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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

22:40

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

Frictionless Growth 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

Frictionless Growth 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

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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,...

Frictionless Growth 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...

Frictionless Growth 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

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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...

Frictionless Growth 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

Frictionless Growth 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

Frictionless Growth 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...

Frictionless Growth 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

Frictionless Growth 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

Frictionless Growth 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...

Frictionless Growth 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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