The Lush campaign – trans activism targeted at children

cool, edgy persona.

This is not marketing; it is trans activism targeted at children.

And it's all based on the mythical "trans kid".

So what is a “trans kid”? It’s an idea created by trans activists, designed to convince children they could be “born in the wrong body.” Let us be clear: there is no such thing as a “trans kid”. We do not have a choice in the bodies we are born with; we are born as our bodies and we die as our bodies. The latest research shows that children who identify as trans are socially vulnerable children, typically neurodiverse, isolated and seeking a sense of belonging.

The dramatic 5,000% rise in adolescents identifying as transgender over the past decade cannot be explained without acknowledging the role of social contagion. In a landmark 2018 study published in PLOS ONE, Dr. Lisa Littman documented the phenomenon of Rapid-Onset Gender Dysphoria (ROGD) and suggested that trans identification often occurred in peer groups, where multiple friends simultaneously declared new transgender identities.

This is a deeply vulnerable cohort. It is not the cool, savvy kids who identify as trans; it is the socially awkward, lonely, and lost children who are most likely to be dazzled by Lush’s cheerful, pastel-coloured campaign. Notably, 62.5% of those with ROGD had pre-existing mental health challenges before ever identifying as transgender.

The authors – Sarah Holmes and Sara Morrison – go on to compare this new trans marketing to the old marketing of cigarettes by tobacco companies, using cartoons and sweets to entice children, and portraying smoking as glamorous and cool. Plus ça change….