Mick Hartley

Further to that Lush story of trans ideology pushed to seven-year-olds, this from Genspect:

Across Ireland and the United Kingdom, a dangerous form of corporate activism is being quietly and purposefully rolled out.

At Dundrum Town Centre in Dublin, and in all 101 Lush stores across the UK and Ireland, the cosmetics retailer Lush is using its brand power to market activist-led gender identity narratives to children and young adults.

The current Lush campaign, built around bright window displays, free activist literature, and the sale of “Liberation” bath bombs — is not a simple act of solidarity. It is an overt promotion of medical transition narratives, combined with fundraising for trans activist organisations TransActual and My Genderation in the U.K, and to TENI in Ireland.

Lush’s campaign, running from 23 April to 11 May 2025, features:

• • Window displays featuring cartoon children designed by trans activists Fox Fisher and Lewis Hancox.
  • A free 24-page booklet (Dream vs. Reality), advocating for expansion of “gender-affirming care.”
  • QR codes linking to trans activist-produced videos.
  • “Liberation” bath bombs with 75% of proceeds donated to TransActual and My Genderation in the U.K., and to TENI in Ireland.

This marketing directly targets Lush’s core audience, young people aged 12 to 25 – many of whom are at critical stages of psychological development and identity formation, and who often shop independently of their parents.

No information is provided about the irreversible consequences of puberty blockers, cross-sex hormones, or surgeries. There is no room for thoughtful analysis, alternative perspectives, caution, or for truly informed consent. Serious risks, such as double mastectomies, osteoporosis, incontinence, permanent sexual impairment, and infertility, are entirely omitted. Instead, children and adolescents are presented with a single, activist-driven message: transition is fun – much like the bath bombs and soaps sold beside pastel posters celebrating gender-affirming care. The idea of the “trans kid” is promoted not as a complex identity, but as a 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….