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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

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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34:42

144. A chat with Wistia co-founder and CEO about...

Inclusion and Marketing ·

2025/01/02

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

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81:41

143. The mistake that made me

Inclusion and Marketing ·

2024/12/27

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

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31:44

142. How to more people feel seen, with Jasmine Star

Inclusion and Marketing ·

2024/12/19

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

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17:31

141. How to be effective with inclusive marketing...

Inclusion and Marketing ·

2024/12/12

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

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39:04

140. This AI tool assesses how inclusive brands are

Inclusion and Marketing ·

2024/12/06

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

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8:00

139. The biases we hold

Inclusion and Marketing ·

2024/11/28

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

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14:48

138. How smart brands demonstrate their values to...

Inclusion and Marketing ·

2024/11/21

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 &

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21:55

137. 8 Inclusive eCommerce website examples that...

Inclusion and Marketing ·

2024/11/14

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

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14:30

136. The YouTube growth strategy top channels use

Inclusion and Marketing ·

2024/11/07

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

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15:41

135. How to create an LGBTQ+ inclusive brand all...

Inclusion and Marketing ·

2024/10/31

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

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15:02

134. 3 Steps to create an effective multilingual...

Inclusion and Marketing ·

2024/10/24

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

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38:38

133. Jaw dropping stats about Latino youth prove why...

Inclusion and Marketing ·

2024/10/17

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

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46:50

132. How to build a high-performing diverse team in...

Inclusion and Marketing ·

2024/10/11

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 –

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47:48

131. Brands rollback of DEI, microfeminism, and...

Inclusion and Marketing ·

2024/10/03

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

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43:42

130. How to plan more inclusive business events with...

Inclusion and Marketing ·

2024/09/26

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

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15:40

129. 7 Customer acquisition strategies smart brands...

Inclusion and Marketing ·

2024/09/19

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

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21:29

128. Inclusive marketing isn't enough. Why (and how)...

Inclusion and Marketing ·

2024/09/12

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

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36:54

127. How to create a multilingual content strategy...

Inclusion and Marketing ·

2024/09/05

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

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15:40

126. How to identify and eliminate friction in your...

Inclusion and Marketing ·

2024/08/29

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

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