There’s a lot of noise out there right now about trans rights – who belongs where, what’s fair, and who gets to decide. But behind the headlines and hashtags are people. Real people. And, like anyone else, trans people want what we all want: to live safely, to feel seen, and to belong.

There’s a lot of noise out there right now about trans rights – who belongs where, what’s fair, and who gets to decide. But behind the headlines and hashtags are people. Real people. And, like anyone else, trans people want what we all want: to live safely, to feel seen, and to belong.

As marketers and communicators – professional storytellers – we have a responsibility to help shape a culture that’s fairer and more inclusive. That’s not just a nice-to-have. It’s a responsibility that comes with the influence we wield through the audiences we reach.

Let’s start with some facts.

Trans people make up around 0.5% of the UK population, according to the most recent Census. Yet they have become a lightning rod for public debate, often framed with fear rather than fact. Their existence is not new: trans identities have been part of global cultures for centuries, from the Hijra in South Asia to Two-Spirit people in many Indigenous communities.

What is new is the intensity of the backlash. This month, the UK Court of Appeal upheld a government policy allowing single-sex services to exclude trans women in certain circumstances. The ruling has been described as a “green light” for further marginalisation. While the judgment was narrow in legal terms, the messaging it reinforces – that trans people are somehow ‘other’ – is dangerous.

Meanwhile, in sport, we’ve seen trans boxer Patricio Manuel, the first professional trans male boxer in the U.S., face relentless scrutiny simply for existing in the ring. Globally, sports bodies are tightening rules around trans participation, often citing "fairness" while the actual science remains unsettled and evolving. As Manuel himself said, "People project their fears onto me. But I just want to fight like anyone else."

Exclusion should not be the default. Inclusion means sitting with complexity, not shutting it down.

Even so, cultural figures continue to stir division. Only recently, JK Rowling tweeted, following the Court of Appeal ruling: “Love it when a plan comes together.” For a storyteller, she seems to have forgotten that good stories expand worlds, not shrink them. And for us – as people who build brands, create narratives, and influence culture – the challenge is clear: we can tell better stories.

Because trans people aren’t political pawns. They’re people.

I’ve known trans people all my life. One of my dearest friends, Asher, is the smartest, funniest, and most generous person I’ve ever known. We met when we were 15, skipping school to head to Soho, fuelled by teenage rebellion and too much (ahem) caffeine.

To me, Asher’s transness isn’t remarkable – it’s his courage that is. The courage to live authentically in the face of ferocious attacks, dehumanising headlines, and a culture that seems determined to politicise his very existence.

So, where does marcomms fit into this?

It’s simple: representation matters. Visibility matters. When we include trans voices – in casting, in campaigns, in hiring – we signal that they belong. When we support inclusive policies and correct misinformation, we help create safer spaces. When we listen, learn, and lead with empathy, we set a standard.

And this isn’t about calling the industry out – it’s about calling it in. In the past few years, several brands have taken meaningful steps to authentically feature transgender individuals in their campaigns. Nike partnered with transgender influencer Dylan Mulvaney to promote its women's sportswear line, as part of their "Feel Your All" campaign. In the UK, skincare brand E45 launched the award-winning "This Is Me. This Is My Space." campaign, spotlighting the daily skincare routines of transgender individuals and highlighting the unique skin challenges faced during transitioning. 

Starbucks India's #ItStartsWithYourName campaign featured trans actress Siya Malasi portraying a transgender woman reconnecting with her parents. And Valentina Sampaio made history by becoming one of the first transgender models to walk in the Victoria's Secret Fashion Show in 2024. These initiatives reflect a modest commitment among brands to represent and support the transgender community authentically.

We must go further.

We can’t be an industry that only shows up for diversity when it’s easy. We have to show up when it counts – when it’s uncomfortable, when it’s urgent, when it matters. Like now.

Darain will be writing an article for MAD//Insight throughout the year.