

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

Feb 2, 2023 • 11min
37. Introducing 'Listen to Them: Black talent and consumers share their real life stories and perspectives on working in teams and inclusive marketing'
This year, I wanted to take the opportunity to do a Black History Month campaign that both elevated voices and shined a light on experiences people within the community have, for the purpose of educating others not within the community on how they can make life better for both Black talent and Black consumers.The result, is a special podcast series I’m dropping for you, you can find right here in the feed. It’s called “Listen to Them: Black Talent and Consumers Share Their Real Life Stories and Perspectives on Working in Teams and Inclusive Marketing.”In it, you’ll hear directly from people I interviewed in a narrative format - about various topics related to working in teams and of course inclusive marketing. We cover micro-aggressions, what it’s like being the only one, or one of a few in the room in a professional setting, what high-performing teams look like, and how to work with people who are different from you.This is beneficial for you to hear for anyone who works with others in a team setting – including leaders and individual contributors – because everyone plays a role in making people feel like they belong.From a marketing standpoint, we covered topics such as representation, authenticity, and the power brands have in how people feel about themselves.Have a listen to the episodes, and then go to www.listentothem.co to register for the workshops being held February 22-24 [get instant access to the replays when you sign up] to create an action plan based upon the insights from the episodes.Get the transcript hereGet the Inclusion & Marketing newsletter

Jan 30, 2023 • 22min
36. [BONUS] Listen before hitting "go" on your Black History Month campaign
We're days away from Black History Month 2023 in the U.S. and Canada. It is a wonderful thing that more brands are celebrating the achievements and contributions of Black people to society, however, there are some missteps I've seen over the years by brands that have cause a bit of backlash from the very community they wish to celebrate.I don't want this to happen to you. So in this episode, I walk you through 7 principles you need to be aware of before going live with your next campaign.Get the episode transcript hereFind the examples and visuals referenced in this episode here: https://inclusionandmarketing.com/black-history-month-campaigns/-----What inclusive brand type are you? Take this quick quiz to find outWant to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you.

Jan 26, 2023 • 18min
35. 5 Consumer expectations for brands engaging in inclusive marketing in 2023
More brands than ever are engaging in inclusive marketing. And increasingly, consumers are starting to take notice. And while it is a good thing that marketers are making more of an effort to serve a broader range of people, consumers from underrepresented and underserved communities aren’t just automatically flocking to those brands.Marginalized consumers want brands to prove they are worthy of their attention and dollars. They have higher expectations of the brands that are working to win their attention and get them to swipe their credit cards.In this episode, I cover five expectations diverse consumers have of brands that want to earn their loyalty.-----Get the episode transcript herePodcast mentioned in this episode: How Consumers Want You to Celebrate Heritage Months with Arturo Gutierrez (Inclusion & Marketing podcast, episode 23)What inclusive brand type are you? Take this quick quiz to find out: www.inclusionandmarketing.com/quizWant to go deeper with building your inclusive brand? Check out Inclusive Brand Academy at www.inclusivebrandacademy.com and find out which option is right for you.

Jan 23, 2023 • 56min
34. [BONUS] Practical tips for building a diverse team | Interview on the Billion Dollar Moves podcast
In this episode – Sarah-Chen Spellings and I and cover a lot of topics ranging from what makes marketing truly inclusive, how to focus your efforts by going narrow to reach a wider audience, as well as best practices for building a high-performing diverse team.About Sarah-Chen Spellings:Sarah is the co-founder and managing partner of Beyond the Billion (BTB), launched as The Billion Dollar Fund for Women, the world's first and largest global consortium of 100+ venture capital funds and limited partner investors that have now pledged to and are actively deploying beyond US$1BN to be invested into women-founded companies. She also hosts the Billion Dollar Moves podcast.Here's what we covered in this session:
Why leaning into diversity can be a growth pillar for brands
How diversity can be a foundational starting point for building a high-performing team
What to focus on when working to build a high-performing team that is representative of the people
Why many leaders struggle to find diverse talent
How to build a culture that is conducive for team members to share their opinions and experiences
Why unconscious bias training isn't what moves the dial in building an inclusive culture (and what actually does)
How to ensure you set yourself up for success in reaching your goals as it relates to your diversity and inclusion goals
Get the episode transcript hereWhat inclusive brand type are you? Take the quiz to find out. www.inclusionandmarketing.co/quizWant to go deeper on how to attract and retain diverse customers and talent? Check out my program Inclusive Brand Academy and see which option works best for you. www.inclusivebrandacademy.com

Jan 19, 2023 • 43min
33. How smart brands are leaning into inclusion to reach more customers with their products with Jacqueline Snyder and Minna Khounlo-Sithep, of The Product Boss
Life is about belonging. And because of that business is about belonging. That's why the businesses that take the time to serve consumers from underrepresented and underserved communities are winning their attention, adoration, and loyalty. In this episode, I chatted with Jacqueline Snyder and Minna Khounlo-Sithep about how product-based businesses are winning more customers by leaning into inclusion in a manner that fits for both their business and their customers.Here are some key points covered in the discussion:
The 3 areas product-based business owners infuse inclusion into their businesses
Why it doesn't matter where your brand starts in terms of the types of consumers you're able to reach
Why representation matters beyond just brand and product photography
Why there's no one right way to build an inclusive brand
Why feedback (or complaints) are a great opportunity to identify how to become more inclusive in your brand
How to be resourceful in choosing how to be more inclusive in your business
Why more doesn't equal more
About Jacqueline and MinnaJacqueline Snyder and Minna Khounlo-Sithep are the combined force behind The Product Boss Podcast. They have grown a community of high-achieving product-based small business owners and have helped them scale their physical product businesses through masterminds, group coaching and digital courses designed specifically for product-based business owners ranging from start-up conception to multi-million dollar companies. Together their goal is to change the landscape of product entrepreneurship by connecting women around the world through a blend of real-life business tactics, creative strategy and modern leadership.Get the episode transcript hereJoin Jacqueline and Minna in The Product Boss Best Year Yet workshop seriesWhich inclusive brand type are you? Take the quiz: www.inclusionandmarketing.com/quizWant to go deeper in how to build an inclusive brand? Check out Inclusive Brand Academy: www.inclusivebrandacademy.com

Jan 16, 2023 • 8min
32. [BONUS] An impactful way every leader and brand can honor Dr. Martin Luther King Jr.'s legacy today and everyday
As we arrive at 40 years of celebrating Martin Luther King, Jr.’s life and work as an official holiday, many will revisit some of Dr. King’s most famous speeches, and reflect on how far we’ve come. Others will dedicate their time engaging in acts of service.If you are looking for additional ways you and your team can honor Dr. King and his legacy, consider going beyond just taking a pause on a day meant to commemorate him and his message. Honor him by focusing on continuing the work he started, but wasn’t able to finish. This episode covers how.Get the episode transcriptGet the Inclusion & Marketing newsletter

Jan 12, 2023 • 23min
31. How to actually build a diverse and representative team
As more leaders focus on building diverse teams, they often resort to a common practice of focusing on the percentage of diverse candidates you interview. While this may feel like you're making progress, it actually doesn't often work to significantly move the needle to build a diverse team. In fact, it really is just a vanity metric. In this episode, I cover what you should focus on instead to actually hire the diverse team your customers need you to have.Get the episode transcript hereEpisode 19: The Critical Link Between Equity and Customer Success with Deborah PickettEpisode 22: Common Ways Brands Treat Diverse Talent Like Unpaid Consultants (And What To Do Instead)What Inclusive Brand Type are You? Find out by taking this short quiz: www.inclusionandmarketing.com/quizWant to dive deeper? Check out www.inclusivebrandacademy.com to see if the program is right for you

Jan 5, 2023 • 36min
30. Best practices for incorporating inclusive stock photography into your brand's visual imagery
Visual imagery, and making it more representative is the on-ramp for many brands into inclusive marketing. And while in recent years, a broader range of stock photography and videos has come available showcasing more diverse faces, body types, and families – simply changing up your imagery to include more diverse people isn't automatic in terms of making them feel like they belong.So to help you know how to ensure the stock photography you use is inclusive, I chatted with Deyra Jaye Fontaine, an inclusive marketing strategist and certified diversity, equity, and inclusion practitioner who has done a lot of work in the area of inclusive stock photography, and has even created a handy guide on it.We cover lots of important topics in this discussion, so you definitely don't want to miss it.Key Points:
The power visual imagery has on shaping perceptions
Why marketers play a role in influencing society with the visual imagery they produce
How inclusive stock photography is different from traditional stock photography
Common negative stereotypes that are perpetuated with stock photography used in marketing campaigns
The biggest mistake brands make with trying to diversify their visual imagery
Best practices for choosing inclusive stock photography
How to avoid tokenism in your visual imagery
Here's a free guide on resources for sourcing inclusive stock photographyGet the episode transcript hereGet the Inclusion & Marketing newsletterMore on how to make your visuals more inclusive in my program Inclusive Brand Academy. Get more details at www.inclusivebrandacademy.com.

Dec 29, 2022 • 21min
29. What inclusive brand type are you?
Every inclusive brand doesn't have to look and sound the same. They don't have to speak on the same issues, serve the same customers, or show up in the same way.That'd be pretty boring -- and would seem kind of odd with the lack of diversity of approaches. So just because Rihanna's brands serve everyone, that doesn't mean that you have to as well. Just because Ben & Jerry's is deep in the trenches from a social justice standpoint, that doesn't mean that you have to too.Do you Boo.Inclusive marketing is all about being intentional about choosing who you will serve, and how you will show up. That means you also get to choose which type of inclusive brand you will be. Not sure how to do that?Take this quick quiz to discover what inclusive brand type you are: www.inclusionandmarketing.com/quizGet the episode transcript hereGet the Inclusion & Marketing newsletter

Dec 22, 2022 • 15min
28. The mindset you need to build an inclusive brand
Building an inclusive brand is a lot like tending a garden. For both, having the right mindset is essential to enable you to not only weather any challenges, but to also get the results you're looking for. Here are a few key lessons to embrace to give you the mindset you need to build an inclusive brand.Get the episode transcript hereFind out what your inclusive brand type is: www.inclusionandmarketing.com/quiz