Industries prefer their products and services to be scaleable, one size fits all solutions for higher profits. A solution to a problem the pharmaceutical and medical industry looked to re-address was gender dysphoria in youth; which is a persistent unease a youth may have with society’s gender norms related to their sex. The gender industry looked to find a more profitable, ideally scalable alternative to the current solution of watchful waiting, which looked to reconcile youth with their sex. From a business perspective this is not a highly profitable solution:
Treatment was usually one on one. It is not scalable.
It financially benefits a small number of trained psychologists only.
It is private there is no contact marketing; no specific campaigns that combine marketing and sales to connect with specific prospects, the target market i.e., the youth. But also, high-value prospects like CEOs, C-level executives and top decision-makers of corporate and government to promote the product brand.
No opportunity for viral marketing; the use of social networks to promote a product mainly on various social media platforms; TikTok, YouTube, FaceBook, Tumblr etc.
Unfortunately, cured patients exit the market, so there is no recurrent revenue; no fees charged at regular intervals for products or services.
The new solution gender-affirming care, however, redefines the problem that youth are in fact in the ‘wrong body’ and therefore require a product line of drugs and surgery to modify the youth’s body to the appearance of the opposite sex (or these days non-binary). This with viral and contact marketing opens up a hugely scalable business.
The gender industry product lines include chemical castration & late stage endometriosis drugs used off-label as ‘puberty blockers’, cross-sex hormones, surgical procedures like castration and double mastectomies for changing the appearance of an individual not only to that of the opposite sex but lately also to conform to the idea of a third gender (non-binary) in the removal of all primary and secondary sex characteristics.
Once youth are on the medical pathway the recurrent revenue stream is in the hormones and drugs over a transgender's lifetime to maintain themselves. Plus, for exploratory surgeries gone wrong; reparatory surgeries.
In business, once you have a major platform, ancillary markets spring up around the new market. In the early stages of social transition for children 5 years and up, a market in specialist clothing opened up, little packers; fake male genitalia to put into little girls' pants, or tuckers for boys to squish their genitalia flat, chest binders for girls and of course makeup and ‘non-gendered’ clothing. This type of industry needs to get around the fact that there are usually laws against advertising directly to children because youth and children can be easily influenced. So, it necessitates bringing in specific laws to do away with safeguarding for example in Australia education policy brought in the concept of ‘mature minors,’ where parental oversight is taken out of the equation for children to ‘transition’ with or without a parent's permission. It has been estimated in Australia that each consumer going for full transition is worth 50-250K over their lifetime and that does not include reparative surgery for the high probability of experimental surgery gone wrong.
Contact marketing, viral marketing around identity branding and framing is a big part of selling this kind of product.
Growing the market relies on contact marketing, which is driven by Trans Gender Diverse Youth Advocacy groups, for example, Minus18. (An organisation co-founded by a paedophile Colin Roland Billing. It's comparable to Mermaids in its goals.) The government provides grants with marketing videos, large events; galas, shows, dances etc. targeting the under-19 age bracket, evangelizing the cause and promoting recruitment. Wear-It-Purple days or IDAHOBIT days, engage corporations from C level down to staff push the trans 'authentic self' marketing narrative. Success is measured in user acquisition; how many people attend or participate, how many new people come on board and what percentage become consumers.
The diversity and inclusion audits of ACON, Pride In Sport and Pride in Diversity - all require an organisation to market trans-supporting narratives internally and externally. (i.e., 11 out of 18 sections of the Pride in Sports audit for small community sports require community organisers to call corporations, promote transgender diverse narrative at half-time etc. Australia's Workplace Equality Index (AWEI) audit requires corporates to use suppliers and 3rd parties to also adhere to 'inclusion and diversity,' essentially, it’s a multi-level marketing scheme.
School Advocacy programs promoting gender identity ideology Internet advertising via Instagram and YouTube influencers cover the viral marketing aspect. Direct internet marketing to youth bypassing advertising laws, Trans Gender Diverse sponsors like Netflix, and public media outlets like ABC and SBS signed up to ACON’s Australia Workplace Equality Index creates a narrative that trans children need to be their 'authentic selves' to engage sympathy and support for the frame if you don’t let them transition, they will suicide.
Although we have heard that the huge increase in the transgender movement is a grassroots movement, social contagion, human rights movement or a typical generational youth rebellion, at the heart of this movement is simply business.