Inclusion and Marketing

108 Episodes

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

2024-04-1830:34

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

106. How Zumba built a global customer base in more than 180 countries

2024-04-1128:51

Inclusive marketing really is just doing marketing well. Even though we aren't there now, eventually, we'll get to a place where won't even need to call inclusive marketing inclusive marketing anymore -- it'll just be the way we do marketing. The good news -- we're not too far away from that being our reality. That's because that's the way some brands are already operating today. Zumba is one of those brands that has that approach. In today's episode, I sat down with Zumba's Chief Marketing Officer, Carolina Moreas, who gave a ton of insight into the way the brand operates, that has enabled them to build a global and fiercely loyal customer base in more than 180 countries. Get the Inclusion & Marketing Newsletter Zumba

105. How The Home Depot became "The Most Culturally Inclusive Brand"

2024-04-0428:54

The Home Depot was recently named "The Most Culturally Inclusive Brand" by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM). I thought it would be great for you to learn about their approach to inclusive marketing, so I sat down with Chante LaGon, Sr. Manager of Multi-Cultural Marketing at The Home Depot to get insight into how they think about and execute inclusive marketing. There's lots to learn from this chat. Pull out your pen and dig in. Get the Inclusion & Marketing Newsletter The Home Depot

104. How smart brands use an inclusive marketing consultant to spark growth

2024-03-2826:23

Inclusive marketing is a fairly new discipline. As a result, inclusive marketing consultants and strategists are newer areas of expertise for talent. Whenever I introduce myself and explain that I'm an inclusive marketing consultant, coach, and strategist, I always find that I need to explain what that means. That includes sharing the ways I support clients for people to get it. An inclusive marketing consultant isn't like a copywriter, sales person, or even market researcher where people tend to understand right away more or less what you do. Thankfully, more brands are focusing on building inclusive brands that attract and retain a bigger and more diverse customer base. As such, I thought it would be helpful to understand how an inclusive marketing consultant can support you in your efforts. This is especially relevant if inclusive marketing isn't firmly rooted into the DNA of the way your brand operates. Get the episode transcript Get the Inclusion & Marketing Newsletter Book a call with Sonia

103: Why we fumble when talking to people different from us (and how to fix it) with Topsie VandenBosch

2024-03-2133:22

Have you ever encountered someone different from you, and then fumbled your way through interacting with them? I know I have, and I included a few of those stories in this episode. From my observations -- it seems like too often, we struggle to build authentic connections with people who are different from us, and I wanted to explore why that was. So I sat down with Topsie VandeBosch, a mindset and emotional intelligence consultant for business leaders, and a licensed psychotherapist. Topsie helped me understand why we behave in this way and gave some super practical tools for how to do better so we can authentically build relationships with people who are different from us -- which is becoming critically important as demographics change in our society. Get the Inclusion & Marketing Newsletter Topsie VandenBosch website Topsie VandenBosch LinkedIn

102. How (and why) to get better at talking to your customers with Andi Jarvis

2024-03-1437:49

Customer intimacy is one of my five pillars of building an inclusive brand. The most effective way to build customer intimacy is through actually talking to your customers. But a lot of brands don't do this -- and get nervous of even the thought of doing so, especially when it comes to people from underrepresented and underserved communities. So in today's episode we're going to fix that. I sat down with the brilliant Andi Jarvis, the founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in the UK and Ireland. Andi also hosts the Strategy Sessions podcast. Get the Inclusion & Marketing Newsletter Strategy Sessions podcast Andi Jarvis on LinkedIn Andi Jarvis on Instagram

101. Multilingual SEO Strategies to reach more consumers with Sarah Moon

2024-03-0739:59

Search engines connect interested consumers with willing brands. That's why smart brands optimize focus on SEO to make it easy for these curious customers to find them. But too often, brands forget about customers who have the problem their brand solves when it comes to consumers who speak other languages -- even when they are equipped to serve customers who speak other languages. In this episode I sat down with Sarah Moon, an SEO marketing and business strategy consultant, to cover practical ways you can do multilingual SEO to so you can attract and convert consumers who are looking for what your brand offers. Get the Inclusion & Marketing Newsletter Get the episode transcript Sarah Moon

100. Research strategies big brands are using to to deliver better customer experiences with Santronya Smith

2024-02-2936:45

More brands are acknowledging the many ways consumers are different, and adjusting their marketing approach accordingly to ensure they make all the people they serve feel like they belong with them. In this episode, I sat down with Santronya Smith, Director of Enterprise Sales at Suzy, a market research company, where we chatted about strategies some of the brands she's worked with have used to do a better job of connecting with and serving consumers from underrepresented and underserved communities. Get the Inclusion & Marketing Newsletter Get the episode transcript Santronya Smith on LinkedIn Suzy

99. How this former CMO used inclusive marketing to rapidly grow eCommerce brands with Bryan Alston

2024-02-2234:34

One of my goals this year is to bring you more stories of marketers who've been out in the trenches using inclusive marketing to grow their brands. For this episode, I sat down with Bryan Alston, former CMO of Greater Than, who's also worked on brands such as Magic Spoon and GoClove.com. We chatted a lot about inclusive marketing strategies he's used with these eCommerce companies that helped them achieve a greater degree of growth. Get the Inclusion & Marketing Newsletter Get the episode transcript Brand Castle Growth Partners - Bryan's new company

98. How to be authentic in your marketing (and where brands mess up)

2024-02-1530:54

People want authenticity in their food. We need authenticity in our relationships. And we definitely crave authenticity in marketing. Today, we’re going to talk about authenticity in marketing. These days especially, more and more consumers want brands to be authentic. That is one of the things that makes inclusive marketing – and really, most marketing effective. Authenticity. Get the Inclusion & Marketing Newsletter Get the episode transcript Episode 97 - Inclusive marketing ethics Shaq Buick commercial Jimmy Kimmel - Basketball mean Tweets Fresh Prince of Bel Air cheesesteak episode Kendall Jenner Pepsi Ad Ben & Jerry's bans 2 scoops of same flavor

97. Inclusive marketing ethics

2024-02-0831:20

Marketing ethics, or more specifically, the ethics associated with inclusive marketing doesn’t get talked about nearly enough as it should. Of course, I’m a big proponent of brands engaging and serving people from underrepresented and underserved communities. But there are times when I wish brands wouldn’t focus on specific communities, and would just leave them alone. Why? Because in certain instances, brands do more harm than good when engaging with certain underrepresented and underserved communities. In this episode I walk you through 5 inclusive marketing ethical considerations, and the mindset you need to have to ensure you're not causing harm to the communities you want to serve. Get the Inclusion & Marketing Newsletter here Get the episode transcript here Find links to everything covered in this episode here

96. How to do representation in marketing the right way

2024-02-0116:27

Representation matters. We know this. But all representation isn't created equal. In this episode, I walk you through how to do representation in marketing the right way, infused with insights from consumers. Get the transcript here Get the Inclusion & Marketing Newsletter 2021 State of Representation in Marketing Study Orange FIFA Women's World Cup ad Episode 51: How To Create Inclusive Content That Makes More People Feel Seen with Natasha Pierre Episode 53: The Inclusive Marketing Framework The Big Brands Use with Jerry Daykin Episode 45: Factors That Influence Your Customers' Success That You Should Be Aware Of Meryl Evans post on LinkedIn about accurate portrayal of people with disabilities

95. Navigating the effective use of AI for inclusive marketing with Joyann Boyce

2024-01-2532:52

Everyone has been talking about artificial intelligence (AI) of late. And as more brands and marketers incorporate AI into their workflow, it is important to understand the implications of how AI impacts the inclusiveness of your marketing efforts. To help us navigate this, I sat down with Joyann Boyce, an inclusive marketing strategist, and founder of Inclued AI. Get the episode transcript here Get the Inclusion & Marketing Newsletter Inclued AI Previous episode with Joyann - #75: Inclusive marketers react to campaigns from Barbie, Sainsbury's, McDonald's, and more Marketing Made Inclusive podcast

94. Inclusive product design with Sabrina Meherally

2024-01-1844:43

Inclusive marketing is about more than just communications. The foundation of delivering experiences that enables you to attract and retain more consumers, including those from underrepresented and underserved communities, is an inclusive product. The products and services you deliver, need to be designed with the identities you've chosen to serve in mind. In this discussion with inclusive product design expert Sabrina Meherally, founder of Pause & Effect, we walk through the essentials of designing products that make it possible for more people to achieve success. Get the episode transcript Get the Inclusion & Marketing newsletter Pause & Effect Sabrina Meherally on LinkedIn

93. The Inclusive Marketing Spectrum with examples for each

2024-01-1122:21

There's plenty of articles and other content that showcase inclusive marketing examples. The problem with many of those, is they don't really help you understand the different ways in which a brand can engage in inclusive marketing and the impact those various approaches have on the end consumer. It is important to recognize that not all forms of inclusive marketing are created equal. In this episode, I'll walk you through my Inclusive Marketing Spectrum, and will give you examples of what brands in each category on the spectrum looks like in practice. Get the Inclusion & Marketing Newsletter Get the episode transcript here Links to examples mentioned in this episode

92. A blueprint for inclusive marketing success in 2024 and beyond

2024-01-0420:20

There's no one right way to do inclusive marketing. However, there are some best practices and core principles that when applied will enable you to achieve success in your efforts, and make a positive impact not only in the lives of those you want to serve, but also on your bottom line. This episode includes 5 approaches for inclusive marketing success in 2024 and beyond. Get the Inclusion & Marketing Newsletter Get the episode transcript Articles mentioned in the episode: 2021 - 4 Inclusive marketing trends that will impact your brand 2022 - Embracing these 5 inclusive marketing principles to win more customers 2023 -5 Consumer expectations of brands engaging in inclusive marketing

91. Understanding diversity-owned and diversity-targeted media with Carlos Santiago

2023-12-2824:15

There's lots of ways to reach out and find your ideal customer. A common way brands have always used is paid media. And as targeting improves, paid media is often a proven way to reach people from underrepresented and underserved communities. In this episode, Carlos Santiago, co-founder of AIMM, the Alliance for Inclusive and Multicultural Marketing, and I chat about the benefits for brands of engaging in paid media, and the impact is has on the communities. Get the Inclusion & Marketing Newsletter AIMM Research we chatted about Santiago Solutions Group

90. Inclusive marketers react to new Ralph Lauren and Zara debacle

2023-12-2137:35

A lot has happened in the news with regard to inclusive marketing, and there's lots to talk about here. Today, Mariam Shahab and I chat about the new Ralph Lauren X Naiomi Glasses campaign, and all the backlash surrounding Zara, the now-removed campaign, and their, ahem, statement. Get the Inclusion & Marketing Newsletter Article covering best practices of Ralph Lauren X Naiomi Glasses campaign Episode 21: Cultural appropriation and inappropriate use of a culture not your own: Let's talk about it Mariam Shahab on LinkedIn

89. Embedding inclusion into business planning for sustainable growth

2023-12-1453:42

Inclusive marketing leads to sustained business growth. But for that to happen, it needs to be embedded into your strategic business planning process. In this episode, I sat down with Christina Griffin, a business planning consultant for billion dollar brands. We also walk through her framework that highlights how to infuse inclusion into the process. Get the Inclusion & Marketing Newsletter Christina's business planning framework

88. Managing the change of operating as an inclusive brand, with Nancy Harris

2023-12-0733:17

Change has to be managed well for it to be implemented effectively. As you work to build an inclusive brand -- especially if you haven't fully operated that way in the past, managing that change is essential, to ensure you get the sustained results you're after. We talk about ways to do that in this episode with Nancy Harris. Get the Inclusion & Marketing Newsletter Nancy Harris - Restart Consulting

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