In an environment wherein data is seen as the lifeblood of successful business, why does it seem that so many brands aren’t responding to the overwhelming data that shows inclusive marketing is a proven revenue driver? That was the question the On Scope team set out to answer with this week’s guest, Lola Bakare. You see, Lola knows a thing or two about inclusive marketing. In fact, her book Responsible Marketing is regarded as the “single most important book for marketers and business leaders navigating this polarizing moment in corporate history.”

She joined host Mike Berberich to share her thoughts on why brands are failing to capitalize on inclusivity and how they might get back on track. She also gave some practical advice on how marketers can embrace the “responsible marketing mindset,” how brands can bounce back effectively when they misstep, and how marketers can sell more inclusive marketing practices to the C-suite.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a new ad opportunity on Substack, which is going against the AI hype train by leaning into premium content, made entirely by humans — and racking up millions of subscribers in the process.

If you’re interested in learning more about brave decision making and business-driving strategies, then you’ll want to join the thousands of marketers attending the 2025 ANA Masters of Marketing Conference in Orlando this October. While there, you’ll sharpen your strategy, learn to challenge convention, and get the insights you need to power the industry forward. Check out the agenda and register by visiting www.ana.net/2025masters.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email us at onscope@ana.net.