Inclusion and Marketing
Sonia Thompson
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 interviews, and behind-the-scenes case studies with top brands, you’ll learn how to create customer experiences that resonate with underrepresented and underserved communities — and drive business growth. Part of the HubSpot Podcast Network.What you’ll hear:
How to build internal systems that support inclusive marketing — so your campaigns are authentic from the inside out.
How to deliver marketing campaigns, communications, and customer experiences that win more customers — including people from underrepresented and underserved communities.
What’s working (and what isn’t) for brands today as they try to effectively engage today’s consumer.
If you’re asking these questions, you’re in the right place:
How do I deliver authentic marketing that actually converts more customers?
How can I grow my customer base in today’s diverse marketplace?
How do I effectively engage underrepresented and underserved customer groups?
How do I connect inclusive marketing directly to business growth and results?
How to build internal systems that support inclusive marketing — so your campaigns are authentic from the inside out.
How to deliver marketing campaigns, communications, and customer experiences that win more customers — including people from underrepresented and underserved communities.
What’s working (and what isn’t) for brands today as they try to effectively engage today’s consumer.
If you’re asking these questions, you’re in the right place:
How do I deliver authentic marketing that actually converts more customers?
How can I grow my customer base in today’s diverse marketplace?
How do I effectively engage underrepresented and underserved customer groups?
How do I connect inclusive marketing directly to business growth and results?
Episodes
Mentioned books
Oct 2, 2025 • 16min
183. How to Increase the Effectiveness of Your Customer Acquisition Strategy
Most brands are eager to launch new campaigns and chase fresh leads. But here’s the truth: if your foundation isn’t strong, your customer acquisition strategy won’t deliver the growth you want.
In this episode of Inclusion & Marketing, Sonia Thompson breaks down why “getting your house in order” is the key to making any acquisition strategy more effective. You’ll learn what most companies overlook, how to fix it, and the simple shifts that turn attention into actual conversions.
If you want your customer acquisition efforts to work harder and deliver bigger results, this episode is your roadmap.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Other Episodes In This Customer Acquisition Series:
The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/
Win More Customers With These 17 Proven Customer Acquistion Strategies:
Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008
Spotify - https://open.spotify.com/show/3hC7ezeDfhotEInmHDtL6Z
Sep 25, 2025 • 32min
182. How This Brand Is Elevating Latinas -- and Redefining the General Market
Inclusive marketing isn’t about business as usual—it’s about disrupting the status quo. In this episode, Sonia Thompson shares a live conversation from HubSpot’s INBOUND conference with the co-founders of DRAFTED, a brand elevating Latinas and reshaping what the “general market” really means.
You’ll hear how they’re challenging incorrect narratives, disrupting an entire male-centered industry, and putting overlooked consumers center stage. If you want to understand how inclusive disruption drives loyalty, growth, and cultural relevance, this conversation is a must-listen.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Sep 18, 2025 • 25min
181. Uplevel Your Buyer Personas to Convert More Customers
Buyer personas are supposed to guide your marketing—but too often, they fall short. In this episode, Sonia Thompson, inclusive marketing strategist shares how to uplevel your buyer personas with simple identity-based shifts so they actually reflect your customers. You’ll learn how to move beyond demographics, close the persona gap, and create campaigns that convert more people into loyal customers.
Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter
How to plan more inclusive business events with Eman Ismail - https://inclusionandmarketing.com/ep-130-how-to-plan-more-inclusive-business-events-with-eman-ismail/
Sep 11, 2025 • 27min
180. Performance Marketing’s Biggest Miss—and How to Fix It
Performance marketing is one of the most popular ways brands try to grow. But here’s the problem: too often, leadership decisions create gaps that keep campaigns from reaching their full potential.
In this episode, Sonia Thompson sits down with Laura Lee—growth marketing expert, fractional CMO, founder of LL Consulting, and board member of Asians in Advertising—to explore a major miss in performance marketing today. Together, they discuss how decisions around values, customer understanding, and whose voices get prioritized can mean the difference between clicks that fall flat and strategies that drive loyalty and growth.
If you want to close the gap, strengthen trust, and ensure your marketing resonates with today’s evolving consumer base, this episode is for you.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Laura Lee on LinkedIn - https://www.linkedin.com/in/llee01/
LL Consulting - https://www.linkedin.com/company/teamllconsulting/
Asians In Advertising - https://www.asiansinadvertising.com/
Sep 4, 2025 • 13min
179. 3 Essential Marketing Lessons Every Brand Can Learn from Cracker Barrel’s Logo Backlash
Cracker Barrel’s logo redesign didn’t just spark backlash—it exposed cracks in leadership decision-making.
In this episode, Sonia Thompson shares 3 timeless marketing lessons every brand leader needs to keep their business backlash-proof. Discover how decisions around values, who’s really in charge, and whose voices guide your strategy can make or break customer trust.
Tune in for practical insights to help you lead with clarity, avoid costly missteps, and build a brand that resonates with today’s consumers.
Get the Inclusion & Marketing Newsletter -- www.inclusionandmarketing.com/newsletter
Aug 28, 2025 • 26min
178. Win More Customers With These 17 Proven Customer Acquisition Strategies
Want more customers? You need better customer acquisition strategies — ones that actually work in today’s marketplace. Too many brands still take a passive “build it and they will come” approach, but today’s consumers — especially those from underrepresented and underserved communities — don’t show up where they haven’t been invited.
In this episode, Sonia Thompson, inclusive marketing strategist and host of Inclusion & Marketing, shares 20 proven customer acquisition strategies you can use to win more customers now. Organized into five key pillars — Visibility, Belonging, Experience, Voice, and Conversion — you’ll hear real-world examples from brands like NYX, Mastercard, Toyota, and Ralph Lauren.
Whether you’re a marketing leader at a Fortune 100 company or an entrepreneur building your customer base, this episode is your playbook for attracting, converting, and keeping more of the people you want to serve.
Stop waiting for customers to find you. Start inviting them in.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
This is the 2nd episode in "The New Rules of Customer Acquisition" series. Listen to the first episode here: https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/
Aug 21, 2025 • 15min
177. The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI
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 conversions, and what you can do to apply it immediately.
If you’re ready to boost conversions, maximize ROI, and build a customer acquisition engine that actually works, this episode is for you.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Aug 14, 2025 • 18min
176. How to Create AI Prompts That Eliminate Bias and Win More Customers
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 to review and create bias-free marketing materials
Ways to train AI to reflect your brand’s values and speak directly to your ideal customers
Whether you’re using AI for copywriting, content review, or campaign brainstorming, these strategies will help you produce marketing that’s inclusive, on-brand, and built to convert.
Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter
Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce - https://inclusionandmarketing.com/ep-95-navigating-the-effective-use-of-ai-for-inclusive-marketing-with-joyann-boyce/
Aug 7, 2025 • 14min
175. 2 Marketing Lessons Every Brand Should Learn from the American Eagle Controversy and Love Island
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 American Eagle Campaign Everyone's Talking About - 5 Real Lessons for Marketers
On Spotify - https://open.spotify.com/episode/4WpSvXMPSPR4gCxEjQSmsq?si=bc296299d8d24a2a
On Apple Podcasts - https://podcasts.apple.com/us/podcast/174-the-sydney-sweeney-x-american-eagle-campaign/id1604907821?i=1000720099771
Jul 31, 2025 • 15min
174. The Sydney Sweeney x American Eagle Campaign Everyone’s Talking About — 5 Real Lessons for Marketers
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
