Sonia Thompson, founder of Inclusion & Marketing, advocates for a strategic approach to inclusive marketing. She emphasizes that brands should avoid a checklist mentality and instead thoughtfully select specific identities to target for their products or services. Thompson critiques superficial representations in marketing, arguing that true inclusivity goes beyond just featuring diverse individuals without relevance. She draws parallels between effective marketing and the Marvel Cinematic Universe by suggesting marketers consider customer experience at both macro and micro levels, ensuring that engagement with their brand feels meaningful and authentic to the chosen audience.
"Inclusive marketing is all about brands acknowledging the many ways that people are different, and this is the very important part: Choosing which identities you're going to serve."
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