Condé Nast's 'them' is a LGBTQ Platform on Gender and Sexuality
Laura McQuarrie — October 11, 2017 — Marketing
Condé Nast's 'them' is described as a "next-generation community platform," that is set to offer a look at everything from pop culture to politics through the eyes of the LGBTQ community. In its fashion and beauty content, 'them' will present non-gendered styles and celebrate members of the community who are traditionally underrepresented in the media.
The youthful new publication is set to be launched at the end of October, led by editor Phillip Picardi, who is also the digital editorial director for Condé Nast publications Teen Vogue and Allure. As Picardi himself was named one of the "50 Most Influential LGBTs in Media," them is set to have specific appeal to a wide range of non-binary gender and sexual identities. This is of particular importance because a large majority of Gen Z does not identify as heterosexual.
The youthful new publication is set to be launched at the end of October, led by editor Phillip Picardi, who is also the digital editorial director for Condé Nast publications Teen Vogue and Allure. As Picardi himself was named one of the "50 Most Influential LGBTs in Media," them is set to have specific appeal to a wide range of non-binary gender and sexual identities. This is of particular importance because a large majority of Gen Z does not identify as heterosexual.
Trend Themes
1. Next-gen LGBTQ Content - Creating inclusive and diverse content with a focus on non-binary styles and underrepresented members of the LGBTQ community presents an opportunity for next-gen media platforms.
2. Community-driven Journalism - Using community engagement as a driving force for content creation can lead to a more impactful and authentic representation of LGBTQ voices.
3. Intersectional Topics - Exploring intersectional issues and identities within the LGBTQ community and beyond can provide meaningful and informative content for readers seeking a deeper understanding of social issues.
Industry Implications
1. Media - Media and publishing companies can capitalize on the growing demand for inclusive content and non-binary representation in media by creating new platforms and content that takes into account the diverse experiences and identities of the LGBTQ community.
2. Fashion and Beauty - Fashion and beauty brands can tap into the growing non-binary fashion trend and cater to the unique styles and preferences of underrepresented members of the LGBTQ community by designing gender-neutral clothing and beauty products.
3. Community Engagement - Brands that prioritize community engagement and seek out diverse voices and perspectives within the LGBTQ community have an opportunity to create more meaningful connections with their target audience and build brand loyalty.
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