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Ep. 44: [Listen to Them] Black Consumers Share What They Want Brands to Do to Earn Their Trust

Welcome to Inclusion and Marketing, the show that’s all about helping you win the attention, adoration, and loyalty of more consumers, especially those with differences that are often ignored by brands.

I’m your host, Sonia Thompson, a marketer and someone with a lot of differences. Let’s get to it. Just because a brand decides to engage in inclusive marketing, doesn’t mean the consumers they want to attract will automatically respond favorably.

Trust needs to be earned before consumers from underrepresented and underserving communities will feel like giving their attention, dollars, and loyalty.

In this episode, Black consumers share what brands have done and should do to earn their trust.


Go to Listen to Them for all the episodes in this special series, and to get details about the live masterclasses happening February 22-24 to help you build action plans based upon the insights gleaned from this special series.


Access the full transcript of the episode here.

If you like the show, I’d love it if you’d subscribe to the channel and leave a rating interview for it. It does help the show and helps others discover it. And wouldn’t it be great if there were more people practicing inclusion and making more people feel like they belong? I think so. Also, I want to hear from you. If you have a question, comment on this episode, a previous episode, or in general, or if you would just wanna say hi, I like those kinds of messages too. Send me a voicemail at That’s inclusive I’d love to feature your question and comments on the show.

Until next time. Remember, everyone deserves to have a place where they belong. Let’s use our individual and collective power to ensure more people feel like they do.

Somebody’s waiting on you.

Thanks for listening.

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