Frictionless Growth Marketing

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

There are many ways to include more people with your marketing. Of course, there are best practices associated with inclusive marketing that enable brands to be even more effective with their efforts.In this episode, I walk you through seven different ways brands tackled inclusive marketing, that enabled them to make a big impact with the people they wanted to serve.Get the Inclusion & Marketing NewsletterUNO Color Blind Accessible videoEpisode 63: How Google makes its brand accessibleProctor & Gamble: 'Widen the Screen'Amazon Alexa Ad

Email newsletters are all the rage these days, with some popular publications having hundreds of thousands of engaged subscribers.I’ve been learning a lot more about newsletters lately, and was especially curious about how successful newsletters think about and go about attracting and retaining a diverse audience.So in this episode, I sat down with Maria Gharib, one of the primary writers of the Mindstream AI newsletter, which is fast, fast, fast growing, and already has an impressive subscriber base.Get the Inclusion & Marketing NewsletterMindstream AI NewsletterMaria Gharib on LinkedInHuda Beauty

Consumers want to reduce their risk as much as possible when making a purchase. And that desire increases exponentially when it comes to a product that not only has a higher ticket price, but has a greater possibility of being a hassle to make things right if the product doesn’t work out the way they’d hoped.That's why case studies work so well -- they help eliminate risk in the minds of consumers.The stakes are higher for people from underrepresented and underserved communities. Data shows that for a variety of reasons, they don't achieve success at the same rates. As such, have greater assurances that the product they seek has been shown to work for "people like them," increases their likelihood of conversion.This episode walks you through how to increase the effectiveness of your case studies, by making them more inclusive.Get the Inclusion & Marketing NewsletterEpisode 45: Factors influencing your customers' success you should be aware ofEpisode 71: Rule #1 of Inclusive MarketingBol adL'Oreal campaignWhat is tokenism?Episode 81: Do this to increase customer acquisition for people from underrepresented and underserved communitiesHubSpot case studiesLeadpages case studiesPlantmadeVideo podcast testimonial I listened toLGBTQ+ at Alloy