Delon Wang
Delon is Trends Manager, Asia Pacific at Mintel. He oversees Trends content and Trends client servicing for the region.

A new wedding magazine has launched in Australia targeting LGBTQI* couples, following the country’s decision to legalise marriage equality. With 2017’s postal survey where the majority of Australians voted in favour of allowing same-sex marriage, a new demographic has emerged for brands to engage with. This is precisely what the biannual publication Equally Wed intends to do.

Extending equality

There have been incredible strides towards inclusion and understanding of those identifying as LGBTQI in recent years, as we’ve seen with the legalisation of same-sex marriage in various countries, as well as the strengthening of organisations and educational programmes dedicated to the issue.

In the lead-up to Australia’s public vote on changing the Marriage Act to include same-sex couples, two competitor alcohol brands joined together for a campaign calling for unity and acceptance. Meanwhile in Chile, a fashion mall cast a transgender actress to star in one of its campaigns for the first time.

Support for marriage equality in Australia has been considerable, driven in part by the backing of organisations and brands. According to Australian Marriage Equality, as of April 2018, 851 corporate businesses, 224 regional businesses, 508 local businesses and 11 faith businesses in the country had backed the movement towards marriage equality.

The rights of those identifying as LGBTQI have grown steadily in certain parts of the world, and by all indications, this trend looks set to continue. As consumers become more ethically-minded when making decisions about which brands to support, it is important for companies to make it clear where they stand on important issues.

*Lesbian, Gay, Bisexual, Transgender, Queer and Intersex