Frictionless Growth Marketing

Every brand needs to have brand guidelines. And those guidelines also need to incorporate your approach and style as it relates to inclusion. This episode we dive into how to make your brand guidelines more inclusive, specifically by focusing on language and visual imagery. Get the episode transcript here Get the Inclusion & Marketing Newsletter Inclusive Brand Academy Episode 15: Getting started...

Responsible marketing, which is very closely related to inclusive marketing, is a term that I heard from the wonderful Lola Bakare. In this episode, we cover why smart brands engage in it. Lola, who is my guest today, is an Anthem Award-Winning CMO Advisor & Inclusive Marketing Strategist, and founder of be/co, a boutique consultancy that empowers brands and marketing leaders with strategic guidan...

There's a foundational principle of inclusive marketing that a lot of brands overlook, and that a lot of consumers don't realize. In each of these instances, people end up frustrated which is no good. In this episode, I cover this foundational principle and how to put it into action for your brand. Get the transcript of the episode here Get the Inclusion & Marketing Newsletter here Episode 29 - Wh...

We are finishing up our growth series with this episode that is all about helping you and your brand communicate in a way that wins the hearts, minds, and loyalty of consumers who speak a different language. For this episode, I chatted with my Spanish translation team - Alicia and Andrea. Together, we help brands communicate and create love connections with Spanish speaking consumers. Spanish is t...

Globalization is a smart growth strategy. When you focus on serving people who have the problem your business solves who speak different languages and or live in different countries, growth is inevitable. With the technologies that exist today, this is easier and more cost effective to do than ever, no matter what type of business you have. So in today’s episode as we continue with our growth seri...

How you think about the people you serve matters. In this episode, I cover how to define more specifically who you are including, and how you think about, show up for, have empathy for, and fight for, using examples from the Oppenheimer cast, Rihanna, Johnson & Johnson and more. Get the episode transcript here What inclusive brand type are you? (episode) What inclusive brand type are you (quiz) Ge...

In this episode you’re going to hear about how Evite, a company that touches over 100 million people in the US each year — has embraced expanding the way they thought about who had the problem their brand solves, particularly as it relates to the parenthood journey, and how that’s allowed them to serve more people. Get the full transcript here Get the Inclusion & Marketing newsletter

Inclusive marketing not only is a good thing to do, but when done right it helps brands grow on a number of fronts. Conversely, not engaging in inclusive marketing prevents many brands from growing. In this episode I cover common ways not being inclusive is preventing brands from growing. Join the Inclusion & Marketing Newsletter Get the transcript of this episode Links mentioned in this episode:...

There's been an uptick in the number of brands that are being called out for being both 'woke' and 'political'. But what does it even mean for a brand to be 'woke'? This episode covers the true meaning of woke, what it means for brands, and why all brands are inherently political. Transcript of this episode Top companies in the US who lobby the government Join the Inclusion & Marketing Newsletter

There's a growing number of cases where brands are being sued because their websites are not ADA compliant with regard to accessibility. The goal isn't to make you fearful, it is to get you informed about what you need to know to make your website both compliant and inclusive from an accessibility standpoint. I'm joined by Mark Pound, CEO of CurbCutOS, a web accessibility consultancy. Get the tran...

Disability impacts more of us than we think. And because of that – focusing on accessibility in your marketing will enable your brand to not only serve more people than you think - but allow you to make a positive impact on their lives. Accessibility is a big topic – and it can feel a bit overwhelming at times. So today, I’m going to give you practical ways to think about how to lean into accessib...

In today’s episode, I sat down with Gloria Chou, of Gloria Chou PR. I was super intrigued when Gloria told me that the majority of her clientele - I believe it was upwards of 90% are women of color. I wanted to learn about how she did it – what she did to build such a diverse and loyal customer base that get results over and over again. So I sat down with her, and got the goods – and I’m thrilled...

There is resistance to inclusion and inclusive marketing, and that resistance is causing some marketers to hesitate and rethink their approach. That’s a mistake. Resistance to inclusion isn't new. We've been here before as a society, and there's already been much written on the topic. In this episode I explore the resistance, and how to deal with it so you can continue to embrace the future of mar...

Data shows one in five people are neurodivergent. That means it is very likely that a number of your customers fall within that spectrum. As a result, it is important to understand more about this community and ways in which your brand can show them they belong with you. In this episode, I chat with neurodiversity experts Ludmila Praslova, Aviva Legatt, and Caroline Stokes -- who share their exper...

Globally, 15 percent of the world's population has some form of disability. And as we think about building a business that includes more people, baking accessibility into what you offer is a smart way to do so. To help you with that, Erin Perkins, founder of MabelyQ is on the show today. She's an accessibility educator, and she's got very practical tips to help you start being more accessible with...

An LGBTQ+ inclusive brand is intentional about showing people from this community that they belong. That goes beyond just showing up during PRIDE month. In this episode I talk with Hank Paul, a Queer Inclusion Strategist, about practical ways you can build a brand that makes the LGBTQ+ community feel seen, safe, and supported. Access the transcript here The Business Allyship Roadmap Hank on Instag...

Twenty percent of the world’s population is neurodivergent. That’s 1 in 5 people – who are diagnosed with dyslexia, dyspraxia, ADHD, and autism. It is very likely that we work with, have colleagues, and people in our networks who are neurodivergent – so it is important to understand more about it, so we know how to make them feel like they belong with us and our businesses. In this episode I chat...

Inclusive marketing can grow your bottom line. But inclusive marketing done right can’t just be about getting people from underrepresented and underserved communities to buy your stuff. That’s extraction marketing, and it can actually do more harm to communities. No good. Here are a few lessons every brand should take from Bud Light’s mistakes from an inclusive marketing standpoint. Access the tra...

Engaging in conversion rate optimization is a smart way to ensure you're marketing works harder for you. But is there a way to do this with inclusion in mind? To answer this question, I immediately knew I needed to chat with Talia Wolf, founder of GetUplift, a conversion rate optimization agency trusted by high growth brands like Teamwork, Bitly, Sprout Social, Thinkific, Mercedes, and Dario. Tali...

These days more brands are leaning into influencer marketing campaigns. The good news is that inclusion is starting to become a bigger part of the conversation in this area. However there are still a few challenges that exist that need to be tackled to do inclusive influencer marketing the right way. To help you navigate how to build inclusive influencer marketing campaigns the right way, I sat do...

There's a lot of moving parts to inclusive marketing. Thankfully, increasingly there are more marketers in many industries and working with brands of all sizes that are coming together to give guidance on how others can engage in inclusive marketing. In this episode, I chatted with Jerry Daykin, a global marketing leader with senior roles at brands including Beam Suntory, GSK Consumer Healthcare,...

Are you capturing and using your own diversity and inclusion data to help you reach your business goals? Many companies do not, and its one of the reasons why so many brands struggle to make real progress with diversity, equity, inclusion, and belonging. Data can help you build an inclusive culture where everyone on your team feels like they belong. And that inclusive culture with a diverse and re...

Publishing inclusive content is a smart way to make more of the people you serve feel like they belong with you. But far too many brands produce content that makes people feel "othered" or where they can't even see themselves or who they aspire to be. No bueno. In this episode, Natasha Pierre, video coach, strategist, and host of The Shine Online podcast covers how to make your content more inclus...

Capturing consumer insights are an important part of any brand that wants to serve customers well. It's an important lever in developing a deep degree of customer intimacy that enables you to deliver products, services, and experiences that make the people you serve feel like they belong with you. But all consumer insights aren't created equal. And as you work engage consumers from underrepresente...

Unfortunately, in 2023 gender pay gaps exist. And worst yet, gender pay gaps exist even more so when you look at the data for women from underrepresented and underserved communities. These disparities in women's pay vs. their male counterparts negatively impact belonging for the people on your team, which of course in turn negatively impacts how well they make the customers you serve feel like the...