# 215. Most Brands Still Ignore the Customers Who Actually Drive Their Growth — And It’s Costing Them ROI, Trust, and Market Share

Page: https://stenobird.com/podcast/frictionless-growth-marketing-4986053/215-most-brands-still-ignore-the-customers-who-actually-drive-their-growth-and-it-s-costing-them-roi-trust-and-market-share
Text version: https://stenobird.com/podcast/frictionless-growth-marketing-4986053/215-most-brands-still-ignore-the-customers-who-actually-drive-their-growth-and-it-s-costing-them-roi-trust-and-market-share.md
Podcast: [Frictionless Growth Marketing](https://stenobird.com/podcast/frictionless-growth-marketing-4986053)
Published: 2026-05-14T16:44:00+00:00
Episode link: https://traffic.megaphone.fm/HS4330730351.mp3
Audio file: https://traffic.megaphone.fm/HS4330730351.mp3
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Duration seconds: 1892

## Resource

Most brands still think growth audiences are a segment. But multicultural and multigenerational consumers are increasingly the market — and brands that fail to recognize that are misallocating their marketing spend in ways that cost them ROI, trust, and market share. In this episode, Sonia Thompson sits down with Amani Duncan, CEO of MyCode and award-winning agency Remezcla, to unpack why so many brands are still investing against an outdated picture of today’s customer — and how that disconnect impacts marketing effectiveness, media efficiency, and long-term growth. Together, they explore why inclusive brands outperform their peers in growth and loyalty, how outdated “general market” thinking leads to inefficient media allocation, why performative marketing erodes consumer trust, and what it really takes to authentically connect with the audiences driving modern growth. They also discuss: why Gen X and multicultural consumers are often overlooked despite enormous buying power, how customer intimacy and cultural insight improve marketing ROI, why “growth audiences are the pie” — not a carve-out strategy, and how the right strategic partners help brands stop wasting spend and start investing where growth is actually happening. If you work in growth marketing, brand strategy, media, advertising, customer experience, or consumer insights, this episode will challenge how you think about today’s market — and where your marketing investment is really going. MyCode Media - www.mycodemedia.com Friction Finder Growth Audit - https://www.frictionlessgrowthlab.com/frictionfinder/ Email Sonia: sonia@soniaethompson.com

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