109 episodes
Inclusion and Marketing Sonia Thompson
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- Business
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4.9 • 67 Ratings
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Inclusive marketing is rapidly growing in prominence, as more consumers expect that brands "see" them, be more inclusive in their marketing campaigns, and accommodate a broader base of customers that don't cleanly fit into what is considered "mainstream."
The show is hosted by Sonia Thompson, an inclusive brand coach, strategist, consultant, speaker, and Forbes and Inc. columnist who's helped brands and leaders alike attract and retain diverse customers.
This podcast explores everything you need to know about building an inclusive brand, including customer experience, inclusive leadership, cultural intelligence, building diverse teams, inclusive language and imagery, and more.
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108. A framework for inclusive communications with Dr. Suzanne Wertheim
Communication is a core part of marketing. And yet it feels like so many brands struggle with communicating in a manner that is both inclusive and authentic. As a result, a lot of times brands struggle with communicating in a manner that doesn't turn people off or push people away that they would prefer to draw closer.
In today's episode, I sat down with Dr. Suzanne Wertheim, a linguist, inclusive language expert, and author of The Inclusive Language Field Guide. During our chat, we cover a framework for using inclusive language that gives you the confidence you need to design your communications in a way that makes more people feel like they belong with you.
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The Inclusive Language Field Guide
Dr. Suzanne Wertheim
Episode 15: Getting started with inclusive language with Nailah King -
107. How changes to the 2030 U.S. Census impacts your brand today
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.
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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
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.
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Zumba -
105. How The Home Depot became "The Most Culturally Inclusive Brand"
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.
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The Home Depot -
104. How smart brands use an inclusive marketing consultant to spark growth
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
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103: Why we fumble when talking to people different from us (and how to fix it) with Topsie VandenBosch
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.
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Topsie VandenBosch website
Topsie VandenBosch LinkedIn
Customer Reviews
This Is The Podcast I’ve Been Waiting For!
Sonia is doing what needs to be done! This podcast offers a truly thought-provoking examination of the importance of inclusion in marketing through a brilliant storytelling like flow.
Not only does Sonia share powerful statistics that really demonstrate the need for greater representation of marginalized groups in marketing - she also provides relevant examples from pop culture as well as her own intersectional experiences to illustrate how inclusion can be used to create better results for all of us and not just (but definitely including) your bottom line.
All in all, this is an absolute must-listen for those interested in learning about how we can make our marketing initiatives more inclusive and effective. 100/10 would recommend.
Every leader needs to listen
We need more people applying the lessons Sonia and her guests share on this show.
Empowering emerging leaders
I have struggled with my identity as an African immigrant while growing up in the American culture these past 20 years. Now that I'm in a leadership role in advertising, Sonia and her guests have helped me grow past my identity insecurities and biases through their stories. I've built an environment for our team where all ideas are welcome and improved how we help our clients connect with diverse communities.