Global media giant Condé Nast has just announced the launch of Them – a digital media and community hub for the LGBTQ community. The platform will go live on October 26 2017.
Under Teen Vogue's digital editorial director Phillip Picardi's lead, Them will cover current events from an activist point of view, highlighting community leaders and cultural figures across pop culture, fashion, art and politics. It will also be targeted at non-LGBTQ allies, who are keen to learn how to do right by the community.
A third of 16- to 22-year-olds in the UK now identify as gay or bisexual (Ipsos Mori, 2017), while in the US, LGBTQ spending power is estimated to be $917bn annually (Bloomberg, 2016). "We're hoping we can show you storytelling that proves that Them is about all of us," Picardi told Business of Fashion.
Narratives will be arranged around a weekly video multimedia story, with writing, podcasts and infographics enhancing core stories throughout the week. In this way, the platform aims to extend the relevance of its content beyond the 24-hour news cycle.
Further catering to the community it hopes to build with this content, Them will also create physical experiences such as book clubs and partnerships with queer designers on capsule product lines to benefit charities. Burberry, Google and Lyft have already signed on as brand partners.
To learn more about the LGBTQ community's impact on the media landscape, see Next-Gen Beauty Marketing and Marketing to LGBTQ Consumers. For more on how Gen Z connects through digital content, see our pop-culture infographic The Five Es of Gen Zee.