{"podcast":{"title":"Frictionless Growth Marketing","slug":"frictionless-growth-marketing-4986053","podcast_index_feed_id":4986053,"rss_url":"https://feeds.megaphone.fm/HS6410916594","website_url":"https://frictionlessgrowthlab.com","image_url":"https://megaphone.imgix.net/podcasts/da9e51ba-4eec-11ed-8e7c-7f1a158c8fdd/image/bca4fe306b4610602b50daa03eaaa72e.jpg?ixlib=rails-4.3.1&max-w=3000&max-h=3000&fit=crop&auto=format,compress","author":"Sonia Thompson | Inclusive Growth & Customer Experience Strategist","episode_count":227,"summary":"Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence. Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on: Brand strategy that fuels long-term business growth in the age of modern marketing Customer acquisition, retention, and loyalty in today’s market How friction shows up across the customer journey — and how to remove it Identity-driven marketing, cultural relevance, and belonging What’s actually working now with today’s values-driven consumers If you want to reach m…","last_synced_at":"2026-07-31T06:20:09.087620+00:00","page_url":"https://stenobird.com/podcast/frictionless-growth-marketing-4986053"},"episode":{"title":"215. Most Brands Still Ignore the Customers Who Actually Drive Their Growth — And It’s Costing Them ROI, Trust, and Market Share","slug":"215-most-brands-still-ignore-the-customers-who-actually-drive-their-growth-and-it-s-costing-them-roi-trust-and-market-share","published_at":"2026-05-14T16:44:00+00:00","page_url":"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","show_page_url":"https://stenobird.com/podcast/frictionless-growth-marketing-4986053","url":"https://traffic.megaphone.fm/HS4330730351.mp3","audio_url":"https://traffic.megaphone.fm/HS4330730351.mp3","summary":"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","meta_description":"Most brands still think growth audiences are a segment. But multicultural and multigenerational consumers are increasingly the market — and brands that fa…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1892,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/frictionless-growth-marketing-4986053/episodes/215-most-brands-still-ignore-the-customers-who-actually-drive-their-growth-and-it-s-costing-them-roi-trust-and-market-share/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"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","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}