Launch Showcase: A New Era of LGBTQ+ Inclusive Marketing

December 3, 2024

Sydney, Australia – December 3, 2024 – TheyConnect, a groundbreaking consultancy dedicated to empowering brands to authentically connect with LGBTQ+ communities, officially launched with an inspiring event at Mezzanine House in Sydney. Drawing marketing leaders, brand managers, and community leaders, the event showcased TheyConnect’s innovative approach to LGBTQ+ inclusive marketing and its vision for transforming the industry.

Founded by inclusive marketing advocates Hank and Polly, TheyConnect combines strategic marketing expertise with a commitment to fostering diversity, equity, and authenticity. The company’s purpose is clear: to empower brands to eliminate tokenism, embrace authenticity, and confidently connect with LGBTQ+ communities year-round.

Two people holding microphones giving a presentation. — Co-Founders of TheyConnect, Polly Parker and Hank Paul, giving their launch showcase presentation.

A Vision for Change

TheyConnect’s vision is bold yet essential: “For LGBTQIA+ people to feel safe, seen, and celebrated everywhere.” In a world where over 10% of Australians identify as LGBTQIA+, inclusive marketing is not just an ethical imperative - it’s a strategic advantage. The launch event highlighted the economic and cultural significance of LGBTQ+ inclusion, including insights such as:

LGBTQ+ Australians hold a purchasing power of $123 billion AUD (LGBTQ Capital, 2023).
Gen Z, a generation redefining gender and identity, expects brands to embrace inclusivity and authenticity.
72% of LGBTQIA+ consumers prefer to support brands that advocate for equality year-round (Nielsen, 2024).

"TheyConnect is founded on the belief that inclusion and marketing are two sides of the same coin. In today's world, brands cannot succeed without embracing both.” remarked Co-Founder Hank Paul. “We're not here to point fingers or cancel anyone; we're here to empower brands with the knowledge and tools they need to connect authentically with diverse communities."

A wide angle photo of the a room filled with people sitting chairs. There are two people at the front of the room giving a presentation. — The event was hosted at Mezzanine House in Sydney's CBD.

Looking Ahead to Mardi Gras 2025

With the Mardi Gras season coming up, TheyConnect invites marketers, CMOs, and brand leaders to join its mission of fostering inclusion and creating meaningful connections.

Having established a close relationship with the Sydney Gay and Lesbian Mardi Gras organisation, TheyConnect’s services cater to forward-thinking marketing leaders who understand the power of inclusive branding. From tailored workshops and inclusive language guides to customer experience audits and community engagement guidelines, TheyConnect equips brands with the tools they need to build trust and loyalty with LGBTQ+ audiences.

“Inclusive marketing is not just about campaigns,” said Polly, Co-Founder of TheyConnect. “It’s about creating a legacy of connection, respect, and authenticity that resonates with all audiences. At TheyConnect, we’re here to guide brands through this transformation and ensure they truly celebrate the diversity of human experience.”

For more information on TheyConnect’s services, workshops, or to book a consultation, visit theyconnect.co or contact Polly and Hank at admin@theyconnect.co

About TheyConnect

TheyConnect is an Australia’s consultancy for LGBTQ+ Inclusive Marketing Strategy, offering training, tools, and resources to help brands authentically connect with LGBTQ+ communities. TheyConnect is committed to eliminating discrimination and creating a more inclusive world where everyone feels safe, seen, and celebrated.

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