Frictionless Growth Marketing

Inclusive marketing is more than a trend—it's a necessary shift in how brands communicate, connect, and grow. But with so many layers to consider, where do you start?

In this episode, I sat down with Jerry Daykin, global marketing leader and author of Inclusive Marketing, to break down an inclusive marketing framework many top brands are leaning into and/or are extracting elements from.

With senior roles at brands like Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, Jerry brings deep, real-world experience to the conversation.

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Want to know how billion-dollar brands approach inclusive marketing—from the inside out?

You'll hear highlights from interviews that reveal the unique strategies, decisions, and philosophies behind their success. Each leader shares how they’ve built inclusion into the core of their brand—and what that actually looks like in practice.

I’ve always learned best by observing what others do—and this episode is packed with real-world examples and actionable takeaways you can apply to your own marketing.

Whether you're leading a team or building your brand from scratch, you'll walk away with ideas and inspiration to make your marketing more inclusive and more effective.

🎧 Press play to step inside the inclusive marketing playbooks of some of the world’s most influential brands.

👉🏾 Want even more insights like this? Get the Inclusion & Marketing Newsletter delivered straight to your inbox. www.inclusionandmarketing.com/newsletter

Here are the full interviews that the excerpts from this episode came from:

Responsible marketing is a crucial driver of brand growth, customer acquisition, and long-term customer trust and loyalty. In today’s market, consumers expect brands to align with their values — making responsible marketing not just an ethical choice, but a growth marketing strategy.

In this episode, I’m joined by Lola Bakare, CMO advisor and author of Responsible Marketing, to unpack what responsible marketing really means beyond performative efforts — and why it delivers measurable business impact.

We discuss how brands can:

Build trust and loyalty through responsible marketing practices

Create meaningful customer experiences across the customer journey

Drive sustainable, long-term brand growth

Avoid common pitfalls that weaken credibility and conversion rates

If you’re thinking about how to grow your brand while strengthening customer trust and alignment, this episode offers a clear, practical perspective on how responsible marketing supports modern growth and customer acquisition efforts.

Find out what's slowing your brand's growth: www.frictionlessgrowthlab.com/quiz

Lola's book: www.responsiblemarketingbook.com

Lola on LinkedIn: https://www.linkedin.com/in/makeitbewithlola/

Episode 72: Why brands should practice responsible marketing with Lola Bakare: https://inclusionandmarketing.com/ep-72-why-brands-should-practice-responsible-marketing-with-lola-bakare/

Mother's Day is coming up in the U.S. And for the past few years that has meant a number of companies sending out emails asking people if they want to opt-out of Mother's Day communications. The intent is to not send emails that will be triggering to people who have a complicated relationship with the day.

In this episode, we explore whether or not this is the right approach including other options to consider.

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Consumers have a lot to says about representation in marketing. In the research study I conducted, their verbatims were quite telling when I asked them about what they liked and disliked about the ways brands were engaging in representation and marketing. I also asked them about what they wished brands knew about representation in marketing.

In this episode, I walk you through the core themes that came from their responses to those questions.

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ep. 160 - Representation matters to consumers now more than ever [Research] - https://inclusionandmarketing.com/representation-matters-to-consumers-research/

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.

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What 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.

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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.

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Wistia

Wistia State of Video Report

Wild 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.

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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.

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