Same-sex Marriage Milestone

The Methodist Church has become the largest religious denomination in the UK to permit same sex marriages after a vote resulting in 254 versus 46 ministers agreeing to change the definition of marriage.

Despite the vote for change being successful at the Methodist Conference, not all ministers have to offer same-sex marriages as freedom of conscience clauses mean they cannot be forced to carry them out. The Methodist Church has around 164,000 members across over 4,000 churches, making it the fourth largest Christian denomination in Britain.

It joins the Scottish Episcopal Church, the United Reformed Church and the Quakers in Britain in allowing same-sex marriages while the Church of England and the Roman Catholic Church do not permit them. The first same-sex marriage at a Methodist chapel is intended to take place in autumn 2021 which is seen as a momentous step after years of campaigning from groups such as Dignity and Worth.

Changes in legislation are reflecting a more inclusive and representative society where consumers are embracing non-traditional identities. For many consumers, seeking ways to express their individuality is an important part of their identity and also helps them establish their place within society. As we see once-stigmatised groups become more accepted, it creates a sense of belonging and community which is important to consumers. This is pushing consumers to stand up for their beliefs and help fuel changes to laws, whether these be equal rights, same-sex marriages or accepting new forms of gender identity. As authorities make changes and acknowledge different groups of people, such as LGBTQ+ individuals, it is helping empower these consumers and will hopefully put an end to poor treatment and under-representation.

Brands will continue to take note of these consumer needs and use all types of people in their communication, whether male, female, non-binary or trans. This will help further reduce taboo and promote inclusivity and respect so brands that remain focused on traditional, stereotypical forms of gender portrayal will look very outdated and lack relevance, particularly to younger demographics.