<p>All over the world, but specifically in the United States, there has been a lot going on in the past few years. From the Black Lives Matter movement that gained momentum in the wake of George Floyd's murder just two years ago, to the surge of Asian hate during the pandemic, and now another hate crime in Buffalo. And to be frank, I am disappointed in the responses to this event, or lack thereof from many businesses.</p><p>With this uptick in interest in social justice matters, it is more important than ever for businesses to stand for what they believe in.</p><p>In the season finale of the Inclusion and Marketing Podcast, I share:</p><ul> <li>The importance of brands expressing their beliefs and taking action around important social and political issues affecting the current climate</li> <li>How to get started on brand advocacy</li> <li>How to be authentic when shaping your brand advocacy</li></ul><p>Thank you so much for listening to Season 1 of the Inclusion and Marketing Podcast! I hope you have been able to use this podcast as a tool to win the attention, &nbsp;adoration and the loyalty of more consumers.</p><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul><p>Stay tuned for Season 2!</p><p><br></p>

<p>Today we’re going to explore the critical link between equity and customer success with a very special guest! My sister Deborah Pickett, a middle school math instructional trainer and coach, will share her valuable words of wisdom for those who are ready to embark on the lifelong process of being dedicated to equity.</p><p>Our conversation will cover:</p><ul> <li>What is the difference between equity and equality?</li> <li>From a business standpoint, what happens when equity isn’t prioritized?</li> <li>How to start using data to analyze potential equity issues in your business?</li> <li>What is the link between equity and access? What do equitable practices look like?</li> <li>What does it mean to say that justice is in the details?</li> <li>What is the relationship between equity, empathy, and compassion?</li> <li>What is the water vs the fish principle, and what are some real world examples of this way of thinking?</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>Why should business leaders consider text communication as part of their digital marketing strategy? In this episode, we’ll have an enlightening discussion with Bianca Blake, co-founder of <a href="https://www.klickrr.com/" rel="noopener noreferrer" target="_blank">Klickrr</a>, about&nbsp;best practices for text marketing, and how text messaging can help brands develop a deeper degree of intimacy with the people they want to serve.</p><p>We also cover:</p><ul> <li>What are the advantages of text marketing?</li> <li>The relationship between inclusive marketing and customer experience</li> <li>The importance of taking your audience’s preferences into account when developing brand communication strategies</li> <li>Realizing that inclusion isn't always about demographics--sometimes it's about giving people the option to engage with your brand according to their personal preferences</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>What does it mean to be antiracist?</p><p>Today we’re going to cover what antiracism is, what it looks like in business, and how you can work to embody antiracist principles on a daily basis. To help us with this, I brought in an expert on the topic, Dr. Nicole Charles. Nicole is a wellness entrepreneur as well as an intersectional feminist and antiracist educator, author, researcher and professor of women and gender studies.</p><p>We’ll talk about:</p><ul> <li>The concept of antiracism as a whole, and specifically in the business world</li> <li>Examples of racist practices that permeate business that are more common than you might think</li> <li>The importance of investing in and learning from Black, Indigenous People of Color</li> <li>After making the commitment to antiracism, where do people commonly get tripped up?</li> <li>The challenges that arise when society and businesses lean towards centering only the most privileged identities</li> <li>Recommended resources for further reading and learning</li> <li>Nicole’s delicious recipes at <a href="http://healmedelicious.com/" target="_blank">healmedelicious.com</a> (<a href="https://healmedelicious.com/pumpkin-spice-cake-donuts/" target="_blank">Check out the pumpkin spice cake donuts!</a>)</li> <li><a href="https://healunited.kartra.com/page/embodyingequity" target="_blank">Nicole's Embodying Equity Course</a></li></ul><p>It’s important to really think about your values and how they can guide your business decisions. As you work on applying what Nicole and I covered today in your own life and business, take the time to think about a specific scenario in your life where you could decenter the&nbsp;predominant narrative.</p><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>Business is about belonging, and identity is a critical aspect of belonging. As you work to build an inclusive brand, it’s essential to think carefully about identity and what types of categorizations are necessary. As we dive into this complex topic, I’ll go over challenges, real-world examples and strategies to help you approach your customer’s various identities.</p><p>Identity matters. Don't take shortcuts with it! The people you serve will reward you when you take the time to get it right.</p><p>This episode will also cover:</p><ul> <li>Common questions including the difference between ethnicity and race</li> <li>The various challenges that can arise when categorizing groups of consumers</li> <li>How categorizations and the data associated with them can help companies identify equity concerns and gaps</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>Words matter! They have the power to uplift and include, as well as tear down and exclude.</p><p>In your quest to make your audience feel like they belong with you, it’s essential to use inclusive language. But how do you start creating written content that creates a culture of belonging?</p><p>Nailah King, founder of The Content Witches, shares insights into how conscious business leaders can learn to craft messaging that helps foster transformative change and create a sense belonging within their communities.</p><p>My conversation with Nailah also covers:</p><ul> <li>What is inclusive language and what is its connection to belonging?</li> <li>Idioms, binaries, appropriation and other examples of language that can be harmful</li> <li>How can you determine if your content isn’t inclusive or needs an update? How can you maintain transparency throughout the process?</li> <li>How to use tools like <a href="http://etymonline.com/" rel="noopener noreferrer" target="_blank">etymonline.com</a></li> <li>Essential forms of content governance including inclusive language policies and brand style guides</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>Today we're going to talk about a common type of toxic relationship between brands and underrepresented communities: Extraction.</p><p>True inclusive marketing is about sharing power and creating belonging. Belonging cannot exist when one party is constantly extracting value from the other. As we dive deeper into the concept of extraction, I will share examples from today’s business world with the hope that by bringing these harmful practices to light, we can all start to do better.</p><p>This episode will also cover:</p><ul> <li>The concept of co-creation and the different forms it can take</li> <li>Best practices for engaging with communities you want to learn from and the dangers of traditional market research</li> <li>Lessons learned from a popular Disney film</li> <li>How to start <em>adding</em> value instead of extracting it, so everyone wins</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>We know that inclusive marketing is the future of marketing. As we move towards this future, more and more cutting-edge tools are becoming available to help brands assess their progress.</p><p>How inclusive is your brand’s visual communication? In this episode, I had the pleasure of speaking with Raquelle Zuzarte, Founder and CMO of Equity Project for All, and Frederico Salvitti, Tech &amp; AI Specialist. Their AI platform, Gradient, shows brands where they stand on diversity and inclusion through comprehensive data-driven analysis of their visual imagery.</p><p>Our conversation will cover:</p><ul> <li>What is the current state of representation and marketing from a diversity and inclusion standpoint?</li> <li>What are examples of major brands or industries that have been making strides in these categories?</li> <li>How to build customer intimacy through listening and observation</li> <li>The importance of authentically and sincerely expressing your brand’s core purpose</li> <li>How brands can start building stories around people who have traditionally been underrepresented and underserved</li> <li>How the Implicit Association Test can help you recognize and address your blind spots</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>Equality is essential in certain aspects of society. But in some situations, unapologetically treating people differently will help you win the attention, adoration and loyalty of more consumers, especially people that brands often ignore.</p><p>As a business leader, how can you decide when it's appropriate to treat everyone equally, and when you should treat certain groups of people differently? In this episode, I will go through my 3-step process for identifying these situations, so you can do a better job of consistently making life better for the people you serve while also making them feel like they belong with you and your brand.</p><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>The Census Bureau projects that by 2043, the US will become a minority-majority. What does this major shift in the makeup of our population mean for your business? In this episode, I had the pleasure of speaking with my friend Julye Williams, founder of Project 2043, about how business leaders can start leaning into the power of diversity, equity, inclusion and belonging.</p><p>Be prepared to do the inner work! The first step is to acknowledge and accept that our world is changing. After reflecting and setting your intentions, you can begin to think about how you can help your business thrive in a diverse society. My conversation with Julye will also cover:</p><ul> <li>What does it really mean to be a good ally?</li> <li>The relationship between inclusion and power</li> <li>How to exercise your power to help level the playing field within your sphere of influence</li> <li>Advice for small business owners</li> <li>How to create more equity, balance and opportunity both personally and professionally</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>

<p>The last thing you want to do as a brand is exclude potentially loyal customers. One of the best ways to make sure you aren’t doing that is by creating a Buyer Persona.&nbsp;</p><p>In this episode, I talk about how creating a Buyer Persona and treating those that fall under that profile as your friends will create a more inclusive brand that consumers keep coming back to.</p><p><br></p><p>In this episode I go over:</p><ul> <li>How creating a buyer persona create a <strong>roadmap</strong> for your company to follow to bring ideal customers closer to your brand</li> <li><strong>3 ways</strong> that having a Buyer Persona will help your brand create content</li> <li>How excluding people in your buyer persona if done intentionally can actually <em>help</em> your brand</li> <li><strong>3 ways</strong> to tell if your buyer personas are a repellent to potentially loyal customers</li> <li><strong>4 steps</strong> to include your intended customers into your buyer persona</li></ul><p>Interested in building your inclusive brand with me?</p><ul> <li>My new course Representation Bootcamp and my new and improved Brand Academy are coming your way very soon. <a href="https://trybusiness.lpages.co/belonging-university-notification-list/">Join my mailing list</a> for updates</li></ul><p>Want to know when they launch and get other insider benefits?</p><ul> <li><a href="https://podcasts.apple.com/us/podcast/inclusion-and-marketing-podcast/id1604907821">Follow this podcast</a></li> <li>Follow me on Instagram: <a href="https://www.instagram.com/soniaethompson/?hl=en">@soniaethompson</a></li> <li>Or find more information on my website: <a href="https://inclusivemarketing.co/">inclusivemarketing.co</a></li></ul>