45 episodes

Inclusive brand strategist, and coach, Sonia Thompson, is no stranger to the intersection of inclusion and marketing. She's a Forbes and Inc. columnist who's helped global brands and leaders alike attract and retain diverse customers.
In this podcast, we'll explore everything you need to know about building an inclusive brand. From customer experience to inclusive leadership, gain the cultural intelligence required to create and lead this rapidly growing new standard way of marketing. 

Inclusion and Marketing Sonia Thompson

    • Business
    • 4.8 • 16 Ratings

Inclusive brand strategist, and coach, Sonia Thompson, is no stranger to the intersection of inclusion and marketing. She's a Forbes and Inc. columnist who's helped global brands and leaders alike attract and retain diverse customers.
In this podcast, we'll explore everything you need to know about building an inclusive brand. From customer experience to inclusive leadership, gain the cultural intelligence required to create and lead this rapidly growing new standard way of marketing. 

    44. [Listen to Them] Black Consumers Share What They Want Brands to Do to Earn Their Trust

    44. [Listen to Them] Black Consumers Share What They Want Brands to Do to Earn Their Trust

    Just because a brand decides to engage in inclusive marketing, doesn't mean the consumers they want to attract will automatically respond favorably.
    Trust needs to be earned before consumers from underrepresented and underserving communities will feel like give their attention, dollars, and loyalty.
    In this episode Black consumers share what brands have done and should do to earn their trust.
    Go to www.listentothem.co to listen to all the episodes in this series. There you'll also find details about the live workshops February 22-24 to help you develop action plans based upon the insights from this series

    • 13 min
    43. [Listen to Them] All Representation Isn’t Created Equal. Black Consumers Share What Works for Them and What Doesn’t

    43. [Listen to Them] All Representation Isn’t Created Equal. Black Consumers Share What Works for Them and What Doesn’t

    Representation matters. But not all representation is created equal. As more brands are starting to produce more representative imagery, consumers from underrepresented and underserved communities aren't necessarily jumping for joy. Some are actually turned off by it.
    In this episode, Black consumers share their responses to more diverse visual imagery, and what brands can do to engage in inclusive and representative imagery in a manner that draws them closer to to them.
    Go to www.listentothem.co to hear all the episodes in this series. There, you'll also find details about the live workshops February 22-24 to build action plans based upon the insights from this series.

    • 12 min
    42. [Listen to Them] Are You Using Your Brand’s Power for Good? How Marketing Impacts the Way Consumers Feel About Themselves

    42. [Listen to Them] Are You Using Your Brand’s Power for Good? How Marketing Impacts the Way Consumers Feel About Themselves

    Brands have a lot of power. Whether you are intentional about how you use it or not, your products, visuals, communications, and the experiences you deliver have an impact on the way consumers feel.
    Make sure that impact is one you desire to have.
    In this episode, consumers talk about the power brands have on influencing consumers, and what they can and should do to use that power for good.
    Go to www.listentothem.co to find all the episodes in this series, and to get details about the live workshops February 22-24 to develop action plans based upon the learnings from these episodes.

    • 13 min
    41. [Listen to Them] Working With People Different From You Will Soon Be the Norm. Black Talent Share What You Need to Know to Make it Work

    41. [Listen to Them] Working With People Different From You Will Soon Be the Norm. Black Talent Share What You Need to Know to Make it Work

    Soon enough, we'll all work with people who are different from us in some way. And while engaging with people who are different comes naturally for some, for others it isn't quite as smooth.
    In this episode, Black talent share their experiences and perspectives on working with people different from them, while offering advice on how to engage and interact in a way that is both respectful and effective.
    The more we know how to interact with others, especially those who are different from us, the easier it will be to make more people feel like they belong with you.
    You can find all the episodes in this series at www.listentothem.co. There you'll also find details about the live workshops happening February 22-24, where we'll develop action plans to help you apply the insights gleaned from these episodes.

    • 13 min
    40. [Listen to Them] This is What a High-Performing Diverse Team Looks Like: According to Black Talent

    40. [Listen to Them] This is What a High-Performing Diverse Team Looks Like: According to Black Talent

    There's plenty of research that shows diverse teams out-perform their non-diverse peers. Not only do they outperform them financially, but they also are more innovative.
    But just because you have a diverse team doesn't mean you'll automatically receive the benefits of having one. You have to be intentional about creating a team culture that enables everyone on the team to thrive, and be better together.
    In this episode, Black talent share their experiences working in high-performing diverse teams, and offer their perspectives on the environments that existed that enabled those teams to thrive.
    Go to www.listentothem.co for all the episodes in this series. There you'll also find details about the live workshops being held February 22-24 to help you build action plans based upon the insights from the episodes in this series.

    • 18 min
    39. [Listen to Them] Common Micro-aggressions Your Black Talent Encounter in the Workplace

    39. [Listen to Them] Common Micro-aggressions Your Black Talent Encounter in the Workplace

    Micro-aggressions are like little pinches, slaps, and punches people from marginalized communities all too often at work. Sometimes the people delivering the micro-aggresions are aware that they are committing them, and other times they are both completely oblivious they are delivering them, and of the impact it has on the recipient.
    Micro-aggressions prevent and ruin inclusive cultures. If you want everyone on your team to feel like they belong -- including your talent from underrepresented and underserved communities, you've got to stamp out micro-aggressions from your culture.
    A smart starting point is to be aware of common micro-aggressions people on your team could be experiencing. In this episode, Black talent share common micro-aggressions they've experienced, how they deal with them, and how it impacts their working relationships.
    Go to www.listentothem.co for all the episodes in this special series, and to get details about the live masterclasses happening February 22-24 to help you build action plans based upon the insights gleaned from this special series.

    • 26 min

Customer Reviews

4.8 out of 5
16 Ratings

16 Ratings

CPickCanes ,

Every leader needs to listen

We need more people applying the lessons Sonia and her guests share on this show.

TinasheChaponda ,

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.

CGriffUS ,

Makes you go hmmm…🤔

I LOVE this podcast.
It’s not just about Marketing, it’s about expanding perspectives to really SEE who you are talking to and LISTEN to what they are saying - ultimately helping to create resonance between you, your brand and your customers/clients.

One of my favorite episodes is about ‘extraction’ - about taking more than we give. Ever since listening this episode, I see this benign type of appropriation everywhere! I don’t even think it is something we, in Western society, are aware that some of us are doing it ALL OF THE TIME!

Thanks, Sonia, for this amazing podcasts. Can’t wait to see what new insights you share with us in 2023!

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