On a beige wall, light gray floor, we see a white savings pig, three coins on the floor and a female hand inserting a coin into the pig.

Ep. 14: Are You Taking More Than You Give?

Today we’re going to talk about a common type of toxic relationship between brands and underrepresented communities: Extraction.

True inclusive marketing is about sharing power and creating belonging. Belonging cannot exist when one party is constantly extracting value from the other. As we dive deeper into the concept of extraction, I will share examples from today’s business world with the hope that by bringing these harmful practices to light, we can all start to do better.

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.     

This episode will also cover

  • The concept of co-creation and the different forms it can take.
  • Best practices for engaging with communities you want to learn from and the dangers of traditional market research.
  • Lessons learned from a popular Disney film.
  • How to start adding value instead of extracting it, so everyone wins.


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 really 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, a 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 inclusivemarketing.co/voicemail. That’s inclusive marketing.co/voicemail. 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.