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
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
Jul 24, 2025 • 38min
173. How to Win the $2.8 Trillion Latino Market Most Brands Are Ignoring
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 actionable strategies to build trust, cultural relevance, and growth.
Whether you’re a marketer, brand leader, or business owner, this episode reveals the most significant growth opportunity you can’t afford to ignore.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com
2025 Hispanic Sentiment Study - https://www.hispanicstar.org/hispanic-sentiment-study
We Are All Human - https://www.weareallhuman.org/
Claudia Romo Edelman - https://www.linkedin.com/in/claudiaromoedelman/
Jul 17, 2025 • 32min
172. Behavioral Scientist Reveals a Highly Effective Way to Improve Customer Experience for More People
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 experience and inclusive marketing are inseparable — and how diversifying your circle of influence can be a highly effective (and often overlooked) strategy for doing both well.
This idea is part of my 5C’s framework for building inclusive brands — and in this conversation, we explore how exposure to new people, places, and ideas can transform how you serve all your customers.
If you want practical insights on creating more meaningful, equitable brand experiences — this episode is for you.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Patrick Fagan - https://www.patrickfagan.co.uk/
Jul 10, 2025 • 28min
171. The Best-Practice Strategy Most Brands Ignore — And How got2b Used It to Drive Growth
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 Newsletter - www.inclusionandmarketing.com/newsletter
got2b - https://www.got2b.com/about/co-creation.html
Jul 3, 2025 • 26min
170. How Inclusive Brand Partnerships Drive Real Growth
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 Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Beehiv - https://www.beehiiv.com/
Jun 26, 2025 • 41min
169. Your Inclusive Marketing Will Struggle Without This Team Dynamic
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 marketing success. We talk about what gets in the way, what leaders often miss, and what it really takes to build an environment where authenticity thrives — and great marketing follows.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
John Graham LinkedIn post I referenced - https://www.linkedin.com/posts/johngrahamcreative_dei-activity-7337134473370587136-YAt5?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoGrYBxCncTQK1uoD5k0MgXOrx3330CMI
John Graham on LinkedIn - https://www.linkedin.com/in/johngrahamcreative/
John's Company - Shaker Recruitment Marketing - https://shaker.com/
Jun 19, 2025 • 21min
168. The KPI Mistake That’s Costing You Customers (and How to Fix It)
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 inclusive decisions.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Ep. 146: How to use data to increase customer success for all - https://inclusionandmarketing.com/ep-146-how-to-use-data-to-increase-customer-success-for-all-with-deborah-pickett/
