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Inclusion and Marketing

Attract, convert, and retain a bigger, more diverse, and fiercely loyal customer base with inclusive marketing strategies that fuel business growth. Inclusion & Marketing is hosted by Sonia Thompson — inclusive marketing strategist, consultant, and columnist for Forbes, Inc., and HubSpot — and gives you practical strategies to infuse inclusion into every stage of your customer journey, from customer acquisition and conversion to customer loyalty and customer success. Through solo deep dives, expert

business marketing

All Episodes

22:05

164. Inside the Inclusive Marketing Playbooks of...

Inclusion and Marketing ·

2025/05/22

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

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43:50

163. How responsible marketing drives real business...

Inclusion and Marketing ·

2025/05/15

Responsible marketing, and its close cousin inclusive marketing are increasingly becoming a part of the fabric of the way in which good marketing is done.In a world where brands are working hard to grow, and capture and maintain market share -- it's more important now more than ever to practice marketing in a way that speaks to what today's evolved customer wants and needs from you. In this episode, I sat down once again with Lola Bakare, CMO advisor and author of the new book Responsible

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14:24

162. About those Mother's Day Opt-Out Emails..

Inclusion and Marketing ·

2025/05/08

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 -

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24:03

161. What consumers really have to say about...

Inclusion and Marketing ·

2025/05/01

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 -

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18:24

160. Research: Consumers have lots to say about...

Inclusion and Marketing ·

2025/04/24

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

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16:18

159. Law & Order: Organized's Crime's Danielle Mone...

Inclusion and Marketing ·

2025/04/17

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

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25:39

158. Creating inclusive video marketing at Wistia,...

Inclusion and Marketing ·

2025/04/10

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

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22:40

157. The deal with the Target and Amazon boycotts,...

Inclusion and Marketing ·

2025/04/03

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

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17:54

156. 2025 Inclusive marketing trends: Backed by data

Inclusion and Marketing ·

2025/03/27

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

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14:45

155. 5 Inclusive email marketing strategies

Inclusion and Marketing ·

2025/03/20

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

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31:25

154. How Sonoro is helping Toyota and other brands...

Inclusion and Marketing ·

2025/03/13

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

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17:06

153. Inclusive marketing done right: 7 Examples of...

Inclusion and Marketing ·

2025/03/06

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

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35:22

152. Build a large and diverse audience with an email...

Inclusion and Marketing ·

2025/02/27

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

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17:42

151. Converting through case studies: How to infuse...

Inclusion and Marketing ·

2025/02/20

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

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36:26

150. Super Bowl VIX: Analyzing ads, decisions,...

Inclusion and Marketing ·

2025/02/13

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

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15:04

149. Inclusive marketing as an organizational...

Inclusion and Marketing ·

2025/02/06

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

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24:46

148. Answer this question to convert more customers

Inclusion and Marketing ·

2025/01/30

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

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16:56

147. A critical lesson for marketers from the Blake...

Inclusion and Marketing ·

2025/01/23

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

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42:52

146. How to use data to increase customer success for...

Inclusion and Marketing ·

2025/01/16

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

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33:03

145. How to implement systems for inclusive...

Inclusion and Marketing ·

2025/01/09

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

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