People from underrepresented and underserved communities are often viewed as not being "normal" or very different from everyone else -- which is why the don't get the attention and support they should.But what does it mean to be "normal"? Who gets to decide what "normal" is? And is "normal" even a real thing, or is it a construct we should all reject?I cover all these important questions, and ways to think about it for your brand in today's episode.<a href="www.inclusionandmarketing.com/newsletter">Get the Inclusion & Marketing Newsletter</a><a href="https://www.amazon.com/Canary-Code-Neurodiversity-Intersectional-Belonging/dp/152300584X">The Canary Code book</a><a href="https://www.forbes.com/sites/soniathompson/2021/03/09/unilever-ditches-the-word-normal-becoming-the-latest-company-to-make-big-changes-in-the-name-of-inclusivity/">Unilever ditches the world "normal"</a><a href="https://inclusionandmarketing.com/inclusive-marketing-ethics-what-you-need-to-know/">Inclusive marketing ethics</a><a href="https://inclusionandmarketing.com/inclusive-marketing-examples-across-5-key-categories/">Inclusive marketing spectrum</a>

People from underrepresented and underserved communities are often viewed as not being "normal" or very different from everyone else -- which is why the don't get the attention and support they should. But what does it mean to be "normal"? Who gets to decide what "normal" is? And is "normal" even a real thing, or is it a construct we should all reject? I cover all these important questions, and ways to think about it for your brand in today's episode. Get the Inclusion & Marketing Newsletter The Canary Code book Unilever ditches the world "normal" Inclusive marketing ethics Inclusive marketing spectrum

People from underrepresented and underserved communities are often viewed as not being "normal" or very different from everyone else -- which is why the don't get the attention and support they should.But what does it mean to be "normal"? Who gets to decide what "normal" is? And is "normal" even a real thing, or is it a construct we should all reject?I cover all these important questions, and ways to think about it for your brand in today's episode.<a href="www.inclusionandmarketing.com/newsletter" rel="noopener noreferrer">Get the Inclusion &amp; Marketing Newsletter</a><a href="https://www.amazon.com/Canary-Code-Neurodiversity-Intersectional-Belonging/dp/152300584X" rel="noopener noreferrer">The Canary Code book</a><a href="https://www.forbes.com/sites/soniathompson/2021/03/09/unilever-ditches-the-word-normal-becoming-the-latest-company-to-make-big-changes-in-the-name-of-inclusivity/" rel="noopener noreferrer">Unilever ditches the world "normal"</a><a href="https://inclusionandmarketing.com/inclusive-marketing-ethics-what-you-need-to-know/" rel="noopener noreferrer">Inclusive marketing ethics</a><a href="https://inclusionandmarketing.com/inclusive-marketing-examples-across-5-key-categories/" rel="noopener noreferrer">Inclusive marketing spectrum</a>

114. What is "normal" anyway?

Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve.

Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day.

Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence.

Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on:


  
Brand strategy that fuels long-term business growth in the age of modern marketing



  
Customer acquisition, retention, and loyalty in today’s market



  
How friction shows up across the customer journey — and how to remove it



  
Identity-driven marketing, cultural relevance, and belonging



  
What’s actually working now with today’s values-driven consumers




If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth.

Because when you remove friction, you remove barriers to growth — for your customers and for your business.

Business

Marketing

Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence. Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on: Brand strategy that fuels long-term business growth in the age of modern marketing Customer acquisition, retention, and loyalty in today’s market How friction shows up across the customer journey — and how to remove it Identity-driven marketing, cultural relevance, and belonging What’s actually working now with today’s values-driven consumers If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth. Because when you remove friction, you remove barriers to growth — for your customers and for your business.

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114. What is "normal" anyway?

114. What is "normal" anyway?

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