If you had recently awoken from a decade-long coma and jumped online you’d think you were still in a dreamscape. You’d find a world where a major American retailer promoted pro-trans kidswear, the country’s biggest beer brand used a trans woman to advertise to cowboys, and two of the world’s biggest sports brands dressed biological men in women’s sportswear.

As a creative director in advertising with 20 years of experience, I’m well aware of the penchant for marketers to fall victim to the latest fashion or fad.

The most alluring of those right now is ‘trans’.

What could be edgier than a trans...