The song became her most popular single, peaking at #6 on the UK Singles Chart. "They" was used in TV series like Crossing Jordan and Grey's Anatomy. Taiwanese singer Jolin Tsai recorded a Chinese adaptation of the song, titled "Le Yuan," for use in an advertisement promoting Motorola telephones. "They" is also the title song for the hit MTV show The X Effect and formerly featured on a Pantene shampoo advertisement in the UK.
Jem released two music videos for They. The UK version, inspired by the Barbarella opening scene, features Jem stripping herself in a spaceship (although she remains covered by strategically placed holograms); actually a boy dreams her as he constructs a model of the same spaceship back on Earth. The US version features Jem walking at a park while being accompanied by a number of children. She then encounters several signs and decides to violate them. Some intercut scenes show her at a roundabout being spun by children.