Does your business genuinely make people feel like they belong? Or are you unintentionally sending a message that certain people don’t?
In this episode, I sit down with Sonia Thompson, an inclusive marketing strategist, Forbes contributor, and someone whose work has deeply influenced how I think about representation. Sonia’s approach to marketing isn’t about tokenism, it’s about creating spaces where people don’t just see themselves, but feel like they belong.
We have an in depth conversation concerning the state of representation in marketing in 2025, what’s changed, what’s still missing, and how businesses can do better. Sonia shares insights from her latest research, revealing the most important types of representation for today’s consumers, from gender to age to body type. We explore how demographics like race, ethnicity and income influence purchasing decisions, and why businesses that invest in real representation, not just surface-level diversity build stronger, more loyal customer bases.
We go on to talk about:
🎙 Why inclusive marketing isn’t just the future, it’s good marketing
🎙 The biggest myth about inclusion that keeps business owners stuck
🎙 How to intentionally decide who you want to feel seen in your business
🎙 The connection between representation, belonging, and customer loyalty
🎙 Why performative diversity efforts backfire and what to do instead
This is a must-listen for business owners, coaches, and anyone who wants to build a truly inclusive brand. Hit play and take notes. This one’s a masterclass.
LINKS:
I’d love to invite you to dive deeper into racial inclusion work by joining me for the next round of my 10 week online program REPRESENTED. Check out all the details and join the waitlist 👉🏾 https://anniegichuru.com/represented
Come say hi on Instagram, let me know where you are tuning in from. I’d love to hear from you 👉🏾 https://www.instagram.com/annie.gichuru
With Love,
Annie
