongest consumer trust. In this episode of Frictionless Growth Marketing, Sonia Thompson — inclusive growth and customer experience strategist — sits down with Cesar Martinez, Chief Commercial Officer at Sonoro, the largest multicultural podcast network in the world. Together, they break down: • Why major 2026 cultural moments (Super Bowl, Olympics, World Cup) require a new marketing playbook• The identity-led communities driving modern sports fandom — and why they’re essential for brand growth• How to connect meaningfully with Latino, Gen Z, and multicultural audiences (without pandering or stereotypes)• Why cultural competency is now a growth strategy, not a “nice to have”• The risks of getting it wrong — and the long-term benefits of getting it right• How brands of ANY size can show up in culture (even without a big-game budget) If your brand wants to grow in 2026 and beyond, this episode will show you exactly how to remove friction, build trust, and create marketing that resonates in moments that matter. Because the brands that understand and participate in culture will win next year and beyond. Work with Sonia Unlock sustainable, frictionless growth in your business: Friction Finder™ Growth Audit — Identify the friction points pushing customers away and learn exactly how to fix them - https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session™ — Build a clear, confident plan for sustainable growth with today’s customer - https://www.frictionlessgrowthlab.com/roadmapping/ Inclusive Growth Retainer — Partner with Sonia to optimize your customer journey, marketing, and experience for long-term growth - https://www.frictionlessgrowthlab.com/retainer Links from the episode: Sonoro - https://sonoromedia.com/ Cesar Martinez on LinkedIn - https://www.linkedin.com/in/cesar-martinez-1b34376/ The Super Bowl, the Olympics, and the FIFA World Cup are all happening in 2026 — and they’re not just sporting events. They’re cultural events powered by identity, influence, community, and the underrepresented audiences shaping modern fandom.

The brands that win next year won’t be the ones with the biggest budgets — they’ll be the ones with the deepest cultural understanding and the strongest consumer trust.

In this episode of Frictionless Growth Marketing, Sonia Thompson — inclusive growth and customer experience strategist — sits down with Cesar Martinez, Chief Commercial Officer at Sonoro, the largest multicultural podcast network in the world. Together, they break down:

• Why major 2026 cultural moments (Super Bowl, Olympics, World Cup) require a new marketing playbook
• The identity-led communities driving modern sports fandom — and why they’re essential for brand growth
• How to connect meaningfully with Latino, Gen Z, and multicultural audiences (without pandering or stereotypes)
• Why cultural competency is now a growth strategy, not a “nice to have”
• The risks of getting it wrong — and the long-term benefits of getting it right
• How brands of ANY size can show up in culture (even without a big-game budget)

If your brand wants to grow in 2026 and beyond, this episode will show you exactly how to remove friction, build trust, and create marketing that resonates in moments that matter.

Because the brands that understand and participate in culture will win next year and beyond.

Work with Sonia

Unlock sustainable, frictionless growth in your business:

Friction Finder™ Growth Audit — Identify the friction points pushing customers away and learn exactly how to fix them - https://www.frictionlessgrowthlab.com/frictionfinder/
Frictionless Growth Roadmapping Session™ — Build a clear, confident plan for sustainable growth with today’s customer - https://www.frictionlessgrowthlab.com/roadmapping/
Inclusive Growth Retainer — Partner with Sonia to optimize your customer journey, marketing, and experience for long-term growth - https://www.frictionlessgrowthlab.com/retainer


Links from the episode:

Sonoro - https://sonoromedia.com/

Cesar Martinez on LinkedIn - https://www.linkedin.com/in/cesar-martinez-1b34376/

]]> 2362 192. The New Rules of Brand–Consumer Trust: What LinkedIn, Disney & Ralph Lauren Just Made Impossible to Ignore Consumers today aren’t just buying products — they’re buying alignment, transparency, cultural fluency, and trust. And trust has officially become one of the most powerful growth marketing levers a brand can pull. In this episode, Sonia Thompson — inclusive growth and customer experience strategist — breaks down what three real-world stories from LinkedIn, Disney, and Ralph Lauren reveal about the new rules of brand–consumer trust and how they directly impact growth, loyalty, and long-term revenue. From algorithmic bias to cultural accuracy to identity-centered storytelling, these case studies show exactly why frictionless, values-led, inclusive marketing isn’t optional anymore — it’s a competitive advantage. You’ll learn: Why trust is now a core growth metric and a deciding factor in customer acquisition and loyalty How Disney’s Moana backlash demonstrates the business impact of cultural accuracy and responsible creative decisions What Ralph Lauren’s evolution teaches us about identity-driven brand building and long-term growth Why LinkedIn’s algorithmic bias debate highlights the rising expectations around responsible AI and inclusive design How representation, transparency, and cultural fluency shape modern customer experience The specific behaviors today’s consumers reward — and the ones that create friction, backlash, and brand erosion If you want to build a frictionless growth engine that resonates with today’s identity-led, culturally connected consumers, this episode gives you the clarity and direction you need for 2026 and beyond. The LinkedIn post and article referenced from LinkedIn staff - https://www.linkedin.com/posts/sakshirjain_putting-members-first-testing-and-measuring-activity-7397384012421451776-M7A8/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI Thu, 04 Dec 2025 15:57:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Consumers today aren’t just buying products — they’re buying alignment, transparency, cultural fluency, and trust. And trust has officially become one of the most powerful growth marketing levers a brand can pull. In this episode, Sonia Thompson — inclusive growth and customer experience strategist — breaks down what three real-world stories from LinkedIn, Disney, and Ralph Lauren reveal about the new rules of brand–consumer trust and how they directly impact growth, loyalty, and long-term revenue. From algorithmic bias to cultural accuracy to identity-centered storytelling, these case studies show exactly why frictionless, values-led, inclusive marketing isn’t optional anymore — it’s a competitive advantage. You’ll learn: Why trust is now a core growth metric and a deciding factor in customer acquisition and loyalty How Disney’s Moana backlash demonstrates the business impact of cultural accuracy and responsible creative decisions What Ralph Lauren’s evolution teaches us about identity-driven brand building and long-term growth Why LinkedIn’s algorithmic bias debate highlights the rising expectations around responsible AI and inclusive design How representation, transparency, and cultural fluency shape modern customer experience The specific behaviors today’s consumers reward — and the ones that create friction, backlash, and brand erosion If you want to build a frictionless growth engine that resonates with today’s identity-led, culturally connected consumers, this episode gives you the clarity and direction you need for 2026 and beyond. The LinkedIn post and article referenced from LinkedIn staff - https://www.linkedin.com/posts/sakshirjain_putting-members-first-testing-and-measuring-activity-7397384012421451776-M7A8/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI Consumers today aren’t just buying products — they’re buying alignment, transparency, cultural fluency, and trust. And trust has officially become one of the most powerful growth marketing levers a brand can pull.

In this episode, Sonia Thompson — inclusive growth and customer experience strategist — breaks down what three real-world stories from LinkedIn, Disney, and Ralph Lauren reveal about the new rules of brand–consumer trust and how they directly impact growth, loyalty, and long-term revenue.

From algorithmic bias to cultural accuracy to identity-centered storytelling, these case studies show exactly why frictionless, values-led, inclusive marketing isn’t optional anymore — it’s a competitive advantage.

You’ll learn:

  • Why trust is now a core growth metric and a deciding factor in customer acquisition and loyalty

  • How Disney’s Moana backlash demonstrates the business impact of cultural accuracy and responsible creative decisions

  • What Ralph Lauren’s evolution teaches us about identity-driven brand building and long-term growth

  • Why LinkedIn’s algorithmic bias debate highlights the rising expectations around responsible AI and inclusive design

  • How representation, transparency, and cultural fluency shape modern customer experience

  • The specific behaviors today’s consumers reward — and the ones that create friction, backlash, and brand erosion

If you want to build a frictionless growth engine that resonates with today’s identity-led, culturally connected consumers, this episode gives you the clarity and direction you need for 2026 and beyond.


The LinkedIn post and article referenced from LinkedIn staff - https://www.linkedin.com/posts/sakshirjain_putting-members-first-testing-and-measuring-activity-7397384012421451776-M7A8/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI


]]> 1379 191. The 2025 Marketing Shifts I’m Most Grateful For — and What They Mean for 2026 In this short reflection episode, Sonia Thompson — inclusive growth and customer experience strategist — shares the 2025 marketing shifts she’s most grateful for… and what they signal for brands heading into 2026. This year, marketers saw consumers use their voices and their wallets more boldly than ever, brands standing firmer in their values, and more companies finally recognizing the power of growth communities — the underrepresented and underserved groups who are shaping culture, influence, and buying behavior. Inside the episode, you’ll learn: Why consumer activism accelerated this year (and what it means for trust and loyalty) How values-led brands like Costco, GAP, and Levi’s grew by staying true to what they stand for The rise of growth communities — and why they represent one of the biggest opportunities for modern marketers Why frictionless marketing isn’t a trend… it’s the future What these shifts mean for your 2026 growth strategy If you’re focused on inclusion, customer experience, brand trust, or growth marketing, this episode will help you understand the cultural and strategic forces that will define the year ahead. Thu, 27 Nov 2025 13:45:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In this short reflection episode, Sonia Thompson — inclusive growth and customer experience strategist — shares the 2025 marketing shifts she’s most grateful for… and what they signal for brands heading into 2026. This year, marketers saw consumers use their voices and their wallets more boldly than ever, brands standing firmer in their values, and more companies finally recognizing the power of growth communities — the underrepresented and underserved groups who are shaping culture, influence, and buying behavior. Inside the episode, you’ll learn: Why consumer activism accelerated this year (and what it means for trust and loyalty) How values-led brands like Costco, GAP, and Levi’s grew by staying true to what they stand for The rise of growth communities — and why they represent one of the biggest opportunities for modern marketers Why frictionless marketing isn’t a trend… it’s the future What these shifts mean for your 2026 growth strategy If you’re focused on inclusion, customer experience, brand trust, or growth marketing, this episode will help you understand the cultural and strategic forces that will define the year ahead. In this short reflection episode, Sonia Thompson — inclusive growth and customer experience strategist — shares the 2025 marketing shifts she’s most grateful for… and what they signal for brands heading into 2026.

This year, marketers saw consumers use their voices and their wallets more boldly than ever, brands standing firmer in their values, and more companies finally recognizing the power of growth communities — the underrepresented and underserved groups who are shaping culture, influence, and buying behavior.

Inside the episode, you’ll learn:

  • Why consumer activism accelerated this year (and what it means for trust and loyalty)

  • How values-led brands like Costco, GAP, and Levi’s grew by staying true to what they stand for

  • The rise of growth communities — and why they represent one of the biggest opportunities for modern marketers

  • Why frictionless marketing isn’t a trend… it’s the future

  • What these shifts mean for your 2026 growth strategy

If you’re focused on inclusion, customer experience, brand trust, or growth marketing, this episode will help you understand the cultural and strategic forces that will define the year ahead.

]]> 774 190. I Reviewed 50 Brand Websites — Here’s Where Friction Is Costing Brands Customers Hidden friction on your website may be quietly costing your brand customers — even if your intentions are good, your messaging is strong, and traffic is coming in. After reviewing 50 brand websites across industries, markets, and company sizes, clear friction patterns emerged that consistently limit growth, reduce conversions, and weaken customer trust. In this episode, Sonia Thompson breaks down the most common friction points she uncovered while reviewing these sites — from gaps in representation and inclusive language to accessibility oversights and customer experience breakdowns that create invisible barriers throughout the customer journey. These issues often go unnoticed because they don’t feel “broken,” yet they steadily push ideal customers away. You’ll learn: Where website friction most commonly hides How customer experience gaps quietly reduce conversions Why friction-filled experiences slow customer acquisition and brand growth How issues like representation, language, and accessibility impact trust Practical ways to identify and remove friction across your customer journey This episode is essential listening for growth leaders and marketers focused on growth marketing, customer experience, website conversions, and building frictionless experiences that work for today’s diverse, identity-rich customers. Thu, 20 Nov 2025 14:23:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Hidden friction on your website may be quietly costing your brand customers — even if your intentions are good, your messaging is strong, and traffic is coming in. After reviewing 50 brand websites across industries, markets, and company sizes, clear friction patterns emerged that consistently limit growth, reduce conversions, and weaken customer trust. In this episode, Sonia Thompson breaks down the most common friction points she uncovered while reviewing these sites — from gaps in representation and inclusive language to accessibility oversights and customer experience breakdowns that create invisible barriers throughout the customer journey. These issues often go unnoticed because they don’t feel “broken,” yet they steadily push ideal customers away. You’ll learn: Where website friction most commonly hides How customer experience gaps quietly reduce conversions Why friction-filled experiences slow customer acquisition and brand growth How issues like representation, language, and accessibility impact trust Practical ways to identify and remove friction across your customer journey This episode is essential listening for growth leaders and marketers focused on growth marketing, customer experience, website conversions, and building frictionless experiences that work for today’s diverse, identity-rich customers. Hidden friction on your website may be quietly costing your brand customers — even if your intentions are good, your messaging is strong, and traffic is coming in. After reviewing 50 brand websites across industries, markets, and company sizes, clear friction patterns emerged that consistently limit growth, reduce conversions, and weaken customer trust.

In this episode, Sonia Thompson breaks down the most common friction points she uncovered while reviewing these sites — from gaps in representation and inclusive language to accessibility oversights and customer experience breakdowns that create invisible barriers throughout the customer journey. These issues often go unnoticed because they don’t feel “broken,” yet they steadily push ideal customers away.

You’ll learn:

  • Where website friction most commonly hides

  • How customer experience gaps quietly reduce conversions

  • Why friction-filled experiences slow customer acquisition and brand growth

  • How issues like representation, language, and accessibility impact trust

  • Practical ways to identify and remove friction across your customer journey

This episode is essential listening for growth leaders and marketers focused on growth marketing, customer experience, website conversions, and building frictionless experiences that work for today’s diverse, identity-rich customers.

]]> 1601 189. Find the Hidden Friction in Your Customer Journey (Before It Costs You Customers) Hidden friction can exist anywhere in your customer journey — even when your brand has good intentions, strong values, and a solid product. These small, often invisible moments quietly frustrate customers, slow conversions, and limit brand growth long before teams realize there’s a problem. In this episode, Sonia Thompson introduces her Friction Finder Growth Audit framework, a practical approach designed to help brands uncover and remove the friction hiding across their customer experience. You’ll learn how friction shows up at different stages of the customer journey, why it’s so easy for teams to miss, and how even minor experience breakdowns can compound into lost customers and weakened trust. Sonia walks through how brands can identify friction tied to messaging, experience design, customer touchpoints, and internal assumptions — and how addressing these gaps can unlock stronger growth, loyalty, and long-term performance. You’ll learn: What “hidden friction” really looks like across the customer journey Why friction often goes unnoticed inside well-intentioned brands How customer experience gaps limit growth and conversions How to use the Friction Finder Growth Audit to diagnose issues Where to focus first to remove friction and improve results This episode is essential for growth leaders and marketers focused on customer experience, growth marketing, customer journey optimization, and building frictionless experiences that convert and retain customers. Thu, 13 Nov 2025 18:14:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Hidden friction can exist anywhere in your customer journey — even when your brand has good intentions, strong values, and a solid product. These small, often invisible moments quietly frustrate customers, slow conversions, and limit brand growth long before teams realize there’s a problem. In this episode, Sonia Thompson introduces her Friction Finder Growth Audit framework, a practical approach designed to help brands uncover and remove the friction hiding across their customer experience. You’ll learn how friction shows up at different stages of the customer journey, why it’s so easy for teams to miss, and how even minor experience breakdowns can compound into lost customers and weakened trust. Sonia walks through how brands can identify friction tied to messaging, experience design, customer touchpoints, and internal assumptions — and how addressing these gaps can unlock stronger growth, loyalty, and long-term performance. You’ll learn: What “hidden friction” really looks like across the customer journey Why friction often goes unnoticed inside well-intentioned brands How customer experience gaps limit growth and conversions How to use the Friction Finder Growth Audit to diagnose issues Where to focus first to remove friction and improve results This episode is essential for growth leaders and marketers focused on customer experience, growth marketing, customer journey optimization, and building frictionless experiences that convert and retain customers. Hidden friction can exist anywhere in your customer journey — even when your brand has good intentions, strong values, and a solid product. These small, often invisible moments quietly frustrate customers, slow conversions, and limit brand growth long before teams realize there’s a problem.

In this episode, Sonia Thompson introduces her Friction Finder Growth Audit framework, a practical approach designed to help brands uncover and remove the friction hiding across their customer experience. You’ll learn how friction shows up at different stages of the customer journey, why it’s so easy for teams to miss, and how even minor experience breakdowns can compound into lost customers and weakened trust.

Sonia walks through how brands can identify friction tied to messaging, experience design, customer touchpoints, and internal assumptions — and how addressing these gaps can unlock stronger growth, loyalty, and long-term performance.

You’ll learn:

  • What “hidden friction” really looks like across the customer journey

  • Why friction often goes unnoticed inside well-intentioned brands

  • How customer experience gaps limit growth and conversions

  • How to use the Friction Finder Growth Audit to diagnose issues

  • Where to focus first to remove friction and improve results

This episode is essential for growth leaders and marketers focused on customer experience, growth marketing, customer journey optimization, and building frictionless experiences that convert and retain customers.

]]> 1421 188. 4 Growth Marketing Mistakes That Prevent Brands From Reaching High-Growth Communities Many brands want to grow — but too many are still using outdated growth marketing strategies that fail to connect with today’s most influential and high-growth communities. As consumer expectations shift, brands that rely on surface-level tactics and copy-and-paste campaigns are quietly losing trust, loyalty, and long-term ROI. In this episode, Sonia Thompson breaks down four common growth marketing mistakes that consistently prevent brands from reaching and resonating with the communities driving today’s marketplace. Drawing on her experience as a growth and customer experience strategist, Sonia explains why these missteps happen, how they show up in real-world marketing strategies, and what brands need to do differently to unlock sustainable growth. From superficial inclusion to transactional campaign thinking, Sonia reveals what’s really holding brands back — and how to replace ineffective tactics with strategies that build trust, relevance, and meaningful connection. You’ll learn how to: Identify the growth marketing mistakes limiting reach and impact Move beyond representation to build genuine customer connection Design growth strategies that resonate with influential communities Replace short-term campaigns with trust and loyalty that last Build marketing strategies that support sustainable brand growth Today’s fastest-growing brands don’t just reach people — they resonate with them. This episode is essential for marketers and growth leaders focused on growth marketing, brand growth, customer trust, and building strategies that work with today’s diverse, identity-rich audiences. Thu, 06 Nov 2025 17:20:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Many brands want to grow — but too many are still using outdated growth marketing strategies that fail to connect with today’s most influential and high-growth communities. As consumer expectations shift, brands that rely on surface-level tactics and copy-and-paste campaigns are quietly losing trust, loyalty, and long-term ROI. In this episode, Sonia Thompson breaks down four common growth marketing mistakes that consistently prevent brands from reaching and resonating with the communities driving today’s marketplace. Drawing on her experience as a growth and customer experience strategist, Sonia explains why these missteps happen, how they show up in real-world marketing strategies, and what brands need to do differently to unlock sustainable growth. From superficial inclusion to transactional campaign thinking, Sonia reveals what’s really holding brands back — and how to replace ineffective tactics with strategies that build trust, relevance, and meaningful connection. You’ll learn how to: Identify the growth marketing mistakes limiting reach and impact Move beyond representation to build genuine customer connection Design growth strategies that resonate with influential communities Replace short-term campaigns with trust and loyalty that last Build marketing strategies that support sustainable brand growth Today’s fastest-growing brands don’t just reach people — they resonate with them. This episode is essential for marketers and growth leaders focused on growth marketing, brand growth, customer trust, and building strategies that work with today’s diverse, identity-rich audiences. Many brands want to grow — but too many are still using outdated growth marketing strategies that fail to connect with today’s most influential and high-growth communities. As consumer expectations shift, brands that rely on surface-level tactics and copy-and-paste campaigns are quietly losing trust, loyalty, and long-term ROI.

In this episode, Sonia Thompson breaks down four common growth marketing mistakes that consistently prevent brands from reaching and resonating with the communities driving today’s marketplace. Drawing on her experience as a growth and customer experience strategist, Sonia explains why these missteps happen, how they show up in real-world marketing strategies, and what brands need to do differently to unlock sustainable growth.

From superficial inclusion to transactional campaign thinking, Sonia reveals what’s really holding brands back — and how to replace ineffective tactics with strategies that build trust, relevance, and meaningful connection.

You’ll learn how to:

  • Identify the growth marketing mistakes limiting reach and impact

  • Move beyond representation to build genuine customer connection

  • Design growth strategies that resonate with influential communities

  • Replace short-term campaigns with trust and loyalty that last

  • Build marketing strategies that support sustainable brand growth

Today’s fastest-growing brands don’t just reach people — they resonate with them. This episode is essential for marketers and growth leaders focused on growth marketing, brand growth, customer trust, and building strategies that work with today’s diverse, identity-rich audiences.

]]> 885 187. Why Growth Marketing Isn’t Working Like It Used To (And What to Do Instead) If your ads, campaigns, or funnels aren’t delivering the results they used to, it’s not just the algorithm — and it’s not just you. Growth marketing has changed because consumers have changed. When strategies fall out of sync with how people make decisions today, performance starts to stall. In this episode, Sonia Thompson breaks down why traditional growth marketing strategies are losing effectiveness — and what brands need to do instead to realign with today’s consumers. Drawing on shifts in customer expectations, identity, and values, Sonia explains why many performance-driven tactics are producing diminishing returns and how brands can evolve their approach to drive sustainable growth. You’ll learn: Why traditional performance marketing tactics aren’t working like they used to How evolving consumer identities, values, and expectations are reshaping ROI The key shifts required to modernize your growth marketing strategy How to lead with identity, communicate values clearly, and build connection What it takes to future-proof growth without relying on outdated playbooks If your growth has stalled — or if you’re ready to evolve how you attract, convert, and retain customers — this episode will help you realign your growth marketing strategy with how today’s customers actually decide. Because growth isn’t broken — it’s just misaligned. Thu, 30 Oct 2025 14:44:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The old growth marketing playbook is breaking — here’s how to evolve for today’s consumers. If your ads, campaigns, or funnels aren’t delivering the results they used to, it’s not just the algorithm — and it’s not just you. Growth marketing has changed because consumers have changed. When strategies fall out of sync with how people make decisions today, performance starts to stall. In this episode, Sonia Thompson breaks down why traditional growth marketing strategies are losing effectiveness — and what brands need to do instead to realign with today’s consumers. Drawing on shifts in customer expectations, identity, and values, Sonia explains why many performance-driven tactics are producing diminishing returns and how brands can evolve their approach to drive sustainable growth. You’ll learn: Why traditional performance marketing tactics aren’t working like they used to How evolving consumer identities, values, and expectations are reshaping ROI The key shifts required to modernize your growth marketing strategy How to lead with identity, communicate values clearly, and build connection What it takes to future-proof growth without relying on outdated playbooks If your growth has stalled — or if you’re ready to evolve how you attract, convert, and retain customers — this episode will help you realign your growth marketing strategy with how today’s customers actually decide. Because growth isn’t broken — it’s just misaligned. If your ads, campaigns, or funnels aren’t delivering the results they used to, it’s not just the algorithm — and it’s not just you. Growth marketing has changed because consumers have changed. When strategies fall out of sync with how people make decisions today, performance starts to stall.

In this episode, Sonia Thompson breaks down why traditional growth marketing strategies are losing effectiveness — and what brands need to do instead to realign with today’s consumers. Drawing on shifts in customer expectations, identity, and values, Sonia explains why many performance-driven tactics are producing diminishing returns and how brands can evolve their approach to drive sustainable growth.

You’ll learn:

  • Why traditional performance marketing tactics aren’t working like they used to

  • How evolving consumer identities, values, and expectations are reshaping ROI

  • The key shifts required to modernize your growth marketing strategy

  • How to lead with identity, communicate values clearly, and build connection

  • What it takes to future-proof growth without relying on outdated playbooks

If your growth has stalled — or if you’re ready to evolve how you attract, convert, and retain customers — this episode will help you realign your growth marketing strategy with how today’s customers actually decide.

Because growth isn’t broken — it’s just misaligned.

]]> 1046 186. Why the Fastest-Growing Brands Start With “Who,” Not “What” Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product. But the fastest-growing brands today start somewhere very different: with who they’re growing with. In this episode, Sonia Thompson breaks down the mindset shift powering today’s fastest-growing brands — the shift from focusing on tactics to focusing on people. As the first episode in the Growth Marketing series, this conversation reframes how brands should think about growth in a market shaped by identity, community, and evolving customer expectations. Sonia explains why effective growth marketing begins with understanding people, not platforms — and how brands that lead with “who” are better positioned to build loyalty, relevance, and sustainable growth. You’ll also hear how well-known brands have grown by serving specific growth communities instead of chasing every new channel or trend. You’ll learn: Why growth marketing starts with people, not tactics or platforms How focusing on “who” changes how brands design strategy How growth communities drive loyalty and long-term performance Practical ways to identify the audiences that will fuel your next stage of growth How starting with “who” leads to stronger, more sustainable results Whether you lead marketing for a global brand or run a growing business, this episode will help you design growth marketing strategies that start with people — and scale with intention. Because when you start with who, the what takes care of itself. Thu, 23 Oct 2025 14:26:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product. But the fastest-growing brands today start somewhere very different: with who they’re growing with. In this episode, Sonia Thompson breaks down the mindset shift powering today’s fastest-growing brands — the shift from focusing on tactics to focusing on people. As the first episode in the Growth Marketing series, this conversation reframes how brands should think about growth in a market shaped by identity, community, and evolving customer expectations. Sonia explains why effective growth marketing begins with understanding people, not platforms — and how brands that lead with “who” are better positioned to build loyalty, relevance, and sustainable growth. You’ll also hear how well-known brands have grown by serving specific growth communities instead of chasing every new channel or trend. You’ll learn: Why growth marketing starts with people, not tactics or platforms How focusing on “who” changes how brands design strategy How growth communities drive loyalty and long-term performance Practical ways to identify the audiences that will fuel your next stage of growth How starting with “who” leads to stronger, more sustainable results Whether you lead marketing for a global brand or run a growing business, this episode will help you design growth marketing strategies that start with people — and scale with intention. Because when you start with who, the what takes care of itself. Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product. But the fastest-growing brands today start somewhere very different: with who they’re growing with.

In this episode, Sonia Thompson breaks down the mindset shift powering today’s fastest-growing brands — the shift from focusing on tactics to focusing on people. As the first episode in the Growth Marketing series, this conversation reframes how brands should think about growth in a market shaped by identity, community, and evolving customer expectations.

Sonia explains why effective growth marketing begins with understanding people, not platforms — and how brands that lead with “who” are better positioned to build loyalty, relevance, and sustainable growth. You’ll also hear how well-known brands have grown by serving specific growth communities instead of chasing every new channel or trend.

You’ll learn:

  • Why growth marketing starts with people, not tactics or platforms

  • How focusing on “who” changes how brands design strategy

  • How growth communities drive loyalty and long-term performance

  • Practical ways to identify the audiences that will fuel your next stage of growth

  • How starting with “who” leads to stronger, more sustainable results

Whether you lead marketing for a global brand or run a growing business, this episode will help you design growth marketing strategies that start with people — and scale with intention.

Because when you start with who, the what takes care of itself.

]]> 1019 185. The Proof Your Customer Acquisition Strategy Needs to Convert More Customers Most brands focus on awareness in their customer acquisition strategy—but neglect the proof that actually drives conversions. In this episode of Inclusion & Marketing, Sonia Thompson explains why relevant social proof is the missing piece that helps customers see themselves in your brand—and feel confident saying yes. You’ll learn how to show “people like me succeed here,” why belonging matters just as much as benefits, and how to weave proof of success naturally into every part of your customer journey. If you want to turn more awareness into action—and more browsers into buyers—this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Other episodes in The New Rules of Customer Acquisition Series: 177. The #1 customer acquisition rule to boost conversions and maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ 178. Win more customers with these 17 proven customer acquisition strategies - Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 | Spotify- https://open.spotify.com/episode/20g1LPHdTKonIi4Mg0mArn?si=6058bac77a364a62 183. How to increase the effectiveness of your customer acquisition strategy - Apple Podcasts - https://podcasts.apple.com/us/podcast/183-how-to-increase-the-effectiveness-of-your/id1604907821?i=1000729666137 | Spotify - https://open.spotify.com/episode/06uWd7kXFQNLtPsTYZFgQI?si=bce30052698a46d5 Thu, 16 Oct 2025 14:43:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most brands focus on awareness in their customer acquisition strategy—but neglect the proof that actually drives conversions. In this episode of Inclusion & Marketing, Sonia Thompson explains why relevant social proof is the missing piece that helps customers see themselves in your brand—and feel confident saying yes. You’ll learn how to show “people like me succeed here,” why belonging matters just as much as benefits, and how to weave proof of success naturally into every part of your customer journey. If you want to turn more awareness into action—and more browsers into buyers—this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Other episodes in The New Rules of Customer Acquisition Series: 177. The #1 customer acquisition rule to boost conversions and maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ 178. Win more customers with these 17 proven customer acquisition strategies - Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 | Spotify- https://open.spotify.com/episode/20g1LPHdTKonIi4Mg0mArn?si=6058bac77a364a62 183. How to increase the effectiveness of your customer acquisition strategy - Apple Podcasts - https://podcasts.apple.com/us/podcast/183-how-to-increase-the-effectiveness-of-your/id1604907821?i=1000729666137 | Spotify - https://open.spotify.com/episode/06uWd7kXFQNLtPsTYZFgQI?si=bce30052698a46d5 Most brands focus on awareness in their customer acquisition strategy—but neglect the proof that actually drives conversions.

In this episode of Inclusion & Marketing, Sonia Thompson explains why relevant social proof is the missing piece that helps customers see themselves in your brand—and feel confident saying yes. You’ll learn how to show “people like me succeed here,” why belonging matters just as much as benefits, and how to weave proof of success naturally into every part of your customer journey.

If you want to turn more awareness into action—and more browsers into buyers—this episode is for you.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Other episodes in The New Rules of Customer Acquisition Series:


177. The #1 customer acquisition rule to boost conversions and maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/

178. Win more customers with these 17 proven customer acquisition strategies - Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 | Spotify- https://open.spotify.com/episode/20g1LPHdTKonIi4Mg0mArn?si=6058bac77a364a62

183. How to increase the effectiveness of your customer acquisition strategy - Apple Podcasts - https://podcasts.apple.com/us/podcast/183-how-to-increase-the-effectiveness-of-your/id1604907821?i=1000729666137 | Spotify - https://open.spotify.com/episode/06uWd7kXFQNLtPsTYZFgQI?si=bce30052698a46d5

]]> 990 184. Why Smart Brands Are Winning with Growth Communities (And You Should Too) Most brands overlook underrepresented and underserved consumers — but these are the communities driving the biggest growth opportunities today. In this episode of Inclusion & Marketing, Sonia Thompson sits down with Edgar Hernandez, Chief Strategy Officer at MyCode, the U.S.’s largest multicultural media company. Together they unpack how MyCode helps brands grow by engaging the audiences most marketers ignore — and why “growth communities” should be at the center of every modern marketing strategy. You’ll learn why inclusive marketing is growth marketing, what forward-thinking brands are doing differently, and how your team can use inclusion as a powerful driver of business results. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Edgar Hernandez - edgar@mycodemedia.com My Code - https://mycodemedia.com/ Thu, 09 Oct 2025 11:15:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most brands overlook underrepresented and underserved consumers — but these are the communities driving the biggest growth opportunities today. In this episode of Inclusion & Marketing, Sonia Thompson sits down with Edgar Hernandez, Chief Strategy Officer at MyCode, the U.S.’s largest multicultural media company. Together they unpack how MyCode helps brands grow by engaging the audiences most marketers ignore — and why “growth communities” should be at the center of every modern marketing strategy. You’ll learn why inclusive marketing is growth marketing, what forward-thinking brands are doing differently, and how your team can use inclusion as a powerful driver of business results. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Edgar Hernandez - edgar@mycodemedia.com My Code - https://mycodemedia.com/ Most brands overlook underrepresented and underserved consumers — but these are the communities driving the biggest growth opportunities today.

In this episode of Inclusion & Marketing, Sonia Thompson sits down with Edgar Hernandez, Chief Strategy Officer at MyCode, the U.S.’s largest multicultural media company. Together they unpack how MyCode helps brands grow by engaging the audiences most marketers ignore — and why “growth communities” should be at the center of every modern marketing strategy.

You’ll learn why inclusive marketing is growth marketing, what forward-thinking brands are doing differently, and how your team can use inclusion as a powerful driver of business results.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Edgar Hernandez - edgar@mycodemedia.com

My Code - https://mycodemedia.com/

]]> 2094 183. How to Increase the Effectiveness of Your Customer Acquisition Strategy Most brands are eager to launch new campaigns and chase fresh leads. But here’s the truth: if your foundation isn’t strong, your customer acquisition strategy won’t deliver the growth you want. In this episode of Inclusion & Marketing, Sonia Thompson breaks down why “getting your house in order” is the key to making any acquisition strategy more effective. You’ll learn what most companies overlook, how to fix it, and the simple shifts that turn attention into actual conversions. If you want your customer acquisition efforts to work harder and deliver bigger results, this episode is your roadmap. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Other Episodes In This Customer Acquisition Series: The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ Win More Customers With These 17 Proven Customer Acquistion Strategies: Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 Spotify - https://open.spotify.com/show/3hC7ezeDfhotEInmHDtL6Z Thu, 02 Oct 2025 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Why your customer acquisition won’t deliver growth without this foundation. Most brands are eager to launch new campaigns and chase fresh leads. But here’s the truth: if your foundation isn’t strong, your customer acquisition strategy won’t deliver the growth you want. In this episode of Inclusion & Marketing, Sonia Thompson breaks down why “getting your house in order” is the key to making any acquisition strategy more effective. You’ll learn what most companies overlook, how to fix it, and the simple shifts that turn attention into actual conversions. If you want your customer acquisition efforts to work harder and deliver bigger results, this episode is your roadmap. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Other Episodes In This Customer Acquisition Series: The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ Win More Customers With These 17 Proven Customer Acquistion Strategies: Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 Spotify - https://open.spotify.com/show/3hC7ezeDfhotEInmHDtL6Z Most brands are eager to launch new campaigns and chase fresh leads. But here’s the truth: if your foundation isn’t strong, your customer acquisition strategy won’t deliver the growth you want.

In this episode of Inclusion & Marketing, Sonia Thompson breaks down why “getting your house in order” is the key to making any acquisition strategy more effective. You’ll learn what most companies overlook, how to fix it, and the simple shifts that turn attention into actual conversions.

If you want your customer acquisition efforts to work harder and deliver bigger results, this episode is your roadmap.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Other Episodes In This Customer Acquisition Series:


The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/


Win More Customers With These 17 Proven Customer Acquistion Strategies:

Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008

Spotify - https://open.spotify.com/show/3hC7ezeDfhotEInmHDtL6Z

]]> 967 182. How This Brand Is Elevating Latinas -- and Redefining the General Market Inclusive marketing isn’t about business as usual—it’s about disrupting the status quo. In this episode, Sonia Thompson shares a live conversation from HubSpot’s INBOUND conference with the co-founders of DRAFTED, a brand elevating Latinas and reshaping what the “general market” really means. You’ll hear how they’re challenging incorrect narratives, disrupting an entire male-centered industry, and putting overlooked consumers center stage. If you want to understand how inclusive disruption drives loyalty, growth, and cultural relevance, this conversation is a must-listen. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Thu, 25 Sep 2025 14:49:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Disrupting industries, shifting narratives, and putting overlooked consumers center stage. Inclusive marketing isn’t about business as usual—it’s about disrupting the status quo. In this episode, Sonia Thompson shares a live conversation from HubSpot’s INBOUND conference with the co-founders of DRAFTED, a brand elevating Latinas and reshaping what the “general market” really means. You’ll hear how they’re challenging incorrect narratives, disrupting an entire male-centered industry, and putting overlooked consumers center stage. If you want to understand how inclusive disruption drives loyalty, growth, and cultural relevance, this conversation is a must-listen. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Inclusive marketing isn’t about business as usual—it’s about disrupting the status quo. In this episode, Sonia Thompson shares a live conversation from HubSpot’s INBOUND conference with the co-founders of DRAFTED, a brand elevating Latinas and reshaping what the “general market” really means.

You’ll hear how they’re challenging incorrect narratives, disrupting an entire male-centered industry, and putting overlooked consumers center stage. If you want to understand how inclusive disruption drives loyalty, growth, and cultural relevance, this conversation is a must-listen.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter

]]> 1912 181. Uplevel Your Buyer Personas to Convert More Customers Buyer personas are supposed to guide your marketing—but too often, they fall short. In this episode, Sonia Thompson, inclusive marketing strategist shares how to uplevel your buyer personas with simple identity-based shifts so they actually reflect your customers. You’ll learn how to move beyond demographics, close the persona gap, and create campaigns that convert more people into loyal customers. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter How to plan more inclusive business events with Eman Ismail - https://inclusionandmarketing.com/ep-130-how-to-plan-more-inclusive-business-events-with-eman-ismail/ Thu, 18 Sep 2025 15:56:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The simple shifts that help your personas reflect real people and drive real results. Buyer personas are supposed to guide your marketing—but too often, they fall short. In this episode, Sonia Thompson, inclusive marketing strategist shares how to uplevel your buyer personas with simple identity-based shifts so they actually reflect your customers. You’ll learn how to move beyond demographics, close the persona gap, and create campaigns that convert more people into loyal customers. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter How to plan more inclusive business events with Eman Ismail - https://inclusionandmarketing.com/ep-130-how-to-plan-more-inclusive-business-events-with-eman-ismail/ Buyer personas are supposed to guide your marketing—but too often, they fall short. In this episode, Sonia Thompson, inclusive marketing strategist shares how to uplevel your buyer personas with simple identity-based shifts so they actually reflect your customers. You’ll learn how to move beyond demographics, close the persona gap, and create campaigns that convert more people into loyal customers.


Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter


How to plan more inclusive business events with Eman Ismail - https://inclusionandmarketing.com/ep-130-how-to-plan-more-inclusive-business-events-with-eman-ismail/

]]> 1513 180. Performance Marketing’s Biggest Miss—and How to Fix It Performance marketing is one of the most popular ways brands try to grow. But here’s the problem: too often, leadership decisions create gaps that keep campaigns from reaching their full potential. In this episode, Sonia Thompson sits down with Laura Lee—growth marketing expert, fractional CMO, founder of LL Consulting, and board member of Asians in Advertising—to explore a major miss in performance marketing today. Together, they discuss how decisions around values, customer understanding, and whose voices get prioritized can mean the difference between clicks that fall flat and strategies that drive loyalty and growth. If you want to close the gap, strengthen trust, and ensure your marketing resonates with today’s evolving consumer base, this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Laura Lee on LinkedIn - https://www.linkedin.com/in/llee01/ LL Consulting - https://www.linkedin.com/company/teamllconsulting/ Asians In Advertising - https://www.asiansinadvertising.com/ Thu, 11 Sep 2025 13:40:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The overlooked decisions holding brands back from stronger growth, deeper trust, and loyal customers. Performance marketing is one of the most popular ways brands try to grow. But here’s the problem: too often, leadership decisions create gaps that keep campaigns from reaching their full potential. In this episode, Sonia Thompson sits down with Laura Lee—growth marketing expert, fractional CMO, founder of LL Consulting, and board member of Asians in Advertising—to explore a major miss in performance marketing today. Together, they discuss how decisions around values, customer understanding, and whose voices get prioritized can mean the difference between clicks that fall flat and strategies that drive loyalty and growth. If you want to close the gap, strengthen trust, and ensure your marketing resonates with today’s evolving consumer base, this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Laura Lee on LinkedIn - https://www.linkedin.com/in/llee01/ LL Consulting - https://www.linkedin.com/company/teamllconsulting/ Asians In Advertising - https://www.asiansinadvertising.com/ Performance marketing is one of the most popular ways brands try to grow. But here’s the problem: too often, leadership decisions create gaps that keep campaigns from reaching their full potential.

In this episode, Sonia Thompson sits down with Laura Lee—growth marketing expert, fractional CMO, founder of LL Consulting, and board member of Asians in Advertising—to explore a major miss in performance marketing today. Together, they discuss how decisions around values, customer understanding, and whose voices get prioritized can mean the difference between clicks that fall flat and strategies that drive loyalty and growth.

If you want to close the gap, strengthen trust, and ensure your marketing resonates with today’s evolving consumer base, this episode is for you.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Laura Lee on LinkedIn - https://www.linkedin.com/in/llee01/

LL Consulting - https://www.linkedin.com/company/teamllconsulting/

Asians In Advertising - https://www.asiansinadvertising.com/

]]> 1595 179. 3 Essential Marketing Lessons Every Brand Can Learn from Cracker Barrel’s Logo Backlash Cracker Barrel’s logo redesign didn’t just spark backlash—it exposed cracks in leadership decision-making. In this episode, Sonia Thompson shares 3 timeless marketing lessons every brand leader needs to keep their business backlash-proof. Discover how decisions around values, who’s really in charge, and whose voices guide your strategy can make or break customer trust. Tune in for practical insights to help you lead with clarity, avoid costly missteps, and build a brand that resonates with today’s consumers. Get the Inclusion & Marketing Newsletter -- www.inclusionandmarketing.com/newsletter Thu, 04 Sep 2025 14:23:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Avoiding the mistakes Cracker Barrel made: 3 timeless lessons to keep your brand backlash-proof. Cracker Barrel’s logo redesign didn’t just spark backlash—it exposed cracks in leadership decision-making. In this episode, Sonia Thompson shares 3 timeless marketing lessons every brand leader needs to keep their business backlash-proof. Discover how decisions around values, who’s really in charge, and whose voices guide your strategy can make or break customer trust. Tune in for practical insights to help you lead with clarity, avoid costly missteps, and build a brand that resonates with today’s consumers. Get the Inclusion & Marketing Newsletter -- www.inclusionandmarketing.com/newsletter Cracker Barrel’s logo redesign didn’t just spark backlash—it exposed cracks in leadership decision-making.


In this episode, Sonia Thompson shares 3 timeless marketing lessons every brand leader needs to keep their business backlash-proof. Discover how decisions around values, who’s really in charge, and whose voices guide your strategy can make or break customer trust.

Tune in for practical insights to help you lead with clarity, avoid costly missteps, and build a brand that resonates with today’s consumers.


Get the Inclusion & Marketing Newsletter -- www.inclusionandmarketing.com/newsletter

]]> 766 178. Win More Customers With These 17 Proven Customer Acquisition Strategies Want more customers? You need better customer acquisition strategies — ones that actually work in today’s marketplace. Too many brands still take a passive “build it and they will come” approach, but today’s consumers — especially those from underrepresented and underserved communities — don’t show up where they haven’t been invited. In this episode, Sonia Thompson, inclusive marketing strategist and host of Inclusion & Marketing, shares 20 proven customer acquisition strategies you can use to win more customers now. Organized into five key pillars — Visibility, Belonging, Experience, Voice, and Conversion — you’ll hear real-world examples from brands like NYX, Mastercard, Toyota, and Ralph Lauren. Whether you’re a marketing leader at a Fortune 100 company or an entrepreneur building your customer base, this episode is your playbook for attracting, converting, and keeping more of the people you want to serve. Stop waiting for customers to find you. Start inviting them in. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter This is the 2nd episode in "The New Rules of Customer Acquisition" series. Listen to the first episode here: https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ Thu, 28 Aug 2025 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist How to Invite Customers In Instead of Waiting for Them to Show Up Want more customers? You need better customer acquisition strategies — ones that actually work in today’s marketplace. Too many brands still take a passive “build it and they will come” approach, but today’s consumers — especially those from underrepresented and underserved communities — don’t show up where they haven’t been invited. In this episode, Sonia Thompson, inclusive marketing strategist and host of Inclusion & Marketing, shares 20 proven customer acquisition strategies you can use to win more customers now. Organized into five key pillars — Visibility, Belonging, Experience, Voice, and Conversion — you’ll hear real-world examples from brands like NYX, Mastercard, Toyota, and Ralph Lauren. Whether you’re a marketing leader at a Fortune 100 company or an entrepreneur building your customer base, this episode is your playbook for attracting, converting, and keeping more of the people you want to serve. Stop waiting for customers to find you. Start inviting them in. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter This is the 2nd episode in "The New Rules of Customer Acquisition" series. Listen to the first episode here: https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/ Want more customers? You need better customer acquisition strategies — ones that actually work in today’s marketplace. Too many brands still take a passive “build it and they will come” approach, but today’s consumers — especially those from underrepresented and underserved communities — don’t show up where they haven’t been invited.

In this episode, Sonia Thompson, inclusive marketing strategist and host of Inclusion & Marketing, shares 20 proven customer acquisition strategies you can use to win more customers now. Organized into five key pillars — Visibility, Belonging, Experience, Voice, and Conversion — you’ll hear real-world examples from brands like NYX, Mastercard, Toyota, and Ralph Lauren.

Whether you’re a marketing leader at a Fortune 100 company or an entrepreneur building your customer base, this episode is your playbook for attracting, converting, and keeping more of the people you want to serve.

Stop waiting for customers to find you. Start inviting them in.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter

This is the 2nd episode in "The New Rules of Customer Acquisition" series. Listen to the first episode here: https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/

]]> 1576 177. The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI Most brands want more customers, better conversions, and stronger ROI. But here’s the catch: when it comes to customer acquisition, there’s one critical rule most brands completely skip. And missing it could be the reason your campaigns aren’t delivering the results you want. In this episode, you’ll discover the #1 rule of customer acquisition that turns efforts into measurable growth. I break down why this overlooked step is the foundation of successful strategies, how skipping it sabotages your conversions, and what you can do to apply it immediately. If you’re ready to boost conversions, maximize ROI, and build a customer acquisition engine that actually works, this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Thu, 21 Aug 2025 14:46:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most brands miss this customer acquisition step, which hinders ROI Most brands want more customers, better conversions, and stronger ROI. But here’s the catch: when it comes to customer acquisition, there’s one critical rule most brands completely skip. And missing it could be the reason your campaigns aren’t delivering the results you want. In this episode, you’ll discover the #1 rule of customer acquisition that turns efforts into measurable growth. I break down why this overlooked step is the foundation of successful strategies, how skipping it sabotages your conversions, and what you can do to apply it immediately. If you’re ready to boost conversions, maximize ROI, and build a customer acquisition engine that actually works, this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Most brands want more customers, better conversions, and stronger ROI. But here’s the catch: when it comes to customer acquisition, there’s one critical rule most brands completely skip. And missing it could be the reason your campaigns aren’t delivering the results you want.

In this episode, you’ll discover the #1 rule of customer acquisition that turns efforts into measurable growth. I break down why this overlooked step is the foundation of successful strategies, how skipping it sabotages your conversions, and what you can do to apply it immediately.

If you’re ready to boost conversions, maximize ROI, and build a customer acquisition engine that actually works, this episode is for you.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter

]]> 919 176. How to Create AI Prompts That Eliminate Bias and Win More Customers AI is powerful — but it’s not perfect. Hidden biases in AI-generated content can quietly push away the very customers you want to attract. In this episode, I share exactly how to create AI prompts that eliminate bias and help you win more customers. You’ll learn: The simple question every customer — especially from underrepresented groups — asks before buying How to give AI the right context so it creates inclusive, high-converting content Specific AI prompt examples you can use to review and create bias-free marketing materials Ways to train AI to reflect your brand’s values and speak directly to your ideal customers Whether you’re using AI for copywriting, content review, or campaign brainstorming, these strategies will help you produce marketing that’s inclusive, on-brand, and built to convert. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce - https://inclusionandmarketing.com/ep-95-navigating-the-effective-use-of-ai-for-inclusive-marketing-with-joyann-boyce/ Thu, 14 Aug 2025 15:29:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Hidden AI bias could be costing you customers. Discover how to write AI prompts that create inclusive, bias-free marketing content that converts. AI is powerful — but it’s not perfect. Hidden biases in AI-generated content can quietly push away the very customers you want to attract. In this episode, I share exactly how to create AI prompts that eliminate bias and help you win more customers. You’ll learn: The simple question every customer — especially from underrepresented groups — asks before buying How to give AI the right context so it creates inclusive, high-converting content Specific AI prompt examples you can use to review and create bias-free marketing materials Ways to train AI to reflect your brand’s values and speak directly to your ideal customers Whether you’re using AI for copywriting, content review, or campaign brainstorming, these strategies will help you produce marketing that’s inclusive, on-brand, and built to convert. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce - https://inclusionandmarketing.com/ep-95-navigating-the-effective-use-of-ai-for-inclusive-marketing-with-joyann-boyce/ AI is powerful — but it’s not perfect. Hidden biases in AI-generated content can quietly push away the very customers you want to attract. In this episode, I share exactly how to create AI prompts that eliminate bias and help you win more customers.

You’ll learn:

  • The simple question every customer — especially from underrepresented groups — asks before buying

  • How to give AI the right context so it creates inclusive, high-converting content

  • Specific AI prompt examples you can use to review and create bias-free marketing materials

  • Ways to train AI to reflect your brand’s values and speak directly to your ideal customers

Whether you’re using AI for copywriting, content review, or campaign brainstorming, these strategies will help you produce marketing that’s inclusive, on-brand, and built to convert.


Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter

Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce - https://inclusionandmarketing.com/ep-95-navigating-the-effective-use-of-ai-for-inclusive-marketing-with-joyann-boyce/

]]> 1053 175. 2 Marketing Lessons Every Brand Should Learn from the American Eagle Controversy and Love Island Two pop culture moments. Two powerful marketing lessons your brand can’t afford to miss. In this episode, I breaks down the biggest key takaway for marketers from the American Eagle X Sydney Sweeney controversey, and a viral interview with two stars of Love Island USA season 7. Both examples teach us about what today’s customers really want from the brands they buy from. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter Episode 174: The Sydney Sweeney x American Eagle Campaign Everyone's Talking About - 5 Real Lessons for Marketers On Spotify - https://open.spotify.com/episode/4WpSvXMPSPR4gCxEjQSmsq?si=bc296299d8d24a2a On Apple Podcasts - https://podcasts.apple.com/us/podcast/174-the-sydney-sweeney-x-american-eagle-campaign/id1604907821?i=1000720099771 Thu, 07 Aug 2025 16:42:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Two pop culture moments. Two powerful marketing lessons your brand can’t afford to miss. In this episode, I breaks down the biggest key takaway for marketers from the American Eagle X Sydney Sweeney controversey, and a viral interview with two stars of Love Island USA season 7. Both examples teach us about what today’s customers really want from the brands they buy from. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter Episode 174: The Sydney Sweeney x American Eagle Campaign Everyone's Talking About - 5 Real Lessons for Marketers On Spotify - https://open.spotify.com/episode/4WpSvXMPSPR4gCxEjQSmsq?si=bc296299d8d24a2a On Apple Podcasts - https://podcasts.apple.com/us/podcast/174-the-sydney-sweeney-x-american-eagle-campaign/id1604907821?i=1000720099771 Two pop culture moments. Two powerful marketing lessons your brand can’t afford to miss.

In this episode, I breaks down the biggest key takaway for marketers from the American Eagle X Sydney Sweeney controversey, and a viral interview with two stars of Love Island USA season 7.

Both examples teach us about what today’s customers really want from the brands they buy from.


Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter


Episode 174: The Sydney Sweeney x American Eagle Campaign Everyone's Talking About - 5 Real Lessons for Marketers


On Spotify - https://open.spotify.com/episode/4WpSvXMPSPR4gCxEjQSmsq?si=bc296299d8d24a2a


On Apple Podcasts - https://podcasts.apple.com/us/podcast/174-the-sydney-sweeney-x-american-eagle-campaign/id1604907821?i=1000720099771

]]> 849 174. The Sydney Sweeney x American Eagle Campaign Everyone’s Talking About — 5 Real Lessons for Marketers The Sydney Sweeney x American Eagle campaign made headlines, sparked debate, and flooded social feeds. But beyond the buzz lies a deeper story marketers can’t afford to ignore. In this episode, I unpack 5 real lessons from the campaign marketers can't afford to miss. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Thu, 31 Jul 2025 14:36:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The Sydney Sweeney x American Eagle campaign made headlines, sparked debate, and flooded social feeds. But beyond the buzz lies a deeper story marketers can’t afford to ignore. In this episode, I unpack 5 real lessons from the campaign marketers can't afford to miss. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter The Sydney Sweeney x American Eagle campaign made headlines, sparked debate, and flooded social feeds. But beyond the buzz lies a deeper story marketers can’t afford to ignore. In this episode, I unpack 5 real lessons from the campaign marketers can't afford to miss.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


]]> 898 173. How to Win the $2.8 Trillion Latino Market Most Brands Are Ignoring The Latino community in the U.S. is reshaping the future of consumer markets — yet most brands are missing key opportunities to connect authentically. Did you know Gen Z is already 1 in 5 Latino, and Gen Alpha is 1 in 4? In this episode, I sit down with Claudia Romo Edelman, CEO and Founder of the We Are All Human Foundation, to discuss the groundbreaking 2025 Hispanic Sentiment Study. Claudia shares eye-opening insights on how brands are falling short in marketing to Latino consumers and offers actionable strategies to build trust, cultural relevance, and growth. Whether you’re a marketer, brand leader, or business owner, this episode reveals the most significant growth opportunity you can’t afford to ignore. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com 2025 Hispanic Sentiment Study - https://www.hispanicstar.org/hispanic-sentiment-study We Are All Human - https://www.weareallhuman.org/ Claudia Romo Edelman - https://www.linkedin.com/in/claudiaromoedelman/ Thu, 24 Jul 2025 13:20:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The Latino community in the U.S. is reshaping the future of consumer markets — yet most brands are missing key opportunities to connect authentically. Did you know Gen Z is already 1 in 5 Latino, and Gen Alpha is 1 in 4? In this episode, I sit down with Claudia Romo Edelman, CEO and Founder of the We Are All Human Foundation, to discuss the groundbreaking 2025 Hispanic Sentiment Study. Claudia shares eye-opening insights on how brands are falling short in marketing to Latino consumers and offers actionable strategies to build trust, cultural relevance, and growth. Whether you’re a marketer, brand leader, or business owner, this episode reveals the most significant growth opportunity you can’t afford to ignore. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com 2025 Hispanic Sentiment Study - https://www.hispanicstar.org/hispanic-sentiment-study We Are All Human - https://www.weareallhuman.org/ Claudia Romo Edelman - https://www.linkedin.com/in/claudiaromoedelman/ The Latino community in the U.S. is reshaping the future of consumer markets — yet most brands are missing key opportunities to connect authentically. Did you know Gen Z is already 1 in 5 Latino, and Gen Alpha is 1 in 4?

In this episode, I sit down with Claudia Romo Edelman, CEO and Founder of the We Are All Human Foundation, to discuss the groundbreaking 2025 Hispanic Sentiment Study.

Claudia shares eye-opening insights on how brands are falling short in marketing to Latino consumers and offers actionable strategies to build trust, cultural relevance, and growth.

Whether you’re a marketer, brand leader, or business owner, this episode reveals the most significant growth opportunity you can’t afford to ignore.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com

2025 Hispanic Sentiment Study - https://www.hispanicstar.org/hispanic-sentiment-study


We Are All Human - https://www.weareallhuman.org/


Claudia Romo Edelman - https://www.linkedin.com/in/claudiaromoedelman/


]]> 2287 172. Behavioral Scientist Reveals a Highly Effective Way to Improve Customer Experience for More People Want to improve customer experience for more people — and do it in a way that’s inclusive, intentional, and backed by data? In this episode, I’m joined by behavioral scientist and data psychologist Patrick Fagan, who ran a fascinating year-long experiment: trying one new experience every single week. His goal? To expand his perspective and build deeper empathy — something all brands need if they want to create experiences that make people feel like they truly belong. You’ll learn why customer experience and inclusive marketing are inseparable — and how diversifying your circle of influence can be a highly effective (and often overlooked) strategy for doing both well. This idea is part of my 5C’s framework for building inclusive brands — and in this conversation, we explore how exposure to new people, places, and ideas can transform how you serve all your customers. If you want practical insights on creating more meaningful, equitable brand experiences — this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Patrick Fagan - https://www.patrickfagan.co.uk/ Thu, 17 Jul 2025 15:03:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Want to improve customer experience for more people — and do it in a way that’s inclusive, intentional, and backed by data? In this episode, I’m joined by behavioral scientist and data psychologist Patrick Fagan, who ran a fascinating year-long experiment: trying one new experience every single week. His goal? To expand his perspective and build deeper empathy — something all brands need if they want to create experiences that make people feel like they truly belong. You’ll learn why customer experience and inclusive marketing are inseparable — and how diversifying your circle of influence can be a highly effective (and often overlooked) strategy for doing both well. This idea is part of my 5C’s framework for building inclusive brands — and in this conversation, we explore how exposure to new people, places, and ideas can transform how you serve all your customers. If you want practical insights on creating more meaningful, equitable brand experiences — this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Patrick Fagan - https://www.patrickfagan.co.uk/ Want to improve customer experience for more people — and do it in a way that’s inclusive, intentional, and backed by data?

In this episode, I’m joined by behavioral scientist and data psychologist Patrick Fagan, who ran a fascinating year-long experiment: trying one new experience every single week. His goal? To expand his perspective and build deeper empathy — something all brands need if they want to create experiences that make people feel like they truly belong.

You’ll learn why customer experience and inclusive marketing are inseparable — and how diversifying your circle of influence can be a highly effective (and often overlooked) strategy for doing both well.

This idea is part of my 5C’s framework for building inclusive brands — and in this conversation, we explore how exposure to new people, places, and ideas can transform how you serve all your customers.

If you want practical insights on creating more meaningful, equitable brand experiences — this episode is for you.



Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Patrick Fagan - https://www.patrickfagan.co.uk/





]]> 1945 171. The Best-Practice Strategy Most Brands Ignore — And How got2b Used It to Drive Growth Co-creation is a best-practice strategy in inclusive marketing — but most brands don’t use it consistently or effectively. In this episode, I sit down with Luis Valadez, Senior Brand Manager at hair care brand got2b, to explore how the brand leans into co-creation to build deeper trust, drive consumer engagement, and fuel growth. If you want to learn what it looks like to put inclusive marketing into practice at a global level, this conversation is a must-listen. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter got2b - https://www.got2b.com/about/co-creation.html Thu, 10 Jul 2025 16:19:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Co-creation is a best-practice strategy in inclusive marketing — but most brands don’t use it consistently or effectively. In this episode, I sit down with Luis Valadez, Senior Brand Manager at hair care brand got2b, to explore how the brand leans into co-creation to build deeper trust, drive consumer engagement, and fuel growth. If you want to learn what it looks like to put inclusive marketing into practice at a global level, this conversation is a must-listen. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter got2b - https://www.got2b.com/about/co-creation.html Co-creation is a best-practice strategy in inclusive marketing — but most brands don’t use it consistently or effectively.

In this episode, I sit down with Luis Valadez, Senior Brand Manager at hair care brand got2b, to explore how the brand leans into co-creation to build deeper trust, drive consumer engagement, and fuel growth.

If you want to learn what it looks like to put inclusive marketing into practice at a global level, this conversation is a must-listen.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


got2b - https://www.got2b.com/about/co-creation.html

]]> 1662 170. How Inclusive Brand Partnerships Drive Real Growth Inclusive marketing isn’t a tactic—it’s a thread that should run through every part of your marketing mix, including your brand partnerships. In this episode, I sit down with Jake Schonberger, Head of Brand Partnerships at Beehiv, to explore how brands are taking a more inclusive approach to partnerships to connect with a broader, more diverse audience. You’ll walk away with fresh ideas, real examples, and insights to make your next collaboration more impactful—and more inclusive. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Beehiv - https://www.beehiiv.com/ Thu, 03 Jul 2025 14:41:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing isn’t a tactic—it’s a thread that should run through every part of your marketing mix, including your brand partnerships. In this episode, I sit down with Jake Schonberger, Head of Brand Partnerships at Beehiv, to explore how brands are taking a more inclusive approach to partnerships to connect with a broader, more diverse audience. You’ll walk away with fresh ideas, real examples, and insights to make your next collaboration more impactful—and more inclusive. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Beehiv - https://www.beehiiv.com/ Inclusive marketing isn’t a tactic—it’s a thread that should run through every part of your marketing mix, including your brand partnerships. In this episode, I sit down with Jake Schonberger, Head of Brand Partnerships at Beehiv, to explore how brands are taking a more inclusive approach to partnerships to connect with a broader, more diverse audience. You’ll walk away with fresh ideas, real examples, and insights to make your next collaboration more impactful—and more inclusive.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Beehiv - https://www.beehiiv.com/


]]> 1572 169. Your Inclusive Marketing Will Struggle Without This Team Dynamic One of the most overlooked elements of inclusive marketing? The team behind it. It’s not enough to have diverse talent at the table — you also need the right team dynamics to ensure everyone’s voice is heard, valued, and empowered to shape the work. Without that, your inclusive marketing efforts will struggle to land with the people you serve. In this episode, I sit down with author and employer brand strategist John Graham to unpack why psychological safety and team culture are critical to marketing success. We talk about what gets in the way, what leaders often miss, and what it really takes to build an environment where authenticity thrives — and great marketing follows. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter John Graham LinkedIn post I referenced - https://www.linkedin.com/posts/johngrahamcreative_dei-activity-7337134473370587136-YAt5?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI John Graham on LinkedIn - https://www.linkedin.com/in/johngrahamcreative/ John's Company - Shaker Recruitment Marketing - https://shaker.com/ Thu, 26 Jun 2025 15:56:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist One of the most overlooked elements of inclusive marketing? The team behind it. It’s not enough to have diverse talent at the table — you also need the right team dynamics to ensure everyone’s voice is heard, valued, and empowered to shape the work. Without that, your inclusive marketing efforts will struggle to land with the people you serve. In this episode, I sit down with author and employer brand strategist John Graham to unpack why psychological safety and team culture are critical to marketing success. We talk about what gets in the way, what leaders often miss, and what it really takes to build an environment where authenticity thrives — and great marketing follows. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter John Graham LinkedIn post I referenced - https://www.linkedin.com/posts/johngrahamcreative_dei-activity-7337134473370587136-YAt5?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI John Graham on LinkedIn - https://www.linkedin.com/in/johngrahamcreative/ John's Company - Shaker Recruitment Marketing - https://shaker.com/ One of the most overlooked elements of inclusive marketing? The team behind it.

It’s not enough to have diverse talent at the table — you also need the right team dynamics to ensure everyone’s voice is heard, valued, and empowered to shape the work. Without that, your inclusive marketing efforts will struggle to land with the people you serve.

In this episode, I sit down with author and employer brand strategist John Graham to unpack why psychological safety and team culture are critical to marketing success. We talk about what gets in the way, what leaders often miss, and what it really takes to build an environment where authenticity thrives — and great marketing follows.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


John Graham LinkedIn post I referenced - https://www.linkedin.com/posts/johngrahamcreative_dei-activity-7337134473370587136-YAt5?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI


John Graham on LinkedIn - https://www.linkedin.com/in/johngrahamcreative/


John's Company - Shaker Recruitment Marketing - https://shaker.com/

]]> 2476 168. The KPI Mistake That’s Costing You Customers (and How to Fix It) Brands rely on KPIs to know if they’re on the right track — but what if the metrics you’re using are actually leading you off course? In this episode, I break down the KPI mistake that could be costing you customers and killing your growth — especially if you're trying to reach a more diverse audience. As an inclusive marketing strategist, I’ve seen how traditional KPIs often fail to tell the full story. I’ll share what most brands overlook, and how to reframe your metrics to make better, more inclusive decisions. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Ep. 146: How to use data to increase customer success for all - https://inclusionandmarketing.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/ Thu, 19 Jun 2025 15:34:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brands rely on KPIs to know if they’re on the right track — but what if the metrics you’re using are actually leading you off course? In this episode, I break down the KPI mistake that could be costing you customers and killing your growth — especially if you're trying to reach a more diverse audience. As an inclusive marketing strategist, I’ve seen how traditional KPIs often fail to tell the full story. I’ll share what most brands overlook, and how to reframe your metrics to make better, more inclusive decisions. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Ep. 146: How to use data to increase customer success for all - https://inclusionandmarketing.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/ Brands rely on KPIs to know if they’re on the right track — but what if the metrics you’re using are actually leading you off course?

In this episode, I break down the KPI mistake that could be costing you customers and killing your growth — especially if you're trying to reach a more diverse audience. As an inclusive marketing strategist, I’ve seen how traditional KPIs often fail to tell the full story. I’ll share what most brands overlook, and how to reframe your metrics to make better, more inclusive decisions.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Ep. 146: How to use data to increase customer success for all - https://inclusionandmarketing.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/

]]> 1249 167. What Consumers Expect in 2025: Inside Kantar’s Global Inclusion Index You've probably heard me say it before: inclusive marketing is the future of marketing. And the data keeps proving it. In this episode, I’m joined by Valeria Piaggio, Head of Inclusive Growth at global insights powerhouse Kantar. We dive into the latest findings from Kantar’s Global Brand Inclusion Index, which shows that consumers around the world expect brands to lead with inclusion. We unpack what the research reveals, what it means for marketers and brand leaders, and even touch on insights from another new study Kantar is releasing. If you're building a brand that wants to grow with intention — this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Kantar's Brand Inclusion Index - https://www.kantar.com/campaigns/brand-inclusion-index Thu, 12 Jun 2025 22:38:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist You've probably heard me say it before: inclusive marketing is the future of marketing. And the data keeps proving it. In this episode, I’m joined by Valeria Piaggio, Head of Inclusive Growth at global insights powerhouse Kantar. We dive into the latest findings from Kantar’s Global Brand Inclusion Index, which shows that consumers around the world expect brands to lead with inclusion. We unpack what the research reveals, what it means for marketers and brand leaders, and even touch on insights from another new study Kantar is releasing. If you're building a brand that wants to grow with intention — this episode is for you. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Kantar's Brand Inclusion Index - https://www.kantar.com/campaigns/brand-inclusion-index You've probably heard me say it before: inclusive marketing is the future of marketing. And the data keeps proving it.

In this episode, I’m joined by Valeria Piaggio, Head of Inclusive Growth at global insights powerhouse Kantar. We dive into the latest findings from Kantar’s Global Brand Inclusion Index, which shows that consumers around the world expect brands to lead with inclusion.

We unpack what the research reveals, what it means for marketers and brand leaders, and even touch on insights from another new study Kantar is releasing. If you're building a brand that wants to grow with intention — this episode is for you.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


Kantar's Brand Inclusion Index - https://www.kantar.com/campaigns/brand-inclusion-index

]]> 1875 166. What It Really Takes to Execute a Multilingual Content Strategy That Drives Global Growth In today’s global marketplace, content that connects across languages and cultures isn’t optional — it’s a growth necessity. But translating your message is just the beginning. In this episode, I’m joined by Shaheen Samavati, CEO of Vera Content, a multilingual content agency working with brands like Sony Music Spain to adapt their messaging for international markets. We dive into the real-world operational side of multilingual content — from localization workflows to managing quality at scale, and how to align language strategy with your global business goals. Whether you’re just starting to expand globally or refining your approach, this conversation will give you practical insights to help your brand truly resonate with audiences around the world. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Vera Content - https://veracontent.com/ Thu, 05 Jun 2025 16:05:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In today’s global marketplace, content that connects across languages and cultures isn’t optional — it’s a growth necessity. But translating your message is just the beginning. In this episode, I’m joined by Shaheen Samavati, CEO of Vera Content, a multilingual content agency working with brands like Sony Music Spain to adapt their messaging for international markets. We dive into the real-world operational side of multilingual content — from localization workflows to managing quality at scale, and how to align language strategy with your global business goals. Whether you’re just starting to expand globally or refining your approach, this conversation will give you practical insights to help your brand truly resonate with audiences around the world. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Vera Content - https://veracontent.com/ In today’s global marketplace, content that connects across languages and cultures isn’t optional — it’s a growth necessity. But translating your message is just the beginning.

In this episode, I’m joined by Shaheen Samavati, CEO of Vera Content, a multilingual content agency working with brands like Sony Music Spain to adapt their messaging for international markets.

We dive into the real-world operational side of multilingual content — from localization workflows to managing quality at scale, and how to align language strategy with your global business goals.

Whether you’re just starting to expand globally or refining your approach, this conversation will give you practical insights to help your brand truly resonate with audiences around the world.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter

Vera Content - https://veracontent.com/


]]> 1642 165: The inclusive marketing framework big brands are using with Jerry Daykin [Rebroadcast] Inclusive marketing is more than a trend—it's a necessary shift in how brands communicate, connect, and grow. But with so many layers to consider, where do you start? In this episode, I sat down with Jerry Daykin, global marketing leader and author of Inclusive Marketing, to break down an inclusive marketing framework many top brands are leaning into and/or are extracting elements from. With senior roles at brands like Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, Jerry brings deep, real-world experience to the conversation. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Thu, 29 May 2025 14:57:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing is more than a trend—it's a necessary shift in how brands communicate, connect, and grow. But with so many layers to consider, where do you start? In this episode, I sat down with Jerry Daykin, global marketing leader and author of Inclusive Marketing, to break down an inclusive marketing framework many top brands are leaning into and/or are extracting elements from. With senior roles at brands like Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, Jerry brings deep, real-world experience to the conversation. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Inclusive marketing is more than a trend—it's a necessary shift in how brands communicate, connect, and grow. But with so many layers to consider, where do you start?

In this episode, I sat down with Jerry Daykin, global marketing leader and author of Inclusive Marketing, to break down an inclusive marketing framework many top brands are leaning into and/or are extracting elements from.

With senior roles at brands like Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, Jerry brings deep, real-world experience to the conversation.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter

]]> 1685 164. Inside the Inclusive Marketing Playbooks of Billion-Dollar Brands (and one million dollar one) Want to know how billion-dollar brands approach inclusive marketing—from the inside out? In this episode, I take you behind the scenes with five standout brand leaders who are driving real impact through inclusive marketing. You'll hear highlights from interviews that reveal the unique strategies, decisions, and philosophies behind their success. Each leader shares how they’ve built inclusion into the core of their brand—and what that actually looks like in practice. I’ve always learned best by observing what others do—and this episode is packed with real-world examples and actionable takeaways you can apply to your own marketing. Whether you're leading a team or building your brand from scratch, you'll walk away with ideas and inspiration to make your marketing more inclusive and more effective. 🎧 Press play to step inside the inclusive marketing playbooks of some of the world’s most influential brands. 👉🏾 Want even more insights like this? Get the Inclusion & Marketing Newsletter delivered straight to your inbox. www.inclusionandmarketing.com/newsletter Here are the full interviews that the excerpts from this episode came from: 106. How Zumba built a global customer base in more than 180 countries - https://inclusionandmarketing.com/ep-106-how-zumba-built-a-global-customer-base-in-more-than-180-countries/ 113. How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin - https://inclusionandmarketing.com/ep-113-how-lysol-drives-brand-growth-with-inclusive-marketing-with-cmo-gary-osifchin/ 122. How Micheal Graves Design & Pottery Barn are working to bring accessible home design to more consumers - https://inclusionandmarketing.com/ep-122-how-michael-graves-design-pottery-barn-are-working-to-bring-accessible-home-design-to-more-consumers/ 127. How to create a multilingual content strategy with Selim Dahmani - https://inclusionandmarketing.com/ep-127-how-to-create-a-multilingual-content-strategy-with-selim-dahmani/ 158. Creating inclusive video marketing at Wistia, with Taylor Corrado - https://inclusionandmarketing.com/ep-158-creating-inclusive-video-marketing-at-wistia-with-taylor-corrado/ Thu, 22 May 2025 15:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Want to know how billion-dollar brands approach inclusive marketing—from the inside out? In this episode, I take you behind the scenes with five standout brand leaders who are driving real impact through inclusive marketing. You'll hear highlights from interviews that reveal the unique strategies, decisions, and philosophies behind their success. Each leader shares how they’ve built inclusion into the core of their brand—and what that actually looks like in practice. I’ve always learned best by observing what others do—and this episode is packed with real-world examples and actionable takeaways you can apply to your own marketing. Whether you're leading a team or building your brand from scratch, you'll walk away with ideas and inspiration to make your marketing more inclusive and more effective. 🎧 Press play to step inside the inclusive marketing playbooks of some of the world’s most influential brands. 👉🏾 Want even more insights like this? Get the Inclusion & Marketing Newsletter delivered straight to your inbox. www.inclusionandmarketing.com/newsletter Here are the full interviews that the excerpts from this episode came from: 106. How Zumba built a global customer base in more than 180 countries - https://inclusionandmarketing.com/ep-106-how-zumba-built-a-global-customer-base-in-more-than-180-countries/ 113. How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin - https://inclusionandmarketing.com/ep-113-how-lysol-drives-brand-growth-with-inclusive-marketing-with-cmo-gary-osifchin/ 122. How Micheal Graves Design & Pottery Barn are working to bring accessible home design to more consumers - https://inclusionandmarketing.com/ep-122-how-michael-graves-design-pottery-barn-are-working-to-bring-accessible-home-design-to-more-consumers/ 127. How to create a multilingual content strategy with Selim Dahmani - https://inclusionandmarketing.com/ep-127-how-to-create-a-multilingual-content-strategy-with-selim-dahmani/ 158. Creating inclusive video marketing at Wistia, with Taylor Corrado - https://inclusionandmarketing.com/ep-158-creating-inclusive-video-marketing-at-wistia-with-taylor-corrado/ Want to know how billion-dollar brands approach inclusive marketing—from the inside out?
In this episode, I take you behind the scenes with five standout brand leaders who are driving real impact through inclusive marketing.

You'll hear highlights from interviews that reveal the unique strategies, decisions, and philosophies behind their success. Each leader shares how they’ve built inclusion into the core of their brand—and what that actually looks like in practice.

I’ve always learned best by observing what others do—and this episode is packed with real-world examples and actionable takeaways you can apply to your own marketing.

Whether you're leading a team or building your brand from scratch, you'll walk away with ideas and inspiration to make your marketing more inclusive and more effective.

🎧 Press play to step inside the inclusive marketing playbooks of some of the world’s most influential brands.

👉🏾 Want even more insights like this? Get the Inclusion & Marketing Newsletter delivered straight to your inbox. www.inclusionandmarketing.com/newsletter

Here are the full interviews that the excerpts from this episode came from:

  • 106. How Zumba built a global customer base in more than 180 countries - https://inclusionandmarketing.com/ep-106-how-zumba-built-a-global-customer-base-in-more-than-180-countries/
  • 113. How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin - https://inclusionandmarketing.com/ep-113-how-lysol-drives-brand-growth-with-inclusive-marketing-with-cmo-gary-osifchin/
  • 122. How Micheal Graves Design & Pottery Barn are working to bring accessible home design to more consumers - https://inclusionandmarketing.com/ep-122-how-michael-graves-design-pottery-barn-are-working-to-bring-accessible-home-design-to-more-consumers/
  • 127. How to create a multilingual content strategy with Selim Dahmani - https://inclusionandmarketing.com/ep-127-how-to-create-a-multilingual-content-strategy-with-selim-dahmani/
  • 158. Creating inclusive video marketing at Wistia, with Taylor Corrado - https://inclusionandmarketing.com/ep-158-creating-inclusive-video-marketing-at-wistia-with-taylor-corrado/
]]> 1385 163. Responsible Marketing: Building Trust, Loyalty, and Brand Growth with Lola Bakare Responsible marketing is a crucial driver of brand growth, customer acquisition, and long-term customer trust and loyalty. In today’s market, consumers expect brands to align with their values — making responsible marketing not just an ethical choice, but a growth marketing strategy. In this episode, I’m joined by Lola Bakare, CMO advisor and author of Responsible Marketing, to unpack what responsible marketing really means beyond performative efforts — and why it delivers measurable business impact. We discuss how brands can: Build trust and loyalty through responsible marketing practices Create meaningful customer experiences across the customer journey Drive sustainable, long-term brand growth Avoid common pitfalls that weaken credibility and conversion rates If you’re thinking about how to grow your brand while strengthening customer trust and alignment, this episode offers a clear, practical perspective on how responsible marketing supports modern growth and customer acquisition efforts. Find out what's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz Lola's book: www.responsiblemarketingbook.com Lola on LinkedIn: https://www.linkedin.com/in/makeitbewithlola/ Episode 72: Why brands should practice responsible marketing with Lola Bakare: https://inclusionandmarketing.com/ep-72-why-brands-should-practice-responsible-marketing-with-lola-bakare/ Thu, 15 May 2025 15:45:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Responsible marketing is a crucial driver of brand growth, customer acquisition, and long-term customer trust and loyalty. In today’s market, consumers expect brands to align with their values — making responsible marketing not just an ethical choice, but a growth marketing strategy. In this episode, I’m joined by Lola Bakare, CMO advisor and author of Responsible Marketing, to unpack what responsible marketing really means beyond performative efforts — and why it delivers measurable business impact. We discuss how brands can: Build trust and loyalty through responsible marketing practices Create meaningful customer experiences across the customer journey Drive sustainable, long-term brand growth Avoid common pitfalls that weaken credibility and conversion rates If you’re thinking about how to grow your brand while strengthening customer trust and alignment, this episode offers a clear, practical perspective on how responsible marketing supports modern growth and customer acquisition efforts. Find out what's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz Lola's book: www.responsiblemarketingbook.com Lola on LinkedIn: https://www.linkedin.com/in/makeitbewithlola/ Episode 72: Why brands should practice responsible marketing with Lola Bakare: https://inclusionandmarketing.com/ep-72-why-brands-should-practice-responsible-marketing-with-lola-bakare/ Responsible marketing is a crucial driver of brand growth, customer acquisition, and long-term customer trust and loyalty. In today’s market, consumers expect brands to align with their values — making responsible marketing not just an ethical choice, but a growth marketing strategy.

In this episode, I’m joined by Lola Bakare, CMO advisor and author of Responsible Marketing, to unpack what responsible marketing really means beyond performative efforts — and why it delivers measurable business impact.

We discuss how brands can:

  • Build trust and loyalty through responsible marketing practices

  • Create meaningful customer experiences across the customer journey

  • Drive sustainable, long-term brand growth

  • Avoid common pitfalls that weaken credibility and conversion rates

If you’re thinking about how to grow your brand while strengthening customer trust and alignment, this episode offers a clear, practical perspective on how responsible marketing supports modern growth and customer acquisition efforts.


Find out what's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz


Lola's book: www.responsiblemarketingbook.com

Lola on LinkedIn: https://www.linkedin.com/in/makeitbewithlola/

Episode 72: Why brands should practice responsible marketing with Lola Bakare: https://inclusionandmarketing.com/ep-72-why-brands-should-practice-responsible-marketing-with-lola-bakare/

]]> 2630 162. About those Mother's Day Opt-Out Emails.. Mother's Day is coming up in the U.S. And for the past few years that has meant a number of companies sending out emails asking people if they want to opt-out of Mother's Day communications. The intent is to not send emails that will be triggering to people who have a complicated relationship with the day. In this episode, we explore whether or not this is the right approach including other options to consider. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Thu, 08 May 2025 15:20:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Mother's Day is coming up in the U.S. And for the past few years that has meant a number of companies sending out emails asking people if they want to opt-out of Mother's Day communications. The intent is to not send emails that will be triggering to people who have a complicated relationship with the day. In this episode, we explore whether or not this is the right approach including other options to consider. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter Mother's Day is coming up in the U.S. And for the past few years that has meant a number of companies sending out emails asking people if they want to opt-out of Mother's Day communications. The intent is to not send emails that will be triggering to people who have a complicated relationship with the day.

In this episode, we explore whether or not this is the right approach including other options to consider.


Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter


]]> 864 161. What consumers really have to say about representation in marketing [Research] Consumers have a lot to says about representation in marketing. In the research study I conducted, their verbatims were quite telling when I asked them about what they liked and disliked about the ways brands were engaging in representation and marketing. I also asked them about what they wished brands knew about representation in marketing. In this episode, I walk you through the core themes that came from their responses to those questions. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter ep. 160 - Representation matters to consumers now more than ever [Research] - https://inclusionandmarketing.com/representation-matters-to-consumers-research/ Thu, 01 May 2025 11:25:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Consumers have a lot to says about representation in marketing. In the research study I conducted, their verbatims were quite telling when I asked them about what they liked and disliked about the ways brands were engaging in representation and marketing. I also asked them about what they wished brands knew about representation in marketing. In this episode, I walk you through the core themes that came from their responses to those questions. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter ep. 160 - Representation matters to consumers now more than ever [Research] - https://inclusionandmarketing.com/representation-matters-to-consumers-research/ Consumers have a lot to says about representation in marketing. In the research study I conducted, their verbatims were quite telling when I asked them about what they liked and disliked about the ways brands were engaging in representation and marketing. I also asked them about what they wished brands knew about representation in marketing.

In this episode, I walk you through the core themes that came from their responses to those questions.




Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter

ep. 160 - Representation matters to consumers now more than ever [Research] - https://inclusionandmarketing.com/representation-matters-to-consumers-research/

]]> 1443 160. Representation matters to consumers now more than ever [Research] Representation matters. We know this. Most people get it.  And thankfully, more and more brands are doing a better job of being representative in their marketing. But while representation matters, not all representation is created equal. This is especially important, because representation is often the on-ramp for most brands who are getting started with inclusive marketing. So back in 2021, I did the inaugural Representation in Marketing study – where 1000 consumers told me how they felt about it. A lot has changed since 2021, so I thought I’d do an update to that study, to see where consumers heads are at. To field this research (same as last time), I used Suzy’s consumer insights platform, to get insights from 1000 participants age 16 - 70. In this episode, I'm walking you through this important consumer data. Get the Inclusion & Marketing podcast What consumers want you to know about representation in marketing [Research] Thu, 24 Apr 2025 18:47:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Representation matters. We know this. Most people get it.  And thankfully, more and more brands are doing a better job of being representative in their marketing. But while representation matters, not all representation is created equal. This is especially important, because representation is often the on-ramp for most brands who are getting started with inclusive marketing. So back in 2021, I did the inaugural Representation in Marketing study – where 1000 consumers told me how they felt about it. A lot has changed since 2021, so I thought I’d do an update to that study, to see where consumers heads are at. To field this research (same as last time), I used Suzy’s consumer insights platform, to get insights from 1000 participants age 16 - 70. In this episode, I'm walking you through this important consumer data. Get the Inclusion & Marketing podcast What consumers want you to know about representation in marketing [Research] Representation matters.


We know this. Most people get it. 


And thankfully, more and more brands are doing a better job of being representative in their marketing.


But while representation matters, not all representation is created equal.


This is especially important, because representation is often the on-ramp for most brands who are getting started with inclusive marketing.


So back in 2021, I did the inaugural Representation in Marketing study – where 1000 consumers told me how they felt about it.


A lot has changed since 2021, so I thought I’d do an update to that study, to see where consumers heads are at.


To field this research (same as last time), I used Suzy’s consumer insights platform, to get insights from 1000 participants age 16 - 70.


In this episode, I'm walking you through this important consumer data.


Get the Inclusion & Marketing podcast


What consumers want you to know about representation in marketing [Research]

]]> 1104 159. Law & Order: Organized's Crime's Danielle Mone Truitt on the realities of representation It is helpful to have the theory and principles behind inclusive marketing to give you a strong foundation for growth. I’m a big believer in learning from real-world situations and issues and hearing the voices of real people.  I often feel that these stories from real people will not only help you connect the dots and bring the theory to life for you in a more vivid way, but it also makes it easier for you to be in the lookout for areas to give special attention to when you put what you’ve learned about inclusive marketing into practice. In today’s episode, you’re going to hear my chat with Danielle Monae Truitt, who plays who plays Sergeant Ayanna Bell on Peacock’s upcoming fifth season of the iconic series starring Christopher Meloni, Law & Order: Organized Crime.  Of course we talked a little bit about some interesting things related to the show – but I found so much of what Danielle had to say extremely relevant to you and your efforts on making your marketing more inclusive. We touched on authenticity, production – specifically as it relates to Black women’s hair. We covered representation – and what good representation looks like (because lets face it, a lot of representation falls short). Many of the themes Danielle mentioned as it relates to Black women’s hair, and what good representation looks like, were things consumers specifically spoke about as part of the representation in marketing research study I conducted. If you haven’t had a look at that, no worries, I’ll link it up for you in the show notes, as well as another article that covers how to do representation in marketing the right way. Get the Inclusion & Marketing Newsletter Law & Order Organized Crime Season 5 trailer Representation in Marketing Study (2021) How to do representation in marketing the right way Thu, 17 Apr 2025 14:15:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist It is helpful to have the theory and principles behind inclusive marketing to give you a strong foundation for growth. I’m a big believer in learning from real-world situations and issues and hearing the voices of real people.  I often feel that these stories from real people will not only help you connect the dots and bring the theory to life for you in a more vivid way, but it also makes it easier for you to be in the lookout for areas to give special attention to when you put what you’ve learned about inclusive marketing into practice. In today’s episode, you’re going to hear my chat with Danielle Monae Truitt, who plays who plays Sergeant Ayanna Bell on Peacock’s upcoming fifth season of the iconic series starring Christopher Meloni, Law & Order: Organized Crime.  Of course we talked a little bit about some interesting things related to the show – but I found so much of what Danielle had to say extremely relevant to you and your efforts on making your marketing more inclusive. We touched on authenticity, production – specifically as it relates to Black women’s hair. We covered representation – and what good representation looks like (because lets face it, a lot of representation falls short). Many of the themes Danielle mentioned as it relates to Black women’s hair, and what good representation looks like, were things consumers specifically spoke about as part of the representation in marketing research study I conducted. If you haven’t had a look at that, no worries, I’ll link it up for you in the show notes, as well as another article that covers how to do representation in marketing the right way. Get the Inclusion & Marketing Newsletter Law & Order Organized Crime Season 5 trailer Representation in Marketing Study (2021) How to do representation in marketing the right way It is helpful to have the theory and principles behind inclusive marketing to give you a strong foundation for growth. I’m a big believer in learning from real-world situations and issues and hearing the voices of real people. 


I often feel that these stories from real people will not only help you connect the dots and bring the theory to life for you in a more vivid way, but it also makes it easier for you to be in the lookout for areas to give special attention to when you put what you’ve learned about inclusive marketing into practice.


In today’s episode, you’re going to hear my chat with Danielle Monae Truitt, who plays who plays Sergeant Ayanna Bell on Peacock’s upcoming fifth season of the iconic series starring Christopher Meloni, Law & Order: Organized Crime. 


Of course we talked a little bit about some interesting things related to the show – but I found so much of what Danielle had to say extremely relevant to you and your efforts on making your marketing more inclusive.


We touched on authenticity, production – specifically as it relates to Black women’s hair. We covered representation – and what good representation looks like (because lets face it, a lot of representation falls short).


Many of the themes Danielle mentioned as it relates to Black women’s hair, and what good representation looks like, were things consumers specifically spoke about as part of the representation in marketing research study I conducted. If you haven’t had a look at that, no worries, I’ll link it up for you in the show notes, as well as another article that covers how to do representation in marketing the right way.


Get the Inclusion & Marketing Newsletter

Law & Order Organized Crime Season 5 trailer

Representation in Marketing Study (2021)

How to do representation in marketing the right way

]]> 978 158. Creating inclusive video marketing at Wistia, with Taylor Corrado One thing I’ve learned that is often helpful, especially during the early stages of getting started on a new journey – like inclusive marketing, is to hear how others who are in your shoes or similar approach it. Learning about how others think about a problem, the challenges they’ve experienced, and how they’ve gone about achieving success — can do wonders to move you forward and much closer to your goals. So to help facilitate that type of learning from you, one of my goals for the show is to bring you more conversations with marketing leaders at various brands to uncover their approach to inclusive marketing. In this episode, you'll hear my super fun conversation with Taylor Corrado, Senior Director of Brand Marketing at Wistia — a video marketing platform for businesses. And as a fun aside – because of Taylor’s work, she’s obviously really well-versed in video marketing. So, as part of our chat, you’ll also hear Taylor’s thoughts on how to make your video marketing more inclusive. Get the Inclusion & Marketing Newsletter Wistia Wistia State of Video Report Wild Terrains - Women Only Tours Thu, 10 Apr 2025 18:25:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist One thing I’ve learned that is often helpful, especially during the early stages of getting started on a new journey – like inclusive marketing, is to hear how others who are in your shoes or similar approach it. Learning about how others think about a problem, the challenges they’ve experienced, and how they’ve gone about achieving success — can do wonders to move you forward and much closer to your goals. So to help facilitate that type of learning from you, one of my goals for the show is to bring you more conversations with marketing leaders at various brands to uncover their approach to inclusive marketing. In this episode, you'll hear my super fun conversation with Taylor Corrado, Senior Director of Brand Marketing at Wistia — a video marketing platform for businesses. And as a fun aside – because of Taylor’s work, she’s obviously really well-versed in video marketing. So, as part of our chat, you’ll also hear Taylor’s thoughts on how to make your video marketing more inclusive. Get the Inclusion & Marketing Newsletter Wistia Wistia State of Video Report Wild Terrains - Women Only Tours One thing I’ve learned that is often helpful, especially during the early stages of getting started on a new journey – like inclusive marketing, is to hear how others who are in your shoes or similar approach it.


Learning about how others think about a problem, the challenges they’ve experienced, and how they’ve gone about achieving success — can do wonders to move you forward and much closer to your goals.


So to help facilitate that type of learning from you, one of my goals for the show is to bring you more conversations with marketing leaders at various brands to uncover their approach to inclusive marketing.


In this episode, you'll hear my super fun conversation with Taylor Corrado, Senior Director of Brand Marketing at Wistia — a video marketing platform for businesses.


And as a fun aside – because of Taylor’s work, she’s obviously really well-versed in video marketing. So, as part of our chat, you’ll also hear Taylor’s thoughts on how to make your video marketing more inclusive.


Get the Inclusion & Marketing Newsletter

Wistia

Wistia State of Video Report

Wild Terrains - Women Only Tours


]]> 1539 157. The deal with the Target and Amazon boycotts, plus Spotify, and Emilia Perez happenings There's a lot of talk about economic boycotts these days as consumers are protesting in response to brands rolling back their policies on diversity, equity, and inclusion. While various organizers are calling for boycotts on brands like Amazon, Target, Nestle, and Tesla, there are some important considerations around boycotts that not enough people are talking about. I cover those considerations in this episode, along with recent happenings relevant to inclusive marketing from Spotify and the movie Emilia Perez. Get the Inclusion & Marketing Newsletter Thu, 03 Apr 2025 14:45:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's a lot of talk about economic boycotts these days as consumers are protesting in response to brands rolling back their policies on diversity, equity, and inclusion. While various organizers are calling for boycotts on brands like Amazon, Target, Nestle, and Tesla, there are some important considerations around boycotts that not enough people are talking about. I cover those considerations in this episode, along with recent happenings relevant to inclusive marketing from Spotify and the movie Emilia Perez. Get the Inclusion & Marketing Newsletter There's a lot of talk about economic boycotts these days as consumers are protesting in response to brands rolling back their policies on diversity, equity, and inclusion.


While various organizers are calling for boycotts on brands like Amazon, Target, Nestle, and Tesla, there are some important considerations around boycotts that not enough people are talking about.


I cover those considerations in this episode, along with recent happenings relevant to inclusive marketing from Spotify and the movie Emilia Perez.


Get the Inclusion & Marketing Newsletter

]]> 1360 156. 2025 Inclusive marketing trends: Backed by data Inclusive marketing is only growing in popularity. And with that, comes a whole new slew of trends to be aware of when it comes to being successful with your inclusive marketing efforts. In today's episode, I walk you through 5 inclusive marketing trends for 2025, backed by new data from HubSpot. Get the Inclusion & Marketing Newsletter Thu, 27 Mar 2025 16:35:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing is only growing in popularity. And with that, comes a whole new slew of trends to be aware of when it comes to being successful with your inclusive marketing efforts. In today's episode, I walk you through 5 inclusive marketing trends for 2025, backed by new data from HubSpot. Get the Inclusion & Marketing Newsletter Inclusive marketing is only growing in popularity. And with that, comes a whole new slew of trends to be aware of when it comes to being successful with your inclusive marketing efforts.


In today's episode, I walk you through 5 inclusive marketing trends for 2025, backed by new data from HubSpot.


Get the Inclusion & Marketing Newsletter

]]> 1074 155. 5 Inclusive email marketing strategies Email marketing still remains a highly profitable component of the marketing mix for many brands. Data shows that even after many years of people declaring email marketing is dead, it still returns on average $36 for every $1 invested. Because email marketing is so effective, I thought it would be great to walk you through how five brands have made it work even harder for them as they work to engage and convert even more customers. Get the Inclusion & Marketing Newsletter Episode 152: Build a large and diverse audience with an email newsletter, with Maria Gharib Episode 112: How to make your email marketing inclusive with Samar Owais Visuals of examples mentioned in episode Thu, 20 Mar 2025 15:23:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Email marketing still remains a highly profitable component of the marketing mix for many brands. Data shows that even after many years of people declaring email marketing is dead, it still returns on average $36 for every $1 invested. Because email marketing is so effective, I thought it would be great to walk you through how five brands have made it work even harder for them as they work to engage and convert even more customers. Get the Inclusion & Marketing Newsletter Episode 152: Build a large and diverse audience with an email newsletter, with Maria Gharib Episode 112: How to make your email marketing inclusive with Samar Owais Visuals of examples mentioned in episode Email marketing still remains a highly profitable component of the marketing mix for many brands. Data shows that even after many years of people declaring email marketing is dead, it still returns on average $36 for every $1 invested.


Because email marketing is so effective, I thought it would be great to walk you through how five brands have made it work even harder for them as they work to engage and convert even more customers.


Get the Inclusion & Marketing Newsletter


Episode 152: Build a large and diverse audience with an email newsletter, with Maria Gharib


Episode 112: How to make your email marketing inclusive with Samar Owais


Visuals of examples mentioned in episode

]]> 885 154. How Sonoro is helping Toyota and other brands authentically engage Latino consumers In this episode, I had the pleasure of chatting with Camila Victoriano, Chief Content Officer and co-founder of Sonoro, a fast-growing media company that is the 4th largest podcasting publishing company in the world. She and I covered A LOT of ground, including Sonoro's partnership with Toyota to reach Latino consumers, what she’s hearing from brands about their response to the social and political environment surrounding inclusion and inclusive marketing, authentically engaging multicultural consumers, and so much more. Get the Inclusion & Marketing Newsletter Sonoro Chasing Suenos - Toyota Corolla's video podcast Camila Victoriano on LinkedIn Thu, 13 Mar 2025 17:16:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In this episode, I had the pleasure of chatting with Camila Victoriano, Chief Content Officer and co-founder of Sonoro, a fast-growing media company that is the 4th largest podcasting publishing company in the world. She and I covered A LOT of ground, including Sonoro's partnership with Toyota to reach Latino consumers, what she’s hearing from brands about their response to the social and political environment surrounding inclusion and inclusive marketing, authentically engaging multicultural consumers, and so much more. Get the Inclusion & Marketing Newsletter Sonoro Chasing Suenos - Toyota Corolla's video podcast Camila Victoriano on LinkedIn In this episode, I had the pleasure of chatting with Camila Victoriano, Chief Content Officer and co-founder of Sonoro, a fast-growing media company that is the 4th largest podcasting publishing company in the world.


She and I covered A LOT of ground, including Sonoro's partnership with Toyota to reach Latino consumers, what she’s hearing from brands about their response to the social and political environment surrounding inclusion and inclusive marketing, authentically engaging multicultural consumers, and so much more.


Get the Inclusion & Marketing Newsletter


Sonoro


Chasing Suenos - Toyota Corolla's video podcast


Camila Victoriano on LinkedIn

]]> 1885 153. Inclusive marketing done right: 7 Examples of brands tackling it in different ways There are many ways to include more people with your marketing. Of course, there are best practices associated with inclusive marketing that enable brands to be even more effective with their efforts. In this episode, I walk you through seven different ways brands tackled inclusive marketing, that enabled them to make a big impact with the people they wanted to serve. Get the Inclusion & Marketing Newsletter UNO Color Blind Accessible video Episode 63: How Google makes its brand accessible Proctor & Gamble: 'Widen the Screen' Amazon Alexa Ad Thu, 06 Mar 2025 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There are many ways to include more people with your marketing. Of course, there are best practices associated with inclusive marketing that enable brands to be even more effective with their efforts. In this episode, I walk you through seven different ways brands tackled inclusive marketing, that enabled them to make a big impact with the people they wanted to serve. Get the Inclusion & Marketing Newsletter UNO Color Blind Accessible video Episode 63: How Google makes its brand accessible Proctor & Gamble: 'Widen the Screen' Amazon Alexa Ad There are many ways to include more people with your marketing. Of course, there are best practices associated with inclusive marketing that enable brands to be even more effective with their efforts.


In this episode, I walk you through seven different ways brands tackled inclusive marketing, that enabled them to make a big impact with the people they wanted to serve.


Get the Inclusion & Marketing Newsletter

UNO Color Blind Accessible video

Episode 63: How Google makes its brand accessible

Proctor & Gamble: 'Widen the Screen'

Amazon Alexa Ad

]]> 1026 152. Build a large and diverse audience with an email newsletter, with Maria Gharib Email newsletters are all the rage these days, with some popular publications having hundreds of thousands of engaged subscribers. I’ve been learning a lot more about newsletters lately, and was especially curious about how successful newsletters think about and go about attracting and retaining a diverse audience. So in this episode, I sat down with Maria Gharib, one of the primary writers of the Mindstream AI newsletter, which is fast, fast, fast growing, and already has an impressive subscriber base. Get the Inclusion & Marketing Newsletter Mindstream AI Newsletter Maria Gharib on LinkedIn Huda Beauty Thu, 27 Feb 2025 16:05:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Email newsletters are all the rage these days, with some popular publications having hundreds of thousands of engaged subscribers. I’ve been learning a lot more about newsletters lately, and was especially curious about how successful newsletters think about and go about attracting and retaining a diverse audience. So in this episode, I sat down with Maria Gharib, one of the primary writers of the Mindstream AI newsletter, which is fast, fast, fast growing, and already has an impressive subscriber base. Get the Inclusion & Marketing Newsletter Mindstream AI Newsletter Maria Gharib on LinkedIn Huda Beauty Email newsletters are all the rage these days, with some popular publications having hundreds of thousands of engaged subscribers.


I’ve been learning a lot more about newsletters lately, and was especially curious about how successful newsletters think about and go about attracting and retaining a diverse audience.


So in this episode, I sat down with Maria Gharib, one of the primary writers of the Mindstream AI newsletter, which is fast, fast, fast growing, and already has an impressive subscriber base.


Get the Inclusion & Marketing Newsletter


Mindstream AI Newsletter


Maria Gharib on LinkedIn


Huda Beauty

]]> 2122 151. Converting through case studies: How to infuse inclusion for more effectiveness Consumers want to reduce their risk as much as possible when making a purchase. And that desire increases exponentially when it comes to a product that not only has a higher ticket price, but has a greater possibility of being a hassle to make things right if the product doesn’t work out the way they’d hoped. That's why case studies work so well -- they help eliminate risk in the minds of consumers. The stakes are higher for people from underrepresented and underserved communities. Data shows that for a variety of reasons, they don't achieve success at the same rates. As such, have greater assurances that the product they seek has been shown to work for "people like them," increases their likelihood of conversion. This episode walks you through how to increase the effectiveness of your case studies, by making them more inclusive. Get the Inclusion & Marketing Newsletter Episode 45: Factors influencing your customers' success you should be aware of Episode 71: Rule #1 of Inclusive Marketing Bol ad L'Oreal campaign What is tokenism? Episode 81: Do this to increase customer acquisition for people from underrepresented and underserved communities HubSpot case studies Leadpages case studies Plantmade Video podcast testimonial I listened to LGBTQ+ at Alloy Thu, 20 Feb 2025 16:53:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Consumers want to reduce their risk as much as possible when making a purchase. And that desire increases exponentially when it comes to a product that not only has a higher ticket price, but has a greater possibility of being a hassle to make things right if the product doesn’t work out the way they’d hoped. That's why case studies work so well -- they help eliminate risk in the minds of consumers. The stakes are higher for people from underrepresented and underserved communities. Data shows that for a variety of reasons, they don't achieve success at the same rates. As such, have greater assurances that the product they seek has been shown to work for "people like them," increases their likelihood of conversion. This episode walks you through how to increase the effectiveness of your case studies, by making them more inclusive. Get the Inclusion & Marketing Newsletter Episode 45: Factors influencing your customers' success you should be aware of Episode 71: Rule #1 of Inclusive Marketing Bol ad L'Oreal campaign What is tokenism? Episode 81: Do this to increase customer acquisition for people from underrepresented and underserved communities HubSpot case studies Leadpages case studies Plantmade Video podcast testimonial I listened to LGBTQ+ at Alloy Consumers want to reduce their risk as much as possible when making a purchase. And that desire increases exponentially when it comes to a product that not only has a higher ticket price, but has a greater possibility of being a hassle to make things right if the product doesn’t work out the way they’d hoped.


That's why case studies work so well -- they help eliminate risk in the minds of consumers.


The stakes are higher for people from underrepresented and underserved communities. Data shows that for a variety of reasons, they don't achieve success at the same rates. As such, have greater assurances that the product they seek has been shown to work for "people like them," increases their likelihood of conversion.


This episode walks you through how to increase the effectiveness of your case studies, by making them more inclusive.


Get the Inclusion & Marketing Newsletter


Episode 45: Factors influencing your customers' success you should be aware of

Episode 71: Rule #1 of Inclusive Marketing

Bol ad

L'Oreal campaign

What is tokenism?

Episode 81: Do this to increase customer acquisition for people from underrepresented and underserved communities

HubSpot case studies

Leadpages case studies

Plantmade

Video podcast testimonial I listened to

LGBTQ+ at Alloy

]]> 1062 150. Super Bowl VIX: Analyzing ads, decisions, commentary, and implications The Super Bowl recently happened in the U.S., and there was a lot of chatter leading up to it, during it, and well after it on a number of fronts related to inclusion and inclusive marketing. In this episode, I cover a lot of it, including the NFL changing the phrase in the end zone, the singing of 'Lift Every Voice and Sing' during the pregame, the ads, and much more. Get the Inclusion & Marketing Newsletter Roger Goodell says NFL got it wrong Ledisi sings 'Lift Every Voice and Sing' at the Super Bowl Roger Goodell reaffirms the NFL's commitment to diversity, equity, and inclusion ahead of Super Bowl VIX (first minute) All Ads for Super Bowl VIX Statistics on diversity in Super Bowl VIX ads Super Bowl ads focused on women's empowerment Thu, 13 Feb 2025 21:30:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The Super Bowl recently happened in the U.S., and there was a lot of chatter leading up to it, during it, and well after it on a number of fronts related to inclusion and inclusive marketing. In this episode, I cover a lot of it, including the NFL changing the phrase in the end zone, the singing of 'Lift Every Voice and Sing' during the pregame, the ads, and much more. Get the Inclusion & Marketing Newsletter Roger Goodell says NFL got it wrong Ledisi sings 'Lift Every Voice and Sing' at the Super Bowl Roger Goodell reaffirms the NFL's commitment to diversity, equity, and inclusion ahead of Super Bowl VIX (first minute) All Ads for Super Bowl VIX Statistics on diversity in Super Bowl VIX ads Super Bowl ads focused on women's empowerment The Super Bowl recently happened in the U.S., and there was a lot of chatter leading up to it, during it, and well after it on a number of fronts related to inclusion and inclusive marketing. In this episode, I cover a lot of it, including the NFL changing the phrase in the end zone, the singing of 'Lift Every Voice and Sing' during the pregame, the ads, and much more.


Get the Inclusion & Marketing Newsletter

Roger Goodell says NFL got it wrong

Ledisi sings 'Lift Every Voice and Sing' at the Super Bowl

Roger Goodell reaffirms the NFL's commitment to diversity, equity, and inclusion ahead of Super Bowl VIX (first minute)

All Ads for Super Bowl VIX

Statistics on diversity in Super Bowl VIX ads

Super Bowl ads focused on women's empowerment

]]> 2186 149. Inclusive marketing as an organizational standard, not an option In episode 141 of the podcast, I talked about what is important for you to have to be effective with your inclusive marketing efforts over the long-term. In that episode, I talked about 10 different elements, and in this episode, we’re going to talk more in depth about what is arguably the most important element – leadership declaration. Get the Inclusion & Marketing Newsletter Episode 141: How to be more effective with inclusive marketing over the long term Episode 113: How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin Thu, 06 Feb 2025 16:18:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In episode 141 of the podcast, I talked about what is important for you to have to be effective with your inclusive marketing efforts over the long-term. In that episode, I talked about 10 different elements, and in this episode, we’re going to talk more in depth about what is arguably the most important element – leadership declaration. Get the Inclusion & Marketing Newsletter Episode 141: How to be more effective with inclusive marketing over the long term Episode 113: How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin In episode 141 of the podcast, I talked about what is important for you to have to be effective with your inclusive marketing efforts over the long-term. In that episode, I talked about 10 different elements, and in this episode, we’re going to talk more in depth about what is arguably the most important element – leadership declaration.


Get the Inclusion & Marketing Newsletter


Episode 141: How to be more effective with inclusive marketing over the long term


Episode 113: How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin

]]> 904 148. Answer this question to convert more customers When it comes to attracting new customers – and especially customers from underrepresented and underserved communities, it is important to remember that a looming question in their mind is: “Is this product for people like me?” People like me could be anything — tall people, people who are introverts, people who speak my language, people from my socioeconomic background, people who aren’t tech savvy, people who are left-handed, people who are immigrants, people of a certain religious faith, people with a larger body size, people who are neurodivergent, people who are ex-convicts, people who are single, and the list goes on and on and on. But as a brand – if you want to convert more of these consumers, it is critical that you answer this question for the people who are considering your product as clearly and as quickly as possible. With this critical question in mind – in this episode, I’m going to walk you through 5 ways to focus on answering this question in a way that clearly and quickly communicates to the people you want to serve that they do indeed belong with you. Get the Inclusion & Marketing Newsletter Tabitha Brown TTLA testimonial KitKat Iftar bar commercial Google Pixel 8 'Javier in Frame' commercial Boots controversial Christmas ad Thu, 30 Jan 2025 19:43:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist When it comes to attracting new customers – and especially customers from underrepresented and underserved communities, it is important to remember that a looming question in their mind is: “Is this product for people like me?” People like me could be anything — tall people, people who are introverts, people who speak my language, people from my socioeconomic background, people who aren’t tech savvy, people who are left-handed, people who are immigrants, people of a certain religious faith, people with a larger body size, people who are neurodivergent, people who are ex-convicts, people who are single, and the list goes on and on and on. But as a brand – if you want to convert more of these consumers, it is critical that you answer this question for the people who are considering your product as clearly and as quickly as possible. With this critical question in mind – in this episode, I’m going to walk you through 5 ways to focus on answering this question in a way that clearly and quickly communicates to the people you want to serve that they do indeed belong with you. Get the Inclusion & Marketing Newsletter Tabitha Brown TTLA testimonial KitKat Iftar bar commercial Google Pixel 8 'Javier in Frame' commercial Boots controversial Christmas ad When it comes to attracting new customers – and especially customers from underrepresented and underserved communities, it is important to remember that a looming question in their mind is: “Is this product for people like me?”


People like me could be anything — tall people, people who are introverts, people who speak my language, people from my socioeconomic background, people who aren’t tech savvy, people who are left-handed, people who are immigrants, people of a certain religious faith, people with a larger body size, people who are neurodivergent, people who are ex-convicts, people who are single, and the list goes on and on and on.


But as a brand – if you want to convert more of these consumers, it is critical that you answer this question for the people who are considering your product as clearly and as quickly as possible.


With this critical question in mind – in this episode, I’m going to walk you through 5 ways to focus on answering this question in a way that clearly and quickly communicates to the people you want to serve that they do indeed belong with you.


Get the Inclusion & Marketing Newsletter


Tabitha Brown TTLA testimonial


KitKat Iftar bar commercial


Google Pixel 8 'Javier in Frame' commercial


Boots controversial Christmas ad

]]> 1486 147. A critical lesson for marketers from the Blake Lively v. Justin Baldoni saga Over the last week I've been riveted by ongoing developments in the legal feud between actress Blake Lively and actor and director Justin Baldoni, who worked together on the film It Ends With Us. There so much to unpack with the filings, however, there is one point, that is the focus on this episode, that is very relevant to you from an inclusive marketing standpoint as you work to establish it as just the way marketing is done for your brand. Get the Inclusion & Marketing Newsletter Blake Lively lawsuit Justin Baldoni lawsuit Episode 117: Power dynamics in brand imagery Thu, 23 Jan 2025 20:57:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Over the last week I've been riveted by ongoing developments in the legal feud between actress Blake Lively and actor and director Justin Baldoni, who worked together on the film It Ends With Us. There so much to unpack with the filings, however, there is one point, that is the focus on this episode, that is very relevant to you from an inclusive marketing standpoint as you work to establish it as just the way marketing is done for your brand. Get the Inclusion & Marketing Newsletter Blake Lively lawsuit Justin Baldoni lawsuit Episode 117: Power dynamics in brand imagery Over the last week I've been riveted by ongoing developments in the legal feud between actress Blake Lively and actor and director Justin Baldoni, who worked together on the film It Ends With Us.


There so much to unpack with the filings, however, there is one point, that is the focus on this episode, that is very relevant to you from an inclusive marketing standpoint as you work to establish it as just the way marketing is done for your brand.


Get the Inclusion & Marketing Newsletter


Blake Lively lawsuit


Justin Baldoni lawsuit


Episode 117: Power dynamics in brand imagery

]]> 1016 146. How to use data to increase customer success for all, with Deborah Pickett A core element of being effective with inclusive marketing and therefore any inclusive marketing strategy — is data. We’ve got to know not just the rates at which your customers overall achieve success, but we’ve also need to know what that data looks like by subgroup. In other words - we need to find out if everyone is achieving success at the same rates. Now I’ve noticed the as I talk to different people and marketers about this, at times the thought of capturing and analyzing data in this manner feels uncomfortable. So I thought it would be helpful to have a dialogue about this with someone who is steeped in data - particularly by subgroup all day every day. After this short break - you’ll hear my conversation with Deborah Pickett — who will be bringing her expertise with data in the education system — and we’ll apply it to what you do in marketing’s This is not Deborah’s first time on the show —- she stopped by way back in episode #19 - The Critical link between equity and customer success. It was a really great episode if I do say so myself, so if you haven’t listened, I’ll drop a link to it in the show notes so you can check it out. Get the Inclusion & Marketing Newsletter Episode 19: The critical link between equity and customer success with Deborah Pickett Thu, 16 Jan 2025 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist A core element of being effective with inclusive marketing and therefore any inclusive marketing strategy — is data. We’ve got to know not just the rates at which your customers overall achieve success, but we’ve also need to know what that data looks like by subgroup. In other words - we need to find out if everyone is achieving success at the same rates. Now I’ve noticed the as I talk to different people and marketers about this, at times the thought of capturing and analyzing data in this manner feels uncomfortable. So I thought it would be helpful to have a dialogue about this with someone who is steeped in data - particularly by subgroup all day every day. After this short break - you’ll hear my conversation with Deborah Pickett — who will be bringing her expertise with data in the education system — and we’ll apply it to what you do in marketing’s This is not Deborah’s first time on the show —- she stopped by way back in episode #19 - The Critical link between equity and customer success. It was a really great episode if I do say so myself, so if you haven’t listened, I’ll drop a link to it in the show notes so you can check it out. Get the Inclusion & Marketing Newsletter Episode 19: The critical link between equity and customer success with Deborah Pickett A core element of being effective with inclusive marketing and therefore any inclusive marketing strategy — is data.


We’ve got to know not just the rates at which your customers overall achieve success, but we’ve also need to know what that data looks like by subgroup.


In other words - we need to find out if everyone is achieving success at the same rates.


Now I’ve noticed the as I talk to different people and marketers about this, at times the thought of capturing and analyzing data in this manner feels uncomfortable.


So I thought it would be helpful to have a dialogue about this with someone who is steeped in data - particularly by subgroup all day every day.


After this short break - you’ll hear my conversation with Deborah Pickett — who will be bringing her expertise with data in the education system — and we’ll apply it to what you do in marketing’s


This is not Deborah’s first time on the show —- she stopped by way back in episode #19 - The Critical link between equity and customer success. It was a really great episode if I do say so myself, so if you haven’t listened, I’ll drop a link to it in the show notes so you can check it out.


Get the Inclusion & Marketing Newsletter


Episode 19: The critical link between equity and customer success with Deborah Pickett

]]> 2572 145. How to implement systems for inclusive marketing, with Kumi Croom Agencies are an integral partner and part of the marketing process for many brands. But when it comes to incorporating inclusion into the work brands produce, if the agency isn’t an inclusive marketing or multi-cultural marketing agency, infusing inclusion isn’t something that always happens consistently. So that’s why I was excited to sit down with my guest today, Kumi Croom, Managing Director at Duncan Channon, a marketing agency, who’s done a really fantastic job of operationalizing inclusive marketing into the way her agency shows up and delivers for clients. Get the Inclusion and Marketing Newsletter Duncan Channon Thu, 09 Jan 2025 16:34:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Agencies are an integral partner and part of the marketing process for many brands. But when it comes to incorporating inclusion into the work brands produce, if the agency isn’t an inclusive marketing or multi-cultural marketing agency, infusing inclusion isn’t something that always happens consistently. So that’s why I was excited to sit down with my guest today, Kumi Croom, Managing Director at Duncan Channon, a marketing agency, who’s done a really fantastic job of operationalizing inclusive marketing into the way her agency shows up and delivers for clients. Get the Inclusion and Marketing Newsletter Duncan Channon Agencies are an integral partner and part of the marketing process for many brands. But when it comes to incorporating inclusion into the work brands produce, if the agency isn’t an inclusive marketing or multi-cultural marketing agency, infusing inclusion isn’t something that always happens consistently.


So that’s why I was excited to sit down with my guest today, Kumi Croom, Managing Director at Duncan Channon, a marketing agency, who’s done a really fantastic job of operationalizing inclusive marketing into the way her agency shows up and delivers for clients.


Get the Inclusion and Marketing Newsletter


Duncan Channon

]]> 1983 144. A chat with Wistia co-founder and CEO about inclusive marketing In this episode, I had a conversation with Chris Savage, co-founder and CEO of Wistia, a video marketing company, on their Talking Too Loud podcast, all about inclusive marketing. Get the Inclusion & Marketing Newsletter Wistia Thu, 02 Jan 2025 16:25:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In this episode, I had a conversation with Chris Savage, co-founder and CEO of Wistia, a video marketing company, on their Talking Too Loud podcast, all about inclusive marketing. Get the Inclusion & Marketing Newsletter Wistia In this episode, I had a conversation with Chris Savage, co-founder and CEO of Wistia, a video marketing company, on their Talking Too Loud podcast, all about inclusive marketing.


Get the Inclusion & Marketing Newsletter


Wistia

]]> 2082 143. The mistake that made me On this episode -- I'm bringing you an interview I did with Eman Ismail, on her super cool show Mistakes That Made Me. In it, I talk about my journey to becoming an inclusive marketing strategist, and the mistakes I made as a business owner (for years) that led me to be in this position today. And of course, we get into a real good chat about inclusive marketing in practice -- which you'll find at the beginning of this episode. Get the Inclusion & Marketing Newsletter Mistakes That Made Me podcast Fri, 27 Dec 2024 19:30:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist On this episode -- I'm bringing you an interview I did with Eman Ismail, on her super cool show Mistakes That Made Me. In it, I talk about my journey to becoming an inclusive marketing strategist, and the mistakes I made as a business owner (for years) that led me to be in this position today. And of course, we get into a real good chat about inclusive marketing in practice -- which you'll find at the beginning of this episode. Get the Inclusion & Marketing Newsletter Mistakes That Made Me podcast On this episode -- I'm bringing you an interview I did with Eman Ismail, on her super cool show Mistakes That Made Me.


In it, I talk about my journey to becoming an inclusive marketing strategist, and the mistakes I made as a business owner (for years) that led me to be in this position today. And of course, we get into a real good chat about inclusive marketing in practice -- which you'll find at the beginning of this episode.


Get the Inclusion & Marketing Newsletter


Mistakes That Made Me podcast

]]> 4901 142. How to make more people feel seen, with Jasmine Star Representation matters. I think people know this, and get it intuitively, but for some, it can be hard to do in practice consistently. In this episode -- I'm bringing to you my chat with Jasmine Star on her podcast --- which is all about how we can do a better job of bringing representation to the forefront of our thinking, as we work to make more people feel seen, supported, and like they belong with our brand. Get the Inclusion & Marketing Newsletter Thu, 19 Dec 2024 15:57:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Representation matters. I think people know this, and get it intuitively, but for some, it can be hard to do in practice consistently. In this episode -- I'm bringing to you my chat with Jasmine Star on her podcast --- which is all about how we can do a better job of bringing representation to the forefront of our thinking, as we work to make more people feel seen, supported, and like they belong with our brand. Get the Inclusion & Marketing Newsletter Representation matters. I think people know this, and get it intuitively, but for some, it can be hard to do in practice consistently. In this episode -- I'm bringing to you my chat with Jasmine Star on her podcast --- which is all about how we can do a better job of bringing representation to the forefront of our thinking, as we work to make more people feel seen, supported, and like they belong with our brand.


Get the Inclusion & Marketing Newsletter

]]> 1904 141. How to be effective with inclusive marketing over the long-term As I've worked with clients of various sizes over the years, one of the things that has become clear is that an organizational transformation is required. You can't do the same thing or slightly different things every now and then and expect to attract and retain a more diverse customer base over the long term. In this episode, I walk you through nine core components of the organizational transformation needed to enable sustained inclusive marketing success—in essence, to help you build an inclusive brand. Get the Inclusion & Marketing Newsletter Thu, 12 Dec 2024 16:46:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist As I've worked with clients of various sizes over the years, one of the things that has become clear is that an organizational transformation is required. You can't do the same thing or slightly different things every now and then and expect to attract and retain a more diverse customer base over the long term. In this episode, I walk you through nine core components of the organizational transformation needed to enable sustained inclusive marketing success—in essence, to help you build an inclusive brand. Get the Inclusion & Marketing Newsletter As I've worked with clients of various sizes over the years, one of the things that has become clear is that an organizational transformation is required. You can't do the same thing or slightly different things every now and then and expect to attract and retain a more diverse customer base over the long term.


In this episode, I walk you through nine core components of the organizational transformation needed to enable sustained inclusive marketing success—in essence, to help you build an inclusive brand.


Get the Inclusion & Marketing Newsletter

]]> 1051 140. This AI tool assesses how inclusive brands are In this episode, I sat down with Asha Shivaji and Jason Klein, co-founders of SeeMeIndex, and AI tool that evaluates how inclusive brands are with their marketing across a number of factors. We covered a lot during our chat, including trends they've identified in their work as they've evaluated brands across many industries, including the beauty and wellness industries. Get the Inclusion & Marketing Newsletter SeeMe Index The UN Business Case for Inclusive Marketing More data on how inclusive brands drive sales Fri, 06 Dec 2024 17:17:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In this episode, I sat down with Asha Shivaji and Jason Klein, co-founders of SeeMeIndex, and AI tool that evaluates how inclusive brands are with their marketing across a number of factors. We covered a lot during our chat, including trends they've identified in their work as they've evaluated brands across many industries, including the beauty and wellness industries. Get the Inclusion & Marketing Newsletter SeeMe Index The UN Business Case for Inclusive Marketing More data on how inclusive brands drive sales In this episode, I sat down with Asha Shivaji and Jason Klein, co-founders of SeeMeIndex, and AI tool that evaluates how inclusive brands are with their marketing across a number of factors.


We covered a lot during our chat, including trends they've identified in their work as they've evaluated brands across many industries, including the beauty and wellness industries.


Get the Inclusion & Marketing Newsletter


SeeMe Index


The UN Business Case for Inclusive Marketing


More data on how inclusive brands drive sales

]]> 2127 139. The biases we hold My personal belief is that we all hold some time of bias -- much of it unconscious. In this episode, I share a brief story of when one of mine recently showed up. Also covered is the impact of bias in marketing. Get the Inclusion & Marketing Newsletter Thu, 28 Nov 2024 13:45:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist My personal belief is that we all hold some time of bias -- much of it unconscious. In this episode, I share a brief story of when one of mine recently showed up. Also covered is the impact of bias in marketing. Get the Inclusion & Marketing Newsletter My personal belief is that we all hold some time of bias -- much of it unconscious. In this episode, I share a brief story of when one of mine recently showed up. Also covered is the impact of bias in marketing.


Get the Inclusion & Marketing Newsletter

]]> 480 138. How smart brands demonstrate their values to consumers Brand values are increasingly more important to consumers. As a result, brands need to communicate not only what their values are but how they are living them. In this episode, I walk through various ways brands are demonstrating not only what their values are, but how they are living them. Get the Inclusion & Marketing Newsletter Episode 122: How Michael Graves Design and Pottery Barn are working to bring accessible design to more consumers Brands mentioned in this episode: Ben & Jerry's Patagonia Seer Interactive The Home Depot Tory Burch Warby Parker Michael Graves Design Thu, 21 Nov 2024 23:37:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brand values are increasingly more important to consumers. As a result, brands need to communicate not only what their values are but how they are living them. In this episode, I walk through various ways brands are demonstrating not only what their values are, but how they are living them. Get the Inclusion & Marketing Newsletter Episode 122: How Michael Graves Design and Pottery Barn are working to bring accessible design to more consumers Brands mentioned in this episode: Ben & Jerry's Patagonia Seer Interactive The Home Depot Tory Burch Warby Parker Michael Graves Design Brand values are increasingly more important to consumers. As a result, brands need to communicate not only what their values are but how they are living them. In this episode, I walk through various ways brands are demonstrating not only what their values are, but how they are living them.


Get the Inclusion & Marketing Newsletter


Episode 122: How Michael Graves Design and Pottery Barn are working to bring accessible design to more consumers


Brands mentioned in this episode:


Ben & Jerry's

Patagonia

Seer Interactive

The Home Depot

Tory Burch

Warby Parker

Michael Graves Design

]]> 888 137. 8 Inclusive eCommerce website examples that drive growth eCommerce is a core part of the journey for many consumers across a number of different industries. And because eCommerce websites or sections of websites often attract a broad diversity of consumers with different identities, brands who take the time to design experiences with as little friction as possible for people with these identities, will see more conversions. This episode walks through how to build a more inclusive eCommerce website, with specific examples of how different brands do that for different identities. Even if you don't have an eCommerce website, many examples referenced will still be applicable for you in helping you build a site that drives more conversions. Get the Inclusion & Marketing Newsletter All the examples mentioned in this episode Episode 127: How to create a multilingual content strategy with Selim Dahmani Episode 60: Designing inclusive experiences for neurodivergent consumers Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul Thu, 14 Nov 2024 16:56:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist eCommerce is a core part of the journey for many consumers across a number of different industries. And because eCommerce websites or sections of websites often attract a broad diversity of consumers with different identities, brands who take the time to design experiences with as little friction as possible for people with these identities, will see more conversions. This episode walks through how to build a more inclusive eCommerce website, with specific examples of how different brands do that for different identities. Even if you don't have an eCommerce website, many examples referenced will still be applicable for you in helping you build a site that drives more conversions. Get the Inclusion & Marketing Newsletter All the examples mentioned in this episode Episode 127: How to create a multilingual content strategy with Selim Dahmani Episode 60: Designing inclusive experiences for neurodivergent consumers Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul eCommerce is a core part of the journey for many consumers across a number of different industries. And because eCommerce websites or sections of websites often attract a broad diversity of consumers with different identities, brands who take the time to design experiences with as little friction as possible for people with these identities, will see more conversions.


This episode walks through how to build a more inclusive eCommerce website, with specific examples of how different brands do that for different identities.


Even if you don't have an eCommerce website, many examples referenced will still be applicable for you in helping you build a site that drives more conversions.



Get the Inclusion & Marketing Newsletter


All the examples mentioned in this episode


Episode 127: How to create a multilingual content strategy with Selim Dahmani


Episode 60: Designing inclusive experiences for neurodivergent consumers


Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul

]]> 1315 136. The YouTube growth strategy top channels use Lots of brands are making YouTube marketing a priority. It's easy to understand why -- it puts you in a position to get in front of more of your ideal customers worldwide. But of course, with any marketing tactic, you need an effective strategy behind it to make it work for you. In this episode, I'm walking you through this smart inclusive strategy many top YouTube channels use with great success to reach. Get the Inclusion & Marketing Newsletter Video mentioned in the episode 134: 3 Steps to creating an effective multilingual content strategy 127: How to create a multilingual content strategy with Selim Dahmani Thu, 07 Nov 2024 17:51:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Lots of brands are making YouTube marketing a priority. It's easy to understand why -- it puts you in a position to get in front of more of your ideal customers worldwide. But of course, with any marketing tactic, you need an effective strategy behind it to make it work for you. In this episode, I'm walking you through this smart inclusive strategy many top YouTube channels use with great success to reach. Get the Inclusion & Marketing Newsletter Video mentioned in the episode 134: 3 Steps to creating an effective multilingual content strategy 127: How to create a multilingual content strategy with Selim Dahmani Lots of brands are making YouTube marketing a priority. It's easy to understand why -- it puts you in a position to get in front of more of your ideal customers worldwide.


But of course, with any marketing tactic, you need an effective strategy behind it to make it work for you.


In this episode, I'm walking you through this smart inclusive strategy many top YouTube channels use with great success to reach.


Get the Inclusion & Marketing Newsletter


Video mentioned in the episode


134: 3 Steps to creating an effective multilingual content strategy


127: How to create a multilingual content strategy with Selim Dahmani

]]> 870 135. How to create an LGBTQ+ inclusive brand all year long By this time of year, normally we don't see too many LGBTQ+ celebrations from brands. Pride month has passed, and many brands are back to business as usual, which in a lot of cases means they aren't doing much of anything to make LGBTQ+ consumers feel seen, supported, or like they belong. Brands that do a good job of serving the LGBTQ+ community do it all year long. In this episode, I walk you through ways you can build an LGBTQ+ inclusive brand that makes people from the community feel like they belong, no matter when they encounter your brand. Get the Inclusion & Marketing Newsletter Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul Thu, 31 Oct 2024 15:06:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist By this time of year, normally we don't see too many LGBTQ+ celebrations from brands. Pride month has passed, and many brands are back to business as usual, which in a lot of cases means they aren't doing much of anything to make LGBTQ+ consumers feel seen, supported, or like they belong. Brands that do a good job of serving the LGBTQ+ community do it all year long. In this episode, I walk you through ways you can build an LGBTQ+ inclusive brand that makes people from the community feel like they belong, no matter when they encounter your brand. Get the Inclusion & Marketing Newsletter Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul By this time of year, normally we don't see too many LGBTQ+ celebrations from brands. Pride month has passed, and many brands are back to business as usual, which in a lot of cases means they aren't doing much of anything to make LGBTQ+ consumers feel seen, supported, or like they belong.


Brands that do a good job of serving the LGBTQ+ community do it all year long. In this episode, I walk you through ways you can build an LGBTQ+ inclusive brand that makes people from the community feel like they belong, no matter when they encounter your brand.


Get the Inclusion & Marketing Newsletter


Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul

]]> 941 134. 3 Steps to create an effective multilingual content strategy Engaging customers that speak other languages is a smart strategy for brands to grow. But too often, marketers think that an effective multilingual content strategy is just about translating your existing content into various languages. The reality, doing that may not bring you the results you desire. In this episode of the inclusion and marketing podcast, I walk you through my framework for implementing an effective multilingual content strategy that enables you to convert more customers. Get the Inclusion & Marketing Newsletter Episode 127: How to create a multilingual content strategy with Selim Dahmani Thu, 24 Oct 2024 14:40:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Engaging customers that speak other languages is a smart strategy for brands to grow. But too often, marketers think that an effective multilingual content strategy is just about translating your existing content into various languages. The reality, doing that may not bring you the results you desire. In this episode of the inclusion and marketing podcast, I walk you through my framework for implementing an effective multilingual content strategy that enables you to convert more customers. Get the Inclusion & Marketing Newsletter Episode 127: How to create a multilingual content strategy with Selim Dahmani Engaging customers that speak other languages is a smart strategy for brands to grow. But too often, marketers think that an effective multilingual content strategy is just about translating your existing content into various languages.


The reality, doing that may not bring you the results you desire.


In this episode of the inclusion and marketing podcast, I walk you through my framework for implementing an effective multilingual content strategy that enables you to convert more customers.


Get the Inclusion & Marketing Newsletter


Episode 127: How to create a multilingual content strategy with Selim Dahmani

]]> 902 133. Jaw dropping stats about Latino youth prove why marketers shouldn't ignore this growing consumer group Every time I see data about the changing demographics in the U.S., it seems like my jaw drops open. Population Growth: 70% of the U.S. population growth between 2022 and 2023 is attributed to Latinos, a trend that shows no signs of slowing. Economic Force: Latino youth are projected to contribute 78% of all net new U.S. workers by 2030, and Hispanic consumer spending is outpacing non-Hispanic spending in key areas like personal care, home electronics, and new cars. 25% of Gen Z and Gen Alpha are Latino 94% of Latinos under age 18 are born and raised in the U.S. Did you know all that, cause I sure didn’t. And when I think about this from a marketing standpoint, it’s clear that brands need to factor these changing demographics into their strategies. The data I mentioned came from the U.S. Latino Youth 2030 Report, conducted by Kantar in Collaboration with the Latino Donor Collaborative. I wanted to dive more into this data and the implications, so I sat down with Ana Valdez, President and CEO of the Latino Donor Collaborative. Get the Inclusion & Marketing Newsletter U.S. Latino Youth Report 2030: from Kantar and The LDC Latino Donor Collaborative Thu, 17 Oct 2024 15:36:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Every time I see data about the changing demographics in the U.S., it seems like my jaw drops open. Population Growth: 70% of the U.S. population growth between 2022 and 2023 is attributed to Latinos, a trend that shows no signs of slowing. Economic Force: Latino youth are projected to contribute 78% of all net new U.S. workers by 2030, and Hispanic consumer spending is outpacing non-Hispanic spending in key areas like personal care, home electronics, and new cars. 25% of Gen Z and Gen Alpha are Latino 94% of Latinos under age 18 are born and raised in the U.S. Did you know all that, cause I sure didn’t. And when I think about this from a marketing standpoint, it’s clear that brands need to factor these changing demographics into their strategies. The data I mentioned came from the U.S. Latino Youth 2030 Report, conducted by Kantar in Collaboration with the Latino Donor Collaborative. I wanted to dive more into this data and the implications, so I sat down with Ana Valdez, President and CEO of the Latino Donor Collaborative. Get the Inclusion & Marketing Newsletter U.S. Latino Youth Report 2030: from Kantar and The LDC Latino Donor Collaborative Every time I see data about the changing demographics in the U.S., it seems like my jaw drops open.


  • Population Growth: 70% of the U.S. population growth between 2022 and 2023 is attributed to Latinos, a trend that shows no signs of slowing.
  • Economic Force: Latino youth are projected to contribute 78% of all net new U.S. workers by 2030, and Hispanic consumer spending is outpacing non-Hispanic spending in key areas like personal care, home electronics, and new cars.
  • 25% of Gen Z and Gen Alpha are Latino
  • 94% of Latinos under age 18 are born and raised in the U.S.


Did you know all that, cause I sure didn’t.


And when I think about this from a marketing standpoint, it’s clear that brands need to factor these changing demographics into their strategies.


The data I mentioned came from the U.S. Latino Youth 2030 Report, conducted by Kantar in Collaboration with the Latino Donor Collaborative.


I wanted to dive more into this data and the implications, so I sat down with Ana Valdez, President and CEO of the Latino Donor Collaborative.


Get the Inclusion & Marketing Newsletter


U.S. Latino Youth Report 2030: from Kantar and The LDC


Latino Donor Collaborative

]]> 2318 132. How to build a high-performing diverse team in today's political climate In the summer of 2023, the U.S. Supreme Court said that it was no longer lawful to use affirmative action as a way to diversify the number of students colleges and universities accepted each year. As a result, a decades-old policy meant to help universities do a better job of building a diverse and representative student body is no longer valid. As a result, many companies have been reevaluating their own recruitment and hiring policies to address how they could go about building a diverse team – in a way that is, of course, legal. From a marketing perspective, data shows that many marketing teams are quite homogenous. And that homogeneity – that isn’t representative of the actual consumers brands serve, often results in brands not doing the best job of being inclusive in their marketing. So, what’s a brand to do? Well, for this episode, I sat down with an expert, Leanne Elliott, a business psychologist who’s had years of experience with his. Leanne brings some guidance for you on how to build a diverse team in this environment. And I have a feeling if you follow Leanne’s advice, which is rooted in lots of hard-core data – you’ll do a better job of building a diverse and representative team that outperforms those that aren’t representative. Get the Inclusion & Marketing Newsletter Background on political climate impacting hiring --> Why brands have broken DEI promises Leanne's Company - Oblong HQ Leanne's podcast - Truth, Lies, and Work Episode 48: How to create an inclusive workplace culture with Al and Leanne Elliott Fri, 11 Oct 2024 14:35:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In the summer of 2023, the U.S. Supreme Court said that it was no longer lawful to use affirmative action as a way to diversify the number of students colleges and universities accepted each year. As a result, a decades-old policy meant to help universities do a better job of building a diverse and representative student body is no longer valid. As a result, many companies have been reevaluating their own recruitment and hiring policies to address how they could go about building a diverse team – in a way that is, of course, legal. From a marketing perspective, data shows that many marketing teams are quite homogenous. And that homogeneity – that isn’t representative of the actual consumers brands serve, often results in brands not doing the best job of being inclusive in their marketing. So, what’s a brand to do? Well, for this episode, I sat down with an expert, Leanne Elliott, a business psychologist who’s had years of experience with his. Leanne brings some guidance for you on how to build a diverse team in this environment. And I have a feeling if you follow Leanne’s advice, which is rooted in lots of hard-core data – you’ll do a better job of building a diverse and representative team that outperforms those that aren’t representative. Get the Inclusion & Marketing Newsletter Background on political climate impacting hiring --> Why brands have broken DEI promises Leanne's Company - Oblong HQ Leanne's podcast - Truth, Lies, and Work Episode 48: How to create an inclusive workplace culture with Al and Leanne Elliott In the summer of 2023, the U.S. Supreme Court said that it was no longer lawful to use affirmative action as a way to diversify the number of students colleges and universities accepted each year. As a result, a decades-old policy meant to help universities do a better job of building a diverse and representative student body is no longer valid.


As a result, many companies have been reevaluating their own recruitment and hiring policies to address how they could go about building a diverse team – in a way that is, of course, legal.


From a marketing perspective, data shows that many marketing teams are quite homogenous. And that homogeneity – that isn’t representative of the actual consumers brands serve, often results in brands not doing the best job of being inclusive in their marketing.


So, what’s a brand to do?


Well, for this episode, I sat down with an expert, Leanne Elliott, a business psychologist who’s had years of experience with his. Leanne brings some guidance for you on how to build a diverse team in this environment. And I have a feeling if you follow Leanne’s advice, which is rooted in lots of hard-core data – you’ll do a better job of building a diverse and representative team that outperforms those that aren’t representative.


Get the Inclusion & Marketing Newsletter


Background on political climate impacting hiring --> Why brands have broken DEI promises


Leanne's Company - Oblong HQ


Leanne's podcast - Truth, Lies, and Work


Episode 48: How to create an inclusive workplace culture with Al and Leanne Elliott

]]> 2810 131. Brands rollback of DEI, microfeminism, and insensitive headlines: Inclusive marketers react There’s a lot going on in the world these days, which often means there’s lots going on in the world of inclusive marketing. And sometimes – certain topics really just require a conversation – an opportunity to work through thoughts, feelings, and ideas – on the journey to forming opinions. So that’s what we’re doing on today’s episode. I sat down with a few folks from my inclusive marketing crew – some voices you’ve heard before on this show, and one new one, you’ll get introduced to. So after this short break, you’ll here the latest “inclusive marketers reaction” show – me and my colleagues do a deep dive to discuss important topics bubbling up in the world of inclusive marketing. Get the Inclusion & Marketing Newsletter Companies rolling back DE&I policies New York Times article re: Kamala Harris "combative" debate style LinkedIn post with discussion about New York Times article Microfeminism TikTok Inclusive Marketer's React: McDonald's, Sainsburys, Barbie Movie, and more Inclusive Marketer's React: Ralph Lauren and Zara debacle Matthew Tsang Episode (#76): Nothing about us without us, and working with an inclusive marketing agency Mariam Shahab Episode (#74): How to authentically engage Muslim consumers Thu, 03 Oct 2024 16:27:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There’s a lot going on in the world these days, which often means there’s lots going on in the world of inclusive marketing. And sometimes – certain topics really just require a conversation – an opportunity to work through thoughts, feelings, and ideas – on the journey to forming opinions. So that’s what we’re doing on today’s episode. I sat down with a few folks from my inclusive marketing crew – some voices you’ve heard before on this show, and one new one, you’ll get introduced to. So after this short break, you’ll here the latest “inclusive marketers reaction” show – me and my colleagues do a deep dive to discuss important topics bubbling up in the world of inclusive marketing. Get the Inclusion & Marketing Newsletter Companies rolling back DE&I policies New York Times article re: Kamala Harris "combative" debate style LinkedIn post with discussion about New York Times article Microfeminism TikTok Inclusive Marketer's React: McDonald's, Sainsburys, Barbie Movie, and more Inclusive Marketer's React: Ralph Lauren and Zara debacle Matthew Tsang Episode (#76): Nothing about us without us, and working with an inclusive marketing agency Mariam Shahab Episode (#74): How to authentically engage Muslim consumers There’s a lot going on in the world these days, which often means there’s lots going on in the world of inclusive marketing.


And sometimes – certain topics really just require a conversation – an opportunity to work through thoughts, feelings, and ideas – on the journey to forming opinions.


So that’s what we’re doing on today’s episode.


I sat down with a few folks from my inclusive marketing crew – some voices you’ve heard before on this show, and one new one, you’ll get introduced to.


So after this short break, you’ll here the latest “inclusive marketers reaction” show – me and my colleagues do a deep dive to discuss important topics bubbling up in the world of inclusive marketing.


Get the Inclusion & Marketing Newsletter


Companies rolling back DE&I policies


New York Times article re: Kamala Harris "combative" debate style


LinkedIn post with discussion about New York Times article


Microfeminism TikTok


Inclusive Marketer's React: McDonald's, Sainsburys, Barbie Movie, and more


Inclusive Marketer's React: Ralph Lauren and Zara debacle


Matthew Tsang Episode (#76): Nothing about us without us, and working with an inclusive marketing agency


Mariam Shahab Episode (#74): How to authentically engage Muslim consumers

]]> 2868 130. How to plan more inclusive business events with Eman Ismail When it comes to business events, particularly those where important and transformational relationships are formed, it's very common for them to not be inclusive -- particularly for people who, for whatever reason, don't engage in specific activities that are considered "norms" in these types of settings. A big part of inclusive marketing is challenging what is often considered to be "normal" in your quest to make more of the people you want to serve feel like they belong with you. In this episode, I sat down with Eman Ismail, an email marketing strategist and copywriter, and founder of Eman Copy Co, an email marketing microagency. We had a really insightful chat about her experiences feeling excluded by the norms at many events, and how it made her feel, as well as how it impacted her success. We also walk through practical examples for brands for how to create more inclusive events that enable more people to achieve success and feel like they belong with you. Get the Inclusion & Marketing Newsletter Let's work together Eman Copy Co Mistakes That Made Me podcast Eman Ismail on LinkedIn Thu, 26 Sep 2024 14:34:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist When it comes to business events, particularly those where important and transformational relationships are formed, it's very common for them to not be inclusive -- particularly for people who, for whatever reason, don't engage in specific activities that are considered "norms" in these types of settings. A big part of inclusive marketing is challenging what is often considered to be "normal" in your quest to make more of the people you want to serve feel like they belong with you. In this episode, I sat down with Eman Ismail, an email marketing strategist and copywriter, and founder of Eman Copy Co, an email marketing microagency. We had a really insightful chat about her experiences feeling excluded by the norms at many events, and how it made her feel, as well as how it impacted her success. We also walk through practical examples for brands for how to create more inclusive events that enable more people to achieve success and feel like they belong with you. Get the Inclusion & Marketing Newsletter Let's work together Eman Copy Co Mistakes That Made Me podcast Eman Ismail on LinkedIn When it comes to business events, particularly those where important and transformational relationships are formed, it's very common for them to not be inclusive -- particularly for people who, for whatever reason, don't engage in specific activities that are considered "norms" in these types of settings.


A big part of inclusive marketing is challenging what is often considered to be "normal" in your quest to make more of the people you want to serve feel like they belong with you.


In this episode, I sat down with Eman Ismail, an email marketing strategist and copywriter, and founder of Eman Copy Co, an email marketing microagency. We had a really insightful chat about her experiences feeling excluded by the norms at many events, and how it made her feel, as well as how it impacted her success.


We also walk through practical examples for brands for how to create more inclusive events that enable more people to achieve success and feel like they belong with you.


Get the Inclusion & Marketing Newsletter


Let's work together


Eman Copy Co


Mistakes That Made Me podcast


Eman Ismail on LinkedIn

]]> 2622 129. 7 Customer acquisition strategies smart brands used to reach more consumers Customer acquisition is one of three core components of any good and effective inclusive marketing strategy. In particular, brands must prioritize "inviting" consumers from underrepresented and underserved communities to be their customers. In this episode, I walk you through seven customer acquisition strategies smart brands use to win new customers from often ignored communities. Get the Inclusion & Marketing Newsletter Work with me Visuals, examples, and links mentioned in this episode Thu, 19 Sep 2024 16:10:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Customer acquisition is one of three core components of any good and effective inclusive marketing strategy. In particular, brands must prioritize "inviting" consumers from underrepresented and underserved communities to be their customers. In this episode, I walk you through seven customer acquisition strategies smart brands use to win new customers from often ignored communities. Get the Inclusion & Marketing Newsletter Work with me Visuals, examples, and links mentioned in this episode Customer acquisition is one of three core components of any good and effective inclusive marketing strategy. In particular, brands must prioritize "inviting" consumers from underrepresented and underserved communities to be their customers.


In this episode, I walk you through seven customer acquisition strategies smart brands use to win new customers from often ignored communities.


Get the Inclusion & Marketing Newsletter

Work with me

Visuals, examples, and links mentioned in this episode

]]> 940 128. Inclusive marketing isn't enough. Why (and how) to build an inclusive brand Being successful with inclusive marketing is about more than just the marketing. It requires building an inclusive brand that supports communities and thinks and behaves inclusively throughout the organization. That's what consumers say they want. In this episode, I walk you through why building an inclusive brand is essential to your success with inclusive marketing. I also show you how to build an inclusive brand with my 5C Inclusive Brand Framework. Get the Inclusion & Marketing Newsletter Let's work together Thu, 12 Sep 2024 17:20:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Being successful with inclusive marketing is about more than just the marketing. It requires building an inclusive brand that supports communities and thinks and behaves inclusively throughout the organization. That's what consumers say they want. In this episode, I walk you through why building an inclusive brand is essential to your success with inclusive marketing. I also show you how to build an inclusive brand with my 5C Inclusive Brand Framework. Get the Inclusion & Marketing Newsletter Let's work together Being successful with inclusive marketing is about more than just the marketing. It requires building an inclusive brand that supports communities and thinks and behaves inclusively throughout the organization.


That's what consumers say they want.


In this episode, I walk you through why building an inclusive brand is essential to your success with inclusive marketing. I also show you how to build an inclusive brand with my 5C Inclusive Brand Framework.


Get the Inclusion & Marketing Newsletter


Let's work together

]]> 1289 127. How to create a multilingual content strategy with Selim Dahmani It is very likely that people who speak different languages also have the problem your brand solves. As such, a smart way to grow your brand and customer base is to intentionally engage with consumers who speak other languages with content that attracts, converts, and retains them. In this episode, I sat down with Selim Dahmani, a Senior Growth Manager at HubSpot, who is focused on growing the brand in the French market. Get the Inclusion & Marketing Newsletter Let's work together Selim on LinkedIn Thu, 05 Sep 2024 17:12:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist It is very likely that people who speak different languages also have the problem your brand solves. As such, a smart way to grow your brand and customer base is to intentionally engage with consumers who speak other languages with content that attracts, converts, and retains them. In this episode, I sat down with Selim Dahmani, a Senior Growth Manager at HubSpot, who is focused on growing the brand in the French market. Get the Inclusion & Marketing Newsletter Let's work together Selim on LinkedIn It is very likely that people who speak different languages also have the problem your brand solves. As such, a smart way to grow your brand and customer base is to intentionally engage with consumers who speak other languages with content that attracts, converts, and retains them.


In this episode, I sat down with Selim Dahmani, a Senior Growth Manager at HubSpot, who is focused on growing the brand in the French market.


Get the Inclusion & Marketing Newsletter


Let's work together


Selim on LinkedIn

]]> 2214 126. How to identify and eliminate friction in your brand's customer experience A lot of brands have unnecessary friction in the customer experiences they deliver. That friction negatively impacts those brands’ conversions. That friction and impact on consumers is even more pronounced when it comes to people from underrepresented and underserved communities. This episode is all about how to identify and get rid of the friction in the customer experience your brand delivers specifically for consumers from marginalized communities. As a result, your conversions will increase. Get the Inclusion & Marketing Newsletter Visuals and examples mentioned in this episode Thu, 29 Aug 2024 14:57:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist A lot of brands have unnecessary friction in the customer experiences they deliver. That friction negatively impacts those brands’ conversions. That friction and impact on consumers is even more pronounced when it comes to people from underrepresented and underserved communities. This episode is all about how to identify and get rid of the friction in the customer experience your brand delivers specifically for consumers from marginalized communities. As a result, your conversions will increase. Get the Inclusion & Marketing Newsletter Visuals and examples mentioned in this episode A lot of brands have unnecessary friction in the customer experiences they deliver. That friction negatively impacts those brands’ conversions. That friction and impact on consumers is even more pronounced when it comes to people from underrepresented and underserved communities.


This episode is all about how to identify and get rid of the friction in the customer experience your brand delivers specifically for consumers from marginalized communities. As a result, your conversions will increase.


Get the Inclusion & Marketing Newsletter


Visuals and examples mentioned in this episode

]]> 940 125. How to increase conversions with an inclusive website and social media audit Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities. Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions. In this episode, I walk you through how to get started with a website and social media audit for your brand. Get the Inclusion & Marketing Newsletter Visuals and examples mentioned in this episode Work With Me Thu, 22 Aug 2024 14:55:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities. Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions. In this episode, I walk you through how to get started with a website and social media audit for your brand. Get the Inclusion & Marketing Newsletter Visuals and examples mentioned in this episode Work With Me Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities.


Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions.


In this episode, I walk you through how to get started with a website and social media audit for your brand.


Get the Inclusion & Marketing Newsletter


Visuals and examples mentioned in this episode


Work With Me


]]> 916 124. 3 Ways to deliver customer experiences that boost conversions The experiences you deliver play an important role in how well you do at converting people who are considering your brand. Far too often, brands deliver customer experiences that do not hit the mark for people from underrepresented and underserved communities. As a result, conversion rates for people in those communities suffer, as they go off in search of another brand that does a better job at meeting their needs. In this episode, I walk you through 3 ways you can increase conversions for your brand overall, by doing a better job of serving people from underrepresented and underserved communities. Get the Inclusion & Marketing Newsletter Visuals and examples mentioned in this episode 👇🏾 Work With Me Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/ Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/ Thu, 15 Aug 2024 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The experiences you deliver play an important role in how well you do at converting people who are considering your brand. Far too often, brands deliver customer experiences that do not hit the mark for people from underrepresented and underserved communities. As a result, conversion rates for people in those communities suffer, as they go off in search of another brand that does a better job at meeting their needs. In this episode, I walk you through 3 ways you can increase conversions for your brand overall, by doing a better job of serving people from underrepresented and underserved communities. Get the Inclusion & Marketing Newsletter Visuals and examples mentioned in this episode 👇🏾 Work With Me Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/ Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/ The experiences you deliver play an important role in how well you do at converting people who are considering your brand. Far too often, brands deliver customer experiences that do not hit the mark for people from underrepresented and underserved communities.


As a result, conversion rates for people in those communities suffer, as they go off in search of another brand that does a better job at meeting their needs.


In this episode, I walk you through 3 ways you can increase conversions for your brand overall, by doing a better job of serving people from underrepresented and underserved communities.


Get the Inclusion & Marketing Newsletter


Visuals and examples mentioned in this episode


👇🏾 Work With Me

Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/

Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/

]]> 1102 123. A framework for an inclusive SEO strategy SEO is a common strategy marketers use to attract a broader customer base. However, most SEO strategies do not effectively serve the needs of consumers from underrepresented and underserved communities. And as a result, SEO doesn't often work so well as a customer acquisition strategy for diverse consumers. But with an inclusive SEO strategy, SEO can effectively serve as a smart customer acquistion strategy for people from underrepresented and underserved communities. In this episode, I walk you through my framework for an inclusive SEO strategy that will help you attract and retain a bigger, more diverse, and loyal customer base. Get the Inclusion & Marketing Newsletter Links and visuals mentioned in this episode 👇🏾 Work With Me Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/ Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/ Thu, 08 Aug 2024 16:30:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist SEO is a common strategy marketers use to attract a broader customer base. However, most SEO strategies do not effectively serve the needs of consumers from underrepresented and underserved communities. And as a result, SEO doesn't often work so well as a customer acquisition strategy for diverse consumers. But with an inclusive SEO strategy, SEO can effectively serve as a smart customer acquistion strategy for people from underrepresented and underserved communities. In this episode, I walk you through my framework for an inclusive SEO strategy that will help you attract and retain a bigger, more diverse, and loyal customer base. Get the Inclusion & Marketing Newsletter Links and visuals mentioned in this episode 👇🏾 Work With Me Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/ Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/ SEO is a common strategy marketers use to attract a broader customer base. However, most SEO strategies do not effectively serve the needs of consumers from underrepresented and underserved communities. And as a result, SEO doesn't often work so well as a customer acquisition strategy for diverse consumers.


But with an inclusive SEO strategy, SEO can effectively serve as a smart customer acquistion strategy for people from underrepresented and underserved communities.


In this episode, I walk you through my framework for an inclusive SEO strategy that will help you attract and retain a bigger, more diverse, and loyal customer base.


Get the Inclusion & Marketing Newsletter

Links and visuals mentioned in this episode


👇🏾 Work With Me

Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/

Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/

]]> 1345 122. How Michael Graves Design & Pottery Barn Are Working to Bring Accessible Home Design to More Consumers It is increasingly becoming more important for brands to consider the physical needs of consumers. Sixteen percent of the world’s population has some form of disability. This often doesn’t include people who have temporary or situational disabilities. Another growing sector of the population where accessibility considerations are growing in prominence is the aging population. Baby Boomers make up 21% of the population in the U.S., with the youngest of this generation beginning to enter their sixties.  Recognizing the unmet need, Michael Graves Design, known as the most accessible design brand, has teamed up with furniture retailer to release the Michael Graves Design for Pottery Barn collection. In this episode, I sat down with Ben Wintner, CEO of Michael Graves Design to learn more about their approach to creating products that work for a broader group of consumers, as well as about the partnership with Pottery Barn. Get the Inclusion & Marketing Newsletter 👇🏾 Work With Me Inclusive Marketing Assessments Inclusive Marketing Consulting Michael Graves Design for Pottery Barn Thu, 01 Aug 2024 15:07:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist It is increasingly becoming more important for brands to consider the physical needs of consumers. Sixteen percent of the world’s population has some form of disability. This often doesn’t include people who have temporary or situational disabilities. Another growing sector of the population where accessibility considerations are growing in prominence is the aging population. Baby Boomers make up 21% of the population in the U.S., with the youngest of this generation beginning to enter their sixties.  Recognizing the unmet need, Michael Graves Design, known as the most accessible design brand, has teamed up with furniture retailer to release the Michael Graves Design for Pottery Barn collection. In this episode, I sat down with Ben Wintner, CEO of Michael Graves Design to learn more about their approach to creating products that work for a broader group of consumers, as well as about the partnership with Pottery Barn. Get the Inclusion & Marketing Newsletter 👇🏾 Work With Me Inclusive Marketing Assessments Inclusive Marketing Consulting Michael Graves Design for Pottery Barn It is increasingly becoming more important for brands to consider the physical needs of consumers. Sixteen percent of the world’s population has some form of disability. This often doesn’t include people who have temporary or situational disabilities. Another growing sector of the population where accessibility considerations are growing in prominence is the aging population. Baby Boomers make up 21% of the population in the U.S., with the youngest of this generation beginning to enter their sixties. 


Recognizing the unmet need, Michael Graves Design, known as the most accessible design brand, has teamed up with furniture retailer to release the Michael Graves Design for Pottery Barn collection.


In this episode, I sat down with Ben Wintner, CEO of Michael Graves Design to learn more about their approach to creating products that work for a broader group of consumers, as well as about the partnership with Pottery Barn.


Get the Inclusion & Marketing Newsletter


👇🏾 Work With Me


Inclusive Marketing Assessments

Inclusive Marketing Consulting


Michael Graves Design for Pottery Barn

]]> 2116 121. How to write inclusive prompts for biased AI tools with Chi Odogwu AI has a lot of biases in it. We know this, simply by considering the sources of the training data used. But knowing that AI have bias doesn't mean you can't or shouldn't use them in your marketing. Rather, it just means it is important to know the types of prompts to give your AI tools, to help root out the bias to create something that would be beneficial for the diverse group of consumers you want to reach. In this episode, I sat down with Chi Odogwu, an AI Operations Strategist. Get the Inclusion & Marketing Newsletter Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce Chi Odogwu on LinkedIn Chi's website Thu, 25 Jul 2024 15:19:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist AI has a lot of biases in it. We know this, simply by considering the sources of the training data used. But knowing that AI have bias doesn't mean you can't or shouldn't use them in your marketing. Rather, it just means it is important to know the types of prompts to give your AI tools, to help root out the bias to create something that would be beneficial for the diverse group of consumers you want to reach. In this episode, I sat down with Chi Odogwu, an AI Operations Strategist. Get the Inclusion & Marketing Newsletter Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce Chi Odogwu on LinkedIn Chi's website AI has a lot of biases in it. We know this, simply by considering the sources of the training data used. But knowing that AI have bias doesn't mean you can't or shouldn't use them in your marketing. Rather, it just means it is important to know the types of prompts to give your AI tools, to help root out the bias to create something that would be beneficial for the diverse group of consumers you want to reach.


In this episode, I sat down with Chi Odogwu, an AI Operations Strategist.


Get the Inclusion & Marketing Newsletter


Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce


Chi Odogwu on LinkedIn


Chi's website

]]> 1678 120. How to use data to deliver customer experiences that convert with Jess Cervellon Customer experience is an integral part of ensuring that the people you serve feel like they belong with you. But knowing what actually creates a better customer experience can often feel like a guessing game. That's why using data as a marker to help you identify what works and what doesn't is a smart approach. In this episode, I sat down with Jess Cervellon, founder of Open Late Collective, a consultancy focused on brand strategy, retention and lifecycle marketing, and customer experience. Get the Inclusion & Marketing Newsletter 👇🏾 Work With Me Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Open Late Collective Jess on LinkedIn Thu, 18 Jul 2024 14:45:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Customer experience is an integral part of ensuring that the people you serve feel like they belong with you. But knowing what actually creates a better customer experience can often feel like a guessing game. That's why using data as a marker to help you identify what works and what doesn't is a smart approach. In this episode, I sat down with Jess Cervellon, founder of Open Late Collective, a consultancy focused on brand strategy, retention and lifecycle marketing, and customer experience. Get the Inclusion & Marketing Newsletter 👇🏾 Work With Me Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Open Late Collective Jess on LinkedIn Customer experience is an integral part of ensuring that the people you serve feel like they belong with you.


But knowing what actually creates a better customer experience can often feel like a guessing game. That's why using data as a marker to help you identify what works and what doesn't is a smart approach.


In this episode, I sat down with Jess Cervellon, founder of Open Late Collective, a consultancy focused on brand strategy, retention and lifecycle marketing, and customer experience.


Get the Inclusion & Marketing Newsletter


👇🏾 Work With Me

Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/

Consulting & Custom Training: https://inclusionandmarketing.com/consulting/


Open Late Collective

Jess on LinkedIn

]]> 1909 119. How to build an SEO strategy that reaches a broader diversity of consumers with Dale Bertrand Search engine optimization (SEO) is a common strategy brands use to attract their ideal customers. But a lot of times when engaging in SEO, marketers don't take the time to think through the different identities of the people they want to reach. And as a result, the brand loses out on a lot of their would be customers, because they didn't take a more inclusive approach to their SEO strategy. In this episode, I sat down with Dale Bertrand, Founder and CEO of Fire & Spark, an SEO agency to chat more about smart ways brands can be more inclusive with their SEO strategies. Get the Inclusion & Marketing Newsletter Fire & Spark SEO agency Dale Bertrand on LinkedIn 👇🏾 Work With Me Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Thu, 11 Jul 2024 14:47:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Search engine optimization (SEO) is a common strategy brands use to attract their ideal customers. But a lot of times when engaging in SEO, marketers don't take the time to think through the different identities of the people they want to reach. And as a result, the brand loses out on a lot of their would be customers, because they didn't take a more inclusive approach to their SEO strategy. In this episode, I sat down with Dale Bertrand, Founder and CEO of Fire & Spark, an SEO agency to chat more about smart ways brands can be more inclusive with their SEO strategies. Get the Inclusion & Marketing Newsletter Fire & Spark SEO agency Dale Bertrand on LinkedIn 👇🏾 Work With Me Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Search engine optimization (SEO) is a common strategy brands use to attract their ideal customers. But a lot of times when engaging in SEO, marketers don't take the time to think through the different identities of the people they want to reach.


And as a result, the brand loses out on a lot of their would be customers, because they didn't take a more inclusive approach to their SEO strategy.


In this episode, I sat down with Dale Bertrand, Founder and CEO of Fire & Spark, an SEO agency to chat more about smart ways brands can be more inclusive with their SEO strategies.


Get the Inclusion & Marketing Newsletter

Fire & Spark SEO agency

Dale Bertrand on LinkedIn


👇🏾 Work With Me

Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/

Consulting & Custom Training:

https://inclusionandmarketing.com/consulting/

]]> 1883 118. The right (and wrong) way to use pop culture references for your brand Many brands use pop culture brands in their messaging and content. It is a way for brands to relate to consumers and connect to them at a more emotional level that goes beyond a product offering. But there are definitely times where brands should not be using pop culture references, because it has the opposite of the intended impact by pushing some of your ideal customers away from you. This episode walks through 3 reasons why you should reconsider using pop culture references for your brand, and how to ensure any references you do use draw more of the people you want to serve to you. Get the Inclusion & Marketing Newsletter Visuals mentioned in this episode 👇🏾 Work With Me Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Thu, 04 Jul 2024 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Many brands use pop culture brands in their messaging and content. It is a way for brands to relate to consumers and connect to them at a more emotional level that goes beyond a product offering. But there are definitely times where brands should not be using pop culture references, because it has the opposite of the intended impact by pushing some of your ideal customers away from you. This episode walks through 3 reasons why you should reconsider using pop culture references for your brand, and how to ensure any references you do use draw more of the people you want to serve to you. Get the Inclusion & Marketing Newsletter Visuals mentioned in this episode 👇🏾 Work With Me Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Many brands use pop culture brands in their messaging and content. It is a way for brands to relate to consumers and connect to them at a more emotional level that goes beyond a product offering.


But there are definitely times where brands should not be using pop culture references, because it has the opposite of the intended impact by pushing some of your ideal customers away from you.


This episode walks through 3 reasons why you should reconsider using pop culture references for your brand, and how to ensure any references you do use draw more of the people you want to serve to you.

Get the Inclusion & Marketing Newsletter

Visuals mentioned in this episode


👇🏾 Work With Me

Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/

Consulting & Custom Training: https://inclusionandmarketing.com/consulting/

]]> 828 117. Power dynamics in brand imagery Brands hold a lot of power. The imagery brands choose to use communicates in ways that influence consumers more than they realize. Brand imagery not only plays a role in how people view others but also in how they view themselves. Multiple factors play into the subconscious messages brand imagery communicates to consumers, including power dynamics. This episode highlights for marketers the vital role they have in choosing visual imagery for their brand, and gives critical guidelines for how to represent people in a manner that produces positive outcomes. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter Visuals mentioned in the episode Understanding Photojournalism Work With Me: Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Thu, 27 Jun 2024 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brands hold a lot of power. The imagery brands choose to use communicates in ways that influence consumers more than they realize. Brand imagery not only plays a role in how people view others but also in how they view themselves. Multiple factors play into the subconscious messages brand imagery communicates to consumers, including power dynamics. This episode highlights for marketers the vital role they have in choosing visual imagery for their brand, and gives critical guidelines for how to represent people in a manner that produces positive outcomes. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter Visuals mentioned in the episode Understanding Photojournalism Work With Me: Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/ Brands hold a lot of power. The imagery brands choose to use communicates in ways that influence consumers more than they realize. Brand imagery not only plays a role in how people view others but also in how they view themselves. Multiple factors play into the subconscious messages brand imagery communicates to consumers, including power dynamics.


This episode highlights for marketers the vital role they have in choosing visual imagery for their brand, and gives critical guidelines for how to represent people in a manner that produces positive outcomes.


Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter

Visuals mentioned in the episode

Understanding Photojournalism


Work With Me:

Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/

Consulting & Custom Training: https://inclusionandmarketing.com/consulting/

]]> 851 116. How to authentically engage Hispanic consumers with Federico Gagliardone When you look at the ethnic group that is the largest in the U.S., by far, it is the Hispanic population. As of the 2020 Census, 18% of the population was of Hispanic/Latino descent. And this number is growing. Another analysis from the U.S. Census showed that 1 in 4 children in the U.S. are Latino. As a brand, particularly if you are marketing to consumers in the U.S., know that having a sound understanding of how to market to the Latino population is increasingly becoming more important. To help you navigate how to market to this growing customer base, I sat down with Federico Gagliardone, COO at MECENAS, a minority-owned publishing and full-stack media company that connects brands with U.S. Hispanic and multicultural communities. And if you’re not in the U.S. or not marketing to consumers in the U.S., this episode is still totally worth the listen, because many of the principles are applicable to underrepresented and underserved communities. Get the Inclusion & Marketing Newsletter MECENAS WeAreCocina.com StarPicks Thu, 20 Jun 2024 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist When you look at the ethnic group that is the largest in the U.S., by far, it is the Hispanic population. As of the 2020 Census, 18% of the population was of Hispanic/Latino descent. And this number is growing. Another analysis from the U.S. Census showed that 1 in 4 children in the U.S. are Latino. As a brand, particularly if you are marketing to consumers in the U.S., know that having a sound understanding of how to market to the Latino population is increasingly becoming more important. To help you navigate how to market to this growing customer base, I sat down with Federico Gagliardone, COO at MECENAS, a minority-owned publishing and full-stack media company that connects brands with U.S. Hispanic and multicultural communities. And if you’re not in the U.S. or not marketing to consumers in the U.S., this episode is still totally worth the listen, because many of the principles are applicable to underrepresented and underserved communities. Get the Inclusion & Marketing Newsletter MECENAS WeAreCocina.com StarPicks When you look at the ethnic group that is the largest in the U.S., by far, it is the Hispanic population. As of the 2020 Census, 18% of the population was of Hispanic/Latino descent. And this number is growing.

Another analysis from the U.S. Census showed that 1 in 4 children in the U.S. are Latino.

As a brand, particularly if you are marketing to consumers in the U.S., know that having a sound understanding of how to market to the Latino population is increasingly becoming more important.

To help you navigate how to market to this growing customer base, I sat down with Federico Gagliardone, COO at MECENAS, a minority-owned publishing and full-stack media company that connects brands with U.S. Hispanic and multicultural communities.

And if you’re not in the U.S. or not marketing to consumers in the U.S., this episode is still totally worth the listen, because many of the principles are applicable to underrepresented and underserved communities.


Get the Inclusion & Marketing Newsletter

MECENAS

WeAreCocina.com

StarPicks

]]> 2414 115. How to create a brand customers love with Lydia Michael I spend a lot of time talking about belonging and how important it is for you as a brand to ensure you’re making the people you serve feel like they belong with you. But how do you go about doing that exactly? My guest today, Lydia Michael, author of Brand Love, has ideas for you. Lydia has created a framework for you that will not only help more people love your brand, but feel like they belong with you in the process. Get the Inclusion & Marketing Newsletter Lydia's book - Brand Love Lydia's consulting agency - Blended Collective Thu, 13 Jun 2024 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist I spend a lot of time talking about belonging and how important it is for you as a brand to ensure you’re making the people you serve feel like they belong with you. But how do you go about doing that exactly? My guest today, Lydia Michael, author of Brand Love, has ideas for you. Lydia has created a framework for you that will not only help more people love your brand, but feel like they belong with you in the process. Get the Inclusion & Marketing Newsletter Lydia's book - Brand Love Lydia's consulting agency - Blended Collective I spend a lot of time talking about belonging and how important it is for you as a brand to ensure you’re making the people you serve feel like they belong with you.

But how do you go about doing that exactly?

My guest today, Lydia Michael, author of Brand Love, has ideas for you. Lydia has created a framework for you that will not only help more people love your brand, but feel like they belong with you in the process.


Get the Inclusion & Marketing Newsletter

Lydia's book - Brand Love

Lydia's consulting agency - Blended Collective

]]> 1694 114. What is "normal" anyway? People from underrepresented and underserved communities are often viewed as not being "normal" or very different from everyone else -- which is why the don't get the attention and support they should. But what does it mean to be "normal"? Who gets to decide what "normal" is? And is "normal" even a real thing, or is it a construct we should all reject? I cover all these important questions, and ways to think about it for your brand in today's episode. Get the Inclusion & Marketing Newsletter The Canary Code book Unilever ditches the world "normal" Inclusive marketing ethics Inclusive marketing spectrum Thu, 06 Jun 2024 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist People from underrepresented and underserved communities are often viewed as not being "normal" or very different from everyone else -- which is why the don't get the attention and support they should. But what does it mean to be "normal"? Who gets to decide what "normal" is? And is "normal" even a real thing, or is it a construct we should all reject? I cover all these important questions, and ways to think about it for your brand in today's episode. Get the Inclusion & Marketing Newsletter The Canary Code book Unilever ditches the world "normal" Inclusive marketing ethics Inclusive marketing spectrum People from underrepresented and underserved communities are often viewed as not being "normal" or very different from everyone else -- which is why the don't get the attention and support they should.

But what does it mean to be "normal"? Who gets to decide what "normal" is? And is "normal" even a real thing, or is it a construct we should all reject?

I cover all these important questions, and ways to think about it for your brand in today's episode.

Get the Inclusion & Marketing Newsletter

The Canary Code book

Unilever ditches the world "normal"

Inclusive marketing ethics

Inclusive marketing spectrum

]]> 1311 113. How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin Recently, rankings for the Most Culturally Inclusive Brands were announced. The rankings come from the Association for National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM), in partnership with the Cultural Inclusion Accelerator (CIA). For the second year in a row, the Lysol brand has been awarded “Best in Ad Effectiveness” by more than 80,000 consumers with a broad diversity of identities. I wanted to find more about Lysol's approach to inclusive marketing, and how they've gone about becoming so effective in their efforts. So I sat down with Gary Osifchin, Chief Marketing Officer (CMO) and General Manager at Reckitt U.S. Hygiene, the makers of Lysol. Gary had a TON to share, and there's a lot to learn from he and the team's approach. Get the Inclusion & Marketing Newsletter Lysol Thu, 30 May 2024 14:52:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Recently, rankings for the Most Culturally Inclusive Brands were announced. The rankings come from the Association for National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM), in partnership with the Cultural Inclusion Accelerator (CIA). For the second year in a row, the Lysol brand has been awarded “Best in Ad Effectiveness” by more than 80,000 consumers with a broad diversity of identities. I wanted to find more about Lysol's approach to inclusive marketing, and how they've gone about becoming so effective in their efforts. So I sat down with Gary Osifchin, Chief Marketing Officer (CMO) and General Manager at Reckitt U.S. Hygiene, the makers of Lysol. Gary had a TON to share, and there's a lot to learn from he and the team's approach. Get the Inclusion & Marketing Newsletter Lysol Recently, rankings for the Most Culturally Inclusive Brands were announced. The rankings come from the Association for National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM), in partnership with the Cultural Inclusion Accelerator (CIA). For the second year in a row, the Lysol brand has been awarded “Best in Ad Effectiveness” by more than 80,000 consumers with a broad diversity of identities.

I wanted to find more about Lysol's approach to inclusive marketing, and how they've gone about becoming so effective in their efforts. So I sat down with Gary Osifchin, Chief Marketing Officer (CMO) and General Manager at Reckitt U.S. Hygiene, the makers of Lysol.

Gary had a TON to share, and there's a lot to learn from he and the team's approach.

Get the Inclusion & Marketing Newsletter

Lysol

]]> 1403 112. How to make your email marketing inclusive with Samar Owais Most business engage in email marketing to some degree. And because email marketing is such a commonly used tool that reaches a broad diversity of consumers, it is important to understand how to ensure the emails you send are inclusive, and make the people you serve feel like they belong with you, rather than pushing them away from you. So in this episode, I sat down with email conversion strategist Samar Owais, founder of Emails Done Right, to chat through the ins and outs of inclusive email marketing. Get the Inclusion & Marketing Newsletter Samar Owais Thu, 23 May 2024 15:39:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Most business engage in email marketing to some degree. And because email marketing is such a commonly used tool that reaches a broad diversity of consumers, it is important to understand how to ensure the emails you send are inclusive, and make the people you serve feel like they belong with you, rather than pushing them away from you. So in this episode, I sat down with email conversion strategist Samar Owais, founder of Emails Done Right, to chat through the ins and outs of inclusive email marketing. Get the Inclusion & Marketing Newsletter Samar Owais Most business engage in email marketing to some degree. And because email marketing is such a commonly used tool that reaches a broad diversity of consumers, it is important to understand how to ensure the emails you send are inclusive, and make the people you serve feel like they belong with you, rather than pushing them away from you.

So in this episode, I sat down with email conversion strategist Samar Owais, founder of Emails Done Right, to chat through the ins and outs of inclusive email marketing.

Get the Inclusion & Marketing Newsletter

Samar Owais

]]> 2132 111. How to deliver inclusive brand messaging with Diane Wiredu Brand messaging is a critical component of the marketing strategy for any brand. And when it comes to ensuring that your brand messaging speaks to all the people you want to serve, including those from underrepresented and underserved communities, it takes intentional effort to ensure your brand messaging will resonate. In today's episode, I sat down with Diane Wiredu, a brand messaging strategist and founder of Lion Words, to talk about how you can ensure you're delivering brand messaging that will clearly show the people you serve that you see them, get them, and that they belong with you. Get the Inclusion & Marketing Newsletter Lion Words Diane Wiredu on LinkedIn Thu, 16 May 2024 16:50:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brand messaging is a critical component of the marketing strategy for any brand. And when it comes to ensuring that your brand messaging speaks to all the people you want to serve, including those from underrepresented and underserved communities, it takes intentional effort to ensure your brand messaging will resonate. In today's episode, I sat down with Diane Wiredu, a brand messaging strategist and founder of Lion Words, to talk about how you can ensure you're delivering brand messaging that will clearly show the people you serve that you see them, get them, and that they belong with you. Get the Inclusion & Marketing Newsletter Lion Words Diane Wiredu on LinkedIn Brand messaging is a critical component of the marketing strategy for any brand. And when it comes to ensuring that your brand messaging speaks to all the people you want to serve, including those from underrepresented and underserved communities, it takes intentional effort to ensure your brand messaging will resonate.

In today's episode, I sat down with Diane Wiredu, a brand messaging strategist and founder of Lion Words, to talk about how you can ensure you're delivering brand messaging that will clearly show the people you serve that you see them, get them, and that they belong with you.


Get the Inclusion & Marketing Newsletter

Lion Words

Diane Wiredu on LinkedIn

]]> 1952 110. Essential Lessons from Nike's WNBA Signature Shoe Controversy It's reported that Nike will be signing a signature shoe deal with Caitlin Clark. While excitement for, viewership, and support of women's sports, including the WNBA are on the rise, there are some major disparities happening from a representation standpoint. Nike's shoe deal with Caitlin Clark amplifies the problem. In this episode, I walk you through what's happening, dive deeper into the root cause of the issue, and cover how all of this impacts your brand. Get the Inclusion & Marketing Newsletter LinkedIn post that inspired this episode Episode 45: Factors that influence your customers's success that you should be aware of Thu, 09 May 2024 15:27:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist It's reported that Nike will be signing a signature shoe deal with Caitlin Clark. While excitement for, viewership, and support of women's sports, including the WNBA are on the rise, there are some major disparities happening from a representation standpoint. Nike's shoe deal with Caitlin Clark amplifies the problem. In this episode, I walk you through what's happening, dive deeper into the root cause of the issue, and cover how all of this impacts your brand. Get the Inclusion & Marketing Newsletter LinkedIn post that inspired this episode Episode 45: Factors that influence your customers's success that you should be aware of It's reported that Nike will be signing a signature shoe deal with Caitlin Clark. While excitement for, viewership, and support of women's sports, including the WNBA are on the rise, there are some major disparities happening from a representation standpoint.

Nike's shoe deal with Caitlin Clark amplifies the problem. In this episode, I walk you through what's happening, dive deeper into the root cause of the issue, and cover how all of this impacts your brand.

Get the Inclusion & Marketing Newsletter

LinkedIn post that inspired this episode

Episode 45: Factors that influence your customers's success that you should be aware of

]]> 1497 109. Cultural intelligence for marketers with Dr. Anastasia Kārkliņa Gabriel Cultural intelligence is essential for any brand that wants to be effective with their inclusive marketing efforts. It is the foundation for helping you engage in an authentic way to make people from underrepresented and underserved communities feel seen and like they belong with you. In this episode, I sat down with an expert who actually wrote a book on cultural intelligence for marketers -- to talk about that very topic. Dr. Anastasia Kārkliņa Gabriel is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. She's currently a senior insights lead at Reddit, and has consulted for brands inclusing Nike, Samsung, Disney, Ulta Beauty, and Amex. Get the Inclusion & Marketing Newsletter Dr. Anastasia Gabriel on LinkedIn Cultural Intelligence for Marketers book Thu, 02 May 2024 15:35:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Cultural intelligence is essential for any brand that wants to be effective with their inclusive marketing efforts. It is the foundation for helping you engage in an authentic way to make people from underrepresented and underserved communities feel seen and like they belong with you. In this episode, I sat down with an expert who actually wrote a book on cultural intelligence for marketers -- to talk about that very topic. Dr. Anastasia Kārkliņa Gabriel is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. She's currently a senior insights lead at Reddit, and has consulted for brands inclusing Nike, Samsung, Disney, Ulta Beauty, and Amex. Get the Inclusion & Marketing Newsletter Dr. Anastasia Gabriel on LinkedIn Cultural Intelligence for Marketers book Cultural intelligence is essential for any brand that wants to be effective with their inclusive marketing efforts. It is the foundation for helping you engage in an authentic way to make people from underrepresented and underserved communities feel seen and like they belong with you.

In this episode, I sat down with an expert who actually wrote a book on cultural intelligence for marketers -- to talk about that very topic.

Dr. Anastasia Kārkliņa Gabriel is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. She's currently a senior insights lead at Reddit, and has consulted for brands inclusing Nike, Samsung, Disney, Ulta Beauty, and Amex.

Get the Inclusion & Marketing Newsletter

Dr. Anastasia Gabriel on LinkedIn

Cultural Intelligence for Marketers book

]]> 2183 108. A framework for inclusive communications with Dr. Suzanne Wertheim Communication is a core part of marketing. And yet it feels like so many brands struggle with communicating in a manner that is both inclusive and authentic. As a result, a lot of times brands struggle with communicating in a manner that doesn't turn people off or push people away that they would prefer to draw closer. In today's episode, I sat down with Dr. Suzanne Wertheim, a linguist, inclusive language expert, and author of The Inclusive Language Field Guide. During our chat, we cover a framework for using inclusive language that gives you the confidence you need to design your communications in a way that makes more people feel like they belong with you. Get the Inclusion & Marketing Newsletter The Inclusive Language Field Guide Dr. Suzanne Wertheim Episode 15: Getting started with inclusive language with Nailah King Thu, 25 Apr 2024 12:22:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Communication is a core part of marketing. And yet it feels like so many brands struggle with communicating in a manner that is both inclusive and authentic. As a result, a lot of times brands struggle with communicating in a manner that doesn't turn people off or push people away that they would prefer to draw closer. In today's episode, I sat down with Dr. Suzanne Wertheim, a linguist, inclusive language expert, and author of The Inclusive Language Field Guide. During our chat, we cover a framework for using inclusive language that gives you the confidence you need to design your communications in a way that makes more people feel like they belong with you. Get the Inclusion & Marketing Newsletter The Inclusive Language Field Guide Dr. Suzanne Wertheim Episode 15: Getting started with inclusive language with Nailah King Communication is a core part of marketing. And yet it feels like so many brands struggle with communicating in a manner that is both inclusive and authentic. As a result, a lot of times brands struggle with communicating in a manner that doesn't turn people off or push people away that they would prefer to draw closer.

In today's episode, I sat down with Dr. Suzanne Wertheim, a linguist, inclusive language expert, and author of The Inclusive Language Field Guide. During our chat, we cover a framework for using inclusive language that gives you the confidence you need to design your communications in a way that makes more people feel like they belong with you.

Get the Inclusion & Marketing Newsletter

The Inclusive Language Field Guide

Dr. Suzanne Wertheim

Episode 15: Getting started with inclusive language with Nailah King

]]> 2149 107. How changes to the 2030 U.S. Census impacts your brand today Major changes are coming to the 2030 Census in the U.S. And even though we're a few years away from those changes taking effect, the implications for brands start now. In this episode, I walk you through the changes the U.S. government recently announced for the Census, why the changes were made, and how they impact your brand. Get the Inclusion & Marketing Newsletter U.S. Census Changes Just Approved Sample 2030 U.S. Census Questionnaire Suzanne Wertheim SightsSet Consulting - Renita Bryant Thu, 18 Apr 2024 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Major changes are coming to the 2030 Census in the U.S. And even though we're a few years away from those changes taking effect, the implications for brands start now. In this episode, I walk you through the changes the U.S. government recently announced for the Census, why the changes were made, and how they impact your brand. Get the Inclusion & Marketing Newsletter U.S. Census Changes Just Approved Sample 2030 U.S. Census Questionnaire Suzanne Wertheim SightsSet Consulting - Renita Bryant Major changes are coming to the 2030 Census in the U.S. And even though we're a few years away from those changes taking effect, the implications for brands start now. In this episode, I walk you through the changes the U.S. government recently announced for the Census, why the changes were made, and how they impact your brand.

Get the Inclusion & Marketing Newsletter

U.S. Census Changes Just Approved

Sample 2030 U.S. Census Questionnaire

Suzanne Wertheim

SightsSet Consulting - Renita Bryant

]]> 1834 106. How Zumba built a global customer base in more than 180 countries Inclusive marketing really is just doing marketing well. Even though we aren't there now, eventually, we'll get to a place where won't even need to call inclusive marketing inclusive marketing anymore -- it'll just be the way we do marketing. The good news -- we're not too far away from that being our reality. That's because that's the way some brands are already operating today. Zumba is one of those brands that has that approach. In today's episode, I sat down with Zumba's Chief Marketing Officer, Carolina Moreas, who gave a ton of insight into the way the brand operates, that has enabled them to build a global and fiercely loyal customer base in more than 180 countries. Get the Inclusion & Marketing Newsletter Zumba Thu, 11 Apr 2024 16:51:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing really is just doing marketing well. Even though we aren't there now, eventually, we'll get to a place where won't even need to call inclusive marketing inclusive marketing anymore -- it'll just be the way we do marketing. The good news -- we're not too far away from that being our reality. That's because that's the way some brands are already operating today. Zumba is one of those brands that has that approach. In today's episode, I sat down with Zumba's Chief Marketing Officer, Carolina Moreas, who gave a ton of insight into the way the brand operates, that has enabled them to build a global and fiercely loyal customer base in more than 180 countries. Get the Inclusion & Marketing Newsletter Zumba Inclusive marketing really is just doing marketing well. Even though we aren't there now, eventually, we'll get to a place where won't even need to call inclusive marketing inclusive marketing anymore -- it'll just be the way we do marketing.

The good news -- we're not too far away from that being our reality. That's because that's the way some brands are already operating today. Zumba is one of those brands that has that approach.

In today's episode, I sat down with Zumba's Chief Marketing Officer, Carolina Moreas, who gave a ton of insight into the way the brand operates, that has enabled them to build a global and fiercely loyal customer base in more than 180 countries.

Get the Inclusion & Marketing Newsletter

Zumba

]]> 1731 105. How The Home Depot became "The Most Culturally Inclusive Brand" The Home Depot was recently named "The Most Culturally Inclusive Brand" by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM). I thought it would be great for you to learn about their approach to inclusive marketing, so I sat down with Chante LaGon, Sr. Manager of Multi-Cultural Marketing at The Home Depot to get insight into how they think about and execute inclusive marketing. There's lots to learn from this chat. Pull out your pen and dig in. Get the Inclusion & Marketing Newsletter The Home Depot Thu, 04 Apr 2024 11:54:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist The Home Depot was recently named "The Most Culturally Inclusive Brand" by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM). I thought it would be great for you to learn about their approach to inclusive marketing, so I sat down with Chante LaGon, Sr. Manager of Multi-Cultural Marketing at The Home Depot to get insight into how they think about and execute inclusive marketing. There's lots to learn from this chat. Pull out your pen and dig in. Get the Inclusion & Marketing Newsletter The Home Depot The Home Depot was recently named "The Most Culturally Inclusive Brand" by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM).

I thought it would be great for you to learn about their approach to inclusive marketing, so I sat down with Chante LaGon, Sr. Manager of Multi-Cultural Marketing at The Home Depot to get insight into how they think about and execute inclusive marketing.

There's lots to learn from this chat. Pull out your pen and dig in.


Get the Inclusion & Marketing Newsletter

The Home Depot

]]> 1707 104. How smart brands use an inclusive marketing consultant to spark growth Inclusive marketing is a fairly new discipline. As a result, inclusive marketing consultants and strategists are newer areas of expertise for talent. Whenever I introduce myself and explain that I'm an inclusive marketing consultant, coach, and strategist, I always find that I need to explain what that means. That includes sharing the ways I support clients for people to get it. An inclusive marketing consultant isn't like a copywriter, sales person, or even market researcher where people tend to understand right away more or less what you do. Thankfully, more brands are focusing on building inclusive brands that attract and retain a bigger and more diverse customer base. As such, I thought it would be helpful to understand how an inclusive marketing consultant can support you in your efforts. This is especially relevant if inclusive marketing isn't firmly rooted into the DNA of the way your brand operates. Get the episode transcript Get the Inclusion & Marketing Newsletter Book a call with Sonia Thu, 28 Mar 2024 11:40:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing is a fairly new discipline. As a result, inclusive marketing consultants and strategists are newer areas of expertise for talent. Whenever I introduce myself and explain that I'm an inclusive marketing consultant, coach, and strategist, I always find that I need to explain what that means. That includes sharing the ways I support clients for people to get it. An inclusive marketing consultant isn't like a copywriter, sales person, or even market researcher where people tend to understand right away more or less what you do. Thankfully, more brands are focusing on building inclusive brands that attract and retain a bigger and more diverse customer base. As such, I thought it would be helpful to understand how an inclusive marketing consultant can support you in your efforts. This is especially relevant if inclusive marketing isn't firmly rooted into the DNA of the way your brand operates. Get the episode transcript Get the Inclusion & Marketing Newsletter Book a call with Sonia Inclusive marketing is a fairly new discipline. As a result, inclusive marketing consultants and strategists are newer areas of expertise for talent.

Whenever I introduce myself and explain that I'm an inclusive marketing consultant, coach, and strategist, I always find that I need to explain what that means. That includes sharing the ways I support clients for people to get it.

An inclusive marketing consultant isn't like a copywriter, sales person, or even market researcher where people tend to understand right away more or less what you do.

Thankfully, more brands are focusing on building inclusive brands that attract and retain a bigger and more diverse customer base. As such, I thought it would be helpful to understand how an inclusive marketing consultant can support you in your efforts. This is especially relevant if inclusive marketing isn't firmly rooted into the DNA of the way your brand operates.

Get the episode transcript

Get the Inclusion & Marketing Newsletter

Book a call with Sonia

]]> 1583 103: Why we fumble when talking to people different from us (and how to fix it) with Topsie VandenBosch Have you ever encountered someone different from you, and then fumbled your way through interacting with them? I know I have, and I included a few of those stories in this episode. From my observations -- it seems like too often, we struggle to build authentic connections with people who are different from us, and I wanted to explore why that was. So I sat down with Topsie VandeBosch, a mindset and emotional intelligence consultant for business leaders, and a licensed psychotherapist. Topsie helped me understand why we behave in this way and gave some super practical tools for how to do better so we can authentically build relationships with people who are different from us -- which is becoming critically important as demographics change in our society. Get the Inclusion & Marketing Newsletter Topsie VandenBosch website Topsie VandenBosch LinkedIn Thu, 21 Mar 2024 15:36:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Have you ever encountered someone different from you, and then fumbled your way through interacting with them? I know I have, and I included a few of those stories in this episode. From my observations -- it seems like too often, we struggle to build authentic connections with people who are different from us, and I wanted to explore why that was. So I sat down with Topsie VandeBosch, a mindset and emotional intelligence consultant for business leaders, and a licensed psychotherapist. Topsie helped me understand why we behave in this way and gave some super practical tools for how to do better so we can authentically build relationships with people who are different from us -- which is becoming critically important as demographics change in our society. Get the Inclusion & Marketing Newsletter Topsie VandenBosch website Topsie VandenBosch LinkedIn Have you ever encountered someone different from you, and then fumbled your way through interacting with them?

I know I have, and I included a few of those stories in this episode. From my observations -- it seems like too often, we struggle to build authentic connections with people who are different from us, and I wanted to explore why that was.

So I sat down with Topsie VandeBosch, a mindset and emotional intelligence consultant for business leaders, and a licensed psychotherapist.

Topsie helped me understand why we behave in this way and gave some super practical tools for how to do better so we can authentically build relationships with people who are different from us -- which is becoming critically important as demographics change in our society.

Get the Inclusion & Marketing Newsletter

Topsie VandenBosch website

Topsie VandenBosch LinkedIn

]]> 2002 102. How (and why) to get better at talking to your customers with Andi Jarvis Customer intimacy is one of my five pillars of building an inclusive brand. The most effective way to build customer intimacy is through actually talking to your customers. But a lot of brands don't do this -- and get nervous of even the thought of doing so, especially when it comes to people from underrepresented and underserved communities. So in today's episode we're going to fix that. I sat down with the brilliant Andi Jarvis, the founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in the UK and Ireland. Andi also hosts the Strategy Sessions podcast. Get the Inclusion & Marketing Newsletter Strategy Sessions podcast Andi Jarvis on LinkedIn Andi Jarvis on Instagram Thu, 14 Mar 2024 12:29:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Customer intimacy is one of my five pillars of building an inclusive brand. The most effective way to build customer intimacy is through actually talking to your customers. But a lot of brands don't do this -- and get nervous of even the thought of doing so, especially when it comes to people from underrepresented and underserved communities. So in today's episode we're going to fix that. I sat down with the brilliant Andi Jarvis, the founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in the UK and Ireland. Andi also hosts the Strategy Sessions podcast. Get the Inclusion & Marketing Newsletter Strategy Sessions podcast Andi Jarvis on LinkedIn Andi Jarvis on Instagram Customer intimacy is one of my five pillars of building an inclusive brand. The most effective way to build customer intimacy is through actually talking to your customers. But a lot of brands don't do this -- and get nervous of even the thought of doing so, especially when it comes to people from underrepresented and underserved communities.

So in today's episode we're going to fix that. I sat down with the brilliant Andi Jarvis, the founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in the UK and Ireland. Andi also hosts the Strategy Sessions podcast.


Get the Inclusion & Marketing Newsletter

Strategy Sessions podcast

Andi Jarvis on LinkedIn

Andi Jarvis on Instagram

]]> 2269 101. Multilingual SEO Strategies to reach more consumers with Sarah Moon Search engines connect interested consumers with willing brands. That's why smart brands optimize focus on SEO to make it easy for these curious customers to find them. But too often, brands forget about customers who have the problem their brand solves when it comes to consumers who speak other languages -- even when they are equipped to serve customers who speak other languages. In this episode I sat down with Sarah Moon, an SEO marketing and business strategy consultant, to cover practical ways you can do multilingual SEO to so you can attract and convert consumers who are looking for what your brand offers. Get the Inclusion & Marketing Newsletter Get the episode transcript Sarah Moon Thu, 07 Mar 2024 12:51:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Search engines connect interested consumers with willing brands. That's why smart brands optimize focus on SEO to make it easy for these curious customers to find them. But too often, brands forget about customers who have the problem their brand solves when it comes to consumers who speak other languages -- even when they are equipped to serve customers who speak other languages. In this episode I sat down with Sarah Moon, an SEO marketing and business strategy consultant, to cover practical ways you can do multilingual SEO to so you can attract and convert consumers who are looking for what your brand offers. Get the Inclusion & Marketing Newsletter Get the episode transcript Sarah Moon Search engines connect interested consumers with willing brands. That's why smart brands optimize focus on SEO to make it easy for these curious customers to find them.

But too often, brands forget about customers who have the problem their brand solves when it comes to consumers who speak other languages -- even when they are equipped to serve customers who speak other languages.

In this episode I sat down with Sarah Moon, an SEO marketing and business strategy consultant, to cover practical ways you can do multilingual SEO to so you can attract and convert consumers who are looking for what your brand offers.

Get the Inclusion & Marketing Newsletter

Get the episode transcript

Sarah Moon

]]> 2399 100. Research strategies big brands are using to to deliver better customer experiences with Santronya Smith More brands are acknowledging the many ways consumers are different, and adjusting their marketing approach accordingly to ensure they make all the people they serve feel like they belong with them. In this episode, I sat down with Santronya Smith, Director of Enterprise Sales at Suzy, a market research company, where we chatted about strategies some of the brands she's worked with have used to do a better job of connecting with and serving consumers from underrepresented and underserved communities. Get the Inclusion & Marketing Newsletter Get the episode transcript Santronya Smith on LinkedIn Suzy Thu, 29 Feb 2024 12:53:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist More brands are acknowledging the many ways consumers are different, and adjusting their marketing approach accordingly to ensure they make all the people they serve feel like they belong with them. In this episode, I sat down with Santronya Smith, Director of Enterprise Sales at Suzy, a market research company, where we chatted about strategies some of the brands she's worked with have used to do a better job of connecting with and serving consumers from underrepresented and underserved communities. Get the Inclusion & Marketing Newsletter Get the episode transcript Santronya Smith on LinkedIn Suzy More brands are acknowledging the many ways consumers are different, and adjusting their marketing approach accordingly to ensure they make all the people they serve feel like they belong with them.

In this episode, I sat down with Santronya Smith, Director of Enterprise Sales at Suzy, a market research company, where we chatted about strategies some of the brands she's worked with have used to do a better job of connecting with and serving consumers from underrepresented and underserved communities.

Get the Inclusion & Marketing Newsletter

Get the episode transcript

Santronya Smith on LinkedIn

Suzy

]]> 2205 99. How this former CMO used inclusive marketing to rapidly grow eCommerce brands with Bryan Alston One of my goals this year is to bring you more stories of marketers who've been out in the trenches using inclusive marketing to grow their brands. For this episode, I sat down with Bryan Alston, former CMO of Greater Than, who's also worked on brands such as Magic Spoon and GoClove.com. We chatted a lot about inclusive marketing strategies he's used with these eCommerce companies that helped them achieve a greater degree of growth. Get the Inclusion & Marketing Newsletter Get the episode transcript Brand Castle Growth Partners - Bryan's new company Thu, 22 Feb 2024 11:47:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist One of my goals this year is to bring you more stories of marketers who've been out in the trenches using inclusive marketing to grow their brands. For this episode, I sat down with Bryan Alston, former CMO of Greater Than, who's also worked on brands such as Magic Spoon and GoClove.com. We chatted a lot about inclusive marketing strategies he's used with these eCommerce companies that helped them achieve a greater degree of growth. Get the Inclusion & Marketing Newsletter Get the episode transcript Brand Castle Growth Partners - Bryan's new company One of my goals this year is to bring you more stories of marketers who've been out in the trenches using inclusive marketing to grow their brands. For this episode, I sat down with Bryan Alston, former CMO of Greater Than, who's also worked on brands such as Magic Spoon and GoClove.com. We chatted a lot about inclusive marketing strategies he's used with these eCommerce companies that helped them achieve a greater degree of growth.


Get the Inclusion & Marketing Newsletter

Get the episode transcript

Brand Castle Growth Partners - Bryan's new company

]]> 2074 98. How to be authentic in your marketing (and where brands mess up) People want authenticity in their food.  We need authenticity in our relationships. And we definitely crave authenticity in marketing. Today, we’re going to talk about authenticity in marketing. These days especially, more and more consumers want brands to be authentic. That is one of the things that makes inclusive marketing – and really, most marketing effective. Authenticity. Get the Inclusion & Marketing Newsletter Get the episode transcript Episode 97 - Inclusive marketing ethics Shaq Buick commercial Jimmy Kimmel - Basketball mean Tweets Fresh Prince of Bel Air cheesesteak episode Kendall Jenner Pepsi Ad Ben & Jerry's bans 2 scoops of same flavor Thu, 15 Feb 2024 13:22:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist People want authenticity in their food.  We need authenticity in our relationships. And we definitely crave authenticity in marketing. Today, we’re going to talk about authenticity in marketing. These days especially, more and more consumers want brands to be authentic. That is one of the things that makes inclusive marketing – and really, most marketing effective. Authenticity. Get the Inclusion & Marketing Newsletter Get the episode transcript Episode 97 - Inclusive marketing ethics Shaq Buick commercial Jimmy Kimmel - Basketball mean Tweets Fresh Prince of Bel Air cheesesteak episode Kendall Jenner Pepsi Ad Ben & Jerry's bans 2 scoops of same flavor People want authenticity in their food. 

We need authenticity in our relationships. And we definitely crave authenticity in marketing.

Today, we’re going to talk about authenticity in marketing.

These days especially, more and more consumers want brands to be authentic. That is one of the things that makes inclusive marketing – and really, most marketing effective. Authenticity.


Get the Inclusion & Marketing Newsletter

Get the episode transcript

Episode 97 - Inclusive marketing ethics

Shaq Buick commercial

Jimmy Kimmel - Basketball mean Tweets

Fresh Prince of Bel Air cheesesteak episode

Kendall Jenner Pepsi Ad

Ben & Jerry's bans 2 scoops of same flavor

]]> 1854 97. Inclusive marketing ethics Marketing ethics, or more specifically, the ethics associated with inclusive marketing doesn’t get talked about nearly enough as it should. Of course, I’m a big proponent of brands engaging and serving people from underrepresented and underserved communities. But there are times when I wish brands wouldn’t focus on specific communities, and would just leave them alone. Why? Because in certain instances, brands do more harm than good when engaging with certain underrepresented and underserved communities. In this episode I walk you through 5 inclusive marketing ethical considerations, and the mindset you need to have to ensure you're not causing harm to the communities you want to serve. Get the Inclusion & Marketing Newsletter here Get the episode transcript here Find links to everything covered in this episode here Thu, 08 Feb 2024 18:16:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Marketing ethics, or more specifically, the ethics associated with inclusive marketing doesn’t get talked about nearly enough as it should. Of course, I’m a big proponent of brands engaging and serving people from underrepresented and underserved communities. But there are times when I wish brands wouldn’t focus on specific communities, and would just leave them alone. Why? Because in certain instances, brands do more harm than good when engaging with certain underrepresented and underserved communities. In this episode I walk you through 5 inclusive marketing ethical considerations, and the mindset you need to have to ensure you're not causing harm to the communities you want to serve. Get the Inclusion & Marketing Newsletter here Get the episode transcript here Find links to everything covered in this episode here Marketing ethics, or more specifically, the ethics associated with inclusive marketing doesn’t get talked about nearly enough as it should.

Of course, I’m a big proponent of brands engaging and serving people from underrepresented and underserved communities. But there are times when I wish brands wouldn’t focus on specific communities, and would just leave them alone.

Why? Because in certain instances, brands do more harm than good when engaging with certain underrepresented and underserved communities.

In this episode I walk you through 5 inclusive marketing ethical considerations, and the mindset you need to have to ensure you're not causing harm to the communities you want to serve.

Get the Inclusion & Marketing Newsletter here

Get the episode transcript here

Find links to everything covered in this episode here

]]> 1880 96. How to do representation in marketing the right way Representation matters. We know this. But all representation isn't created equal. In this episode, I walk you through how to do representation in marketing the right way, infused with insights from consumers. Get the transcript here Get the Inclusion & Marketing Newsletter 2021 State of Representation in Marketing Study Orange FIFA Women's World Cup ad Episode 51: How To Create Inclusive Content That Makes More People Feel Seen with Natasha Pierre Episode 53: The Inclusive Marketing Framework The Big Brands Use with Jerry Daykin Episode 45: Factors That Influence Your Customers' Success That You Should Be Aware Of Meryl Evans post on LinkedIn about accurate portrayal of people with disabilities Thu, 01 Feb 2024 15:18:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Representation matters. We know this. But all representation isn't created equal. In this episode, I walk you through how to do representation in marketing the right way, infused with insights from consumers. Get the transcript here Get the Inclusion & Marketing Newsletter 2021 State of Representation in Marketing Study Orange FIFA Women's World Cup ad Episode 51: How To Create Inclusive Content That Makes More People Feel Seen with Natasha Pierre Episode 53: The Inclusive Marketing Framework The Big Brands Use with Jerry Daykin Episode 45: Factors That Influence Your Customers' Success That You Should Be Aware Of Meryl Evans post on LinkedIn about accurate portrayal of people with disabilities Representation matters. We know this. But all representation isn't created equal. In this episode, I walk you through how to do representation in marketing the right way, infused with insights from consumers.


Get the transcript here

Get the Inclusion & Marketing Newsletter

2021 State of Representation in Marketing Study

Orange FIFA Women's World Cup ad

Episode 51: How To Create Inclusive Content That Makes More People Feel Seen with Natasha Pierre

Episode 53: The Inclusive Marketing Framework The Big Brands Use with Jerry Daykin

Episode 45: Factors That Influence Your Customers' Success That You Should Be Aware Of

Meryl Evans post on LinkedIn about accurate portrayal of people with disabilities

]]> 987 95. Navigating the effective use of AI for inclusive marketing with Joyann Boyce Everyone has been talking about artificial intelligence (AI) of late. And as more brands and marketers incorporate AI into their workflow, it is important to understand the implications of how AI impacts the inclusiveness of your marketing efforts. To help us navigate this, I sat down with Joyann Boyce, an inclusive marketing strategist, and founder of Inclued AI. Get the episode transcript here Get the Inclusion & Marketing Newsletter Inclued AI Previous episode with Joyann - #75: Inclusive marketers react to campaigns from Barbie, Sainsbury's, McDonald's, and more Marketing Made Inclusive podcast Thu, 25 Jan 2024 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Everyone has been talking about artificial intelligence (AI) of late. And as more brands and marketers incorporate AI into their workflow, it is important to understand the implications of how AI impacts the inclusiveness of your marketing efforts. To help us navigate this, I sat down with Joyann Boyce, an inclusive marketing strategist, and founder of Inclued AI. Get the episode transcript here Get the Inclusion & Marketing Newsletter Inclued AI Previous episode with Joyann - #75: Inclusive marketers react to campaigns from Barbie, Sainsbury's, McDonald's, and more Marketing Made Inclusive podcast Everyone has been talking about artificial intelligence (AI) of late. And as more brands and marketers incorporate AI into their workflow, it is important to understand the implications of how AI impacts the inclusiveness of your marketing efforts.

To help us navigate this, I sat down with Joyann Boyce, an inclusive marketing strategist, and founder of Inclued AI.

Get the episode transcript here

Get the Inclusion & Marketing Newsletter

Inclued AI

Previous episode with Joyann - #75: Inclusive marketers react to campaigns from Barbie, Sainsbury's, McDonald's, and more

Marketing Made Inclusive podcast

]]> 1972 94. Inclusive product design with Sabrina Meherally Inclusive marketing is about more than just communications. The foundation of delivering experiences that enables you to attract and retain more consumers, including those from underrepresented and underserved communities, is an inclusive product. The products and services you deliver, need to be designed with the identities you've chosen to serve in mind. In this discussion with inclusive product design expert Sabrina Meherally, founder of Pause & Effect, we walk through the essentials of designing products that make it possible for more people to achieve success. Get the episode transcript Get the Inclusion & Marketing newsletter Pause & Effect Sabrina Meherally on LinkedIn Thu, 18 Jan 2024 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing is about more than just communications. The foundation of delivering experiences that enables you to attract and retain more consumers, including those from underrepresented and underserved communities, is an inclusive product. The products and services you deliver, need to be designed with the identities you've chosen to serve in mind. In this discussion with inclusive product design expert Sabrina Meherally, founder of Pause & Effect, we walk through the essentials of designing products that make it possible for more people to achieve success. Get the episode transcript Get the Inclusion & Marketing newsletter Pause & Effect Sabrina Meherally on LinkedIn Inclusive marketing is about more than just communications. The foundation of delivering experiences that enables you to attract and retain more consumers, including those from underrepresented and underserved communities, is an inclusive product.

The products and services you deliver, need to be designed with the identities you've chosen to serve in mind.

In this discussion with inclusive product design expert Sabrina Meherally, founder of Pause & Effect, we walk through the essentials of designing products that make it possible for more people to achieve success.

Get the episode transcript

Get the Inclusion & Marketing newsletter

Pause & Effect

Sabrina Meherally on LinkedIn

]]> 2683 93. The Inclusive Marketing Spectrum with examples for each There's plenty of articles and other content that showcase inclusive marketing examples. The problem with many of those, is they don't really help you understand the different ways in which a brand can engage in inclusive marketing and the impact those various approaches have on the end consumer. It is important to recognize that not all forms of inclusive marketing are created equal. In this episode, I'll walk you through my Inclusive Marketing Spectrum, and will give you examples of what brands in each category on the spectrum looks like in practice. Get the Inclusion & Marketing Newsletter Get the episode transcript here Links to examples mentioned in this episode Thu, 11 Jan 2024 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's plenty of articles and other content that showcase inclusive marketing examples. The problem with many of those, is they don't really help you understand the different ways in which a brand can engage in inclusive marketing and the impact those various approaches have on the end consumer. It is important to recognize that not all forms of inclusive marketing are created equal. In this episode, I'll walk you through my Inclusive Marketing Spectrum, and will give you examples of what brands in each category on the spectrum looks like in practice. Get the Inclusion & Marketing Newsletter Get the episode transcript here Links to examples mentioned in this episode There's plenty of articles and other content that showcase inclusive marketing examples. The problem with many of those, is they don't really help you understand the different ways in which a brand can engage in inclusive marketing and the impact those various approaches have on the end consumer.

It is important to recognize that not all forms of inclusive marketing are created equal.

In this episode, I'll walk you through my Inclusive Marketing Spectrum, and will give you examples of what brands in each category on the spectrum looks like in practice.


Get the Inclusion & Marketing Newsletter

Get the episode transcript here

Links to examples mentioned in this episode

]]> 1341 92. A blueprint for inclusive marketing success in 2024 and beyond There's no one right way to do inclusive marketing. However, there are some best practices and core principles that when applied will enable you to achieve success in your efforts, and make a positive impact not only in the lives of those you want to serve, but also on your bottom line. This episode includes 5 approaches for inclusive marketing success in 2024 and beyond. Get the Inclusion & Marketing Newsletter Get the episode transcript Articles mentioned in the episode: 2021 - 4 Inclusive marketing trends that will impact your brand 2022 - Embracing these 5 inclusive marketing principles to win more customers 2023 -5 Consumer expectations of brands engaging in inclusive marketing Thu, 04 Jan 2024 16:03:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's no one right way to do inclusive marketing. However, there are some best practices and core principles that when applied will enable you to achieve success in your efforts, and make a positive impact not only in the lives of those you want to serve, but also on your bottom line. This episode includes 5 approaches for inclusive marketing success in 2024 and beyond. Get the Inclusion & Marketing Newsletter Get the episode transcript Articles mentioned in the episode: 2021 - 4 Inclusive marketing trends that will impact your brand 2022 - Embracing these 5 inclusive marketing principles to win more customers 2023 -5 Consumer expectations of brands engaging in inclusive marketing There's no one right way to do inclusive marketing. However, there are some best practices and core principles that when applied will enable you to achieve success in your efforts, and make a positive impact not only in the lives of those you want to serve, but also on your bottom line. This episode includes 5 approaches for inclusive marketing success in 2024 and beyond.


Get the Inclusion & Marketing Newsletter

Get the episode transcript


Articles mentioned in the episode:

2021 - 4 Inclusive marketing trends that will impact your brand

2022 - Embracing these 5 inclusive marketing principles to win more customers

2023 -5 Consumer expectations of brands engaging in inclusive marketing

]]> 1220 91. Understanding diversity-owned and diversity-targeted media with Carlos Santiago There's lots of ways to reach out and find your ideal customer. A common way brands have always used is paid media. And as targeting improves, paid media is often a proven way to reach people from underrepresented and underserved communities. In this episode, Carlos Santiago, co-founder of AIMM, the Alliance for Inclusive and Multicultural Marketing, and I chat about the benefits for brands of engaging in paid media, and the impact is has on the communities. Get the Inclusion & Marketing Newsletter AIMM Research we chatted about Santiago Solutions Group Thu, 28 Dec 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's lots of ways to reach out and find your ideal customer. A common way brands have always used is paid media. And as targeting improves, paid media is often a proven way to reach people from underrepresented and underserved communities. In this episode, Carlos Santiago, co-founder of AIMM, the Alliance for Inclusive and Multicultural Marketing, and I chat about the benefits for brands of engaging in paid media, and the impact is has on the communities. Get the Inclusion & Marketing Newsletter AIMM Research we chatted about Santiago Solutions Group There's lots of ways to reach out and find your ideal customer. A common way brands have always used is paid media. And as targeting improves, paid media is often a proven way to reach people from underrepresented and underserved communities.

In this episode, Carlos Santiago, co-founder of AIMM, the Alliance for Inclusive and Multicultural Marketing, and I chat about the benefits for brands of engaging in paid media, and the impact is has on the communities.

Get the Inclusion & Marketing Newsletter

AIMM Research we chatted about

Santiago Solutions Group

]]> 1455 90. Inclusive marketers react to new Ralph Lauren and Zara debacle A lot has happened in the news with regard to inclusive marketing, and there's lots to talk about here. Today, Mariam Shahab and I chat about the new Ralph Lauren X Naiomi Glasses campaign, and all the backlash surrounding Zara, the now-removed campaign, and their, ahem, statement. Get the Inclusion & Marketing Newsletter Article covering best practices of Ralph Lauren X Naiomi Glasses campaign Episode 21: Cultural appropriation and inappropriate use of a culture not your own: Let's talk about it Mariam Shahab on LinkedIn Thu, 21 Dec 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist A lot has happened in the news with regard to inclusive marketing, and there's lots to talk about here. Today, Mariam Shahab and I chat about the new Ralph Lauren X Naiomi Glasses campaign, and all the backlash surrounding Zara, the now-removed campaign, and their, ahem, statement. Get the Inclusion & Marketing Newsletter Article covering best practices of Ralph Lauren X Naiomi Glasses campaign Episode 21: Cultural appropriation and inappropriate use of a culture not your own: Let's talk about it Mariam Shahab on LinkedIn A lot has happened in the news with regard to inclusive marketing, and there's lots to talk about here. Today, Mariam Shahab and I chat about the new Ralph Lauren X Naiomi Glasses campaign, and all the backlash surrounding Zara, the now-removed campaign, and their, ahem, statement.


Get the Inclusion & Marketing Newsletter

Article covering best practices of Ralph Lauren X Naiomi Glasses campaign

Episode 21: Cultural appropriation and inappropriate use of a culture not your own: Let's talk about it

Mariam Shahab on LinkedIn

]]> 2255 89. Embedding inclusion into business planning for sustainable growth Inclusive marketing leads to sustained business growth. But for that to happen, it needs to be embedded into your strategic business planning process. In this episode, I sat down with Christina Griffin, a business planning consultant for billion dollar brands. We also walk through her framework that highlights how to infuse inclusion into the process. Get the Inclusion & Marketing Newsletter Christina's business planning framework Thu, 14 Dec 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing leads to sustained business growth. But for that to happen, it needs to be embedded into your strategic business planning process. In this episode, I sat down with Christina Griffin, a business planning consultant for billion dollar brands. We also walk through her framework that highlights how to infuse inclusion into the process. Get the Inclusion & Marketing Newsletter Christina's business planning framework Inclusive marketing leads to sustained business growth. But for that to happen, it needs to be embedded into your strategic business planning process. In this episode, I sat down with Christina Griffin, a business planning consultant for billion dollar brands. We also walk through her framework that highlights how to infuse inclusion into the process.

Get the Inclusion & Marketing Newsletter

Christina's business planning framework

]]> 3222 88. Managing the change of operating as an inclusive brand, with Nancy Harris Change has to be managed well for it to be implemented effectively. As you work to build an inclusive brand -- especially if you haven't fully operated that way in the past, managing that change is essential, to ensure you get the sustained results you're after. We talk about ways to do that in this episode with Nancy Harris. Get the Inclusion & Marketing Newsletter Nancy Harris - Restart Consulting Thu, 07 Dec 2023 12:49:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Change has to be managed well for it to be implemented effectively. As you work to build an inclusive brand -- especially if you haven't fully operated that way in the past, managing that change is essential, to ensure you get the sustained results you're after. We talk about ways to do that in this episode with Nancy Harris. Get the Inclusion & Marketing Newsletter Nancy Harris - Restart Consulting Change has to be managed well for it to be implemented effectively. As you work to build an inclusive brand -- especially if you haven't fully operated that way in the past, managing that change is essential, to ensure you get the sustained results you're after.

We talk about ways to do that in this episode with Nancy Harris.

Get the Inclusion & Marketing Newsletter

Nancy Harris - Restart Consulting

]]> 1997 87. How brands showed these consumers they belonged Life is about belonging. And because of that, business is about belonging. On this week's episode, you'll hear from real consumers --- who also happen to be previous guests on this show, share their experiences of when brands showed them they belonged, and how they responded. Get the Inclusion & Marketing Newsletter Thu, 30 Nov 2023 12:41:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Life is about belonging. And because of that, business is about belonging. On this week's episode, you'll hear from real consumers --- who also happen to be previous guests on this show, share their experiences of when brands showed them they belonged, and how they responded. Get the Inclusion & Marketing Newsletter Life is about belonging. And because of that, business is about belonging. On this week's episode, you'll hear from real consumers --- who also happen to be previous guests on this show, share their experiences of when brands showed them they belonged, and how they responded.


Get the Inclusion & Marketing Newsletter

]]> 1449 86. How to make more people feel like they belong with Unni Turrettini For many, belonging often feels like an elusive term that makes it hard to know for sure how to apply. In this episode, I sat down with an expert on belonging, Unni Turretini, who is also an author, speaker, and human connection expert. In our discussion, we chatted about practical ways to ensure more of the people you serve -- both on your team, and as customers, feel like they belong with you. Unni's website Get the Inclusion & Marketing Newsletter Fri, 24 Nov 2023 15:05:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist For many, belonging often feels like an elusive term that makes it hard to know for sure how to apply. In this episode, I sat down with an expert on belonging, Unni Turretini, who is also an author, speaker, and human connection expert. In our discussion, we chatted about practical ways to ensure more of the people you serve -- both on your team, and as customers, feel like they belong with you. Unni's website Get the Inclusion & Marketing Newsletter For many, belonging often feels like an elusive term that makes it hard to know for sure how to apply. In this episode, I sat down with an expert on belonging, Unni Turretini, who is also an author, speaker, and human connection expert. In our discussion, we chatted about practical ways to ensure more of the people you serve -- both on your team, and as customers, feel like they belong with you.


Unni's website

Get the Inclusion & Marketing Newsletter

]]> 1967 85. Lessons in Belonging from Beyonce's Renaissance World Tour Life is about belonging. And because of that, business is about belonging. While belonging can often feel like an elusive term, the truth is that belonging plays an essential role in earning fiercely loyal customers. This episode walks you through 5 lessons in belonging I picked up from attending Beyonce's Renaissance World tour in person. Get the Inclusion & Marketing Newsletter Thu, 16 Nov 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Life is about belonging. And because of that, business is about belonging. While belonging can often feel like an elusive term, the truth is that belonging plays an essential role in earning fiercely loyal customers. This episode walks you through 5 lessons in belonging I picked up from attending Beyonce's Renaissance World tour in person. Get the Inclusion & Marketing Newsletter Life is about belonging. And because of that, business is about belonging. While belonging can often feel like an elusive term, the truth is that belonging plays an essential role in earning fiercely loyal customers. This episode walks you through 5 lessons in belonging I picked up from attending Beyonce's Renaissance World tour in person.


Get the Inclusion & Marketing Newsletter

]]> 988 84. The truth about customer experience Stories of customer experience (or lack thereof) has been in the news a lot lately. No one wants to have a bad customer experience. No one. And that of course includes people from underrepresented and underserved communities. Here are common ways brands deliver a less than stellar customer experience to those consumers, and what you can do instead. Get the Inclusion & Marketing Newsletter Thu, 09 Nov 2023 09:00:00 -0000 full 84 Sonia Thompson | Inclusive Growth & Customer Experience Strategist Stories of customer experience (or lack thereof) has been in the news a lot lately. No one wants to have a bad customer experience. No one. And that of course includes people from underrepresented and underserved communities. Here are common ways brands deliver a less than stellar customer experience to those consumers, and what you can do instead. Get the Inclusion & Marketing Newsletter Stories of customer experience (or lack thereof) has been in the news a lot lately. No one wants to have a bad customer experience. No one. And that of course includes people from underrepresented and underserved communities.

Here are common ways brands deliver a less than stellar customer experience to those consumers, and what you can do instead.

Get the Inclusion & Marketing Newsletter

]]> 1715 no 83. You can't afford to not have this kind of talent on your team If you want to do a better job of serving the customers you currently have, as well as attracting and retaining more customers from underrepresented and underserved communities, you have to have this kind of person on your team. Get the Inclusion & Marketing Newsletter Episode 22: Common ways brands treat diverse talent like unpaid consultants (and what to do instead) Episode 14: Are you taking more than you give? Thu, 02 Nov 2023 14:52:48 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist If you want to do a better job of serving the customers you currently have, as well as attracting and retaining more customers from underrepresented and underserved communities, you have to have this kind of person on your team. Get the Inclusion & Marketing Newsletter Episode 22: Common ways brands treat diverse talent like unpaid consultants (and what to do instead) Episode 14: Are you taking more than you give? If you want to do a better job of serving the customers you currently have, as well as attracting and retaining more customers from underrepresented and underserved communities, you have to have this kind of person on your team.

Get the Inclusion & Marketing Newsletter

Episode 22: Common ways brands treat diverse talent like unpaid consultants (and what to do instead)

Episode 14: Are you taking more than you give?

]]> 1054 82. Should you ask customers for their demographic information? This is a common question that more and more brands are pondering, about when brands should be requesting demographic data for their customers. There are many benefits to having data, but what is the impact on your customers? And how should you communicate about the use of that data? We get into all of it in this short episode. Get the Inclusion & Marketing Newsletter Episode 45 - Factors influencing your customers' success that you should be aware of Thu, 26 Oct 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist This is a common question that more and more brands are pondering, about when brands should be requesting demographic data for their customers. There are many benefits to having data, but what is the impact on your customers? And how should you communicate about the use of that data? We get into all of it in this short episode. Get the Inclusion & Marketing Newsletter Episode 45 - Factors influencing your customers' success that you should be aware of This is a common question that more and more brands are pondering, about when brands should be requesting demographic data for their customers. There are many benefits to having data, but what is the impact on your customers? And how should you communicate about the use of that data? We get into all of it in this short episode.


Get the Inclusion & Marketing Newsletter

Episode 45 - Factors influencing your customers' success that you should be aware of

]]> 825 81. Do this to increase customer acquisition for people from underrepresented and underserved communities Many brands think that focusing on creating an environment where all feel welcome is enough to ensure that people from underrepresented and underserved communities feel like they belong with you. It's not. If you want to increase customer acquisition of people from these communities focus your efforts on what we cover in this episode. Get the episode transcript Get the Inclusion & Marketing Newsletter New York Times Article about the craft beer market Episode 54: Creating inclusive influencer marketing campaigns with Tinashe Chaponda Thu, 19 Oct 2023 11:55:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Many brands think that focusing on creating an environment where all feel welcome is enough to ensure that people from underrepresented and underserved communities feel like they belong with you. It's not. If you want to increase customer acquisition of people from these communities focus your efforts on what we cover in this episode. Get the episode transcript Get the Inclusion & Marketing Newsletter New York Times Article about the craft beer market Episode 54: Creating inclusive influencer marketing campaigns with Tinashe Chaponda Many brands think that focusing on creating an environment where all feel welcome is enough to ensure that people from underrepresented and underserved communities feel like they belong with you. It's not. If you want to increase customer acquisition of people from these communities focus your efforts on what we cover in this episode.


Get the episode transcript

Get the Inclusion & Marketing Newsletter

New York Times Article about the craft beer market

Episode 54: Creating inclusive influencer marketing campaigns with Tinashe Chaponda

]]> 1215 80. Consumer reactions to real brand customer experiences Friction in a customer experience is bad. It kills conversions. It diminishes customer success. And it really lowers customer retention. But the reality is, everyday brands deliver experiences with friction in them. And that friction is heightened for consumers from underrepresented and underserved communities. In this episode, I walk you through the friction (and delight), real customers experienced as we audited customer experiences real brands are delivering right now on their websites, social media, and other marketing channels. You can find the videos of all the customer reactions to the brands we reviewed here Get the Inclusion & Marketing newsletter Get the episode transcript Thu, 12 Oct 2023 15:10:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Friction in a customer experience is bad. It kills conversions. It diminishes customer success. And it really lowers customer retention. But the reality is, everyday brands deliver experiences with friction in them. And that friction is heightened for consumers from underrepresented and underserved communities. In this episode, I walk you through the friction (and delight), real customers experienced as we audited customer experiences real brands are delivering right now on their websites, social media, and other marketing channels. You can find the videos of all the customer reactions to the brands we reviewed here Get the Inclusion & Marketing newsletter Get the episode transcript Friction in a customer experience is bad. It kills conversions. It diminishes customer success. And it really lowers customer retention. But the reality is, everyday brands deliver experiences with friction in them. And that friction is heightened for consumers from underrepresented and underserved communities. In this episode, I walk you through the friction (and delight), real customers experienced as we audited customer experiences real brands are delivering right now on their websites, social media, and other marketing channels.

You can find the videos of all the customer reactions to the brands we reviewed here

Get the Inclusion & Marketing newsletter

Get the episode transcript

]]> 2713 79. How smart brands strategically partner with HBCUs HBCUs, or Historically Black Colleges and Universities are a big part of Black culture in the U.S. Often times when brands want to engage the Black community as consumers or a source of talent --- partnerships and campaigns with HBCUs feels like low-hanging fruit. But the way most brands approach the work they do with HBCUs is quite superficial. It very much feels like they are checking a box or following some pre-determined playbook for how to reach the Black community. So their efforts don't always make the impact they are looking for. But there are some brands who are doing it right. In this episode, recorded live at the INBOUND conference, I sat down with Dr. Dana Williams-Johnson a marketing professor at Howard University, and Dr. Yuvay Ferguson, former dean at Howard University, and we chatted through smart ways brands are strategically partnering with HBCUs, and how you can get started as well. Get the Inclusion & Marketing Newsletter Thu, 05 Oct 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist HBCUs, or Historically Black Colleges and Universities are a big part of Black culture in the U.S. Often times when brands want to engage the Black community as consumers or a source of talent --- partnerships and campaigns with HBCUs feels like low-hanging fruit. But the way most brands approach the work they do with HBCUs is quite superficial. It very much feels like they are checking a box or following some pre-determined playbook for how to reach the Black community. So their efforts don't always make the impact they are looking for. But there are some brands who are doing it right. In this episode, recorded live at the INBOUND conference, I sat down with Dr. Dana Williams-Johnson a marketing professor at Howard University, and Dr. Yuvay Ferguson, former dean at Howard University, and we chatted through smart ways brands are strategically partnering with HBCUs, and how you can get started as well. Get the Inclusion & Marketing Newsletter HBCUs, or Historically Black Colleges and Universities are a big part of Black culture in the U.S. Often times when brands want to engage the Black community as consumers or a source of talent --- partnerships and campaigns with HBCUs feels like low-hanging fruit.

But the way most brands approach the work they do with HBCUs is quite superficial. It very much feels like they are checking a box or following some pre-determined playbook for how to reach the Black community. So their efforts don't always make the impact they are looking for.

But there are some brands who are doing it right. In this episode, recorded live at the INBOUND conference, I sat down with Dr. Dana Williams-Johnson a marketing professor at Howard University, and Dr. Yuvay Ferguson, former dean at Howard University, and we chatted through smart ways brands are strategically partnering with HBCUs, and how you can get started as well.

Get the Inclusion & Marketing Newsletter

]]> 2046 78. Authentic and inclusive brands: INBOUND 2023 panel discussion with Natasha Pierre and Sundas Khalid How to be authentically inclusive is one of the most common questions I get from marketers and business leaders about inclusive marketing. The good news is a couple of weeks ago, I was part of a panel discussion at the INBOUND conference in Boston. Our topic - was authentic and inclusive brands. And my fellow panelists were Natasha Pierre of Shine with Natasha and the Shine Online podcast, and Sundas Khalid, a data scientist at Google and host of a popular YouTube channel on data science, tech, and related career topics. Conferences are great and all – but everyone can’t always attend. So I’m excited that there’s a way to bring a piece of the conference to you – wherever you are. Get the episode transcript here More about Nathasha Pierre of Shine With Natasha More about Sundas Khalid Get the Inclusion & Marketing Newsletter Thu, 28 Sep 2023 20:22:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist How to be authentically inclusive is one of the most common questions I get from marketers and business leaders about inclusive marketing. The good news is a couple of weeks ago, I was part of a panel discussion at the INBOUND conference in Boston. Our topic - was authentic and inclusive brands. And my fellow panelists were Natasha Pierre of Shine with Natasha and the Shine Online podcast, and Sundas Khalid, a data scientist at Google and host of a popular YouTube channel on data science, tech, and related career topics. Conferences are great and all – but everyone can’t always attend. So I’m excited that there’s a way to bring a piece of the conference to you – wherever you are. Get the episode transcript here More about Nathasha Pierre of Shine With Natasha More about Sundas Khalid Get the Inclusion & Marketing Newsletter How to be authentically inclusive is one of the most common questions I get from marketers and business leaders about inclusive marketing.

The good news is a couple of weeks ago, I was part of a panel discussion at the INBOUND conference in Boston. Our topic - was authentic and inclusive brands. And my fellow panelists were Natasha Pierre of Shine with Natasha and the Shine Online podcast, and Sundas Khalid, a data scientist at Google and host of a popular YouTube channel on data science, tech, and related career topics.


Conferences are great and all – but everyone can’t always attend. So I’m excited that there’s a way to bring a piece of the conference to you – wherever you are.


Get the episode transcript here

More about Nathasha Pierre of Shine With Natasha

More about Sundas Khalid

Get the Inclusion & Marketing Newsletter

]]> 3130 77. 5 Common reasons brands hesitate to engage in inclusive marketing (that are costing them sales) With a growing number of consumers now expecting the brands they buy from to be inclusive, more brands than ever are making inclusive marketing a priority. But there’s still a number of companies standing on the sidelines when it comes to including people with identities that don’t so cleanly fit into what is considered to be ‘mainstream,’ and it’s costing them sales. Here are the 5 most common objections I hear from marketers about inclusive marketing, along with how to overcome those objections. Get the episode transcript here Get the Inclusion & Marketing Newsletter Episode 65 - The truth about 'woke' brands and companies getting political Thu, 21 Sep 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist With a growing number of consumers now expecting the brands they buy from to be inclusive, more brands than ever are making inclusive marketing a priority. But there’s still a number of companies standing on the sidelines when it comes to including people with identities that don’t so cleanly fit into what is considered to be ‘mainstream,’ and it’s costing them sales. Here are the 5 most common objections I hear from marketers about inclusive marketing, along with how to overcome those objections. Get the episode transcript here Get the Inclusion & Marketing Newsletter Episode 65 - The truth about 'woke' brands and companies getting political With a growing number of consumers now expecting the brands they buy from to be inclusive, more brands than ever are making inclusive marketing a priority. But there’s still a number of companies standing on the sidelines when it comes to including people with identities that don’t so cleanly fit into what is considered to be ‘mainstream,’ and it’s costing them sales. Here are the 5 most common objections I hear from marketers about inclusive marketing, along with how to overcome those objections.

Get the episode transcript here

Get the Inclusion & Marketing Newsletter

Episode 65 - The truth about 'woke' brands and companies getting political

]]> 925 76. 'Nothing about us without us' and working with an inclusive marketing agency, with Matthew Tsang Inclusive marketing isn't quite yet the standard way of engaging in marketing. Although it will soon be. As you work with your agency, here's when to think about bringing in an inclusive marketing agency to support you in engaging underrepresented and underserved communities authentically. We also cover the very important principal of 'nothing about us without us." Matthew Tsang (he/him) is the Co-Founder of AndHumanity, an integrated inclusive marketing and communications agency with the core purpose of serving people-first brands that want to leave a legacy of belonging. Matthew's agency AndHumanity Get the Inclusion & Marketing Newsletter Code Switching Thu, 14 Sep 2023 11:32:20 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing isn't quite yet the standard way of engaging in marketing. Although it will soon be. As you work with your agency, here's when to think about bringing in an inclusive marketing agency to support you in engaging underrepresented and underserved communities authentically. We also cover the very important principal of 'nothing about us without us." Matthew Tsang (he/him) is the Co-Founder of AndHumanity, an integrated inclusive marketing and communications agency with the core purpose of serving people-first brands that want to leave a legacy of belonging. Matthew's agency AndHumanity Get the Inclusion & Marketing Newsletter Code Switching Inclusive marketing isn't quite yet the standard way of engaging in marketing. Although it will soon be. As you work with your agency, here's when to think about bringing in an inclusive marketing agency to support you in engaging underrepresented and underserved communities authentically. We also cover the very important principal of 'nothing about us without us."

Matthew Tsang (he/him) is the Co-Founder of AndHumanity, an integrated inclusive marketing and communications agency with the core purpose of serving people-first brands that want to leave a legacy of belonging.

Matthew's agency AndHumanity

Get the Inclusion & Marketing Newsletter

Code Switching

]]> 2555 75. Inclusive marketers react to campaigns from Barbie, Sainsbury's, McDonald's, and more One of the benefits of including others are the diverse perspectives you get when looking at a situation. In this episode, I invited my inclusive marketing colleagues Matthew Tsang and Joyann Boyce to the show, and together we reviewed, reacted, and gave our perspectives on several brand campaigns that were published around the world. Get the episode transcript Get the Inclusion & Marketing Newsletter Joyann Boyce at Arima & Co Matthew Tsang at AndHumanity Sainsbury's ad B&Q ad AI Barbie "Barbenheimer" controversy MacDonald's commercials side by side Thu, 07 Sep 2023 11:01:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist One of the benefits of including others are the diverse perspectives you get when looking at a situation. In this episode, I invited my inclusive marketing colleagues Matthew Tsang and Joyann Boyce to the show, and together we reviewed, reacted, and gave our perspectives on several brand campaigns that were published around the world. Get the episode transcript Get the Inclusion & Marketing Newsletter Joyann Boyce at Arima & Co Matthew Tsang at AndHumanity Sainsbury's ad B&Q ad AI Barbie "Barbenheimer" controversy MacDonald's commercials side by side One of the benefits of including others are the diverse perspectives you get when looking at a situation. In this episode, I invited my inclusive marketing colleagues Matthew Tsang and Joyann Boyce to the show, and together we reviewed, reacted, and gave our perspectives on several brand campaigns that were published around the world.


Get the episode transcript

Get the Inclusion & Marketing Newsletter

Joyann Boyce at Arima & Co

Matthew Tsang at AndHumanity

Sainsbury's ad

B&Q ad

AI Barbie

"Barbenheimer" controversy

MacDonald's commercials side by side

]]> 2763 74. How to authentically engage Muslim consumers with Mariam Shahab Twenty-five percent of the world’s population identifies as Muslim. However representation in media and marketing for people of Muslim faith is nowhere near the population. And when Muslim representation does exist, it often isn't favorable and showcases people of Muslim faith in negative stereotypical ways. No bueno. In this episode, I chat with Mariam Shahab, an inclusive marketer who is also of Muslim faith, to talk through ways brands can ensure the people they serve from this community feel seen, supported, and like they belong. You probably already have customers or people who've considered buying from you who are Muslim, so this is an important listen. Get the episode transcript here Study: Erased or extremists: The stereotypical view of Muslims in popular episodic series Episode 67: Evite CMO shares how the brand grew by including more customers KitKat Canada Ramadan commercial Get the Inclusion & Marketing Newsletter Thu, 31 Aug 2023 11:05:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Twenty-five percent of the world’s population identifies as Muslim. However representation in media and marketing for people of Muslim faith is nowhere near the population. And when Muslim representation does exist, it often isn't favorable and showcases people of Muslim faith in negative stereotypical ways. No bueno. In this episode, I chat with Mariam Shahab, an inclusive marketer who is also of Muslim faith, to talk through ways brands can ensure the people they serve from this community feel seen, supported, and like they belong. You probably already have customers or people who've considered buying from you who are Muslim, so this is an important listen. Get the episode transcript here Study: Erased or extremists: The stereotypical view of Muslims in popular episodic series Episode 67: Evite CMO shares how the brand grew by including more customers KitKat Canada Ramadan commercial Get the Inclusion & Marketing Newsletter Twenty-five percent of the world’s population identifies as Muslim. However representation in media and marketing for people of Muslim faith is nowhere near the population. And when Muslim representation does exist, it often isn't favorable and showcases people of Muslim faith in negative stereotypical ways. No bueno.


In this episode, I chat with Mariam Shahab, an inclusive marketer who is also of Muslim faith, to talk through ways brands can ensure the people they serve from this community feel seen, supported, and like they belong. You probably already have customers or people who've considered buying from you who are Muslim, so this is an important listen.

Get the episode transcript here

Study: Erased or extremists: The stereotypical view of Muslims in popular episodic series

Episode 67: Evite CMO shares how the brand grew by including more customers

KitKat Canada Ramadan commercial

Get the Inclusion & Marketing Newsletter

]]> 1440 73. How to bake inclusion into your brand guidelines Every brand needs to have brand guidelines. And those guidelines also need to incorporate your approach and style as it relates to inclusion. This episode we dive into how to make your brand guidelines more inclusive, specifically by focusing on language and visual imagery. Get the episode transcript here Get the Inclusion & Marketing Newsletter Inclusive Brand Academy Episode 15: Getting started with inclusive language with Nailah King Thu, 24 Aug 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Every brand needs to have brand guidelines. And those guidelines also need to incorporate your approach and style as it relates to inclusion. This episode we dive into how to make your brand guidelines more inclusive, specifically by focusing on language and visual imagery. Get the episode transcript here Get the Inclusion & Marketing Newsletter Inclusive Brand Academy Episode 15: Getting started with inclusive language with Nailah King Every brand needs to have brand guidelines. And those guidelines also need to incorporate your approach and style as it relates to inclusion. This episode we dive into how to make your brand guidelines more inclusive, specifically by focusing on language and visual imagery.

Get the episode transcript here

Get the Inclusion & Marketing Newsletter

Inclusive Brand Academy

Episode 15: Getting started with inclusive language with Nailah King

]]> 1054 72. Why brands should practice responsible marketing with Lola Bakare Responsible marketing, which is very closely related to inclusive marketing, is a term that I heard from the wonderful Lola Bakare. In this episode, we cover why smart brands engage in it. Lola, who is my guest today, is an Anthem Award-Winning CMO Advisor & Inclusive Marketing Strategist, and founder of be/co, a boutique consultancy that empowers brands and marketing leaders with strategic guidance, coaching, training, and workshops that unleash new levels of success. Get the episode transcript here Get the Inclusion & Marketing Newsletter Follow Lola on LinkedIn Thu, 17 Aug 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Responsible marketing, which is very closely related to inclusive marketing, is a term that I heard from the wonderful Lola Bakare. In this episode, we cover why smart brands engage in it. Lola, who is my guest today, is an Anthem Award-Winning CMO Advisor & Inclusive Marketing Strategist, and founder of be/co, a boutique consultancy that empowers brands and marketing leaders with strategic guidance, coaching, training, and workshops that unleash new levels of success. Get the episode transcript here Get the Inclusion & Marketing Newsletter Follow Lola on LinkedIn Responsible marketing, which is very closely related to inclusive marketing, is a term that I heard from the wonderful Lola Bakare. In this episode, we cover why smart brands engage in it.

Lola, who is my guest today, is an Anthem Award-Winning CMO Advisor & Inclusive Marketing Strategist, and founder of be/co, a boutique consultancy that empowers brands and marketing leaders with strategic guidance, coaching, training, and workshops that unleash new levels of success.

Get the episode transcript here

Get the Inclusion & Marketing Newsletter

Follow Lola on LinkedIn

]]> 2210 71. Rule #1 of inclusive marketing There's a foundational principle of inclusive marketing that a lot of brands overlook, and that a lot of consumers don't realize. In each of these instances, people end up frustrated which is no good. In this episode, I cover this foundational principle and how to put it into action for your brand. Get the transcript of the episode here Get the Inclusion & Marketing Newsletter here Episode 29 - What inclusive brand type are you? Thu, 10 Aug 2023 11:34:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's a foundational principle of inclusive marketing that a lot of brands overlook, and that a lot of consumers don't realize. In each of these instances, people end up frustrated which is no good. In this episode, I cover this foundational principle and how to put it into action for your brand. Get the transcript of the episode here Get the Inclusion & Marketing Newsletter here Episode 29 - What inclusive brand type are you? There's a foundational principle of inclusive marketing that a lot of brands overlook, and that a lot of consumers don't realize. In each of these instances, people end up frustrated which is no good. In this episode, I cover this foundational principle and how to put it into action for your brand.


Get the transcript of the episode here

Get the Inclusion & Marketing Newsletter here

Episode 29 - What inclusive brand type are you?

]]> 993 70. Growth through Spanish translation: Best practices for reaching customers that speak different languages We are finishing up our growth series with this episode that is all about helping you and your brand communicate in a way that wins the hearts, minds, and loyalty of consumers who speak a different language. For this episode, I chatted with my Spanish translation team - Alicia and Andrea. Together, we help brands communicate and create love connections with Spanish speaking consumers. Spanish is the fourth most common language spoken in the world, behind English, Mandarin, and Hindi. And it is the second largest number of native speakers in the world – only behind Chinese. So if you want to reach more consumers - thinking about how you communicate and serve people who speak Spanish is a smart thing to do. Now if your goal isn’t to reach Spanish speakers, but for people who speak other languages, this episode is still for you – because many of the principles we cover are applicable no matter what language you’re looking to translate or localize to - we’re just using Spanish as the reference point. Specifically – we’re covering topics related to what marketers need to know and the decisions they need to make to ensure what they communicate, how they communicate, and the process to getting to communicating with excellence happens smoothly. Get the episode transcript here Get the Inclusion & Marketing newsletter Chat with Sonia about Spanish language translations for your brand Thu, 03 Aug 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist We are finishing up our growth series with this episode that is all about helping you and your brand communicate in a way that wins the hearts, minds, and loyalty of consumers who speak a different language. For this episode, I chatted with my Spanish translation team - Alicia and Andrea. Together, we help brands communicate and create love connections with Spanish speaking consumers. Spanish is the fourth most common language spoken in the world, behind English, Mandarin, and Hindi. And it is the second largest number of native speakers in the world – only behind Chinese. So if you want to reach more consumers - thinking about how you communicate and serve people who speak Spanish is a smart thing to do. Now if your goal isn’t to reach Spanish speakers, but for people who speak other languages, this episode is still for you – because many of the principles we cover are applicable no matter what language you’re looking to translate or localize to - we’re just using Spanish as the reference point. Specifically – we’re covering topics related to what marketers need to know and the decisions they need to make to ensure what they communicate, how they communicate, and the process to getting to communicating with excellence happens smoothly. Get the episode transcript here Get the Inclusion & Marketing newsletter Chat with Sonia about Spanish language translations for your brand We are finishing up our growth series with this episode that is all about helping you and your brand communicate in a way that wins the hearts, minds, and loyalty of consumers who speak a different language.

For this episode, I chatted with my Spanish translation team - Alicia and Andrea. Together, we help brands communicate and create love connections with Spanish speaking consumers.

Spanish is the fourth most common language spoken in the world, behind English, Mandarin, and Hindi. And it is the second largest number of native speakers in the world – only behind Chinese.

So if you want to reach more consumers - thinking about how you communicate and serve people who speak Spanish is a smart thing to do.

Now if your goal isn’t to reach Spanish speakers, but for people who speak other languages, this episode is still for you – because many of the principles we cover are applicable no matter what language you’re looking to translate or localize to - we’re just using Spanish as the reference point.

Specifically – we’re covering topics related to what marketers need to know and the decisions they need to make to ensure what they communicate, how they communicate, and the process to getting to communicating with excellence happens smoothly.

Get the episode transcript here

Get the Inclusion & Marketing newsletter

Chat with Sonia about Spanish language translations for your brand

]]> 2276 69. Growth with globalization: How smart brands of all sizes and budgets are doing it Globalization is a smart growth strategy. When you focus on serving people who have the problem your business solves who speak different languages and or live in different countries, growth is inevitable. With the technologies that exist today, this is easier and more cost effective to do than ever, no matter what type of business you have. So in today’s episode as we continue with our growth series, we’re going to cover how you can use globalization as a growth strategy in your business, with my guest, Hilary Atkisson Normanha, a globalization specialist. Get the episode transcript here Connect with Hilary on LinkedIn: https://www.linkedin.com/in/hilary-atkisson-normanha/ Get the Inclusion & Marketing newsletter Inclusive Brand Growth Assessment Belonging Accelerator Thu, 27 Jul 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Globalization is a smart growth strategy. When you focus on serving people who have the problem your business solves who speak different languages and or live in different countries, growth is inevitable. With the technologies that exist today, this is easier and more cost effective to do than ever, no matter what type of business you have. So in today’s episode as we continue with our growth series, we’re going to cover how you can use globalization as a growth strategy in your business, with my guest, Hilary Atkisson Normanha, a globalization specialist. Get the episode transcript here Connect with Hilary on LinkedIn: https://www.linkedin.com/in/hilary-atkisson-normanha/ Get the Inclusion & Marketing newsletter Inclusive Brand Growth Assessment Belonging Accelerator Globalization is a smart growth strategy. When you focus on serving people who have the problem your business solves who speak different languages and or live in different countries, growth is inevitable.

With the technologies that exist today, this is easier and more cost effective to do than ever, no matter what type of business you have.

So in today’s episode as we continue with our growth series, we’re going to cover how you can use globalization as a growth strategy in your business, with my guest, Hilary Atkisson Normanha, a globalization specialist.

Get the episode transcript here

Connect with Hilary on LinkedIn: https://www.linkedin.com/in/hilary-atkisson-normanha/

Get the Inclusion & Marketing newsletter

Inclusive Brand Growth Assessment

Belonging Accelerator

]]> 1795 68. There's no growth without "we" How you think about the people you serve matters. In this episode, I cover how to define more specifically who you are including, and how you think about, show up for, have empathy for, and fight for, using examples from the Oppenheimer cast, Rihanna, Johnson & Johnson and more. Get the episode transcript here What inclusive brand type are you? (episode) What inclusive brand type are you (quiz) Get the Inclusion & Marketing newsletter Thu, 20 Jul 2023 09:53:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist How you think about the people you serve matters. In this episode, I cover how to define more specifically who you are including, and how you think about, show up for, have empathy for, and fight for, using examples from the Oppenheimer cast, Rihanna, Johnson & Johnson and more. Get the episode transcript here What inclusive brand type are you? (episode) What inclusive brand type are you (quiz) Get the Inclusion & Marketing newsletter How you think about the people you serve matters. In this episode, I cover how to define more specifically who you are including, and how you think about, show up for, have empathy for, and fight for, using examples from the Oppenheimer cast, Rihanna, Johnson & Johnson and more.


Get the episode transcript here


What inclusive brand type are you? (episode)

What inclusive brand type are you (quiz)

Get the Inclusion & Marketing newsletter

]]> 1171 67. Evite CMO shares how the brand expanded their customer base In this episode you’re going to hear about how Evite, a company that touches over 100 million people in the US each year — has embraced expanding the way they thought about who had the problem their brand solves, particularly as it relates to the parenthood journey, and how that’s allowed them to serve more people. Get the full transcript here Get the Inclusion & Marketing newsletter Thu, 13 Jul 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In this episode you’re going to hear about how Evite, a company that touches over 100 million people in the US each year — has embraced expanding the way they thought about who had the problem their brand solves, particularly as it relates to the parenthood journey, and how that’s allowed them to serve more people. Get the full transcript here Get the Inclusion & Marketing newsletter In this episode you’re going to hear about how Evite, a company that touches over 100 million people in the US each year — has embraced expanding the way they thought about who had the problem their brand solves, particularly as it relates to the parenthood journey, and how that’s allowed them to serve more people.

Get the full transcript here

Get the Inclusion & Marketing newsletter

]]> 2131 66. Common mistakes that prevent your brand's growth Inclusive marketing not only is a good thing to do, but when done right it helps brands grow on a number of fronts. Conversely, not engaging in inclusive marketing prevents many brands from growing. In this episode I cover common ways not being inclusive is preventing brands from growing. Join the Inclusion & Marketing Newsletter Get the transcript of this episode Links mentioned in this episode: How to create an accessible brand for people with disabilities with Erin Perkins How to increase customer success for people who are not in the majority, with Natalya Sanyal Thu, 06 Jul 2023 11:48:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing not only is a good thing to do, but when done right it helps brands grow on a number of fronts. Conversely, not engaging in inclusive marketing prevents many brands from growing. In this episode I cover common ways not being inclusive is preventing brands from growing. Join the Inclusion & Marketing Newsletter Get the transcript of this episode Links mentioned in this episode: How to create an accessible brand for people with disabilities with Erin Perkins How to increase customer success for people who are not in the majority, with Natalya Sanyal Inclusive marketing not only is a good thing to do, but when done right it helps brands grow on a number of fronts. Conversely, not engaging in inclusive marketing prevents many brands from growing. In this episode I cover common ways not being inclusive is preventing brands from growing.

Join the Inclusion & Marketing Newsletter

Get the transcript of this episode

Links mentioned in this episode:

How to create an accessible brand for people with disabilities with Erin Perkins

How to increase customer success for people who are not in the majority, with Natalya Sanyal

]]> 1480 65. The truth about 'woke' brands and companies getting political There's been an uptick in the number of brands that are being called out for being both 'woke' and 'political'. But what does it even mean for a brand to be 'woke'? This episode covers the true meaning of woke, what it means for brands, and why all brands are inherently political. Transcript of this episode Top companies in the US who lobby the government Join the Inclusion & Marketing Newsletter Thu, 29 Jun 2023 09:15:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's been an uptick in the number of brands that are being called out for being both 'woke' and 'political'. But what does it even mean for a brand to be 'woke'? This episode covers the true meaning of woke, what it means for brands, and why all brands are inherently political. Transcript of this episode Top companies in the US who lobby the government Join the Inclusion & Marketing Newsletter There's been an uptick in the number of brands that are being called out for being both 'woke' and 'political'. But what does it even mean for a brand to be 'woke'? This episode covers the true meaning of woke, what it means for brands, and why all brands are inherently political.

Transcript of this episode

Top companies in the US who lobby the government

Join the Inclusion & Marketing Newsletter

]]> 832 64. How to build an accessible website There's a growing number of cases where brands are being sued because their websites are not ADA compliant with regard to accessibility. The goal isn't to make you fearful, it is to get you informed about what you need to know to make your website both compliant and inclusive from an accessibility standpoint. I'm joined by Mark Pound, CEO of CurbCutOS, a web accessibility consultancy. Get the transcript of this episode here CurbCutOS How Google makes their brand accessible How to create an accessible brand with Erin Perkins Join the Inclusion & Marketing Newsletter Thu, 22 Jun 2023 21:07:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's a growing number of cases where brands are being sued because their websites are not ADA compliant with regard to accessibility. The goal isn't to make you fearful, it is to get you informed about what you need to know to make your website both compliant and inclusive from an accessibility standpoint. I'm joined by Mark Pound, CEO of CurbCutOS, a web accessibility consultancy. Get the transcript of this episode here CurbCutOS How Google makes their brand accessible How to create an accessible brand with Erin Perkins Join the Inclusion & Marketing Newsletter There's a growing number of cases where brands are being sued because their websites are not ADA compliant with regard to accessibility. The goal isn't to make you fearful, it is to get you informed about what you need to know to make your website both compliant and inclusive from an accessibility standpoint. I'm joined by Mark Pound, CEO of CurbCutOS, a web accessibility consultancy.

Get the transcript of this episode here

CurbCutOS

How Google makes their brand accessible

How to create an accessible brand with Erin Perkins

Join the Inclusion & Marketing Newsletter

]]> 2185 63. How Google makes their brand accessible Disability impacts more of us than we think. And because of that – focusing on accessibility in your marketing will enable your brand to not only serve more people than you think - but allow you to make a positive impact on their lives. Accessibility is a big topic – and it can feel a bit overwhelming at times. So today, I’m going to give you practical ways to think about how to lean into accessibility in with your brand by walking you through how Google approaches accessibility. Get the transcript of this episode here Inclusive Brand Type are You? Inclusive Brand Type Quiz Google All In - Disability Playbook Building for Everyone Get the Inclusion & Marketing weekly newsletter Thu, 15 Jun 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Disability impacts more of us than we think. And because of that – focusing on accessibility in your marketing will enable your brand to not only serve more people than you think - but allow you to make a positive impact on their lives. Accessibility is a big topic – and it can feel a bit overwhelming at times. So today, I’m going to give you practical ways to think about how to lean into accessibility in with your brand by walking you through how Google approaches accessibility. Get the transcript of this episode here Inclusive Brand Type are You? Inclusive Brand Type Quiz Google All In - Disability Playbook Building for Everyone Get the Inclusion & Marketing weekly newsletter Disability impacts more of us than we think. And because of that – focusing on accessibility in your marketing will enable your brand to not only serve more people than you think - but allow you to make a positive impact on their lives.

Accessibility is a big topic – and it can feel a bit overwhelming at times. So today, I’m going to give you practical ways to think about how to lean into accessibility in with your brand by walking you through how Google approaches accessibility.

Get the transcript of this episode here

Inclusive Brand Type are You?

Inclusive Brand Type Quiz

Google All In - Disability Playbook

Building for Everyone

Get the Inclusion & Marketing weekly newsletter

]]> 1215 62. How to build a diverse customer base with Gloria Chou In today’s episode, I sat down with Gloria Chou, of Gloria Chou PR. I was super intrigued when Gloria told me that the majority of her clientele - I believe it was upwards of 90% are women of color. I wanted to learn about how she did it – what she did to build such a diverse and loyal customer base that get results over and over again. So I sat down with her, and got the goods – and I’m thrilled to share about what Gloria’s done, so you can think about how to apply it to your own brand. Episode transcript Gloria's Website Get the Inclusion & Marketing Newsletter Thu, 08 Jun 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In today’s episode, I sat down with Gloria Chou, of Gloria Chou PR. I was super intrigued when Gloria told me that the majority of her clientele - I believe it was upwards of 90% are women of color. I wanted to learn about how she did it – what she did to build such a diverse and loyal customer base that get results over and over again. So I sat down with her, and got the goods – and I’m thrilled to share about what Gloria’s done, so you can think about how to apply it to your own brand. Episode transcript Gloria's Website Get the Inclusion & Marketing Newsletter In today’s episode, I sat down with Gloria Chou, of Gloria Chou PR. I was super intrigued when Gloria told me that the majority of her clientele - I believe it was upwards of 90% are women of color.

I wanted to learn about how she did it – what she did to build such a diverse and loyal customer base that get results over and over again.

So I sat down with her, and got the goods – and I’m thrilled to share about what Gloria’s done, so you can think about how to apply it to your own brand.

Episode transcript

Gloria's Website

Get the Inclusion & Marketing Newsletter

]]> 1712 61. How to deal with resistance to inclusion There is resistance to inclusion and inclusive marketing, and that resistance is causing some marketers to hesitate and rethink their approach. That’s a mistake. Resistance to inclusion isn't new. We've been here before as a society, and there's already been much written on the topic. In this episode I explore the resistance, and how to deal with it so you can continue to embrace the future of marketing: inclusive marketing. Get the transcript of the episode here Inclusive Marketing Lessons from Bud Light's Dylan Mulvaney Fumble MLK's 'Letter from Birmingham Jail' Audio/Video version of MLK's 'Letter from Birmingham Jail' The Five Heartbeats - "You Sure You Want to Hang with Old Eddie Kane?" What Inclusive Brand Type Are You? Inclusive Brand Type Quiz ---- Join the Inclusion & Marketing newsletter Thu, 01 Jun 2023 09:50:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There is resistance to inclusion and inclusive marketing, and that resistance is causing some marketers to hesitate and rethink their approach. That’s a mistake. Resistance to inclusion isn't new. We've been here before as a society, and there's already been much written on the topic. In this episode I explore the resistance, and how to deal with it so you can continue to embrace the future of marketing: inclusive marketing. Get the transcript of the episode here Inclusive Marketing Lessons from Bud Light's Dylan Mulvaney Fumble MLK's 'Letter from Birmingham Jail' Audio/Video version of MLK's 'Letter from Birmingham Jail' The Five Heartbeats - "You Sure You Want to Hang with Old Eddie Kane?" What Inclusive Brand Type Are You? Inclusive Brand Type Quiz ---- Join the Inclusion & Marketing newsletter There is resistance to inclusion and inclusive marketing, and that resistance is causing some marketers to hesitate and rethink their approach.

That’s a mistake.

Resistance to inclusion isn't new. We've been here before as a society, and there's already been much written on the topic. In this episode I explore the resistance, and how to deal with it so you can continue to embrace the future of marketing: inclusive marketing.


Get the transcript of the episode here

Inclusive Marketing Lessons from Bud Light's Dylan Mulvaney Fumble

MLK's 'Letter from Birmingham Jail'

Audio/Video version of MLK's 'Letter from Birmingham Jail'

The Five Heartbeats - "You Sure You Want to Hang with Old Eddie Kane?"

What Inclusive Brand Type Are You?

Inclusive Brand Type Quiz

----

Join the Inclusion & Marketing newsletter

]]> 1869 60. Designing inclusive experiences for neurodivergent consumers Data shows one in five people are neurodivergent. That means it is very likely that a number of your customers fall within that spectrum. As a result, it is important to understand more about this community and ways in which your brand can show them they belong with you. In this episode, I chat with neurodiversity experts Ludmila Praslova, Aviva Legatt, and Caroline Stokes -- who share their expertise as well as their own lived experience on this topic. Get the transcript of the episode here Join the Inclusion & Marketing newsletter Thu, 25 May 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Data shows one in five people are neurodivergent. That means it is very likely that a number of your customers fall within that spectrum. As a result, it is important to understand more about this community and ways in which your brand can show them they belong with you. In this episode, I chat with neurodiversity experts Ludmila Praslova, Aviva Legatt, and Caroline Stokes -- who share their expertise as well as their own lived experience on this topic. Get the transcript of the episode here Join the Inclusion & Marketing newsletter Data shows one in five people are neurodivergent. That means it is very likely that a number of your customers fall within that spectrum. As a result, it is important to understand more about this community and ways in which your brand can show them they belong with you. In this episode, I chat with neurodiversity experts Ludmila Praslova, Aviva Legatt, and Caroline Stokes -- who share their expertise as well as their own lived experience on this topic.

Get the transcript of the episode here

Join the Inclusion & Marketing newsletter

]]> 2371 59. How to create an accessible brand for people with disabilities with Erin Perkins Globally, 15 percent of the world's population has some form of disability. And as we think about building a business that includes more people, baking accessibility into what you offer is a smart way to do so. To help you with that, Erin Perkins, founder of MabelyQ is on the show today. She's an accessibility educator, and she's got very practical tips to help you start being more accessible with your brand today. Access the transcript of the episode here Erin's Links: Successible Platform Social media Accessibility Checklist Instagram Website Get the Inclusion & Marketing newsletter Thu, 18 May 2023 11:53:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Globally, 15 percent of the world's population has some form of disability. And as we think about building a business that includes more people, baking accessibility into what you offer is a smart way to do so. To help you with that, Erin Perkins, founder of MabelyQ is on the show today. She's an accessibility educator, and she's got very practical tips to help you start being more accessible with your brand today. Access the transcript of the episode here Erin's Links: Successible Platform Social media Accessibility Checklist Instagram Website Get the Inclusion & Marketing newsletter Globally, 15 percent of the world's population has some form of disability. And as we think about building a business that includes more people, baking accessibility into what you offer is a smart way to do so. To help you with that, Erin Perkins, founder of MabelyQ is on the show today. She's an accessibility educator, and she's got very practical tips to help you start being more accessible with your brand today.


Access the transcript of the episode here


Erin's Links:

Successible Platform

Social media Accessibility Checklist

Instagram

Website


Get the Inclusion & Marketing newsletter

]]> 2201 58. How to build an LGBTQ+ inclusive brand with Hank Paul An LGBTQ+ inclusive brand is intentional about showing people from this community that they belong. That goes beyond just showing up during PRIDE month. In this episode I talk with Hank Paul, a Queer Inclusion Strategist, about practical ways you can build a brand that makes the LGBTQ+ community feel seen, safe, and supported. Access the transcript here The Business Allyship Roadmap Hank on Instagram Join the Inclusion & Marketing Newsletter Thu, 11 May 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist An LGBTQ+ inclusive brand is intentional about showing people from this community that they belong. That goes beyond just showing up during PRIDE month. In this episode I talk with Hank Paul, a Queer Inclusion Strategist, about practical ways you can build a brand that makes the LGBTQ+ community feel seen, safe, and supported. Access the transcript here The Business Allyship Roadmap Hank on Instagram Join the Inclusion & Marketing Newsletter An LGBTQ+ inclusive brand is intentional about showing people from this community that they belong. That goes beyond just showing up during PRIDE month. In this episode I talk with Hank Paul, a Queer Inclusion Strategist, about practical ways you can build a brand that makes the LGBTQ+ community feel seen, safe, and supported.


Access the transcript here

The Business Allyship Roadmap

Hank on Instagram


Join the Inclusion & Marketing Newsletter

]]> 2435 57. Neurodiversity at work: How to create a culture where everyone thrives Twenty percent of the world’s population is neurodivergent. That’s 1 in 5 people – who are diagnosed with dyslexia, dyspraxia, ADHD, and autism. It is very likely that we work with, have colleagues, and people in our networks who are neurodivergent – so it is important to understand more about it, so we know how to make them feel like they belong with us and our businesses. In this episode I chat with three experts on neurodiversity at work, so you can be equipped with how to better serve your team members who's brains work differently. Get the transcript of this episode here Join the Inclusion & Marketing newsletter Thu, 04 May 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Twenty percent of the world’s population is neurodivergent. That’s 1 in 5 people – who are diagnosed with dyslexia, dyspraxia, ADHD, and autism. It is very likely that we work with, have colleagues, and people in our networks who are neurodivergent – so it is important to understand more about it, so we know how to make them feel like they belong with us and our businesses. In this episode I chat with three experts on neurodiversity at work, so you can be equipped with how to better serve your team members who's brains work differently. Get the transcript of this episode here Join the Inclusion & Marketing newsletter Twenty percent of the world’s population is neurodivergent. That’s 1 in 5 people – who are diagnosed with dyslexia, dyspraxia, ADHD, and autism.

It is very likely that we work with, have colleagues, and people in our networks who are neurodivergent – so it is important to understand more about it, so we know how to make them feel like they belong with us and our businesses.

In this episode I chat with three experts on neurodiversity at work, so you can be equipped with how to better serve your team members who's brains work differently.

Get the transcript of this episode here

Join the Inclusion & Marketing newsletter

]]> 2441 56. Inclusive marketing lessons from Bud Light's Dylan Mulvaney fumble Inclusive marketing can grow your bottom line. But inclusive marketing done right can’t just be about getting people from underrepresented and underserved communities to buy your stuff. That’s extraction marketing, and it can actually do more harm to communities. No good. Here are a few lessons every brand should take from Bud Light’s mistakes from an inclusive marketing standpoint. Access the transcript of this episode here Join the Inclusion & Marketing newsletter Thu, 27 Apr 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Inclusive marketing can grow your bottom line. But inclusive marketing done right can’t just be about getting people from underrepresented and underserved communities to buy your stuff. That’s extraction marketing, and it can actually do more harm to communities. No good. Here are a few lessons every brand should take from Bud Light’s mistakes from an inclusive marketing standpoint. Access the transcript of this episode here Join the Inclusion & Marketing newsletter Inclusive marketing can grow your bottom line. But inclusive marketing done right can’t just be about getting people from underrepresented and underserved communities to buy your stuff. That’s extraction marketing, and it can actually do more harm to communities. No good.

Here are a few lessons every brand should take from Bud Light’s mistakes from an inclusive marketing standpoint.

Access the transcript of this episode here

Join the Inclusion & Marketing newsletter

]]> 734 55. Incorporating inclusion into conversion rate optimization with Talia Wolf Engaging in conversion rate optimization is a smart way to ensure you're marketing works harder for you. But is there a way to do this with inclusion in mind? To answer this question, I immediately knew I needed to chat with Talia Wolf, founder of GetUplift, a conversion rate optimization agency trusted by high growth brands like Teamwork, Bitly, Sprout Social, Thinkific, Mercedes, and Dario. Talia's thoughts and recommendations on this topic may surprise you. Get the transcript of the episode here Talia's 'We Optimize' Facebook group Talia on Twitter Get Uplift What inclusive brand type are you? Take this quick quiz to find out how Join the Inclusion & Marketing newsletter Thu, 20 Apr 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Engaging in conversion rate optimization is a smart way to ensure you're marketing works harder for you. But is there a way to do this with inclusion in mind? To answer this question, I immediately knew I needed to chat with Talia Wolf, founder of GetUplift, a conversion rate optimization agency trusted by high growth brands like Teamwork, Bitly, Sprout Social, Thinkific, Mercedes, and Dario. Talia's thoughts and recommendations on this topic may surprise you. Get the transcript of the episode here Talia's 'We Optimize' Facebook group Talia on Twitter Get Uplift What inclusive brand type are you? Take this quick quiz to find out how Join the Inclusion & Marketing newsletter Engaging in conversion rate optimization is a smart way to ensure you're marketing works harder for you. But is there a way to do this with inclusion in mind? To answer this question, I immediately knew I needed to chat with Talia Wolf, founder of GetUplift, a conversion rate optimization agency trusted by high growth brands like Teamwork, Bitly, Sprout Social, Thinkific, Mercedes, and Dario. Talia's thoughts and recommendations on this topic may surprise you.


Get the transcript of the episode here


Talia's 'We Optimize' Facebook group

Talia on Twitter

Get Uplift


What inclusive brand type are you? Take this quick quiz to find out how

Join the Inclusion & Marketing newsletter

]]> 2136 54. Creating inclusive influencer marketing campaigns with Tinashe Chaponda These days more brands are leaning into influencer marketing campaigns. The good news is that inclusion is starting to become a bigger part of the conversation in this area. However there are still a few challenges that exist that need to be tackled to do inclusive influencer marketing the right way. To help you navigate how to build inclusive influencer marketing campaigns the right way, I sat down with Tinashe Chaponda, an influencer marketing expert and Sosani Studios agency owner. Get the transcript of the episode here Sosani Studios Tinashe on LinkedIn Tinashe on Instagram Join the Inclusion & Marketing newsletter Thu, 13 Apr 2023 10:16:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist These days more brands are leaning into influencer marketing campaigns. The good news is that inclusion is starting to become a bigger part of the conversation in this area. However there are still a few challenges that exist that need to be tackled to do inclusive influencer marketing the right way. To help you navigate how to build inclusive influencer marketing campaigns the right way, I sat down with Tinashe Chaponda, an influencer marketing expert and Sosani Studios agency owner. Get the transcript of the episode here Sosani Studios Tinashe on LinkedIn Tinashe on Instagram Join the Inclusion & Marketing newsletter These days more brands are leaning into influencer marketing campaigns. The good news is that inclusion is starting to become a bigger part of the conversation in this area. However there are still a few challenges that exist that need to be tackled to do inclusive influencer marketing the right way.


To help you navigate how to build inclusive influencer marketing campaigns the right way, I sat down with Tinashe Chaponda, an influencer marketing expert and Sosani Studios agency owner.


Get the transcript of the episode here

Sosani Studios

Tinashe on LinkedIn

Tinashe on Instagram

Join the Inclusion & Marketing newsletter

]]> 1909 53. The inclusive marketing framework big brands are using with Jerry Daykin There's a lot of moving parts to inclusive marketing. Thankfully, increasingly there are more marketers in many industries and working with brands of all sizes that are coming together to give guidance on how others can engage in inclusive marketing. In this episode, I chatted with Jerry Daykin, a global marketing leader with senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, and author of the new book Inclusive Marketing. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA and at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing Week, and The Guardian. Get the transcript of the episode here Get Jerry's book, Inclusive Marketing from the publisher Get Jerry's book Inclusive Marketing from Amazon Get the Inclusion & Marketing newsletter Thu, 06 Apr 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's a lot of moving parts to inclusive marketing. Thankfully, increasingly there are more marketers in many industries and working with brands of all sizes that are coming together to give guidance on how others can engage in inclusive marketing. In this episode, I chatted with Jerry Daykin, a global marketing leader with senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, and author of the new book Inclusive Marketing. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA and at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing Week, and The Guardian. Get the transcript of the episode here Get Jerry's book, Inclusive Marketing from the publisher Get Jerry's book Inclusive Marketing from Amazon Get the Inclusion & Marketing newsletter There's a lot of moving parts to inclusive marketing. Thankfully, increasingly there are more marketers in many industries and working with brands of all sizes that are coming together to give guidance on how others can engage in inclusive marketing.

In this episode, I chatted with Jerry Daykin, a global marketing leader with senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, and author of the new book Inclusive Marketing.

Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA and at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing Week, and The Guardian.


Get the transcript of the episode here

Get Jerry's book, Inclusive Marketing from the publisher

Get Jerry's book Inclusive Marketing from Amazon

Get the Inclusion & Marketing newsletter

]]> 1794 52. Diversity and inclusion data: How to capture and use It to achieve your business goals Are you capturing and using your own diversity and inclusion data to help you reach your business goals? Many companies do not, and its one of the reasons why so many brands struggle to make real progress with diversity, equity, inclusion, and belonging. Data can help you build an inclusive culture where everyone on your team feels like they belong. And that inclusive culture with a diverse and representative team will enable you to attract and retain the a more diverse customer base that feels like they belong with you. This episode features my chat with Mandy Price, CEO and co-founder of Kanarys – a technology company focused on providing the tools organizations need to create long-term systemic change around challenges associated with diversity, equity, inclusion, and belonging. Get the transcript of the episode here Kanarys More about Mandy's story and Kanarys If you want to see more of Mandy's story, watch her episode of the HubSpot for Startups and LinkedIn documentary series "Spiraling Up: The Journey to Become a Unicorn." It's streaming now: Join the Inclusion & Marketing Newsletter Thu, 30 Mar 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Are you capturing and using your own diversity and inclusion data to help you reach your business goals? Many companies do not, and its one of the reasons why so many brands struggle to make real progress with diversity, equity, inclusion, and belonging. Data can help you build an inclusive culture where everyone on your team feels like they belong. And that inclusive culture with a diverse and representative team will enable you to attract and retain the a more diverse customer base that feels like they belong with you. This episode features my chat with Mandy Price, CEO and co-founder of Kanarys – a technology company focused on providing the tools organizations need to create long-term systemic change around challenges associated with diversity, equity, inclusion, and belonging. Get the transcript of the episode here Kanarys More about Mandy's story and Kanarys If you want to see more of Mandy's story, watch her episode of the HubSpot for Startups and LinkedIn documentary series "Spiraling Up: The Journey to Become a Unicorn." It's streaming now: Join the Inclusion & Marketing Newsletter Are you capturing and using your own diversity and inclusion data to help you reach your business goals? Many companies do not, and its one of the reasons why so many brands struggle to make real progress with diversity, equity, inclusion, and belonging. Data can help you build an inclusive culture where everyone on your team feels like they belong. And that inclusive culture with a diverse and representative team will enable you to attract and retain the a more diverse customer base that feels like they belong with you.

This episode features my chat with Mandy Price, CEO and co-founder of Kanarys – a technology company focused on providing the tools organizations need to create long-term systemic change around challenges associated with diversity, equity, inclusion, and belonging.


Get the transcript of the episode here


Kanarys

More about Mandy's story and Kanarys

If you want to see more of Mandy's story, watch her episode of the HubSpot for Startups and LinkedIn documentary series "Spiraling Up: The Journey to Become a Unicorn." It's streaming now:


Join the Inclusion & Marketing Newsletter

]]> 2054 51. How to create inclusive content that makes more people feel seen with Natasha Pierre Publishing inclusive content is a smart way to make more of the people you serve feel like they belong with you. But far too many brands produce content that makes people feel "othered" or where they can't even see themselves or who they aspire to be. No bueno. In this episode, Natasha Pierre, video coach, strategist, and host of The Shine Online podcast covers how to make your content more inclusive so you can make more people feel seen and build a more diverse customer base. Get the transcript here Key points: How video content has changed the way people buy How brands often make consumers feel "othered" which pushes them away How to build a diverse customer base How to create a customer experience that makes the people you serve feel seen How to be inclusive with your video content when you're the face of your brand Why how you talk about things in your content matters in whether or not people feel like they belong with you How to use video content to increase your authority and visibility Why we need more creators from underrepresented communities to show their faces in content Why it's the responsibility of marketers and creators to change the narrative Links: Shine With Natasha Join the Inclusion & Marketing newsletter Thu, 23 Mar 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Publishing inclusive content is a smart way to make more of the people you serve feel like they belong with you. But far too many brands produce content that makes people feel "othered" or where they can't even see themselves or who they aspire to be. No bueno. In this episode, Natasha Pierre, video coach, strategist, and host of The Shine Online podcast covers how to make your content more inclusive so you can make more people feel seen and build a more diverse customer base. Get the transcript here Key points: How video content has changed the way people buy How brands often make consumers feel "othered" which pushes them away How to build a diverse customer base How to create a customer experience that makes the people you serve feel seen How to be inclusive with your video content when you're the face of your brand Why how you talk about things in your content matters in whether or not people feel like they belong with you How to use video content to increase your authority and visibility Why we need more creators from underrepresented communities to show their faces in content Why it's the responsibility of marketers and creators to change the narrative Links: Shine With Natasha Join the Inclusion & Marketing newsletter Publishing inclusive content is a smart way to make more of the people you serve feel like they belong with you. But far too many brands produce content that makes people feel "othered" or where they can't even see themselves or who they aspire to be. No bueno.

In this episode, Natasha Pierre, video coach, strategist, and host of The Shine Online podcast covers how to make your content more inclusive so you can make more people feel seen and build a more diverse customer base.

Get the transcript here

Key points:

  • How video content has changed the way people buy
  • How brands often make consumers feel "othered" which pushes them away
  • How to build a diverse customer base
  • How to create a customer experience that makes the people you serve feel seen
  • How to be inclusive with your video content when you're the face of your brand
  • Why how you talk about things in your content matters in whether or not people feel like they belong with you
  • How to use video content to increase your authority and visibility
  • Why we need more creators from underrepresented communities to show their faces in content
  • Why it's the responsibility of marketers and creators to change the narrative


Links:

Shine With Natasha


Join the Inclusion & Marketing newsletter

]]> 1779 50. How to get better consumer insights for underserved communities with Renita Bryant Capturing consumer insights are an important part of any brand that wants to serve customers well. It's an important lever in developing a deep degree of customer intimacy that enables you to deliver products, services, and experiences that make the people you serve feel like they belong with you. But all consumer insights aren't created equal. And as you work engage consumers from underrepresented and underserved communities, having a deep degree of understanding of their experiences, their dreams, desires, fears, and frustrations, and how those all may be different from those in the masses is essential. But too often, brands don't adapt their approach to capturing insights to enable them to get both the depth of insights and understanding of them to make effective decisions. In this episode, I chat with Renita Bryant, CEO if Sights Set Consulting, a consumer-centric market research consultancy, about how to incorporate inclusion into your market research processes to ensure you get the insights you need. Get the episode transcript here Key points discussed: The role insights play in building an inclusive brand Why representation matters throughout the entirety of the market research process Why brands need to move away from the general market approach when it comes to research How to ensure you're able to effectively act on the insights you gain in your campaigns with diverse communities Best practices for getting insights from underrepresented and underserved communities How biases negatively impact the insights you capture How to ensure you get a diverse cross-section of people in your research studies Sights Set Consulting Join the Inclusion & Marketing newsletter Thu, 16 Mar 2023 08:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Capturing consumer insights are an important part of any brand that wants to serve customers well. It's an important lever in developing a deep degree of customer intimacy that enables you to deliver products, services, and experiences that make the people you serve feel like they belong with you. But all consumer insights aren't created equal. And as you work engage consumers from underrepresented and underserved communities, having a deep degree of understanding of their experiences, their dreams, desires, fears, and frustrations, and how those all may be different from those in the masses is essential. But too often, brands don't adapt their approach to capturing insights to enable them to get both the depth of insights and understanding of them to make effective decisions. In this episode, I chat with Renita Bryant, CEO if Sights Set Consulting, a consumer-centric market research consultancy, about how to incorporate inclusion into your market research processes to ensure you get the insights you need. Get the episode transcript here Key points discussed: The role insights play in building an inclusive brand Why representation matters throughout the entirety of the market research process Why brands need to move away from the general market approach when it comes to research How to ensure you're able to effectively act on the insights you gain in your campaigns with diverse communities Best practices for getting insights from underrepresented and underserved communities How biases negatively impact the insights you capture How to ensure you get a diverse cross-section of people in your research studies Sights Set Consulting Join the Inclusion & Marketing newsletter Capturing consumer insights are an important part of any brand that wants to serve customers well. It's an important lever in developing a deep degree of customer intimacy that enables you to deliver products, services, and experiences that make the people you serve feel like they belong with you.

But all consumer insights aren't created equal.

And as you work engage consumers from underrepresented and underserved communities, having a deep degree of understanding of their experiences, their dreams, desires, fears, and frustrations, and how those all may be different from those in the masses is essential.

But too often, brands don't adapt their approach to capturing insights to enable them to get both the depth of insights and understanding of them to make effective decisions.

In this episode, I chat with Renita Bryant, CEO if Sights Set Consulting, a consumer-centric market research consultancy, about how to incorporate inclusion into your market research processes to ensure you get the insights you need.


Get the episode transcript here


Key points discussed:

  • The role insights play in building an inclusive brand
  • Why representation matters throughout the entirety of the market research process
  • Why brands need to move away from the general market approach when it comes to research
  • How to ensure you're able to effectively act on the insights you gain in your campaigns with diverse communities
  • Best practices for getting insights from underrepresented and underserved communities
  • How biases negatively impact the insights you capture
  • How to ensure you get a diverse cross-section of people in your research studies


Sights Set Consulting


Join the Inclusion & Marketing newsletter

]]> 2710 49. How smart brands are closing the gender pay gap Unfortunately, in 2023 gender pay gaps exist. And worst yet, gender pay gaps exist even more so when you look at the data for women from underrepresented and underserved communities. These disparities in women's pay vs. their male counterparts negatively impact belonging for the people on your team, which of course in turn negatively impacts how well they make the customers you serve feel like they belong. In this episode, I walk you through practical ways you can work on closing the gender pay gap both within your company and within your industry. Get the transcript here Join the Inclusion & Marketing newsletter Thu, 09 Mar 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Unfortunately, in 2023 gender pay gaps exist. And worst yet, gender pay gaps exist even more so when you look at the data for women from underrepresented and underserved communities. These disparities in women's pay vs. their male counterparts negatively impact belonging for the people on your team, which of course in turn negatively impacts how well they make the customers you serve feel like they belong. In this episode, I walk you through practical ways you can work on closing the gender pay gap both within your company and within your industry. Get the transcript here Join the Inclusion & Marketing newsletter Unfortunately, in 2023 gender pay gaps exist. And worst yet, gender pay gaps exist even more so when you look at the data for women from underrepresented and underserved communities.

These disparities in women's pay vs. their male counterparts negatively impact belonging for the people on your team, which of course in turn negatively impacts how well they make the customers you serve feel like they belong.

In this episode, I walk you through practical ways you can work on closing the gender pay gap both within your company and within your industry.


Get the transcript here

Join the Inclusion & Marketing newsletter

]]> 1050 48. How to create an inclusive workplace culture with Leanne and Al Elliott To build an inclusive brand you have to have an inclusive culture. It’s really hard to authentically attract and retain customers from underrepresented communities, if you do a poor job of attracting and retaining talent from underrepresented communities. Because workplace culture is such an imperative, I am thrilled to bring you this chat with today’s guests, Leanne and Al Elliott, hosts of the Truth, Lies, and Workplace Culture podcast, and co-founders of a workplace culture consultancy, OblongHQ . Leanne is a certified business psychologist and leadership coach, and Al is a serial entrepreneur - a great marriage of theory and practice. Get the episode transcript here OblongHQ Rx7 Foundations of an Inclusive Culture Introducing the Rx7 Truth, Lies, and Workplace Culture podcast Dive deeper into with the Inclusion and Marketing newsletter. Thu, 02 Mar 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist To build an inclusive brand you have to have an inclusive culture. It’s really hard to authentically attract and retain customers from underrepresented communities, if you do a poor job of attracting and retaining talent from underrepresented communities. Because workplace culture is such an imperative, I am thrilled to bring you this chat with today’s guests, Leanne and Al Elliott, hosts of the Truth, Lies, and Workplace Culture podcast, and co-founders of a workplace culture consultancy, OblongHQ . Leanne is a certified business psychologist and leadership coach, and Al is a serial entrepreneur - a great marriage of theory and practice. Get the episode transcript here OblongHQ Rx7 Foundations of an Inclusive Culture Introducing the Rx7 Truth, Lies, and Workplace Culture podcast Dive deeper into with the Inclusion and Marketing newsletter. To build an inclusive brand you have to have an inclusive culture. It’s really hard to authentically attract and retain customers from underrepresented communities, if you do a poor job of attracting and retaining talent from underrepresented communities.

Because workplace culture is such an imperative, I am thrilled to bring you this chat with today’s guests, Leanne and Al Elliott, hosts of the Truth, Lies, and Workplace Culture podcast, and co-founders of a workplace culture consultancy, OblongHQ .

Leanne is a certified business psychologist and leadership coach, and Al is a serial entrepreneur - a great marriage of theory and practice.


Get the episode transcript here


OblongHQ

Rx7 Foundations of an Inclusive Culture

Introducing the Rx7

Truth, Lies, and Workplace Culture podcast


Dive deeper into with the Inclusion and Marketing newsletter.

]]> 2375 47. How to increase customer success for people who are not in the majority, with Natalia Sanyal Customer success doesn't happen at the same rate for everyone. The customers you serve with differences, including those who are BIPOC, often have external factors that negatively impact their journey to success. The good news is, you have the power to implement products, services, and experiences that pave the way for a greater degree of success for your BIPOC customers and others with differences. In this episode, Natalia Sanyal, an anti-oppressive copywriter and brand strategist talk about an approach she's taken to make her BIPOC customers feel seen, cared for, and have a greater likelihood of both enjoyment and success with her programs. Her approach is one that can be replicated and adapted to fit your business needs and the consumers you serve. Links mentioned in this episode: Get the episode transcript here Episode 45: Factors That Influence Your Customers' Success You Need to Be Aware Of Episode 38: [Listen to Them] Black Women Are Used to Being the Only Ones Like Them in a Room in Professional Settings. Here's What it's Like Natalia's website Join the Inclusion & Marketing newsletter Thu, 23 Feb 2023 11:04:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Customer success doesn't happen at the same rate for everyone. The customers you serve with differences, including those who are BIPOC, often have external factors that negatively impact their journey to success. The good news is, you have the power to implement products, services, and experiences that pave the way for a greater degree of success for your BIPOC customers and others with differences. In this episode, Natalia Sanyal, an anti-oppressive copywriter and brand strategist talk about an approach she's taken to make her BIPOC customers feel seen, cared for, and have a greater likelihood of both enjoyment and success with her programs. Her approach is one that can be replicated and adapted to fit your business needs and the consumers you serve. Links mentioned in this episode: Get the episode transcript here Episode 45: Factors That Influence Your Customers' Success You Need to Be Aware Of Episode 38: [Listen to Them] Black Women Are Used to Being the Only Ones Like Them in a Room in Professional Settings. Here's What it's Like Natalia's website Join the Inclusion & Marketing newsletter Customer success doesn't happen at the same rate for everyone. The customers you serve with differences, including those who are BIPOC, often have external factors that negatively impact their journey to success. The good news is, you have the power to implement products, services, and experiences that pave the way for a greater degree of success for your BIPOC customers and others with differences.

In this episode, Natalia Sanyal, an anti-oppressive copywriter and brand strategist talk about an approach she's taken to make her BIPOC customers feel seen, cared for, and have a greater likelihood of both enjoyment and success with her programs.

Her approach is one that can be replicated and adapted to fit your business needs and the consumers you serve.

Links mentioned in this episode:


Get the episode transcript here


Episode 45: Factors That Influence Your Customers' Success You Need to Be Aware Of

Episode 38: [Listen to Them] Black Women Are Used to Being the Only Ones Like Them in a Room in Professional Settings. Here's What it's Like

Natalia's website


Join the Inclusion & Marketing newsletter

]]> 2120 46. Inclusion wins at SuperBowl LVII Over the past few years more brands have started to lean harder into more inclusive campaigns. As we look at SuperBowl campaigns for 2021 and 2022, inclusion took a more prominent role. That wasn’t the case in SuperBowl LVII. The celebrity filled ads seemed to have different goals. While inclusion didn’t feel like it was actively considered in the majority of ad campaigns, there were still major wins throughout the event that are worth calling out, as well as one noteworthy ad from the NFL that did hit the mark from an inclusion standpoint. Get the episode transcript here Join the Inclusion & Marketing newsletter Thu, 16 Feb 2023 18:17:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Over the past few years more brands have started to lean harder into more inclusive campaigns. As we look at SuperBowl campaigns for 2021 and 2022, inclusion took a more prominent role. That wasn’t the case in SuperBowl LVII. The celebrity filled ads seemed to have different goals. While inclusion didn’t feel like it was actively considered in the majority of ad campaigns, there were still major wins throughout the event that are worth calling out, as well as one noteworthy ad from the NFL that did hit the mark from an inclusion standpoint. Get the episode transcript here Join the Inclusion & Marketing newsletter Over the past few years more brands have started to lean harder into more inclusive campaigns. As we look at SuperBowl campaigns for 2021 and 2022, inclusion took a more prominent role. That wasn’t the case in SuperBowl LVII. The celebrity filled ads seemed to have different goals.

While inclusion didn’t feel like it was actively considered in the majority of ad campaigns, there were still major wins throughout the event that are worth calling out, as well as one noteworthy ad from the NFL that did hit the mark from an inclusion standpoint.

Get the episode transcript here

Join the Inclusion & Marketing newsletter

]]> 951 45. Factors that influence your customers' success you need to be aware of We all want the people we serve to be successful. However, there are other customer success factors that influence the outcomes of both your team and your customers -- that have nothing to do with the products, services, and experiences you deliver. And those factors have to do with their differences. Unfortunately, the differences of people on your team and the customers you serve, can cause them to get different results from those in "dominant" groups. I cover what the most common differences are that can have a negative impact on your customers' success, why, and how you can go about closing the gap to support everyone you serve, so they can thrive. I'm hosting a live workshop to help you identify and address these factors on Friday, February 24 at 12pm EST. It's called: How to Build Experiences That Make Underrepresented and Underserved Talent Consumers and Talent Feel Like They Belong. Get registered here at www.listentothem.co. I'll send you the replay even if you can't attend live. ----- Get the episode transcript here Join the Inclusion & Marketing newsletter Links mentioned in this episode: Racial Bias in Healthcare study Sephora Racial Bias in Retail study VC's investment in women and minority owned startups - Diversity VC Data Jereshia Hawk IG reel Negative stereotypes re: Black people - scientific data Thu, 09 Feb 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist We all want the people we serve to be successful. However, there are other customer success factors that influence the outcomes of both your team and your customers -- that have nothing to do with the products, services, and experiences you deliver. And those factors have to do with their differences. Unfortunately, the differences of people on your team and the customers you serve, can cause them to get different results from those in "dominant" groups. I cover what the most common differences are that can have a negative impact on your customers' success, why, and how you can go about closing the gap to support everyone you serve, so they can thrive. I'm hosting a live workshop to help you identify and address these factors on Friday, February 24 at 12pm EST. It's called: How to Build Experiences That Make Underrepresented and Underserved Talent Consumers and Talent Feel Like They Belong. Get registered here at www.listentothem.co. I'll send you the replay even if you can't attend live. ----- Get the episode transcript here Join the Inclusion & Marketing newsletter Links mentioned in this episode: Racial Bias in Healthcare study Sephora Racial Bias in Retail study VC's investment in women and minority owned startups - Diversity VC Data Jereshia Hawk IG reel Negative stereotypes re: Black people - scientific data We all want the people we serve to be successful. However, there are other customer success factors that influence the outcomes of both your team and your customers -- that have nothing to do with the products, services, and experiences you deliver. And those factors have to do with their differences. Unfortunately, the differences of people on your team and the customers you serve, can cause them to get different results from those in "dominant" groups.

I cover what the most common differences are that can have a negative impact on your customers' success, why, and how you can go about closing the gap to support everyone you serve, so they can thrive.

I'm hosting a live workshop to help you identify and address these factors on Friday, February 24 at 12pm EST. It's called:

How to Build Experiences That Make Underrepresented and Underserved Talent Consumers and Talent Feel Like They Belong.

Get registered here at www.listentothem.co.

I'll send you the replay even if you can't attend live.

-----

Get the episode transcript here

Join the Inclusion & Marketing newsletter


Links mentioned in this episode:

Racial Bias in Healthcare study

Sephora Racial Bias in Retail study

VC's investment in women and minority owned startups - Diversity VC Data

Jereshia Hawk IG reel

Negative stereotypes re: Black people - scientific data

]]> 1266 44. [Listen to Them] Black consumers share what they want brands to do to earn their trust Just because a brand decides to engage in inclusive marketing, doesn't mean the consumers they want to attract will automatically respond favorably. Trust needs to be earned before consumers from underrepresented and underserving communities will feel like give their attention, dollars, and loyalty. In this episode Black consumers share what brands have done and should do to earn their trust. Go to www.listentothem.co to listen to all the episodes in this series. There you'll also find details about the live workshops February 22-24, 2023 [Replay is available, you can access once you sign up] to help you develop action plans based upon the insights from this series Get the transcript of this episode here Get the Inclusion & Marketing newsletter Thu, 02 Feb 2023 15:06:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Just because a brand decides to engage in inclusive marketing, doesn't mean the consumers they want to attract will automatically respond favorably. Trust needs to be earned before consumers from underrepresented and underserving communities will feel like give their attention, dollars, and loyalty. In this episode Black consumers share what brands have done and should do to earn their trust. Go to www.listentothem.co to listen to all the episodes in this series. There you'll also find details about the live workshops February 22-24, 2023 [Replay is available, you can access once you sign up] to help you develop action plans based upon the insights from this series Get the transcript of this episode here Get the Inclusion & Marketing newsletter Just because a brand decides to engage in inclusive marketing, doesn't mean the consumers they want to attract will automatically respond favorably.

Trust needs to be earned before consumers from underrepresented and underserving communities will feel like give their attention, dollars, and loyalty.

In this episode Black consumers share what brands have done and should do to earn their trust.

Go to www.listentothem.co to listen to all the episodes in this series. There you'll also find details about the live workshops February 22-24, 2023 [Replay is available, you can access once you sign up] to help you develop action plans based upon the insights from this series

Get the transcript of this episode here

Get the Inclusion & Marketing newsletter

]]> 805 43. [Listen to Them] All representation isn’t created equal. Black consumers share what works for them and what doesn’t Representation matters. But not all representation is created equal. As more brands are starting to produce more representative imagery, consumers from underrepresented and underserved communities aren't necessarily jumping for joy. Some are actually turned off by it. In this episode, Black consumers share their responses to more diverse visual imagery, and what brands can do to engage in inclusive and representative imagery in a manner that draws them closer to to them. Go to www.listentothem.co to hear all the episodes in this series. There, you'll also find details about the live workshops February 22-24, 2023 [Replay is available if you're coming to it after the live event. Sign up to get instant access] to build action plans based upon the insights from this series. Get the transcript of this episode Get the Inclusion & Marketing newsletter Thu, 02 Feb 2023 15:02:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Representation matters. But not all representation is created equal. As more brands are starting to produce more representative imagery, consumers from underrepresented and underserved communities aren't necessarily jumping for joy. Some are actually turned off by it. In this episode, Black consumers share their responses to more diverse visual imagery, and what brands can do to engage in inclusive and representative imagery in a manner that draws them closer to to them. Go to www.listentothem.co to hear all the episodes in this series. There, you'll also find details about the live workshops February 22-24, 2023 [Replay is available if you're coming to it after the live event. Sign up to get instant access] to build action plans based upon the insights from this series. Get the transcript of this episode Get the Inclusion & Marketing newsletter Representation matters. But not all representation is created equal. As more brands are starting to produce more representative imagery, consumers from underrepresented and underserved communities aren't necessarily jumping for joy. Some are actually turned off by it.

In this episode, Black consumers share their responses to more diverse visual imagery, and what brands can do to engage in inclusive and representative imagery in a manner that draws them closer to to them.

Go to www.listentothem.co to hear all the episodes in this series. There, you'll also find details about the live workshops February 22-24, 2023 [Replay is available if you're coming to it after the live event. Sign up to get instant access] to build action plans based upon the insights from this series.

Get the transcript of this episode

Get the Inclusion & Marketing newsletter

]]> 759 42. [Listen to Them] Are you using your brand’s power for good? How marketing impacts the way consumers feel about themselves Brands have a lot of power. Whether you are intentional about how you use it or not, your products, visuals, communications, and the experiences you deliver have an impact on the way consumers feel. Make sure that impact is one you desire to have. In this episode, consumers talk about the power brands have on influencing consumers, and what they can and should do to use that power for good. Go to www.listentothem.co to find all the episodes in this series, and to get details about the live workshops February 22-24 [Get instant access to the replays when you sign-up] to develop action plans based upon the learnings from these episodes. Get the transcript here Get the Inclusion & Marketing newsletter Thu, 02 Feb 2023 14:58:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Brands have a lot of power. Whether you are intentional about how you use it or not, your products, visuals, communications, and the experiences you deliver have an impact on the way consumers feel. Make sure that impact is one you desire to have. In this episode, consumers talk about the power brands have on influencing consumers, and what they can and should do to use that power for good. Go to www.listentothem.co to find all the episodes in this series, and to get details about the live workshops February 22-24 [Get instant access to the replays when you sign-up] to develop action plans based upon the learnings from these episodes. Get the transcript here Get the Inclusion & Marketing newsletter Brands have a lot of power. Whether you are intentional about how you use it or not, your products, visuals, communications, and the experiences you deliver have an impact on the way consumers feel.

Make sure that impact is one you desire to have.

In this episode, consumers talk about the power brands have on influencing consumers, and what they can and should do to use that power for good.

Go to www.listentothem.co to find all the episodes in this series, and to get details about the live workshops February 22-24 [Get instant access to the replays when you sign-up] to develop action plans based upon the learnings from these episodes.

Get the transcript here

Get the Inclusion & Marketing newsletter

]]> 822 41. [Listen to Them] Working with people different from you will soon be the norm. Black talent share what you need to know to make it work Soon enough, we'll all work with people who are different from us in some way. And while engaging with people who are different comes naturally for some, for others it isn't quite as smooth. In this episode, Black talent share their experiences and perspectives on working with people different from them, while offering advice on how to engage and interact in a way that is both respectful and effective. The more we know how to interact with others, especially those who are different from us, the easier it will be to make more people feel like they belong with you. You can find all the episodes in this series at www.listentothem.co. There you'll also find details about the live workshops happening February 22-24, 2023 [Replay available. Get instant access when you sign up] where we'll develop action plans to help you apply the insights gleaned from these episodes. Get the episode transcript here Get the Inclusion & Marketing newsletter Thu, 02 Feb 2023 14:56:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Soon enough, we'll all work with people who are different from us in some way. And while engaging with people who are different comes naturally for some, for others it isn't quite as smooth. In this episode, Black talent share their experiences and perspectives on working with people different from them, while offering advice on how to engage and interact in a way that is both respectful and effective. The more we know how to interact with others, especially those who are different from us, the easier it will be to make more people feel like they belong with you. You can find all the episodes in this series at www.listentothem.co. There you'll also find details about the live workshops happening February 22-24, 2023 [Replay available. Get instant access when you sign up] where we'll develop action plans to help you apply the insights gleaned from these episodes. Get the episode transcript here Get the Inclusion & Marketing newsletter Soon enough, we'll all work with people who are different from us in some way. And while engaging with people who are different comes naturally for some, for others it isn't quite as smooth.

In this episode, Black talent share their experiences and perspectives on working with people different from them, while offering advice on how to engage and interact in a way that is both respectful and effective.

The more we know how to interact with others, especially those who are different from us, the easier it will be to make more people feel like they belong with you.

You can find all the episodes in this series at www.listentothem.co. There you'll also find details about the live workshops happening February 22-24, 2023 [Replay available. Get instant access when you sign up] where we'll develop action plans to help you apply the insights gleaned from these episodes.

Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 793 40. [Listen to Them] This is what a high-performing diverse team looks like, according to Black talent There's plenty of research that shows diverse teams out-perform their non-diverse peers. Not only do they outperform them financially, but they also are more innovative. But just because you have a diverse team doesn't mean you'll automatically receive the benefits of having one. You have to be intentional about creating a team culture that enables everyone on the team to thrive, and be better together. In this episode, Black talent share their experiences working in high-performing diverse teams, and offer their perspectives on the environments that existed that enabled those teams to thrive. Go to www.listentothem.co for all the episodes in this series. There you'll also find details about the live workshops being held February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights from the episodes in this series. Get the episode transcript here Get the Inclusion & Marketing newsletter Thu, 02 Feb 2023 14:53:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist There's plenty of research that shows diverse teams out-perform their non-diverse peers. Not only do they outperform them financially, but they also are more innovative. But just because you have a diverse team doesn't mean you'll automatically receive the benefits of having one. You have to be intentional about creating a team culture that enables everyone on the team to thrive, and be better together. In this episode, Black talent share their experiences working in high-performing diverse teams, and offer their perspectives on the environments that existed that enabled those teams to thrive. Go to www.listentothem.co for all the episodes in this series. There you'll also find details about the live workshops being held February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights from the episodes in this series. Get the episode transcript here Get the Inclusion & Marketing newsletter There's plenty of research that shows diverse teams out-perform their non-diverse peers. Not only do they outperform them financially, but they also are more innovative.

But just because you have a diverse team doesn't mean you'll automatically receive the benefits of having one. You have to be intentional about creating a team culture that enables everyone on the team to thrive, and be better together.

In this episode, Black talent share their experiences working in high-performing diverse teams, and offer their perspectives on the environments that existed that enabled those teams to thrive.

Go to www.listentothem.co for all the episodes in this series. There you'll also find details about the live workshops being held February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights from the episodes in this series.

Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 1091 39. [Listen to Them] Common micro-aggressions your Black talent encounter in the workplace Micro-aggressions are like little pinches, slaps, and punches people from marginalized communities all too often at work. Sometimes the people delivering the micro-aggresions are aware that they are committing them, and other times they are both completely oblivious they are delivering them, and of the impact it has on the recipient. Micro-aggressions prevent and ruin inclusive cultures. If you want everyone on your team to feel like they belong -- including your talent from underrepresented and underserved communities, you've got to stamp out micro-aggressions from your culture. A smart starting point is to be aware of common micro-aggressions people on your team could be experiencing. In this episode, Black talent share common micro-aggressions they've experienced, how they deal with them, and how it impacts their working relationships. Go to www.listentothem.co for all the episodes in this special series, and to get details about the live masterclasses happening February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights gleaned from this special series. Get the transcript here Get the Inclusion & Marketing newsletter here Thu, 02 Feb 2023 14:51:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Micro-aggressions are like little pinches, slaps, and punches people from marginalized communities all too often at work. Sometimes the people delivering the micro-aggresions are aware that they are committing them, and other times they are both completely oblivious they are delivering them, and of the impact it has on the recipient. Micro-aggressions prevent and ruin inclusive cultures. If you want everyone on your team to feel like they belong -- including your talent from underrepresented and underserved communities, you've got to stamp out micro-aggressions from your culture. A smart starting point is to be aware of common micro-aggressions people on your team could be experiencing. In this episode, Black talent share common micro-aggressions they've experienced, how they deal with them, and how it impacts their working relationships. Go to www.listentothem.co for all the episodes in this special series, and to get details about the live masterclasses happening February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights gleaned from this special series. Get the transcript here Get the Inclusion & Marketing newsletter here Micro-aggressions are like little pinches, slaps, and punches people from marginalized communities all too often at work. Sometimes the people delivering the micro-aggresions are aware that they are committing them, and other times they are both completely oblivious they are delivering them, and of the impact it has on the recipient.

Micro-aggressions prevent and ruin inclusive cultures. If you want everyone on your team to feel like they belong -- including your talent from underrepresented and underserved communities, you've got to stamp out micro-aggressions from your culture.

A smart starting point is to be aware of common micro-aggressions people on your team could be experiencing. In this episode, Black talent share common micro-aggressions they've experienced, how they deal with them, and how it impacts their working relationships.

Go to www.listentothem.co for all the episodes in this special series, and to get details about the live masterclasses happening February 22-24 [get instant access to the replay when you sign up] to help you build action plans based upon the insights gleaned from this special series.

Get the transcript here

Get the Inclusion & Marketing newsletter here

]]> 1571 38. [Listen to Them] Black women are used to being the only ones like them in a room in professional settings. Here’s what it’s like As a Black woman, I've grown accustomed to being the only one in the room on many occasions. But it's not just my experience. Ask any woman, person of color, or anyone else from a historically underrepresented group, and for most, being "the only" or "one of a few" in both personal or professional settings is nothing new. But we adapt. We find ways to push through the discomfort of those experiences in a manner that enables us to thrive. But there are costs that come with being "the only" or "one of a few." And when you know the experiences, the costs, and the burdens associated -- it equips you with the insight you need to make things better for Black team members and other people from marginalized communities who find themselves in this position far too often. As a result, you'll be able to make more of the people on your team feel like they belong, and create an environment that enables them to thrive. Listen to the entire "Listen to Them" series at www.listentothem.co. There, you'll also find details about the live workshops happening February 22-24 [get instant access to the replay here] to build action plans based upon insights from this series. Get the transcript here Get the Inclusion & Marketing newsletter Thu, 02 Feb 2023 14:47:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist As a Black woman, I've grown accustomed to being the only one in the room on many occasions. But it's not just my experience. Ask any woman, person of color, or anyone else from a historically underrepresented group, and for most, being "the only" or "one of a few" in both personal or professional settings is nothing new. But we adapt. We find ways to push through the discomfort of those experiences in a manner that enables us to thrive. But there are costs that come with being "the only" or "one of a few." And when you know the experiences, the costs, and the burdens associated -- it equips you with the insight you need to make things better for Black team members and other people from marginalized communities who find themselves in this position far too often. As a result, you'll be able to make more of the people on your team feel like they belong, and create an environment that enables them to thrive. Listen to the entire "Listen to Them" series at www.listentothem.co. There, you'll also find details about the live workshops happening February 22-24 [get instant access to the replay here] to build action plans based upon insights from this series. Get the transcript here Get the Inclusion & Marketing newsletter As a Black woman, I've grown accustomed to being the only one in the room on many occasions. But it's not just my experience. Ask any woman, person of color, or anyone else from a historically underrepresented group, and for most, being "the only" or "one of a few" in both personal or professional settings is nothing new.

But we adapt. We find ways to push through the discomfort of those experiences in a manner that enables us to thrive.

But there are costs that come with being "the only" or "one of a few." And when you know the experiences, the costs, and the burdens associated -- it equips you with the insight you need to make things better for Black team members and other people from marginalized communities who find themselves in this position far too often.

As a result, you'll be able to make more of the people on your team feel like they belong, and create an environment that enables them to thrive.

Listen to the entire "Listen to Them" series at www.listentothem.co. There, you'll also find details about the live workshops happening February 22-24 [get instant access to the replay here] to build action plans based upon insights from this series.


Get the transcript here

Get the Inclusion & Marketing newsletter

]]> 1283 37. Introducing 'Listen to Them: Black talent and consumers share their real life stories and perspectives on working in teams and inclusive marketing' This year, I wanted to take the opportunity to do a Black History Month campaign that both elevated voices and shined a light on experiences people within the community have, for the purpose of educating others not within the community on how they can make life better for both Black talent and Black consumers. The result, is a special podcast series I’m dropping for you, you can find right here in the feed. It’s called “Listen to Them: Black Talent and Consumers Share Their Real Life Stories and Perspectives on Working in Teams and Inclusive Marketing.” In it, you’ll hear directly from people I interviewed in a narrative format - about various topics related to working in teams and of course inclusive marketing. We cover micro-aggressions, what it’s like being the only one, or one of a few in the room in a professional setting, what high-performing teams look like, and how to work with people who are different from you. This is beneficial for you to hear for anyone who works with others in a team setting – including leaders and individual contributors – because everyone plays a role in making people feel like they belong. From a marketing standpoint, we covered topics such as representation, authenticity, and the power brands have in how people feel about themselves. Have a listen to the episodes, and then go to www.listentothem.co to register for the workshops being held February 22-24 [get instant access to the replays when you sign up] to create an action plan based upon the insights from the episodes. Get the transcript here Get the Inclusion & Marketing newsletter Thu, 02 Feb 2023 14:10:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist This year, I wanted to take the opportunity to do a Black History Month campaign that both elevated voices and shined a light on experiences people within the community have, for the purpose of educating others not within the community on how they can make life better for both Black talent and Black consumers. The result, is a special podcast series I’m dropping for you, you can find right here in the feed. It’s called “Listen to Them: Black Talent and Consumers Share Their Real Life Stories and Perspectives on Working in Teams and Inclusive Marketing.” In it, you’ll hear directly from people I interviewed in a narrative format - about various topics related to working in teams and of course inclusive marketing. We cover micro-aggressions, what it’s like being the only one, or one of a few in the room in a professional setting, what high-performing teams look like, and how to work with people who are different from you. This is beneficial for you to hear for anyone who works with others in a team setting – including leaders and individual contributors – because everyone plays a role in making people feel like they belong. From a marketing standpoint, we covered topics such as representation, authenticity, and the power brands have in how people feel about themselves. Have a listen to the episodes, and then go to www.listentothem.co to register for the workshops being held February 22-24 [get instant access to the replays when you sign up] to create an action plan based upon the insights from the episodes. Get the transcript here Get the Inclusion & Marketing newsletter This year, I wanted to take the opportunity to do a Black History Month campaign that both elevated voices and shined a light on experiences people within the community have, for the purpose of educating others not within the community on how they can make life better for both Black talent and Black consumers.


The result, is a special podcast series I’m dropping for you, you can find right here in the feed. It’s called “Listen to Them: Black Talent and Consumers Share Their Real Life Stories and Perspectives on Working in Teams and Inclusive Marketing.”


In it, you’ll hear directly from people I interviewed in a narrative format - about various topics related to working in teams and of course inclusive marketing. We cover micro-aggressions, what it’s like being the only one, or one of a few in the room in a professional setting, what high-performing teams look like, and how to work with people who are different from you.

This is beneficial for you to hear for anyone who works with others in a team setting – including leaders and individual contributors – because everyone plays a role in making people feel like they belong.

From a marketing standpoint, we covered topics such as representation, authenticity, and the power brands have in how people feel about themselves.

Have a listen to the episodes, and then go to www.listentothem.co to register for the workshops being held February 22-24 [get instant access to the replays when you sign up] to create an action plan based upon the insights from the episodes.


Get the transcript here

Get the Inclusion & Marketing newsletter

]]> 682 36. [BONUS] Listen before hitting "go" on your Black History Month campaign We're days away from Black History Month 2023 in the U.S. and Canada. It is a wonderful thing that more brands are celebrating the achievements and contributions of Black people to society, however, there are some missteps I've seen over the years by brands that have cause a bit of backlash from the very community they wish to celebrate. I don't want this to happen to you. So in this episode, I walk you through 7 principles you need to be aware of before going live with your next campaign. Get the episode transcript here Find the examples and visuals referenced in this episode here: https://inclusionandmarketing.com/black-history-month-campaigns/ ----- What inclusive brand type are you? Take this quick quiz to find out Want to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you. Mon, 30 Jan 2023 17:31:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist We're days away from Black History Month 2023 in the U.S. and Canada. It is a wonderful thing that more brands are celebrating the achievements and contributions of Black people to society, however, there are some missteps I've seen over the years by brands that have cause a bit of backlash from the very community they wish to celebrate. I don't want this to happen to you. So in this episode, I walk you through 7 principles you need to be aware of before going live with your next campaign. Get the episode transcript here Find the examples and visuals referenced in this episode here: https://inclusionandmarketing.com/black-history-month-campaigns/ ----- What inclusive brand type are you? Take this quick quiz to find out Want to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you. We're days away from Black History Month 2023 in the U.S. and Canada. It is a wonderful thing that more brands are celebrating the achievements and contributions of Black people to society, however, there are some missteps I've seen over the years by brands that have cause a bit of backlash from the very community they wish to celebrate.


I don't want this to happen to you. So in this episode, I walk you through 7 principles you need to be aware of before going live with your next campaign.

Get the episode transcript here


Find the examples and visuals referenced in this episode here: https://inclusionandmarketing.com/black-history-month-campaigns/

-----

What inclusive brand type are you? Take this quick quiz to find out

Want to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you.

]]> 1348 35. 5 Consumer expectations for brands engaging in inclusive marketing in 2023 More brands than ever are engaging in inclusive marketing. And increasingly, consumers are starting to take notice. And while it is a good thing that marketers are making more of an effort to serve a broader range of people, consumers from underrepresented and underserved communities aren’t just automatically flocking to those brands. Marginalized consumers want brands to prove they are worthy of their attention and dollars. They have higher expectations of the brands that are working to win their attention and get them to swipe their credit cards. In this episode, I cover five expectations diverse consumers have of brands that want to earn their loyalty. ----- Get the episode transcript here Podcast mentioned in this episode: How Consumers Want You to Celebrate Heritage Months with Arturo Gutierrez (Inclusion & Marketing podcast, episode 23) What inclusive brand type are you? Take this quick quiz to find out: www.inclusionandmarketing.com/quiz Want to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you. Thu, 26 Jan 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist More brands than ever are engaging in inclusive marketing. And increasingly, consumers are starting to take notice. And while it is a good thing that marketers are making more of an effort to serve a broader range of people, consumers from underrepresented and underserved communities aren’t just automatically flocking to those brands. Marginalized consumers want brands to prove they are worthy of their attention and dollars. They have higher expectations of the brands that are working to win their attention and get them to swipe their credit cards. In this episode, I cover five expectations diverse consumers have of brands that want to earn their loyalty. ----- Get the episode transcript here Podcast mentioned in this episode: How Consumers Want You to Celebrate Heritage Months with Arturo Gutierrez (Inclusion & Marketing podcast, episode 23) What inclusive brand type are you? Take this quick quiz to find out: www.inclusionandmarketing.com/quiz Want to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you. More brands than ever are engaging in inclusive marketing. And increasingly, consumers are starting to take notice. And while it is a good thing that marketers are making more of an effort to serve a broader range of people, consumers from underrepresented and underserved communities aren’t just automatically flocking to those brands.

Marginalized consumers want brands to prove they are worthy of their attention and dollars. They have higher expectations of the brands that are working to win their attention and get them to swipe their credit cards.

In this episode, I cover five expectations diverse consumers have of brands that want to earn their loyalty.

-----

Get the episode transcript here

Podcast mentioned in this episode: How Consumers Want You to Celebrate Heritage Months with Arturo Gutierrez (Inclusion & Marketing podcast, episode 23)

What inclusive brand type are you? Take this quick quiz to find out: www.inclusionandmarketing.com/quiz

Want to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you.

]]> 1051 34. [BONUS] Practical tips for building a diverse team | Interview on the Billion Dollar Moves podcast In this episode – Sarah-Chen Spellings and I and cover a lot of topics ranging from what makes marketing truly inclusive, how to focus your efforts by going narrow to reach a wider audience, as well as best practices for building a high-performing diverse team. About Sarah-Chen Spellings: Sarah is the co-founder and managing partner of Beyond the Billion (BTB), launched as The Billion Dollar Fund for Women, the world's first and largest global consortium of 100+ venture capital funds and limited partner investors that have now pledged to and are actively deploying beyond US$1BN to be invested into women-founded companies. She also hosts the Billion Dollar Moves podcast. Here's what we covered in this session: Why leaning into diversity can be a growth pillar for brands How diversity can be a foundational starting point for building a high-performing team What to focus on when working to build a high-performing team that is representative of the people Why many leaders struggle to find diverse talent How to build a culture that is conducive for team members to share their opinions and experiences Why unconscious bias training isn't what moves the dial in building an inclusive culture (and what actually does) How to ensure you set yourself up for success in reaching your goals as it relates to your diversity and inclusion goals Get the episode transcript here What inclusive brand type are you? Take the quiz to find out. www.inclusionandmarketing.co/quiz Want to go deeper on how to attract and retain diverse customers and talent? Check out my program Inclusive Brand Academy and see which option works best for you. www.inclusivebrandacademy.com Mon, 23 Jan 2023 20:03:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist In this episode – Sarah-Chen Spellings and I and cover a lot of topics ranging from what makes marketing truly inclusive, how to focus your efforts by going narrow to reach a wider audience, as well as best practices for building a high-performing diverse team. About Sarah-Chen Spellings: Sarah is the co-founder and managing partner of Beyond the Billion (BTB), launched as The Billion Dollar Fund for Women, the world's first and largest global consortium of 100+ venture capital funds and limited partner investors that have now pledged to and are actively deploying beyond US$1BN to be invested into women-founded companies. She also hosts the Billion Dollar Moves podcast. Here's what we covered in this session: Why leaning into diversity can be a growth pillar for brands How diversity can be a foundational starting point for building a high-performing team What to focus on when working to build a high-performing team that is representative of the people Why many leaders struggle to find diverse talent How to build a culture that is conducive for team members to share their opinions and experiences Why unconscious bias training isn't what moves the dial in building an inclusive culture (and what actually does) How to ensure you set yourself up for success in reaching your goals as it relates to your diversity and inclusion goals Get the episode transcript here What inclusive brand type are you? Take the quiz to find out. www.inclusionandmarketing.co/quiz Want to go deeper on how to attract and retain diverse customers and talent? Check out my program Inclusive Brand Academy and see which option works best for you. www.inclusivebrandacademy.com In this episode – Sarah-Chen Spellings and I and cover a lot of topics ranging from what makes marketing truly inclusive, how to focus your efforts by going narrow to reach a wider audience, as well as best practices for building a high-performing diverse team.

About Sarah-Chen Spellings:

Sarah is the co-founder and managing partner of Beyond the Billion (BTB), launched as The Billion Dollar Fund for Women, the world's first and largest global consortium of 100+ venture capital funds and limited partner investors that have now pledged to and are actively deploying beyond US$1BN to be invested into women-founded companies. She also hosts the Billion Dollar Moves podcast.

Here's what we covered in this session:

  • Why leaning into diversity can be a growth pillar for brands
  • How diversity can be a foundational starting point for building a high-performing team
  • What to focus on when working to build a high-performing team that is representative of the people
  • Why many leaders struggle to find diverse talent
  • How to build a culture that is conducive for team members to share their opinions and experiences
  • Why unconscious bias training isn't what moves the dial in building an inclusive culture (and what actually does)
  • How to ensure you set yourself up for success in reaching your goals as it relates to your diversity and inclusion goals


Get the episode transcript here

What inclusive brand type are you? Take the quiz to find out. www.inclusionandmarketing.co/quiz

Want to go deeper on how to attract and retain diverse customers and talent? Check out my program Inclusive Brand Academy and see which option works best for you. www.inclusivebrandacademy.com

]]> 3335 33. How smart brands are leaning into inclusion to reach more customers with their products with Jacqueline Snyder and Minna Khounlo-Sithep, of The Product Boss Life is about belonging. And because of that business is about belonging. That's why the businesses that take the time to serve consumers from underrepresented and underserved communities are winning their attention, adoration, and loyalty. In this episode, I chatted with Jacqueline Snyder and Minna Khounlo-Sithep about how product-based businesses are winning more customers by leaning into inclusion in a manner that fits for both their business and their customers. Here are some key points covered in the discussion: The 3 areas product-based business owners infuse inclusion into their businesses Why it doesn't matter where your brand starts in terms of the types of consumers you're able to reach Why representation matters beyond just brand and product photography Why there's no one right way to build an inclusive brand Why feedback (or complaints) are a great opportunity to identify how to become more inclusive in your brand How to be resourceful in choosing how to be more inclusive in your business Why more doesn't equal more About Jacqueline and Minna Jacqueline Snyder and Minna Khounlo-Sithep are the combined force behind The Product Boss Podcast. They have grown a community of high-achieving product-based small business owners and have helped them scale their physical product businesses through masterminds, group coaching and digital courses designed specifically for product-based business owners ranging from start-up conception to multi-million dollar companies. Together their goal is to change the landscape of product entrepreneurship by connecting women around the world through a blend of real-life business tactics, creative strategy and modern leadership. Get the episode transcript here Join Jacqueline and Minna in The Product Boss Best Year Yet workshop series Which inclusive brand type are you? Take the quiz: www.inclusionandmarketing.com/quiz Want to go deeper in how to build an inclusive brand? Check out Inclusive Brand Academy: www.inclusivebrandacademy.com Thu, 19 Jan 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Life is about belonging. And because of that business is about belonging. That's why the businesses that take the time to serve consumers from underrepresented and underserved communities are winning their attention, adoration, and loyalty. In this episode, I chatted with Jacqueline Snyder and Minna Khounlo-Sithep about how product-based businesses are winning more customers by leaning into inclusion in a manner that fits for both their business and their customers. Here are some key points covered in the discussion: The 3 areas product-based business owners infuse inclusion into their businesses Why it doesn't matter where your brand starts in terms of the types of consumers you're able to reach Why representation matters beyond just brand and product photography Why there's no one right way to build an inclusive brand Why feedback (or complaints) are a great opportunity to identify how to become more inclusive in your brand How to be resourceful in choosing how to be more inclusive in your business Why more doesn't equal more About Jacqueline and Minna Jacqueline Snyder and Minna Khounlo-Sithep are the combined force behind The Product Boss Podcast. They have grown a community of high-achieving product-based small business owners and have helped them scale their physical product businesses through masterminds, group coaching and digital courses designed specifically for product-based business owners ranging from start-up conception to multi-million dollar companies. Together their goal is to change the landscape of product entrepreneurship by connecting women around the world through a blend of real-life business tactics, creative strategy and modern leadership. Get the episode transcript here Join Jacqueline and Minna in The Product Boss Best Year Yet workshop series Which inclusive brand type are you? Take the quiz: www.inclusionandmarketing.com/quiz Want to go deeper in how to build an inclusive brand? Check out Inclusive Brand Academy: www.inclusivebrandacademy.com Life is about belonging. And because of that business is about belonging. That's why the businesses that take the time to serve consumers from underrepresented and underserved communities are winning their attention, adoration, and loyalty. In this episode, I chatted with Jacqueline Snyder and Minna Khounlo-Sithep about how product-based businesses are winning more customers by leaning into inclusion in a manner that fits for both their business and their customers.

Here are some key points covered in the discussion:

  • The 3 areas product-based business owners infuse inclusion into their businesses
  • Why it doesn't matter where your brand starts in terms of the types of consumers you're able to reach
  • Why representation matters beyond just brand and product photography
  • Why there's no one right way to build an inclusive brand
  • Why feedback (or complaints) are a great opportunity to identify how to become more inclusive in your brand
  • How to be resourceful in choosing how to be more inclusive in your business
  • Why more doesn't equal more


About Jacqueline and Minna

Jacqueline Snyder and Minna Khounlo-Sithep are the combined force behind The Product Boss Podcast. They have grown a community of high-achieving product-based small business owners and have helped them scale their physical product businesses through masterminds, group coaching and digital courses designed specifically for product-based business owners ranging from start-up conception to multi-million dollar companies. Together their goal is to change the landscape of product entrepreneurship by connecting women around the world through a blend of real-life business tactics, creative strategy and modern leadership.

Get the episode transcript here

Join Jacqueline and Minna in The Product Boss Best Year Yet workshop series

Which inclusive brand type are you? Take the quiz: www.inclusionandmarketing.com/quiz

Want to go deeper in how to build an inclusive brand? Check out Inclusive Brand Academy: www.inclusivebrandacademy.com

]]> 2564 32. [BONUS] An impactful way every leader and brand can honor Dr. Martin Luther King Jr.'s legacy today and everyday As we arrive at 40 years of celebrating Martin Luther King, Jr.’s life and work as an official holiday, many will revisit some of Dr. King’s most famous speeches, and reflect on how far we’ve come. Others will dedicate their time engaging in acts of service. If you are looking for additional ways you and your team can honor Dr. King and his legacy, consider going beyond just taking a pause on a day meant to commemorate him and his message. Honor him by focusing on continuing the work he started, but wasn’t able to finish. This episode covers how. Get the episode transcript Get the Inclusion & Marketing newsletter Mon, 16 Jan 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist As we arrive at 40 years of celebrating Martin Luther King, Jr.’s life and work as an official holiday, many will revisit some of Dr. King’s most famous speeches, and reflect on how far we’ve come. Others will dedicate their time engaging in acts of service. If you are looking for additional ways you and your team can honor Dr. King and his legacy, consider going beyond just taking a pause on a day meant to commemorate him and his message. Honor him by focusing on continuing the work he started, but wasn’t able to finish. This episode covers how. Get the episode transcript Get the Inclusion & Marketing newsletter As we arrive at 40 years of celebrating Martin Luther King, Jr.’s life and work as an official holiday, many will revisit some of Dr. King’s most famous speeches, and reflect on how far we’ve come. Others will dedicate their time engaging in acts of service.

If you are looking for additional ways you and your team can honor Dr. King and his legacy, consider going beyond just taking a pause on a day meant to commemorate him and his message. Honor him by focusing on continuing the work he started, but wasn’t able to finish. This episode covers how.

Get the episode transcript

Get the Inclusion & Marketing newsletter

]]> 477 31. How to actually build a diverse and representative team As more leaders focus on building diverse teams, they often resort to a common practice of focusing on the percentage of diverse candidates you interview. While this may feel like you're making progress, it actually doesn't often work to significantly move the needle to build a diverse team. In fact, it really is just a vanity metric. In this episode, I cover what you should focus on instead to actually hire the diverse team your customers need you to have. Get the episode transcript here Episode 19: The Critical Link Between Equity and Customer Success with Deborah Pickett Episode 22: Common Ways Brands Treat Diverse Talent Like Unpaid Consultants (And What To Do Instead) What Inclusive Brand Type are You? Find out by taking this short quiz: www.inclusionandmarketing.com/quiz Want to dive deeper? Check out www.inclusivebrandacademy.com to see if the program is right for you Thu, 12 Jan 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist As more leaders focus on building diverse teams, they often resort to a common practice of focusing on the percentage of diverse candidates you interview. While this may feel like you're making progress, it actually doesn't often work to significantly move the needle to build a diverse team. In fact, it really is just a vanity metric. In this episode, I cover what you should focus on instead to actually hire the diverse team your customers need you to have. Get the episode transcript here Episode 19: The Critical Link Between Equity and Customer Success with Deborah Pickett Episode 22: Common Ways Brands Treat Diverse Talent Like Unpaid Consultants (And What To Do Instead) What Inclusive Brand Type are You? Find out by taking this short quiz: www.inclusionandmarketing.com/quiz Want to dive deeper? Check out www.inclusivebrandacademy.com to see if the program is right for you As more leaders focus on building diverse teams, they often resort to a common practice of focusing on the percentage of diverse candidates you interview. While this may feel like you're making progress, it actually doesn't often work to significantly move the needle to build a diverse team. In fact, it really is just a vanity metric. In this episode, I cover what you should focus on instead to actually hire the diverse team your customers need you to have.


Get the episode transcript here


Episode 19: The Critical Link Between Equity and Customer Success with Deborah Pickett

Episode 22: Common Ways Brands Treat Diverse Talent Like Unpaid Consultants (And What To Do Instead)


What Inclusive Brand Type are You? Find out by taking this short quiz: www.inclusionandmarketing.com/quiz

Want to dive deeper? Check out www.inclusivebrandacademy.com to see if the program is right for you

]]> 1400 30. Best practices for incorporating inclusive stock photography into your brand's visual imagery Visual imagery, and making it more representative is the on-ramp for many brands into inclusive marketing. And while in recent years, a broader range of stock photography and videos has come available showcasing more diverse faces, body types, and families – simply changing up your imagery to include more diverse people isn't automatic in terms of making them feel like they belong. So to help you know how to ensure the stock photography you use is inclusive, I chatted with Deyra Jaye Fontaine, an inclusive marketing strategist and certified diversity, equity, and inclusion practitioner who has done a lot of work in the area of inclusive stock photography, and has even created a handy guide on it. We cover lots of important topics in this discussion, so you definitely don't want to miss it. Key Points: The power visual imagery has on shaping perceptions Why marketers play a role in influencing society with the visual imagery they produce How inclusive stock photography is different from traditional stock photography Common negative stereotypes that are perpetuated with stock photography used in marketing campaigns The biggest mistake brands make with trying to diversify their visual imagery Best practices for choosing inclusive stock photography How to avoid tokenism in your visual imagery Here's a free guide on resources for sourcing inclusive stock photography Get the episode transcript here Get the Inclusion & Marketing newsletter More on how to make your visuals more inclusive in my program Inclusive Brand Academy. Get more details at www.inclusivebrandacademy.com. Thu, 05 Jan 2023 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Visual imagery, and making it more representative is the on-ramp for many brands into inclusive marketing. And while in recent years, a broader range of stock photography and videos has come available showcasing more diverse faces, body types, and families – simply changing up your imagery to include more diverse people isn't automatic in terms of making them feel like they belong. So to help you know how to ensure the stock photography you use is inclusive, I chatted with Deyra Jaye Fontaine, an inclusive marketing strategist and certified diversity, equity, and inclusion practitioner who has done a lot of work in the area of inclusive stock photography, and has even created a handy guide on it. We cover lots of important topics in this discussion, so you definitely don't want to miss it. Key Points: The power visual imagery has on shaping perceptions Why marketers play a role in influencing society with the visual imagery they produce How inclusive stock photography is different from traditional stock photography Common negative stereotypes that are perpetuated with stock photography used in marketing campaigns The biggest mistake brands make with trying to diversify their visual imagery Best practices for choosing inclusive stock photography How to avoid tokenism in your visual imagery Here's a free guide on resources for sourcing inclusive stock photography Get the episode transcript here Get the Inclusion & Marketing newsletter More on how to make your visuals more inclusive in my program Inclusive Brand Academy. Get more details at www.inclusivebrandacademy.com. Visual imagery, and making it more representative is the on-ramp for many brands into inclusive marketing. And while in recent years, a broader range of stock photography and videos has come available showcasing more diverse faces, body types, and families – simply changing up your imagery to include more diverse people isn't automatic in terms of making them feel like they belong.

So to help you know how to ensure the stock photography you use is inclusive, I chatted with Deyra Jaye Fontaine, an inclusive marketing strategist and certified diversity, equity, and inclusion practitioner who has done a lot of work in the area of inclusive stock photography, and has even created a handy guide on it.

We cover lots of important topics in this discussion, so you definitely don't want to miss it.

Key Points:

  • The power visual imagery has on shaping perceptions
  • Why marketers play a role in influencing society with the visual imagery they produce
  • How inclusive stock photography is different from traditional stock photography
  • Common negative stereotypes that are perpetuated with stock photography used in marketing campaigns
  • The biggest mistake brands make with trying to diversify their visual imagery
  • Best practices for choosing inclusive stock photography
  • How to avoid tokenism in your visual imagery


Here's a free guide on resources for sourcing inclusive stock photography


Get the episode transcript here


Get the Inclusion & Marketing newsletter

More on how to make your visuals more inclusive in my program Inclusive Brand Academy. Get more details at www.inclusivebrandacademy.com.

]]> 2162 29. What inclusive brand type are you? Every inclusive brand doesn't have to look and sound the same. They don't have to speak on the same issues, serve the same customers, or show up in the same way. That'd be pretty boring -- and would seem kind of odd with the lack of diversity of approaches. So just because Rihanna's brands serve everyone, that doesn't mean that you have to as well. Just because Ben & Jerry's is deep in the trenches from a social justice standpoint, that doesn't mean that you have to too. Do you Boo. Inclusive marketing is all about being intentional about choosing who you will serve, and how you will show up. That means you also get to choose which type of inclusive brand you will be. Not sure how to do that? Take this quick quiz to discover what inclusive brand type you are: www.inclusionandmarketing.com/quiz Get the episode transcript here Get the Inclusion & Marketing newsletter Thu, 29 Dec 2022 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Every inclusive brand doesn't have to look and sound the same. They don't have to speak on the same issues, serve the same customers, or show up in the same way. That'd be pretty boring -- and would seem kind of odd with the lack of diversity of approaches. So just because Rihanna's brands serve everyone, that doesn't mean that you have to as well. Just because Ben & Jerry's is deep in the trenches from a social justice standpoint, that doesn't mean that you have to too. Do you Boo. Inclusive marketing is all about being intentional about choosing who you will serve, and how you will show up. That means you also get to choose which type of inclusive brand you will be. Not sure how to do that? Take this quick quiz to discover what inclusive brand type you are: www.inclusionandmarketing.com/quiz Get the episode transcript here Get the Inclusion & Marketing newsletter Every inclusive brand doesn't have to look and sound the same. They don't have to speak on the same issues, serve the same customers, or show up in the same way.

That'd be pretty boring -- and would seem kind of odd with the lack of diversity of approaches. So just because Rihanna's brands serve everyone, that doesn't mean that you have to as well. Just because Ben & Jerry's is deep in the trenches from a social justice standpoint, that doesn't mean that you have to too.

Do you Boo.

Inclusive marketing is all about being intentional about choosing who you will serve, and how you will show up. That means you also get to choose which type of inclusive brand you will be. Not sure how to do that?

Take this quick quiz to discover what inclusive brand type you are: www.inclusionandmarketing.com/quiz

Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 1281 28. The mindset you need to build an inclusive brand Building an inclusive brand is a lot like tending a garden. For both, having the right mindset is essential to enable you to not only weather any challenges, but to also get the results you're looking for. Here are a few key lessons to embrace to give you the mindset you need to build an inclusive brand. Get the episode transcript here Find out what your inclusive brand type is: www.inclusionandmarketing.com/quiz Thu, 22 Dec 2022 16:33:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Building an inclusive brand is a lot like tending a garden. For both, having the right mindset is essential to enable you to not only weather any challenges, but to also get the results you're looking for. Here are a few key lessons to embrace to give you the mindset you need to build an inclusive brand. Get the episode transcript here Find out what your inclusive brand type is: www.inclusionandmarketing.com/quiz Building an inclusive brand is a lot like tending a garden. For both, having the right mindset is essential to enable you to not only weather any challenges, but to also get the results you're looking for. Here are a few key lessons to embrace to give you the mindset you need to build an inclusive brand.


Get the episode transcript here


Find out what your inclusive brand type is: www.inclusionandmarketing.com/quiz

]]> 918 27. Planning your inclusive brand calendar When it comes to cultural events and celebrations, particularly those honoring underrepresented and underserved communities, your brand’s participation is a great way to make these communities feel seen by you, and a way for you to demonstrate that they do indeed belong with you.  Now, I'm not saying that you have to celebrate these events to communicate and send signals of belonging to the people you want to serve. But this is one way that you can do that.  Creating an inclusive marketing calendar is a smart way for you to be intentional about figuring out which celebrations your brand will take part in, and which ones you won’t. Get the episode transcript here Get the Inclusion & Marketing newsletter Thu, 15 Dec 2022 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist When it comes to cultural events and celebrations, particularly those honoring underrepresented and underserved communities, your brand’s participation is a great way to make these communities feel seen by you, and a way for you to demonstrate that they do indeed belong with you.  Now, I'm not saying that you have to celebrate these events to communicate and send signals of belonging to the people you want to serve. But this is one way that you can do that.  Creating an inclusive marketing calendar is a smart way for you to be intentional about figuring out which celebrations your brand will take part in, and which ones you won’t. Get the episode transcript here Get the Inclusion & Marketing newsletter When it comes to cultural events and celebrations, particularly those honoring underrepresented and underserved communities, your brand’s participation is a great way to make these communities feel seen by you, and a way for you to demonstrate that they do indeed belong with you. 

Now, I'm not saying that you have to celebrate these events to communicate and send signals of belonging to the people you want to serve. But this is one way that you can do that. 

Creating an inclusive marketing calendar is a smart way for you to be intentional about figuring out which celebrations your brand will take part in, and which ones you won’t.

Get the episode transcript here


Get the Inclusion & Marketing newsletter

]]> 1116 26. Making your performance marketing campaigns more inclusive with Karen Amundson Key points covered in this episode: The role of inclusion in performance marketing Where many performance marketing campaigns fall short with regard to inclusion Why so many people are often excluded from performance marketing campaigns Why inclusive marketing is a solution to ad fatigue The key question you should ask to enable you to include more people in your ad campaigns The data you need to build more inclusive campaigns and the caution you should use when analyzing it How to ensure your partners in performance marketing have an inclusive mindset Get the episode transcript here Links and resources mentioned in this episode: www.apiarydigital.com Algorithms of Oppression The End of the Majority, and What it Means for Your Brand with Julye Williams - Inclusion & Marketing podcast episode 11 About Karen Amundsen: I'm a white lady named Karen, passionate about racial equity. As the Founder and Chair of Apiary Digital, the area I'm able to have the biggest impact is in business and marketing. Apiary Digital is a full-service performance marketing collective headquartered in the cloud. We believe that humans are greater than business, and that inclusive performance marketing is one and the same as succeeding in our client's customer acquisition goals. What inclusive brand type are you? Take this quick quiz to find out: www.inclusivemarketing.co/quiz Thu, 08 Dec 2022 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Key points covered in this episode: The role of inclusion in performance marketing Where many performance marketing campaigns fall short with regard to inclusion Why so many people are often excluded from performance marketing campaigns Why inclusive marketing is a solution to ad fatigue The key question you should ask to enable you to include more people in your ad campaigns The data you need to build more inclusive campaigns and the caution you should use when analyzing it How to ensure your partners in performance marketing have an inclusive mindset Get the episode transcript here Links and resources mentioned in this episode: www.apiarydigital.com Algorithms of Oppression The End of the Majority, and What it Means for Your Brand with Julye Williams - Inclusion & Marketing podcast episode 11 About Karen Amundsen: I'm a white lady named Karen, passionate about racial equity. As the Founder and Chair of Apiary Digital, the area I'm able to have the biggest impact is in business and marketing. Apiary Digital is a full-service performance marketing collective headquartered in the cloud. We believe that humans are greater than business, and that inclusive performance marketing is one and the same as succeeding in our client's customer acquisition goals. What inclusive brand type are you? Take this quick quiz to find out: www.inclusivemarketing.co/quiz Key points covered in this episode:

  • The role of inclusion in performance marketing
  • Where many performance marketing campaigns fall short with regard to inclusion
  • Why so many people are often excluded from performance marketing campaigns
  • Why inclusive marketing is a solution to ad fatigue
  • The key question you should ask to enable you to include more people in your ad campaigns
  • The data you need to build more inclusive campaigns and the caution you should use when analyzing it
  • How to ensure your partners in performance marketing have an inclusive mindset


Get the episode transcript here


Links and resources mentioned in this episode:


About Karen Amundsen:

I'm a white lady named Karen, passionate about racial equity. As the Founder and Chair of Apiary Digital, the area I'm able to have the biggest impact is in business and marketing. Apiary Digital is a full-service performance marketing collective headquartered in the cloud. We believe that humans are greater than business, and that inclusive performance marketing is one and the same as succeeding in our client's customer acquisition goals.


What inclusive brand type are you? Take this quick quiz to find out: www.inclusivemarketing.co/quiz

]]> 2160 25. Listen before featuring diverse talent in your next video, photo, and or content shoot Representation matters. It isn’t enough to just have representation of the talent in front of the camera. It is just as important to have representation and or expertise behind the camera that is poised to capture diverse talent in the proper light (pun intended). Remember, the people you serve need to see themselves or who they aspire to be reflected in the visual imagery your brand puts forth. If your brand regularly publishes imagery of diverse communities that they don’t think is flattering, then they will get the message that they don’t belong with you. The effort you put into securing representative talent won’t yield the results you like if people are disappointed with the imagery. The next time you and your team start preparing for a photo, video, or content shoot that features and includes diverse talent, it is imperative that you take the time to give proper thought to these roles behind the camera to ensure you get a final product all can be pleased with. Get the episode transcript here ElleUK Wakanda Forever Cover: https://twitter.com/ELLEUK/status/1575763902121803776/photo/1 Elle Brasil Viola Davis Cover: https://twitter.com/ellebrasil/status/1570475582160240640/photo/1 Vogue Simone Biles Cover: https://twitter.com/BritniDWrites/status/1281713398963564544/ ------ What inclusive brand type are you? Take the quiz here to find out. www.inclusionandmarketing.com/quiz Thu, 01 Dec 2022 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Representation matters. It isn’t enough to just have representation of the talent in front of the camera. It is just as important to have representation and or expertise behind the camera that is poised to capture diverse talent in the proper light (pun intended). Remember, the people you serve need to see themselves or who they aspire to be reflected in the visual imagery your brand puts forth. If your brand regularly publishes imagery of diverse communities that they don’t think is flattering, then they will get the message that they don’t belong with you. The effort you put into securing representative talent won’t yield the results you like if people are disappointed with the imagery. The next time you and your team start preparing for a photo, video, or content shoot that features and includes diverse talent, it is imperative that you take the time to give proper thought to these roles behind the camera to ensure you get a final product all can be pleased with. Get the episode transcript here ElleUK Wakanda Forever Cover: https://twitter.com/ELLEUK/status/1575763902121803776/photo/1 Elle Brasil Viola Davis Cover: https://twitter.com/ellebrasil/status/1570475582160240640/photo/1 Vogue Simone Biles Cover: https://twitter.com/BritniDWrites/status/1281713398963564544/ ------ What inclusive brand type are you? Take the quiz here to find out. www.inclusionandmarketing.com/quiz Representation matters. It isn’t enough to just have representation of the talent in front of the camera. It is just as important to have representation and or expertise behind the camera that is poised to capture diverse talent in the proper light (pun intended).

Remember, the people you serve need to see themselves or who they aspire to be reflected in the visual imagery your brand puts forth. If your brand regularly publishes imagery of diverse communities that they don’t think is flattering, then they will get the message that they don’t belong with you. The effort you put into securing representative talent won’t yield the results you like if people are disappointed with the imagery.

The next time you and your team start preparing for a photo, video, or content shoot that features and includes diverse talent, it is imperative that you take the time to give proper thought to these roles behind the camera to ensure you get a final product all can be pleased with.


Get the episode transcript here


ElleUK Wakanda Forever Cover: https://twitter.com/ELLEUK/status/1575763902121803776/photo/1

Elle Brasil Viola Davis Cover:

https://twitter.com/ellebrasil/status/1570475582160240640/photo/1

Vogue Simone Biles Cover: https://twitter.com/BritniDWrites/status/1281713398963564544/

------

What inclusive brand type are you? Take the quiz here to find out. www.inclusionandmarketing.com/quiz

]]> 814 24. Engage more diverse consumers authentically with this essential practice A big barrier to effectively engaging with diverse consumers and communities is the way we think. In many instances, we default to our own frame of reference, perspectives, and ways of doing things. However that limits your ability to practice empathy and to give consumers who are different from you exactly what they need from you. In this episode, I walk you through the essential practice of decentering yourself, they key areas you need to focus on doing it, and of course, I offer up practical ways to do it as well. Get the episode transcript here Get the Inclusion & Marketing newsletter Thu, 24 Nov 2022 13:39:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist A big barrier to effectively engaging with diverse consumers and communities is the way we think. In many instances, we default to our own frame of reference, perspectives, and ways of doing things. However that limits your ability to practice empathy and to give consumers who are different from you exactly what they need from you. In this episode, I walk you through the essential practice of decentering yourself, they key areas you need to focus on doing it, and of course, I offer up practical ways to do it as well. Get the episode transcript here Get the Inclusion & Marketing newsletter A big barrier to effectively engaging with diverse consumers and communities is the way we think. In many instances, we default to our own frame of reference, perspectives, and ways of doing things. However that limits your ability to practice empathy and to give consumers who are different from you exactly what they need from you.

In this episode, I walk you through the essential practice of decentering yourself, they key areas you need to focus on doing it, and of course, I offer up practical ways to do it as well.

Get the episode transcript here


Get the Inclusion & Marketing newsletter

]]> 1959 23. How consumers want you to celebrate heritage months with Arturo Gutierrez Some brands do really well when it comes to celebrating communities during their heritage months, like Black History Month, Women’s History Month, PRIDE, Hispanic Heritage Month, Asian-American and Pacific-Islander Month. However, there are plenty others that struggle. And there’s also a large group of brands that stay on the sidelines, because they aren’t sure how to engage, or even if they should. So as we get closer to a new year, and it’s time to decide about what your brand will celebrate and what you won’t - I thought it’d be helpful for you to bring in some reinforcements to help guide you. That’s why I chatted with Arturo Gutierrez, the SVP of Strategy at Codeword, an integrated marketing agency.  Arturo and his team at Codeword did a survey to find out what consumers want with regard to these types of celebrations – and the insights, and the discussion we have around them is relevant and applicable for you – no matter your size, your budget, or your experience engaging with communities in this manner. Get the episode transcript here Key Points: Why brands should consider celebrating heritage months for diverse communities How you should be thinking about the people who are buying your product Why so many diverse communities are indifferent to heritage month campaigns, and what to do about it What you should and shouldn’t be measuring as it relates to heritage month celebrations How brands should think about the objective of heritage month campaigns How to ensure your heritage month celebrations leave a lasting impact What diverse communities want from brands during heritage months and beyond About Arturo Gutierrez Arturo Gutierrez is the SVP of Strategy at Codeword, an integrated marketing agency that develops smart marketing strategies, manages editorial and social channels, and drives news coverage for tech clients both big and small. A former management consultant having advised Fortune 500 clients across The Americas, Europe and the Middle East, Arturo’s expertise include leadership, marketing strategy, and organizational growth. Links https://twitter.com/Art_Gutierrez  https://www.codewordagency.com/  Get the Inclusion & Marketing newsletter Thu, 17 Nov 2022 12:15:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist Some brands do really well when it comes to celebrating communities during their heritage months, like Black History Month, Women’s History Month, PRIDE, Hispanic Heritage Month, Asian-American and Pacific-Islander Month. However, there are plenty others that struggle. And there’s also a large group of brands that stay on the sidelines, because they aren’t sure how to engage, or even if they should. So as we get closer to a new year, and it’s time to decide about what your brand will celebrate and what you won’t - I thought it’d be helpful for you to bring in some reinforcements to help guide you. That’s why I chatted with Arturo Gutierrez, the SVP of Strategy at Codeword, an integrated marketing agency.  Arturo and his team at Codeword did a survey to find out what consumers want with regard to these types of celebrations – and the insights, and the discussion we have around them is relevant and applicable for you – no matter your size, your budget, or your experience engaging with communities in this manner. Get the episode transcript here Key Points: Why brands should consider celebrating heritage months for diverse communities How you should be thinking about the people who are buying your product Why so many diverse communities are indifferent to heritage month campaigns, and what to do about it What you should and shouldn’t be measuring as it relates to heritage month celebrations How brands should think about the objective of heritage month campaigns How to ensure your heritage month celebrations leave a lasting impact What diverse communities want from brands during heritage months and beyond About Arturo Gutierrez Arturo Gutierrez is the SVP of Strategy at Codeword, an integrated marketing agency that develops smart marketing strategies, manages editorial and social channels, and drives news coverage for tech clients both big and small. A former management consultant having advised Fortune 500 clients across The Americas, Europe and the Middle East, Arturo’s expertise include leadership, marketing strategy, and organizational growth. Links https://twitter.com/Art_Gutierrez  https://www.codewordagency.com/  Get the Inclusion & Marketing newsletter Some brands do really well when it comes to celebrating communities during their heritage months, like Black History Month, Women’s History Month, PRIDE, Hispanic Heritage Month, Asian-American and Pacific-Islander Month. However, there are plenty others that struggle. And there’s also a large group of brands that stay on the sidelines, because they aren’t sure how to engage, or even if they should.


So as we get closer to a new year, and it’s time to decide about what your brand will celebrate and what you won’t - I thought it’d be helpful for you to bring in some reinforcements to help guide you.


That’s why I chatted with Arturo Gutierrez, the SVP of Strategy at Codeword, an integrated marketing agency. 


Arturo and his team at Codeword did a survey to find out what consumers want with regard to these types of celebrations – and the insights, and the discussion we have around them is relevant and applicable for you – no matter your size, your budget, or your experience engaging with communities in this manner.


Get the episode transcript here


Key Points:


  • Why brands should consider celebrating heritage months for diverse communities
  • How you should be thinking about the people who are buying your product
  • Why so many diverse communities are indifferent to heritage month campaigns, and what to do about it
  • What you should and shouldn’t be measuring as it relates to heritage month celebrations
  • How brands should think about the objective of heritage month campaigns
  • How to ensure your heritage month celebrations leave a lasting impact
  • What diverse communities want from brands during heritage months and beyond


About Arturo Gutierrez


Arturo Gutierrez is the SVP of Strategy at Codeword, an integrated marketing agency that develops smart marketing strategies, manages editorial and social channels, and drives news coverage for tech clients both big and small. A former management consultant having advised Fortune 500 clients across The Americas, Europe and the Middle East, Arturo’s expertise include leadership, marketing strategy, and organizational growth.


Links


https://twitter.com/Art_Gutierrez 

https://www.codewordagency.com/ 


Get the Inclusion & Marketing newsletter

]]> 1984 22. Common ways brands treat diverse talent like unpaid consultants (and what to do instead) "Hire a diverse team" is often the advice and cry people tout when brands struggle with being inclusive with their marketing. So common practice, is to tap into diverse talent to get them to provide their feedback and expertise on various topics related to campaigns and internal initiatives. But this isn't always the right thing to do, and can impede your efforts to make your diverse talent feel like they belong with you. No bueno. In this episode, I walk you through common challenges with this approach, and what you should do instead to get the feedback you need, tap into the power of having a diverse team, while also making them feel like they belong. Get the episode transcript here Get the Inclusion & Marketing newsletter Thu, 10 Nov 2022 09:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist "Hire a diverse team" is often the advice and cry people tout when brands struggle with being inclusive with their marketing. So common practice, is to tap into diverse talent to get them to provide their feedback and expertise on various topics related to campaigns and internal initiatives. But this isn't always the right thing to do, and can impede your efforts to make your diverse talent feel like they belong with you. No bueno. In this episode, I walk you through common challenges with this approach, and what you should do instead to get the feedback you need, tap into the power of having a diverse team, while also making them feel like they belong. Get the episode transcript here Get the Inclusion & Marketing newsletter "Hire a diverse team" is often the advice and cry people tout when brands struggle with being inclusive with their marketing. So common practice, is to tap into diverse talent to get them to provide their feedback and expertise on various topics related to campaigns and internal initiatives. But this isn't always the right thing to do, and can impede your efforts to make your diverse talent feel like they belong with you. No bueno.


In this episode, I walk you through common challenges with this approach, and what you should do instead to get the feedback you need, tap into the power of having a diverse team, while also making them feel like they belong.

Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 1279 21. Cultural appropriation and inappropriate use of a culture not your own: Let's talk about it Cultural appropriation happens more often than in should. And inappropriate use of a culture not your own happens even more often. Both of these practices are harmful, and in this episode I'm walking you through clear examples of both, and giving you practical guidance on how not to engage in them. In addition, you'll walk away with practical guidance on how you as an individual and consumer can play a role in shutting down these practices as well. Get the episode transcript here Here are the links mentioned in the episode: Hailey Beiber make trend rant - Shantal Smith The cultural appropriation of yoga - Blair Imani The Maasai People Take Back Their Brand Dia de los Muertos Barbie Walks a Fine Line Between Cultural Appropriation and Appreciation Kim Kardashian West's Kimono underwear meets Japanese backlash How Disney redeemed itself with 'Coco' after the Dia de Muertos trademark fiasco Get the Inclusion & Marketing newsletter Thu, 03 Nov 2022 08:00:00 -0000 full 21 Sonia Thompson | Inclusive Growth & Customer Experience Strategist Cultural appropriation happens more often than in should. And inappropriate use of a culture not your own happens even more often. Both of these practices are harmful, and in this episode I'm walking you through clear examples of both, and giving you practical guidance on how not to engage in them. In addition, you'll walk away with practical guidance on how you as an individual and consumer can play a role in shutting down these practices as well. Get the episode transcript here Here are the links mentioned in the episode: Hailey Beiber make trend rant - Shantal Smith The cultural appropriation of yoga - Blair Imani The Maasai People Take Back Their Brand Dia de los Muertos Barbie Walks a Fine Line Between Cultural Appropriation and Appreciation Kim Kardashian West's Kimono underwear meets Japanese backlash How Disney redeemed itself with 'Coco' after the Dia de Muertos trademark fiasco Get the Inclusion & Marketing newsletter Cultural appropriation happens more often than in should. And inappropriate use of a culture not your own happens even more often. Both of these practices are harmful, and in this episode I'm walking you through clear examples of both, and giving you practical guidance on how not to engage in them. In addition, you'll walk away with practical guidance on how you as an individual and consumer can play a role in shutting down these practices as well.

Get the episode transcript here

Here are the links mentioned in the episode:


Get the Inclusion & Marketing newsletter

]]> 1170 20. Why more brands are embracing advocacy https://anchor.fm/inclusion-marketing/episodes/20--Why-More-Brands-Are-Embracing-Advocacy-e1j03ik All over the world, but specifically in the United States, there has been a lot going on in the past few years. From the Black Lives Matter movement that gained momentum in the wake of George Floyd's murder just two years ago, to the surge of Asian hate during the pandemic, and now another hate crime in Buffalo. And to be frank, I am disappointed in the responses to this event, or lack thereof from many businesses. With this uptick in interest in social justice matters, it is more important than ever for businesses to stand for what they believe in. In the season finale of the Inclusion and Marketing Podcast, I share: The importance of brands expressing their beliefs and taking action around important social and political issues affecting the current climate How to get started on brand advocacy How to be authentic when shaping your brand advocacy Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 24 May 2022 08:35:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>All over the world, but specifically in the United States, there has been a lot going on in the past few years. From the Black Lives Matter movement that gained momentum in the wake of George Floyd's murder just two years ago, to the surge of Asian hate during the pandemic, and now another hate crime in Buffalo. And to be frank, I am disappointed in the responses to this event, or lack thereof from many businesses.</p><p>With this uptick in interest in social justice matters, it is more important than ever for businesses to stand for what they believe in.</p><p>In the season finale of the Inclusion and Marketing Podcast, I share:</p><ul> <li>The importance of brands expressing their beliefs and taking action around important social and political issues affecting the current climate</li> <li>How to get started on brand advocacy</li> <li>How to be authentic when shaping your brand advocacy</li></ul><p>Thank you so much for listening to Season 1 of the Inclusion and Marketing Podcast! I hope you have been able to use this podcast as a tool to win the attention, &nbsp;adoration and the loyalty of more consumers.</p><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul><p>Stay tuned for Season 2!</p><p><br></p> All over the world, but specifically in the United States, there has been a lot going on in the past few years. From the Black Lives Matter movement that gained momentum in the wake of George Floyd's murder just two years ago, to the surge of Asian hate during the pandemic, and now another hate crime in Buffalo. And to be frank, I am disappointed in the responses to this event, or lack thereof from many businesses. With this uptick in interest in social justice matters, it is more important than ever for businesses to stand for what they believe in. In the season finale of the Inclusion and Marketing Podcast, I share: The importance of brands expressing their beliefs and taking action around important social and political issues affecting the current climate How to get started on brand advocacy How to be authentic when shaping your brand advocacy Get the episode transcript here Get the Inclusion & Marketing newsletter All over the world, but specifically in the United States, there has been a lot going on in the past few years. From the Black Lives Matter movement that gained momentum in the wake of George Floyd's murder just two years ago, to the surge of Asian hate during the pandemic, and now another hate crime in Buffalo. And to be frank, I am disappointed in the responses to this event, or lack thereof from many businesses.

With this uptick in interest in social justice matters, it is more important than ever for businesses to stand for what they believe in.

In the season finale of the Inclusion and Marketing Podcast, I share:

  • The importance of brands expressing their beliefs and taking action around important social and political issues affecting the current climate
  • How to get started on brand advocacy
  • How to be authentic when shaping your brand advocacy


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 698 no 19. The critical link between equity and customer success with Deborah Pickett Today we’re going to explore the critical link between equity and customer success with a very special guest! My sister Deborah Pickett, a middle school math instructional trainer and coach, will share her valuable words of wisdom for those who are ready to embark on the lifelong process of being dedicated to equity. Our conversation will cover: What is the difference between equity and equality? From a business standpoint, what happens when equity isn’t prioritized? How to start using data to analyze potential equity issues in your business? What is the link between equity and access? What do equitable practices look like? What does it mean to say that justice is in the details? What is the relationship between equity, empathy, and compassion? What is the water vs the fish principle, and what are some real world examples of this way of thinking? Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 17 May 2022 06:15:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Today we’re going to explore the critical link between equity and customer success with a very special guest! My sister Deborah Pickett, a middle school math instructional trainer and coach, will share her valuable words of wisdom for those who are ready to embark on the lifelong process of being dedicated to equity.</p><p>Our conversation will cover:</p><ul> <li>What is the difference between equity and equality?</li> <li>From a business standpoint, what happens when equity isn’t prioritized?</li> <li>How to start using data to analyze potential equity issues in your business?</li> <li>What is the link between equity and access? What do equitable practices look like?</li> <li>What does it mean to say that justice is in the details?</li> <li>What is the relationship between equity, empathy, and compassion?</li> <li>What is the water vs the fish principle, and what are some real world examples of this way of thinking?</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> Today we’re going to explore the critical link between equity and customer success with a very special guest! My sister Deborah Pickett, a middle school math instructional trainer and coach, will share her valuable words of wisdom for those who are ready to embark on the lifelong process of being dedicated to equity. Our conversation will cover: What is the difference between equity and equality? From a business standpoint, what happens when equity isn’t prioritized? How to start using data to analyze potential equity issues in your business? What is the link between equity and access? What do equitable practices look like? What does it mean to say that justice is in the details? What is the relationship between equity, empathy, and compassion? What is the water vs the fish principle, and what are some real world examples of this way of thinking? Get the episode transcript here Get the Inclusion & Marketing newsletter Today we’re going to explore the critical link between equity and customer success with a very special guest! My sister Deborah Pickett, a middle school math instructional trainer and coach, will share her valuable words of wisdom for those who are ready to embark on the lifelong process of being dedicated to equity.

Our conversation will cover:

  • What is the difference between equity and equality?
  • From a business standpoint, what happens when equity isn’t prioritized?
  • How to start using data to analyze potential equity issues in your business?
  • What is the link between equity and access? What do equitable practices look like?
  • What does it mean to say that justice is in the details?
  • What is the relationship between equity, empathy, and compassion?
  • What is the water vs the fish principle, and what are some real world examples of this way of thinking?


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 3226 no 18. Planning a marketing mix that works for more of your customers with Bianca Blake Why should business leaders consider text communication as part of their digital marketing strategy? In this episode, we’ll have an enlightening discussion with Bianca Blake, co-founder of Klickrr, about best practices for text marketing, and how text messaging can help brands develop a deeper degree of intimacy with the people they want to serve. We also cover: What are the advantages of text marketing? The relationship between inclusive marketing and customer experience The importance of taking your audience’s preferences into account when developing brand communication strategies Realizing that inclusion isn't always about demographics--sometimes it's about giving people the option to engage with your brand according to their personal preferences Get the episode transcript here Get the Inclusion & Marketing newsletter here Tue, 03 May 2022 04:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Why should business leaders consider text communication as part of their digital marketing strategy? In this episode, we’ll have an enlightening discussion with Bianca Blake, co-founder of <a href="https://www.klickrr.com/" rel="noopener noreferrer" target="_blank">Klickrr</a>, about&nbsp;best practices for text marketing, and how text messaging can help brands develop a deeper degree of intimacy with the people they want to serve.</p><p>We also cover:</p><ul> <li>What are the advantages of text marketing?</li> <li>The relationship between inclusive marketing and customer experience</li> <li>The importance of taking your audience’s preferences into account when developing brand communication strategies</li> <li>Realizing that inclusion isn't always about demographics--sometimes it's about giving people the option to engage with your brand according to their personal preferences</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> Why should business leaders consider text communication as part of their digital marketing strategy? In this episode, we’ll have an enlightening discussion with Bianca Blake, co-founder of Klickrr, about best practices for text marketing, and how text messaging can help brands develop a deeper degree of intimacy with the people they want to serve. We also cover: What are the advantages of text marketing? The relationship between inclusive marketing and customer experience The importance of taking your audience’s preferences into account when developing brand communication strategies Realizing that inclusion isn't always about demographics--sometimes it's about giving people the option to engage with your brand according to their personal preferences Get the episode transcript here Get the Inclusion & Marketing newsletter here Why should business leaders consider text communication as part of their digital marketing strategy? In this episode, we’ll have an enlightening discussion with Bianca Blake, co-founder of Klickrr, about best practices for text marketing, and how text messaging can help brands develop a deeper degree of intimacy with the people they want to serve.

We also cover:

  • What are the advantages of text marketing?
  • The relationship between inclusive marketing and customer experience
  • The importance of taking your audience’s preferences into account when developing brand communication strategies
  • Realizing that inclusion isn't always about demographics--sometimes it's about giving people the option to engage with your brand according to their personal preferences


Get the episode transcript here

Get the Inclusion & Marketing newsletter here

]]> 2284 no 17. What anti-racism looks like in business with Dr. Nicole Charles What does it mean to be antiracist? Today we’re going to cover what antiracism is, what it looks like in business, and how you can work to embody antiracist principles on a daily basis. To help us with this, I brought in an expert on the topic, Dr. Nicole Charles. Nicole is a wellness entrepreneur as well as an intersectional feminist and antiracist educator, author, researcher and professor of women and gender studies. We’ll talk about: The concept of antiracism as a whole, and specifically in the business world Examples of racist practices that permeate business that are more common than you might think The importance of investing in and learning from Black, Indigenous People of Color After making the commitment to antiracism, where do people commonly get tripped up? The challenges that arise when society and businesses lean towards centering only the most privileged identities Recommended resources for further reading and learning Nicole’s delicious recipes at healmedelicious.com (Check out the pumpkin spice cake donuts!) Nicole's Embodying Equity Course It’s important to really think about your values and how they can guide your business decisions. As you work on applying what Nicole and I covered today in your own life and business, take the time to think about a specific scenario in your life where you could decenter the predominant narrative. Get the episode transcript here Get the Inclusion & Marketing newsletter here Tue, 26 Apr 2022 04:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>What does it mean to be antiracist?</p><p>Today we’re going to cover what antiracism is, what it looks like in business, and how you can work to embody antiracist principles on a daily basis. To help us with this, I brought in an expert on the topic, Dr. Nicole Charles. Nicole is a wellness entrepreneur as well as an intersectional feminist and antiracist educator, author, researcher and professor of women and gender studies.</p><p>We’ll talk about:</p><ul> <li>The concept of antiracism as a whole, and specifically in the business world</li> <li>Examples of racist practices that permeate business that are more common than you might think</li> <li>The importance of investing in and learning from Black, Indigenous People of Color</li> <li>After making the commitment to antiracism, where do people commonly get tripped up?</li> <li>The challenges that arise when society and businesses lean towards centering only the most privileged identities</li> <li>Recommended resources for further reading and learning</li> <li>Nicole’s delicious recipes at <a href="http://healmedelicious.com/" target="_blank">healmedelicious.com</a> (<a href="https://healmedelicious.com/pumpkin-spice-cake-donuts/" target="_blank">Check out the pumpkin spice cake donuts!</a>)</li> <li><a href="https://healunited.kartra.com/page/embodyingequity" target="_blank">Nicole's Embodying Equity Course</a></li></ul><p>It’s important to really think about your values and how they can guide your business decisions. As you work on applying what Nicole and I covered today in your own life and business, take the time to think about a specific scenario in your life where you could decenter the&nbsp;predominant narrative.</p><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> What does it mean to be antiracist? Today we’re going to cover what antiracism is, what it looks like in business, and how you can work to embody antiracist principles on a daily basis. To help us with this, I brought in an expert on the topic, Dr. Nicole Charles. Nicole is a wellness entrepreneur as well as an intersectional feminist and antiracist educator, author, researcher and professor of women and gender studies. We’ll talk about: The concept of antiracism as a whole, and specifically in the business world Examples of racist practices that permeate business that are more common than you might think The importance of investing in and learning from Black, Indigenous People of Color After making the commitment to antiracism, where do people commonly get tripped up? The challenges that arise when society and businesses lean towards centering only the most privileged identities Recommended resources for further reading and learning Nicole’s delicious recipes at healmedelicious.com (Check out the pumpkin spice cake donuts!) Nicole's Embodying Equity Course It’s important to really think about your values and how they can guide your business decisions. As you work on applying what Nicole and I covered today in your own life and business, take the time to think about a specific scenario in your life where you could decenter the predominant narrative. Get the episode transcript here Get the Inclusion & Marketing newsletter here What does it mean to be antiracist?

Today we’re going to cover what antiracism is, what it looks like in business, and how you can work to embody antiracist principles on a daily basis. To help us with this, I brought in an expert on the topic, Dr. Nicole Charles. Nicole is a wellness entrepreneur as well as an intersectional feminist and antiracist educator, author, researcher and professor of women and gender studies.

We’ll talk about:

  • The concept of antiracism as a whole, and specifically in the business world
  • Examples of racist practices that permeate business that are more common than you might think
  • The importance of investing in and learning from Black, Indigenous People of Color
  • After making the commitment to antiracism, where do people commonly get tripped up?
  • The challenges that arise when society and businesses lean towards centering only the most privileged identities
  • Recommended resources for further reading and learning
  • Nicole’s delicious recipes at healmedelicious.com (Check out the pumpkin spice cake donuts!)
  • Nicole's Embodying Equity Course


It’s important to really think about your values and how they can guide your business decisions. As you work on applying what Nicole and I covered today in your own life and business, take the time to think about a specific scenario in your life where you could decenter the predominant narrative.


Get the episode transcript here


Get the Inclusion & Marketing newsletter here

]]> 1721 no 16. Navigating the complex world of identity Business is about belonging, and identity is a critical aspect of belonging. As you work to build an inclusive brand, it’s essential to think carefully about identity and what types of categorizations are necessary. As we dive into this complex topic, I’ll go over challenges, real-world examples and strategies to help you approach your customer’s various identities. Identity matters. Don't take shortcuts with it! The people you serve will reward you when you take the time to get it right. This episode will also cover: Common questions including the difference between ethnicity and race The various challenges that can arise when categorizing groups of consumers How categorizations and the data associated with them can help companies identify equity concerns and gaps Get the episode transcript here Get the Inclusion and Marketing newsletter Tue, 19 Apr 2022 04:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Business is about belonging, and identity is a critical aspect of belonging. As you work to build an inclusive brand, it’s essential to think carefully about identity and what types of categorizations are necessary. As we dive into this complex topic, I’ll go over challenges, real-world examples and strategies to help you approach your customer’s various identities.</p><p>Identity matters. Don't take shortcuts with it! The people you serve will reward you when you take the time to get it right.</p><p>This episode will also cover:</p><ul> <li>Common questions including the difference between ethnicity and race</li> <li>The various challenges that can arise when categorizing groups of consumers</li> <li>How categorizations and the data associated with them can help companies identify equity concerns and gaps</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> Business is about belonging, and identity is a critical aspect of belonging. As you work to build an inclusive brand, it’s essential to think carefully about identity and what types of categorizations are necessary. As we dive into this complex topic, I’ll go over challenges, real-world examples and strategies to help you approach your customer’s various identities. Identity matters. Don't take shortcuts with it! The people you serve will reward you when you take the time to get it right. This episode will also cover: Common questions including the difference between ethnicity and race The various challenges that can arise when categorizing groups of consumers How categorizations and the data associated with them can help companies identify equity concerns and gaps Get the episode transcript here Get the Inclusion and Marketing newsletter Business is about belonging, and identity is a critical aspect of belonging. As you work to build an inclusive brand, it’s essential to think carefully about identity and what types of categorizations are necessary. As we dive into this complex topic, I’ll go over challenges, real-world examples and strategies to help you approach your customer’s various identities.

Identity matters. Don't take shortcuts with it! The people you serve will reward you when you take the time to get it right.

This episode will also cover:

  • Common questions including the difference between ethnicity and race
  • The various challenges that can arise when categorizing groups of consumers
  • How categorizations and the data associated with them can help companies identify equity concerns and gaps


Get the episode transcript here


Get the Inclusion and Marketing newsletter

]]> 1246 no 15. Getting Started with Inclusive Language for Your Brand with Nailah King Words matter! They have the power to uplift and include, as well as tear down and exclude. In your quest to make your audience feel like they belong with you, it’s essential to use inclusive language. But how do you start creating written content that creates a culture of belonging? Nailah King, founder of The Content Witches, shares insights into how conscious business leaders can learn to craft messaging that helps foster transformative change and create a sense belonging within their communities. My conversation with Nailah also covers: What is inclusive language and what is its connection to belonging? Idioms, binaries, appropriation and other examples of language that can be harmful How can you determine if your content isn’t inclusive or needs an update? How can you maintain transparency throughout the process? How to use tools like etymonline.com Essential forms of content governance including inclusive language policies and brand style guides Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 12 Apr 2022 16:19:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Words matter! They have the power to uplift and include, as well as tear down and exclude.</p><p>In your quest to make your audience feel like they belong with you, it’s essential to use inclusive language. But how do you start creating written content that creates a culture of belonging?</p><p>Nailah King, founder of The Content Witches, shares insights into how conscious business leaders can learn to craft messaging that helps foster transformative change and create a sense belonging within their communities.</p><p>My conversation with Nailah also covers:</p><ul> <li>What is inclusive language and what is its connection to belonging?</li> <li>Idioms, binaries, appropriation and other examples of language that can be harmful</li> <li>How can you determine if your content isn’t inclusive or needs an update? How can you maintain transparency throughout the process?</li> <li>How to use tools like <a href="http://etymonline.com/" rel="noopener noreferrer" target="_blank">etymonline.com</a></li> <li>Essential forms of content governance including inclusive language policies and brand style guides</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> Words matter! They have the power to uplift and include, as well as tear down and exclude. In your quest to make your audience feel like they belong with you, it’s essential to use inclusive language. But how do you start creating written content that creates a culture of belonging? Nailah King, founder of The Content Witches, shares insights into how conscious business leaders can learn to craft messaging that helps foster transformative change and create a sense belonging within their communities. My conversation with Nailah also covers: What is inclusive language and what is its connection to belonging? Idioms, binaries, appropriation and other examples of language that can be harmful How can you determine if your content isn’t inclusive or needs an update? How can you maintain transparency throughout the process? How to use tools like etymonline.com Essential forms of content governance including inclusive language policies and brand style guides Get the episode transcript here Get the Inclusion & Marketing newsletter Words matter! They have the power to uplift and include, as well as tear down and exclude.

In your quest to make your audience feel like they belong with you, it’s essential to use inclusive language. But how do you start creating written content that creates a culture of belonging?

Nailah King, founder of The Content Witches, shares insights into how conscious business leaders can learn to craft messaging that helps foster transformative change and create a sense belonging within their communities.

My conversation with Nailah also covers:

  • What is inclusive language and what is its connection to belonging?
  • Idioms, binaries, appropriation and other examples of language that can be harmful
  • How can you determine if your content isn’t inclusive or needs an update? How can you maintain transparency throughout the process?
  • How to use tools like etymonline.com
  • Essential forms of content governance including inclusive language policies and brand style guides


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 1975 no 14. Are you taking more than you give? Today we're going to talk about a common type of toxic relationship between brands and underrepresented communities: Extraction. True inclusive marketing is about sharing power and creating belonging. Belonging cannot exist when one party is constantly extracting value from the other. As we dive deeper into the concept of extraction, I will share examples from today’s business world with the hope that by bringing these harmful practices to light, we can all start to do better. This episode will also cover: The concept of co-creation and the different forms it can take Best practices for engaging with communities you want to learn from and the dangers of traditional market research Lessons learned from a popular Disney film How to start adding value instead of extracting it, so everyone wins Get the episode transcript here Get the Inclusion & Marketing newsletter Wed, 06 Apr 2022 10:24:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Today we're going to talk about a common type of toxic relationship between brands and underrepresented communities: Extraction.</p><p>True inclusive marketing is about sharing power and creating belonging. Belonging cannot exist when one party is constantly extracting value from the other. As we dive deeper into the concept of extraction, I will share examples from today’s business world with the hope that by bringing these harmful practices to light, we can all start to do better.</p><p>This episode will also cover:</p><ul> <li>The concept of co-creation and the different forms it can take</li> <li>Best practices for engaging with communities you want to learn from and the dangers of traditional market research</li> <li>Lessons learned from a popular Disney film</li> <li>How to start <em>adding</em> value instead of extracting it, so everyone wins</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> Today we're going to talk about a common type of toxic relationship between brands and underrepresented communities: Extraction. True inclusive marketing is about sharing power and creating belonging. Belonging cannot exist when one party is constantly extracting value from the other. As we dive deeper into the concept of extraction, I will share examples from today’s business world with the hope that by bringing these harmful practices to light, we can all start to do better. This episode will also cover: The concept of co-creation and the different forms it can take Best practices for engaging with communities you want to learn from and the dangers of traditional market research Lessons learned from a popular Disney film How to start adding value instead of extracting it, so everyone wins Get the episode transcript here Get the Inclusion & Marketing newsletter Today we're going to talk about a common type of toxic relationship between brands and underrepresented communities: Extraction.

True inclusive marketing is about sharing power and creating belonging. Belonging cannot exist when one party is constantly extracting value from the other. As we dive deeper into the concept of extraction, I will share examples from today’s business world with the hope that by bringing these harmful practices to light, we can all start to do better.

This episode will also cover:

  • The concept of co-creation and the different forms it can take
  • Best practices for engaging with communities you want to learn from and the dangers of traditional market research
  • Lessons learned from a popular Disney film
  • How to start adding value instead of extracting it, so everyone wins


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 1124 no 13. How representative is your brand, really? A conversation with Gradient We know that inclusive marketing is the future of marketing. As we move towards this future, more and more cutting-edge tools are becoming available to help brands assess their progress. How inclusive is your brand’s visual communication? In this episode, I had the pleasure of speaking with Raquelle Zuzarte, Founder and CMO of Equity Project for All, and Frederico Salvitti, Tech & AI Specialist. Their AI platform, Gradient, shows brands where they stand on diversity and inclusion through comprehensive data-driven analysis of their visual imagery. Our conversation will cover: What is the current state of representation and marketing from a diversity and inclusion standpoint? What are examples of major brands or industries that have been making strides in these categories? How to build customer intimacy through listening and observation The importance of authentically and sincerely expressing your brand’s core purpose How brands can start building stories around people who have traditionally been underrepresented and underserved How the Implicit Association Test can help you recognize and address your blind spots Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 29 Mar 2022 05:03:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>We know that inclusive marketing is the future of marketing. As we move towards this future, more and more cutting-edge tools are becoming available to help brands assess their progress.</p><p>How inclusive is your brand’s visual communication? In this episode, I had the pleasure of speaking with Raquelle Zuzarte, Founder and CMO of Equity Project for All, and Frederico Salvitti, Tech &amp; AI Specialist. Their AI platform, Gradient, shows brands where they stand on diversity and inclusion through comprehensive data-driven analysis of their visual imagery.</p><p>Our conversation will cover:</p><ul> <li>What is the current state of representation and marketing from a diversity and inclusion standpoint?</li> <li>What are examples of major brands or industries that have been making strides in these categories?</li> <li>How to build customer intimacy through listening and observation</li> <li>The importance of authentically and sincerely expressing your brand’s core purpose</li> <li>How brands can start building stories around people who have traditionally been underrepresented and underserved</li> <li>How the Implicit Association Test can help you recognize and address your blind spots</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> We know that inclusive marketing is the future of marketing. As we move towards this future, more and more cutting-edge tools are becoming available to help brands assess their progress. How inclusive is your brand’s visual communication? In this episode, I had the pleasure of speaking with Raquelle Zuzarte, Founder and CMO of Equity Project for All, and Frederico Salvitti, Tech & AI Specialist. Their AI platform, Gradient, shows brands where they stand on diversity and inclusion through comprehensive data-driven analysis of their visual imagery. Our conversation will cover: What is the current state of representation and marketing from a diversity and inclusion standpoint? What are examples of major brands or industries that have been making strides in these categories? How to build customer intimacy through listening and observation The importance of authentically and sincerely expressing your brand’s core purpose How brands can start building stories around people who have traditionally been underrepresented and underserved How the Implicit Association Test can help you recognize and address your blind spots Get the episode transcript here Get the Inclusion & Marketing newsletter We know that inclusive marketing is the future of marketing. As we move towards this future, more and more cutting-edge tools are becoming available to help brands assess their progress.

How inclusive is your brand’s visual communication? In this episode, I had the pleasure of speaking with Raquelle Zuzarte, Founder and CMO of Equity Project for All, and Frederico Salvitti, Tech & AI Specialist. Their AI platform, Gradient, shows brands where they stand on diversity and inclusion through comprehensive data-driven analysis of their visual imagery.

Our conversation will cover:

  • What is the current state of representation and marketing from a diversity and inclusion standpoint?
  • What are examples of major brands or industries that have been making strides in these categories?
  • How to build customer intimacy through listening and observation
  • The importance of authentically and sincerely expressing your brand’s core purpose
  • How brands can start building stories around people who have traditionally been underrepresented and underserved
  • How the Implicit Association Test can help you recognize and address your blind spots


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 2374 no 12. We are not the same, so don’t treat us the same Equality is essential in certain aspects of society. But in some situations, unapologetically treating people differently will help you win the attention, adoration and loyalty of more consumers, especially people that brands often ignore. As a business leader, how can you decide when it's appropriate to treat everyone equally, and when you should treat certain groups of people differently? In this episode, I will go through my 3-step process for identifying these situations, so you can do a better job of consistently making life better for the people you serve while also making them feel like they belong with you and your brand. Get the episode transcript here Get the Inclusion & Marketing newsletter here Tue, 22 Mar 2022 04:00:00 -0000 full Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Equality is essential in certain aspects of society. But in some situations, unapologetically treating people differently will help you win the attention, adoration and loyalty of more consumers, especially people that brands often ignore.</p><p>As a business leader, how can you decide when it's appropriate to treat everyone equally, and when you should treat certain groups of people differently? In this episode, I will go through my 3-step process for identifying these situations, so you can do a better job of consistently making life better for the people you serve while also making them feel like they belong with you and your brand.</p><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> Equality is essential in certain aspects of society. But in some situations, unapologetically treating people differently will help you win the attention, adoration and loyalty of more consumers, especially people that brands often ignore. As a business leader, how can you decide when it's appropriate to treat everyone equally, and when you should treat certain groups of people differently? In this episode, I will go through my 3-step process for identifying these situations, so you can do a better job of consistently making life better for the people you serve while also making them feel like they belong with you and your brand. Get the episode transcript here Get the Inclusion & Marketing newsletter here Equality is essential in certain aspects of society. But in some situations, unapologetically treating people differently will help you win the attention, adoration and loyalty of more consumers, especially people that brands often ignore.

As a business leader, how can you decide when it's appropriate to treat everyone equally, and when you should treat certain groups of people differently? In this episode, I will go through my 3-step process for identifying these situations, so you can do a better job of consistently making life better for the people you serve while also making them feel like they belong with you and your brand.

Get the episode transcript here

Get the Inclusion & Marketing newsletter here

]]> 873 no 11. The end of the majority and what it means for you with Julye Williams The Census Bureau projects that by 2043, the US will become a minority-majority. What does this major shift in the makeup of our population mean for your business? In this episode, I had the pleasure of speaking with my friend Julye Williams, founder of Project 2043, about how business leaders can start leaning into the power of diversity, equity, inclusion and belonging. Be prepared to do the inner work! The first step is to acknowledge and accept that our world is changing. After reflecting and setting your intentions, you can begin to think about how you can help your business thrive in a diverse society. My conversation with Julye will also cover: What does it really mean to be a good ally? The relationship between inclusion and power How to exercise your power to help level the playing field within your sphere of influence Advice for small business owners How to create more equity, balance and opportunity both personally and professionally Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 15 Mar 2022 04:00:00 -0000 full 1 11 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>The Census Bureau projects that by 2043, the US will become a minority-majority. What does this major shift in the makeup of our population mean for your business? In this episode, I had the pleasure of speaking with my friend Julye Williams, founder of Project 2043, about how business leaders can start leaning into the power of diversity, equity, inclusion and belonging.</p><p>Be prepared to do the inner work! The first step is to acknowledge and accept that our world is changing. After reflecting and setting your intentions, you can begin to think about how you can help your business thrive in a diverse society. My conversation with Julye will also cover:</p><ul> <li>What does it really mean to be a good ally?</li> <li>The relationship between inclusion and power</li> <li>How to exercise your power to help level the playing field within your sphere of influence</li> <li>Advice for small business owners</li> <li>How to create more equity, balance and opportunity both personally and professionally</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> The Census Bureau projects that by 2043, the US will become a minority-majority. What does this major shift in the makeup of our population mean for your business? In this episode, I had the pleasure of speaking with my friend Julye Williams, founder of Project 2043, about how business leaders can start leaning into the power of diversity, equity, inclusion and belonging. Be prepared to do the inner work! The first step is to acknowledge and accept that our world is changing. After reflecting and setting your intentions, you can begin to think about how you can help your business thrive in a diverse society. My conversation with Julye will also cover: What does it really mean to be a good ally? The relationship between inclusion and power How to exercise your power to help level the playing field within your sphere of influence Advice for small business owners How to create more equity, balance and opportunity both personally and professionally Get the episode transcript here Get the Inclusion & Marketing newsletter The Census Bureau projects that by 2043, the US will become a minority-majority. What does this major shift in the makeup of our population mean for your business? In this episode, I had the pleasure of speaking with my friend Julye Williams, founder of Project 2043, about how business leaders can start leaning into the power of diversity, equity, inclusion and belonging.

Be prepared to do the inner work! The first step is to acknowledge and accept that our world is changing. After reflecting and setting your intentions, you can begin to think about how you can help your business thrive in a diverse society. My conversation with Julye will also cover:

  • What does it really mean to be a good ally?
  • The relationship between inclusion and power
  • How to exercise your power to help level the playing field within your sphere of influence
  • Advice for small business owners
  • How to create more equity, balance and opportunity both personally and professionally


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 1587 no 10. How and why to create inclusive buyer personas The last thing you want to do as a brand is exclude potentially loyal customers. One of the best ways to make sure you aren’t doing that is by creating a Buyer Persona.  In this episode, I talk about how creating a Buyer Persona and treating those that fall under that profile as your friends will create a more inclusive brand that consumers keep coming back to. In this episode I go over: How creating a buyer persona create a roadmap for your company to follow to bring ideal customers closer to your brand 3 ways that having a Buyer Persona will help your brand create content How excluding people in your buyer persona if done intentionally can actually help your brand 3 ways to tell if your buyer personas are a repellent to potentially loyal customers 4 steps to include your intended customers into your buyer persona Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 08 Mar 2022 05:00:00 -0000 full 1 10 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>The last thing you want to do as a brand is exclude potentially loyal customers. One of the best ways to make sure you aren’t doing that is by creating a Buyer Persona.&nbsp;</p><p>In this episode, I talk about how creating a Buyer Persona and treating those that fall under that profile as your friends will create a more inclusive brand that consumers keep coming back to.</p><p><br></p><p>In this episode I go over:</p><ul> <li>How creating a buyer persona create a <strong>roadmap</strong> for your company to follow to bring ideal customers closer to your brand</li> <li><strong>3 ways</strong> that having a Buyer Persona will help your brand create content</li> <li>How excluding people in your buyer persona if done intentionally can actually <em>help</em> your brand</li> <li><strong>3 ways</strong> to tell if your buyer personas are a repellent to potentially loyal customers</li> <li><strong>4 steps</strong> to include your intended customers into your buyer persona</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul> The last thing you want to do as a brand is exclude potentially loyal customers. One of the best ways to make sure you aren’t doing that is by creating a Buyer Persona.  In this episode, I talk about how creating a Buyer Persona and treating those that fall under that profile as your friends will create a more inclusive brand that consumers keep coming back to. In this episode I go over: How creating a buyer persona create a roadmap for your company to follow to bring ideal customers closer to your brand 3 ways that having a Buyer Persona will help your brand create content How excluding people in your buyer persona if done intentionally can actually help your brand 3 ways to tell if your buyer personas are a repellent to potentially loyal customers 4 steps to include your intended customers into your buyer persona Get the episode transcript here Get the Inclusion & Marketing newsletter The last thing you want to do as a brand is exclude potentially loyal customers. One of the best ways to make sure you aren’t doing that is by creating a Buyer Persona. 

In this episode, I talk about how creating a Buyer Persona and treating those that fall under that profile as your friends will create a more inclusive brand that consumers keep coming back to.


In this episode I go over:

  • How creating a buyer persona create a roadmap for your company to follow to bring ideal customers closer to your brand
  • 3 ways that having a Buyer Persona will help your brand create content
  • How excluding people in your buyer persona if done intentionally can actually help your brand
  • 3 ways to tell if your buyer personas are a repellent to potentially loyal customers
  • 4 steps to include your intended customers into your buyer persona


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 1628 no 9. Why differences are profitable with Gelaine Santiago Who decides what is mainstream? In today’s episode, I talk to Gelaine Santiago about how she rewrote her script and lead her companies by focusing on her story. Gillian began her businesses' branding by following the conventional idea of “mainstream,” but it wasn’t until she ditched that idea that she saw her customer base grow like never before. Gelaine is the CEO of Cambio & Co, a Filipino jewelry company, and Sinta & Co, a Filipino wedding company. Through running those companies she has learned about the power of storytelling, and now helps small businesses and entrepreneurs reach new audiences through the mastery of storytelling. We also talk about: How to defy the gatekeepers What mainstream actually is How brands can authentically represent differences even if their team are not a part of those communities Connect with Gelaine: Her website Her brands Cambio & Co. and Sinta & Co. Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 01 Mar 2022 05:00:00 -0000 full 1 9 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Who decides what is mainstream?</p><p>In today’s episode, I talk to Gelaine Santiago about how she rewrote her script and lead her companies by focusing on <em>her</em> story. Gillian began her businesses' branding by following the conventional idea of “mainstream,” but it wasn’t until she ditched that idea that she saw her customer base grow like never before.</p><p>Gelaine is the CEO of Cambio &amp; Co, a Filipino jewelry company, and Sinta &amp; Co, a Filipino wedding company. Through running those companies she has learned about the power of storytelling, and now helps small businesses and entrepreneurs reach new audiences through the mastery of storytelling.</p><p>We also talk about:</p><ul> <li>How to defy the gatekeepers</li> <li>What mainstream <em>actually</em> is</li> <li>How brands can authentically represent differences even if their team are not a part of those communities</li></ul><p>Connect with Gelaine:</p><ul> <li><a href="https://www.gelainesantiago.com/" target="_blank">Her website</a></li> <li>Her brands <a href="https://www.shopcambio.co/" target="_blank">Cambio &amp; Co</a>. and <a href="https://www.instagram.com/sinta_co/" target="_blank">Sinta &amp; Co.</a></li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon.</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a></li> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul><p><br></p> Who decides what is mainstream? In today’s episode, I talk to Gelaine Santiago about how she rewrote her script and lead her companies by focusing on her story. Gillian began her businesses' branding by following the conventional idea of “mainstream,” but it wasn’t until she ditched that idea that she saw her customer base grow like never before. Gelaine is the CEO of Cambio & Co, a Filipino jewelry company, and Sinta & Co, a Filipino wedding company. Through running those companies she has learned about the power of storytelling, and now helps small businesses and entrepreneurs reach new audiences through the mastery of storytelling. We also talk about: How to defy the gatekeepers What mainstream actually is How brands can authentically represent differences even if their team are not a part of those communities Connect with Gelaine: Her website Her brands Cambio & Co. and Sinta & Co. Get the episode transcript here Get the Inclusion & Marketing newsletter Who decides what is mainstream?

In today’s episode, I talk to Gelaine Santiago about how she rewrote her script and lead her companies by focusing on her story. Gillian began her businesses' branding by following the conventional idea of “mainstream,” but it wasn’t until she ditched that idea that she saw her customer base grow like never before.

Gelaine is the CEO of Cambio & Co, a Filipino jewelry company, and Sinta & Co, a Filipino wedding company. Through running those companies she has learned about the power of storytelling, and now helps small businesses and entrepreneurs reach new audiences through the mastery of storytelling.

We also talk about:

  • How to defy the gatekeepers
  • What mainstream actually is
  • How brands can authentically represent differences even if their team are not a part of those communities

Connect with Gelaine:


Get the episode transcript here

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]]> 1390 no 8. The role of culture and values to build an inclusive brand An inclusive brand means an inclusive culture. In this episode I cover how to approach building a company culture that is healthy, competitive, and most importantly: inclusive. Some of the points that I cover include: How building a core document (value statement, company statement, or mission statement) codifies company values and culture for your team Ways that brands weave their core company values into their social media content 3 high level steps to build and nurture a company culture that is healthy and competitive Lead by example The importance of starting the work at the top of the company ladder in order to set a tone for the entire company Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 22 Feb 2022 05:00:00 -0000 full 1 8 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>An inclusive brand means an inclusive culture. In this episode I cover how to approach building a company culture that is healthy, competitive, and most importantly: inclusive.</p><p>Some of the points that I cover include:</p><ol> <li>How building a core document (value statement, company statement, or mission statement) codifies company values and culture for your team</li> <li>Ways that brands weave their core company values into their social media content</li> <li>3 high level steps to build and nurture a company culture that is healthy and competitive</li> <li>Lead by example</li> <li>The importance of starting the work at the top of the company ladder in order to set a tone for the entire company</li></ol><p>Interested in building your inclusive brand with me?</p><p>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon.</p><p>Want to know when they launch and get other insider benefits?</p><p><a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a></p><p><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></p><p>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></p><p>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></p> An inclusive brand means an inclusive culture. In this episode I cover how to approach building a company culture that is healthy, competitive, and most importantly: inclusive. Some of the points that I cover include: How building a core document (value statement, company statement, or mission statement) codifies company values and culture for your team Ways that brands weave their core company values into their social media content 3 high level steps to build and nurture a company culture that is healthy and competitive Lead by example The importance of starting the work at the top of the company ladder in order to set a tone for the entire company Get the episode transcript here Get the Inclusion & Marketing newsletter An inclusive brand means an inclusive culture. In this episode I cover how to approach building a company culture that is healthy, competitive, and most importantly: inclusive.

Some of the points that I cover include:

  • How building a core document (value statement, company statement, or mission statement) codifies company values and culture for your team
  • Ways that brands weave their core company values into their social media content
  • 3 high level steps to build and nurture a company culture that is healthy and competitive
  • Lead by example
  • The importance of starting the work at the top of the company ladder in order to set a tone for the entire company


Get the episode transcript here

Get the Inclusion & Marketing newsletter


]]> 1270 no 7. What happens to people most brands exclude Brands have power. Your consumer wants to see a reflection of themselves in your marketing. They want to be treated equally, not discriminated against for any pre-existing conditions.  In this episode, I share my journey of finding health insurance after quitting my full-time job and going freelance and my struggles of getting affordable coverage due to my pre-existing condition. I also cover examples with Unilever, my husband Jonathan’s experiences, and the ADA. What is the impact on the people who have the problem that your business solves who can’t achieve the process of the transformation you deliver because they can’t access it? Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 15 Feb 2022 12:45:00 -0000 full 1 7 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Brands have power. Your consumer wants to see a reflection of themselves in your marketing. They want to be treated equally, not discriminated against for any pre-existing conditions.&nbsp;</p><p>In this episode, I share my journey of finding health insurance after quitting my full-time job and going freelance and my struggles of getting affordable coverage due to my pre-existing condition.</p><p>I also cover examples with Unilever, my husband Jonathan’s experiences, and the ADA.</p><p>What is the impact on the people who have the problem that your business solves who can’t achieve the process of the transformation you deliver because they can’t access it?</p><p>Interested in building your inclusive brand with me?</p><p>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon.</p><p>Want to know when they launch and get other insider benefits?</p><p><a href="https://trybusiness.lpages.co/belonging-university-notification-list/" target="_blank">Join my mailing list</a></p><p><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></p><p>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></p><p>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></p> Brands have power. Your consumer wants to see a reflection of themselves in your marketing. They want to be treated equally, not discriminated against for any pre-existing conditions.  In this episode, I share my journey of finding health insurance after quitting my full-time job and going freelance and my struggles of getting affordable coverage due to my pre-existing condition. I also cover examples with Unilever, my husband Jonathan’s experiences, and the ADA. What is the impact on the people who have the problem that your business solves who can’t achieve the process of the transformation you deliver because they can’t access it? Get the episode transcript here Get the Inclusion & Marketing newsletter Brands have power. Your consumer wants to see a reflection of themselves in your marketing. They want to be treated equally, not discriminated against for any pre-existing conditions. 

In this episode, I share my journey of finding health insurance after quitting my full-time job and going freelance and my struggles of getting affordable coverage due to my pre-existing condition.

I also cover examples with Unilever, my husband Jonathan’s experiences, and the ADA.

What is the impact on the people who have the problem that your business solves who can’t achieve the process of the transformation you deliver because they can’t access it?


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 762 no 6. How to build an employer brand that attracts and retains a representative team with Desiree Booker In this week's episode, I interview Desiree about how a company’s brand and DEI (Diversity Equity, and Inclusion) must be considered and developed to create a positive employee experience. Company culture has shifted away from “you’re lucky to have this job,” and instead given a lot more control to the employee. Desiree and I go over what companies need to think about to attract ideal talent and then retain them. We go over: The importance of investing in the candidate and employee experience How creating a good company culture can directly impact your employee's ability to deliver their best work and be their best selves How to balance social proof without doing it in a performative way Is it important to think about all different levels of employees (full-time, part-time, contractors, etc.)? Get the episode transcript Get the Inclusion & Marketing newsletter Tue, 08 Feb 2022 05:00:00 -0000 full 1 6 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>In this week's episode, I interview Deseree about how a company’s brand and DEI (Diversity Equity, and Inclusion) must be considered and developed to create a positive employee experience.</p><p>Company culture has shifted away from “you’re lucky to have this job,” and instead given a lot more control to the employee. Deseree and I go over what companies need to think about to attract ideal talent and then retain them.</p><p>We go over:</p><ul> <li>The importance of investing in the candidate and employee experience</li> <li>How creating a good company culture can directly impact your employee's ability to deliver their best work and be their best selves</li> <li>How to balance social proof without doing it in a performative way</li> <li>Is it important to think about all different levels of employees (full-time, part-time, contractors, etc.)?</li></ul><p>Want to connect with Desiree? Her website:&nbsp;<a href="https://www.colorvizionlab.com/for-job-seekers" target="_blank">colorvizionlab.com</a></p><p><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></p><p>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></p><p>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></p><p><br></p> In this week's episode, I interview Desiree about how a company’s brand and DEI (Diversity Equity, and Inclusion) must be considered and developed to create a positive employee experience. Company culture has shifted away from “you’re lucky to have this job,” and instead given a lot more control to the employee. Desiree and I go over what companies need to think about to attract ideal talent and then retain them. We go over: The importance of investing in the candidate and employee experience How creating a good company culture can directly impact your employee's ability to deliver their best work and be their best selves How to balance social proof without doing it in a performative way Is it important to think about all different levels of employees (full-time, part-time, contractors, etc.)? Get the episode transcript Get the Inclusion & Marketing newsletter In this week's episode, I interview Desiree about how a company’s brand and DEI (Diversity Equity, and Inclusion) must be considered and developed to create a positive employee experience.

Company culture has shifted away from “you’re lucky to have this job,” and instead given a lot more control to the employee. Desiree and I go over what companies need to think about to attract ideal talent and then retain them.

We go over:

  • The importance of investing in the candidate and employee experience
  • How creating a good company culture can directly impact your employee's ability to deliver their best work and be their best selves
  • How to balance social proof without doing it in a performative way
  • Is it important to think about all different levels of employees (full-time, part-time, contractors, etc.)?


Get the episode transcript

Get the Inclusion & Marketing newsletter

]]> 1432 no 5. Strategies to build a brand that serves a broader group of customers with Tevia Celli Tevia has been in the fitness business for 18+ years, and in today’s episode, I talk to her about her role in creating a more inclusive space in the fitness world. We cover: What inclusive means in the fitness world, price inclusivity, location inclusivity, and how all of those play a factor in Tevia’s business Tevia’s experience running her own Cycling Studio and how she broke down norms by bringing on a more unique set of instructors than what the industry standard used to be How CycleBar creates a community bound by inclusivity specifically by working outside of the studio walls CycleBars work in fundraising for different causes including MS, environmental damaged areas, and riders who are in need Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 01 Feb 2022 05:00:00 -0000 full 1 5 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Tevia has been in the fitness business for 18+ years, and in today’s episode, I talk to her about her role in creating a more inclusive space in the fitness world.</p><p>We cover:</p><p>What inclusive means in the fitness world, price inclusivity, location inclusivity, and how all of those play a factor in Tevia’s business</p><p>Tevia’s experience running her own Cycling Studio and how she broke down norms by bringing on a more unique set of instructors than what the industry standard used to be</p><p>How CycleBar creates a community bound by inclusivity specifically by working outside of the studio walls</p><p>CycleBars work in fundraising for different causes including MS, environmental damaged areas, and riders who are in need</p><p>If you'd like to hear a bit more about me and what I can do for you, you can:</p><p><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></p><p>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></p><p>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></p> Tevia has been in the fitness business for 18+ years, and in today’s episode, I talk to her about her role in creating a more inclusive space in the fitness world. We cover: What inclusive means in the fitness world, price inclusivity, location inclusivity, and how all of those play a factor in Tevia’s business Tevia’s experience running her own Cycling Studio and how she broke down norms by bringing on a more unique set of instructors than what the industry standard used to be How CycleBar creates a community bound by inclusivity specifically by working outside of the studio walls CycleBars work in fundraising for different causes including MS, environmental damaged areas, and riders who are in need Get the episode transcript here Get the Inclusion & Marketing newsletter Tevia has been in the fitness business for 18+ years, and in today’s episode, I talk to her about her role in creating a more inclusive space in the fitness world.

We cover:

What inclusive means in the fitness world, price inclusivity, location inclusivity, and how all of those play a factor in Tevia’s business

Tevia’s experience running her own Cycling Studio and how she broke down norms by bringing on a more unique set of instructors than what the industry standard used to be

How CycleBar creates a community bound by inclusivity specifically by working outside of the studio walls

CycleBars work in fundraising for different causes including MS, environmental damaged areas, and riders who are in need


Get the episode transcript here

Get the Inclusion & Marketing newsletter

]]> 2098 no 4. My origin story: How & why I became an inclusive marketing strategist https://anchor.fm/inclusion-marketing/episodes/4--My-Origin-Story-How--Why-I-Became-an-Inclusive-Marketing-Strategist-e1ddpde As you can probably tell in the title of today's episode- I'm sharing a bit more about me and how I became an Inclusive Marketing Strategist.  I share my journey through multiple different corporate jobs, at places like Inc and Johnson & Johnson, and how those jobs taught me the importance of inclusion. I open up about some of the tough moments that really shaped who I am today. Along with my career path, I also cover my travels across the globe: my journey to China and India, as well as my experiences in South America and a few of the details of my love story! Thank you so much for listening, and being a part of this ongoing journey. If you enjoyed today's episode please consider sharing this episode or rating it below! Get the episode transcript Join the Inclusion & Marketing newsletter Tue, 25 Jan 2022 05:00:00 -0000 full 1 1 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>As you can probably tell in the title of today's episode- I'm sharing a bit more about me and how I became an Inclusive Marketing Strategist.&nbsp;</p><p>I share my journey through multiple different corporate jobs, at places like Inc and Johnson &amp; Johnson, and how those jobs taught me the importance of inclusion. I open up about some of the tough moments that really shaped who I am today.</p><p>Along with my career path, I also cover my travels across the globe: my journey to China and India, as well as my experiences in South America and a few of the details of my love story!</p><p>Thank you so much for listening, and being a part of this ongoing journey. If you enjoyed today's episode please consider sharing this episode or rating it below!</p><p>If you'd like to hear a bit more about me and what I can do for you, you can:</p><p><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821" target="_blank">Follow this podcast</a></p><p>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en" target="_blank">@soniaethompson</a></p><p>Or find more information on my website: <a href="https://inclusivemarketing.co/" target="_blank">inclusivemarketing.co</a></p><p><br></p> As you can probably tell in the title of today's episode- I'm sharing a bit more about me and how I became an Inclusive Marketing Strategist.  I share my journey through multiple different corporate jobs, at places like Inc and Johnson & Johnson, and how those jobs taught me the importance of inclusion. I open up about some of the tough moments that really shaped who I am today. Along with my career path, I also cover my travels across the globe: my journey to China and India, as well as my experiences in South America and a few of the details of my love story! Thank you so much for listening, and being a part of this ongoing journey. If you enjoyed today's episode please consider sharing this episode or rating it below! Get the episode transcript Join the Inclusion & Marketing newsletter As you can probably tell in the title of today's episode- I'm sharing a bit more about me and how I became an Inclusive Marketing Strategist. 

I share my journey through multiple different corporate jobs, at places like Inc and Johnson & Johnson, and how those jobs taught me the importance of inclusion. I open up about some of the tough moments that really shaped who I am today.

Along with my career path, I also cover my travels across the globe: my journey to China and India, as well as my experiences in South America and a few of the details of my love story!

Thank you so much for listening, and being a part of this ongoing journey. If you enjoyed today's episode please consider sharing this episode or rating it below!


Get the episode transcript

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]]> 999 no Frictionless Growth Marketing podcast trailer If you’re new here — welcome. This show is about one thing:how to drive growth by removing the friction that stops customers from moving forward. Because most brands don’t have a traffic problem. They don’t have a content problem. They don’t even have a targeting problem. They have a friction problem. The kind that shows up when customers land on your brand and ask one question: “Is this for someone like me?” And when the answer isn’t clear — they don’t complain. They don’t give feedback. They just leave. On this podcast, we break down the real reasons growth strategies underperform — and what to do about it. You’ll learn how to: Identify the hidden friction in your customer experience Build more effective buyer personas and growth strategies Improve conversion by making your marketing more relevant Design for the full mosaic of customers you want to reach If you’re a marketing leader, founder, or strategist looking to unlock more efficient, sustainable growth — you’re in the right place. Hit follow and start with one of the latest episodes. Get the Frictionless Growth Lab newsletter: www.frictionlessgrowthlab.com/newsletter Sat, 22 Jan 2022 22:28:00 -0000 trailer 1 Sonia Thompson | Inclusive Growth & Customer Experience Strategist If you’re new here — welcome. This show is about one thing:how to drive growth by removing the friction that stops customers from moving forward. Because most brands don’t have a traffic problem. They don’t have a content problem. They don’t even have a targeting problem. They have a friction problem. The kind that shows up when customers land on your brand and ask one question: “Is this for someone like me?” And when the answer isn’t clear — they don’t complain. They don’t give feedback. They just leave. On this podcast, we break down the real reasons growth strategies underperform — and what to do about it. You’ll learn how to: Identify the hidden friction in your customer experience Build more effective buyer personas and growth strategies Improve conversion by making your marketing more relevant Design for the full mosaic of customers you want to reach If you’re a marketing leader, founder, or strategist looking to unlock more efficient, sustainable growth — you’re in the right place. Hit follow and start with one of the latest episodes. Get the Frictionless Growth Lab newsletter: www.frictionlessgrowthlab.com/newsletter If you’re new here — welcome.

This show is about one thing:
how to drive growth by removing the friction that stops customers from moving forward.

Because most brands don’t have a traffic problem.
They don’t have a content problem.
They don’t even have a targeting problem.

They have a friction problem.

The kind that shows up when customers land on your brand and ask one question:

“Is this for someone like me?”

And when the answer isn’t clear — they don’t complain.
They don’t give feedback.
They just leave.

On this podcast, we break down the real reasons growth strategies underperform — and what to do about it.

You’ll learn how to:

  • Identify the hidden friction in your customer experience
  • Build more effective buyer personas and growth strategies
  • Improve conversion by making your marketing more relevant
  • Design for the full mosaic of customers you want to reach

If you’re a marketing leader, founder, or strategist looking to unlock more efficient, sustainable growth — you’re in the right place.

Hit follow and start with one of the latest episodes.


Get the Frictionless Growth Lab newsletter: www.frictionlessgrowthlab.com/newsletter


]]> 89 no 3. Yesterday's customers are not today's customers. Here's why The future is more diverse than it has ever been, which means the makeup of the people your business serves is shifting. In this episode, I go over how to translate the changing demographics of the day-to-day world into your business marketing. Together lets reimagine who your Ideal Customer Avatar is to be more inclusive to all, not just to the “typical” customer that businesses spent decades focusing on. Get the episode transcript here Get the Inclusion & Marketing newsletter Tue, 18 Jan 2022 12:00:00 -0000 full 1 3 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>The future is more diverse than it has ever been, which means the makeup of the people your business serves is shifting.</p><p>In this episode, I go over how to translate the changing demographics of the day-to-day world into your business marketing.</p><p>Together lets reimagine who your Ideal Customer Avatar is to be more inclusive to all, not just to the “typical” customer that businesses spent decades focusing on.</p><p>Interested in learning more? Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en" target="_blank">@soniathompson</a></p><p>Or check out my website: <a href="http://soniathompson.com/" target="_blank">soniathompson.com</a></p> The future is more diverse than it has ever been, which means the makeup of the people your business serves is shifting. In this episode, I go over how to translate the changing demographics of the day-to-day world into your business marketing. Together lets reimagine who your Ideal Customer Avatar is to be more inclusive to all, not just to the “typical” customer that businesses spent decades focusing on. Get the episode transcript here Get the Inclusion & Marketing newsletter The future is more diverse than it has ever been, which means the makeup of the people your business serves is shifting.

In this episode, I go over how to translate the changing demographics of the day-to-day world into your business marketing.

Together lets reimagine who your Ideal Customer Avatar is to be more inclusive to all, not just to the “typical” customer that businesses spent decades focusing on.


Get the episode transcript here


Get the Inclusion & Marketing newsletter

]]> 786 no 2. Is diversity a distraction to business? With Antoine Andrews In this episode, I interview Antoine Andrews, who has been in the diversity field for almost 20 years and is currently the Chief Diversity and Social Impact Officer at Momentive (formally known as Survey Monkey). We cover: The research done on diversity on Momentive The shift in consciousness he's noticed over the last 15-18 months What he believes is most important to gain from the research What he thinks is most important for businesses to focus on moving forward Get the episode transcript here Join the Inclusion & Marketing newsletter Tue, 18 Jan 2022 06:00:00 -0000 full 1 2 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>In this episode, I interview Antoine Andrews, who has been in the diversity field for almost 20 years and is currently the Chief Diversity and Social Impact Officer at Momentive (formally known as Survey Monkey).</p><p>We cover:</p><ul> <li>The research done on diversity on Momentive</li> <li>The shift in consciousness he's noticed over the last 15-18 months</li> <li>What he believes is most important to gain from the research</li> <li>What he thinks is most important for businesses to focus on moving forward</li></ul><p>Interested in learning more? Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en" target="_blank">@soniathompson</a></p><p>Or check out my website: <a href="http://soniathompson.com/" target="_blank">soniathompson.com</a></p> In this episode, I interview Antoine Andrews, who has been in the diversity field for almost 20 years and is currently the Chief Diversity and Social Impact Officer at Momentive (formally known as Survey Monkey). We cover: The research done on diversity on Momentive The shift in consciousness he's noticed over the last 15-18 months What he believes is most important to gain from the research What he thinks is most important for businesses to focus on moving forward Get the episode transcript here Join the Inclusion & Marketing newsletter In this episode, I interview Antoine Andrews, who has been in the diversity field for almost 20 years and is currently the Chief Diversity and Social Impact Officer at Momentive (formally known as Survey Monkey).

We cover:

  • The research done on diversity on Momentive
  • The shift in consciousness he's noticed over the last 15-18 months
  • What he believes is most important to gain from the research
  • What he thinks is most important for businesses to focus on moving forward


Get the episode transcript here

Join the Inclusion & Marketing newsletter

]]> 1575 no 1. Why it's not enough to just add seats to your table (and what to do instead) https://anchor.fm/inclusion-marketing/episodes/1--Why-Its-Not-Enough-To-Just-Add-Seats-To-Your-Table-And-What-To-Do-Instead-e1cv6pg Welcome to the first episode of the Inclusion and Marketing Podcast! In this episode, I cover what inclusivity really is. It’s 2022, and it’s time for every business owner to know how important it is to completely redefine their rules. Gone were the days where just adding a seat to the table is enough. One size does not fit all. Join me on this journey as I dig deeper into not only how to be more inclusive, but why it is the future of business marketing. Get the episode transcript here Join the Inclusion & Marketing newsletter Tue, 18 Jan 2022 05:00:00 -0000 full 1 1 Sonia Thompson | Inclusive Growth & Customer Experience Strategist <p>Welcome to the first episode of the Inclusion and Marketing Podcast! In this episode, I cover what inclusivity <em>really</em> is.</p><p>It’s 2022, and it’s time for every business owner to know how important it is to completely redefine their rules. Gone were the days where just adding a seat to the table is enough. One size does not fit all.</p><p>Join me on this journey as I dig deeper into not only how to be more inclusive, but why it is the future of business marketing.</p><p>Interested in learning more? Follow me on Instagram: <a href="//www.instagram.com/soniaethompson/" target="_blank">@soniaethompson</a></p><p>Or check out my website: <a href="https://www.soniaethompson.com/" target="_blank">soniaethompson.com</a></p> Welcome to the first episode of the Inclusion and Marketing Podcast! In this episode, I cover what inclusivity really is. It’s 2022, and it’s time for every business owner to know how important it is to completely redefine their rules. Gone were the days where just adding a seat to the table is enough. One size does not fit all. Join me on this journey as I dig deeper into not only how to be more inclusive, but why it is the future of business marketing. Get the episode transcript here Join the Inclusion & Marketing newsletter Welcome to the first episode of the Inclusion and Marketing Podcast! In this episode, I cover what inclusivity really is.

It’s 2022, and it’s time for every business owner to know how important it is to completely redefine their rules. Gone were the days where just adding a seat to the table is enough. One size does not fit all.

Join me on this journey as I dig deeper into not only how to be more inclusive, but why it is the future of business marketing.

Get the episode transcript here

Join the Inclusion & Marketing newsletter

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