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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

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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15:16

125. How to increase conversions with an inclusive...

Inclusion and Marketing ·

2024/08/22

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 &

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18:22

124. 3 Ways to deliver customer experiences that...

Inclusion and Marketing ·

2024/08/15

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

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22:25

123. A framework for an inclusive SEO strategy

Inclusion and Marketing ·

2024/08/08

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

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35:16

122. How Michael Graves Design & Pottery Barn Are...

Inclusion and Marketing ·

2024/08/01

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

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27:58

121. How to write inclusive prompts for biased AI...

Inclusion and Marketing ·

2024/07/25

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

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31:49

120. How to use data to deliver customer experiences...

Inclusion and Marketing ·

2024/07/18

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

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31:23

119. How to build an SEO strategy that reaches a...

Inclusion and Marketing ·

2024/07/11

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

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13:48

118. The right (and wrong) way to use pop culture...

Inclusion and Marketing ·

2024/07/04

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

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14:11

117. Power dynamics in brand imagery

Inclusion and Marketing ·

2024/06/27

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

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40:14

116. How to authentically engage Hispanic consumers...

Inclusion and Marketing ·

2024/06/20

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

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28:14

115. How to create a brand customers love with Lydia...

Inclusion and Marketing ·

2024/06/13

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

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21:51

114. What is "normal" anyway?

Inclusion and Marketing ·

2024/06/06

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

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23:23

113. How Lysol drives brand growth with inclusive...

Inclusion and Marketing ·

2024/05/30

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

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35:32

112. How to make your email marketing inclusive with...

Inclusion and Marketing ·

2024/05/23

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

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32:32

111. How to deliver inclusive brand messaging with...

Inclusion and Marketing ·

2024/05/16

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

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24:57

110. Essential Lessons from Nike's WNBA Signature...

Inclusion and Marketing ·

2024/05/09

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

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36:23

109. Cultural intelligence for marketers with Dr....

Inclusion and Marketing ·

2024/05/02

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

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35:49

108. A framework for inclusive communications with...

Inclusion and Marketing ·

2024/04/25

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

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30:34

107. How changes to the 2030 U.S. Census impacts your...

Inclusion and Marketing ·

2024/04/18

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

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