About Us

 Affirm Culture Co. is a queer-led consultancy reimagining what hospitality feels like. We help brands, teams, and spaces cultivate cultures of care through intentional, identity-conscious design and training. From front-of-house interactions to leadership practices, we bring a lens of inclusion that affirms every guest and every team member. Our work blends DEIA strategy with the art of hospitality, creating environments that don’t just welcome people, but truly see them. 

 Affirm Culture Co. is the creator of the Five Pillars of Affirming Hospitality, a practical framework designed to help people-facing organizations move beyond good intentions and build cultures where everyone feels welcomed, respected and supported. The framework gives businesses a clear, actionable way to examine their policies, environments, communication, leadership and everyday interactions through an inclusive lens. Developed from more than 25 years of hospitality and operational experience, the Five Pillars turn affirmation from an abstract value into a consistent standard that teams can understand, practice and sustain.

 Meaghan Murray (they/them) is the founder and principal consultant of Affirm Culture Co. With more than 25 years of experience in hospitality, operations, leadership and training, Meaghan combines industry expertise with lived experience as a queer, non-binary professional. Their approach is practical, honest and grounded in the belief that affirming hospitality is not simply about making people feel welcome, it is about creating cultures where people feel respected, represented and safe.