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PODCAST

Frictionless Growth Marketing

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

business marketing

All Episodes

15:19

177. The #1 Customer Acquisition Rule to Boost...

Frictionless Growth Marketing ·

2025/08/21

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

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17:33

176. How to Create AI Prompts That Eliminate Bias and...

Frictionless Growth Marketing ·

2025/08/14

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

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14:09

175. 2 Marketing Lessons Every Brand Should Learn...

Frictionless Growth Marketing ·

2025/08/07

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

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14:58

174. The Sydney Sweeney x American Eagle Campaign...

Frictionless Growth Marketing ·

2025/07/31

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

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38:07

173. How to Win the $2.8 Trillion Latino Market Most...

Frictionless Growth Marketing ·

2025/07/24

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

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32:25

172. Behavioral Scientist Reveals a Highly Effective...

Frictionless Growth Marketing ·

2025/07/17

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

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27:42

171. The Best-Practice Strategy Most Brands Ignore —...

Frictionless Growth Marketing ·

2025/07/10

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

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26:12

170. How Inclusive Brand Partnerships Drive Real Growth

Frictionless Growth Marketing ·

2025/07/03

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

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41:16

169. Your Inclusive Marketing Will Struggle Without...

Frictionless Growth Marketing ·

2025/06/26

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

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20:49

168. The KPI Mistake That’s Costing You Customers...

Frictionless Growth Marketing ·

2025/06/19

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

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29:45

167. What Consumers Expect in 2025: Inside Kantar’s...

Frictionless Growth Marketing ·

2025/06/12

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

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27:22

166. What It Really Takes to Execute a Multilingual...

Frictionless Growth Marketing ·

2025/06/06

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,

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28:05

165: The inclusive marketing framework big brands are...

Frictionless Growth Marketing ·

2025/05/29

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

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22:05

164. Inside the Inclusive Marketing Playbooks of...

Frictionless Growth 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...

Frictionless Growth 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..

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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,...

Frictionless Growth 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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