Frictionless Growth Marketing

Responsible marketing, and its close cousin inclusive marketing are increasingly becoming a part of the fabric of the way in which good marketing is done. In a world where brands are working hard to grow, and capture and maintain market share -- it's more important now more than ever to practice marketing in a way that speaks to what today's evolved customer wants and needs from you. In this episode, I sat down once again with Lola Bakare, CMO advisor and author of the new book Responsible Marketing. We covered a lot of ground including what responsible marketing is, the core elements of it, why it works so well to build trust and loyalty with consumers, and of course, where brands are falling short. Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter Lola's book: www.responsiblemarketingbook.com Lola on LinkedIn: https://www.linkedin.com/in/makeitbewithlola/ Episode 72: Why brands should practice responsible marketing with Lola Bakare: https://inclusionandmarketing.com/ep-72-why-brands-should-practice-responsible-marketing-with-lola-bakare/

Mother's Day is coming up in the U.S. And for the past few years that has meant a number of companies sending out emails asking people if they want to opt-out of Mother's Day communications. The intent is to not send emails that will be triggering to people who have a complicated relationship with the day. In this episode, we explore whether or not this is the right approach including other options to consider. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter

Consumers have a lot to says about representation in marketing. In the research study I conducted, their verbatims were quite telling when I asked them about what they liked and disliked about the ways brands were engaging in representation and marketing. I also asked them about what they wished brands knew about representation in marketing. In this episode, I walk you through the core themes that came from their responses to those questions. Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter ep. 160 - Representation matters to consumers now more than ever [Research] - https://inclusionandmarketing.com/representation-matters-to-consumers-research/

Representation matters.We know this. Most people get it. And thankfully, more and more brands are doing a better job of being representative in their marketing.But while representation matters, not all representation is created equal.This is especially important, because representation is often the on-ramp for most brands who are getting started with inclusive marketing.So back in 2021, I did the inaugural Representation in Marketing study – where 1000 consumers told me how they felt about it.A lot has changed since 2021, so I thought I’d do an update to that study, to see where consumers heads are at.To field this research (same as last time), I used Suzy’s consumer insights platform, to get insights from 1000 participants age 16 - 70.In this episode, I'm walking you through this important consumer data.Get the Inclusion & Marketing podcastWhat consumers want you to know about representation in marketing [Research]

It is helpful to have the theory and principles behind inclusive marketing to give you a strong foundation for growth. I’m a big believer in learning from real-world situations and issues and hearing the voices of real people.  I often feel that these stories from real people will not only help you connect the dots and bring the theory to life for you in a more vivid way, but it also makes it easier for you to be in the lookout for areas to give special attention to when you put what you’ve learned about inclusive marketing into practice. In today’s episode, you’re going to hear my chat with Danielle Monae Truitt, who plays who plays Sergeant Ayanna Bell on Peacock’s upcoming fifth season of the iconic series starring Christopher Meloni, Law & Order: Organized Crime.  Of course we talked a little bit about some interesting things related to the show – but I found so much of what Danielle had to say extremely relevant to you and your efforts on making your marketing more inclusive. We touched on authenticity, production – specifically as it relates to Black women’s hair. We covered representation – and what good representation looks like (because lets face it, a lot of representation falls short). Many of the themes Danielle mentioned as it relates to Black women’s hair, and what good representation looks like, were things consumers specifically spoke about as part of the representation in marketing research study I conducted. If you haven’t had a look at that, no worries, I’ll link it up for you in the show notes, as well as another article that covers how to do representation in marketing the right way. Get the Inclusion & Marketing Newsletter Law & Order Organized Crime Season 5 trailer Representation in Marketing Study (2021) How to do representation in marketing the right way

One thing I’ve learned that is often helpful, especially during the early stages of getting started on a new journey – like inclusive marketing, is to hear how others who are in your shoes or similar approach it.Learning about how others think about a problem, the challenges they’ve experienced, and how they’ve gone about achieving success — can do wonders to move you forward and much closer to your goals.So to help facilitate that type of learning from you, one of my goals for the show is to bring you more conversations with marketing leaders at various brands to uncover their approach to inclusive marketing.In this episode, you'll hear my super fun conversation with Taylor Corrado, Senior Director of Brand Marketing at Wistia — a video marketing platform for businesses.And as a fun aside – because of Taylor’s work, she’s obviously really well-versed in video marketing. So, as part of our chat, you’ll also hear Taylor’s thoughts on how to make your video marketing more inclusive.Get the Inclusion & Marketing NewsletterWistiaWistia State of Video ReportWild Terrains - Women Only Tours

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 movie Emilia Perez.Get the Inclusion & Marketing Newsletter

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

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 NewsletterEpisode 152: Build a large and diverse audience with an email newsletter, with Maria GharibEpisode 112: How to make your email marketing inclusive with Samar OwaisVisuals of examples mentioned in episode

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 consumers, and so much more.Get the Inclusion & Marketing NewsletterSonoroChasing Suenos - Toyota Corolla's video podcastCamila Victoriano on LinkedIn