Throughout history, marginalized communities have found their greatest allies among those willing to go beyond hollow gestures of support. In today’s political and social landscape—particularly under the harsh realities of the second Trump administration—transgender individuals and their loved ones often wonder which kind of support they’re really getting. On paper, it might look like progress: Rainbow flags wave from corporate headquarters every June, major retailers post statements proclaiming themselves “inclusive,” and politicians share social media hashtags professing solidarity. But how much of that support is performative? As trans people and genuine allies, how can we distinguish between superficial lip service and genuine, ongoing advocacy?
This article delves into the concept of performative activism—particularly as it relates to trans rights—contrasting it with true allyship that drives meaningful change. Along the way, we’ll explore the pressures faced by corporations in an era where supporting queer and trans communities can spark political backlash, examine how the second Trump administration has systematically erased trans identities from federal recognition, and propose pathways for forging stronger coalitions built on authentic action rather than hollow PR. Our aim is not to intimidate individuals or brands into compliance, but rather to illuminate how we can collectively establish a more sustainable support system for trans lives.
Defining the Problem: Performative vs. Authentic Support
In its simplest form, performative activism refers to public displays of solidarity that are not backed by meaningful, behind-the-scenes effort. Think of the influencer or celebrity who tweets, “Trans rights are human rights!” once a year during Pride Month, yet does little to educate themselves about trans issues, donate to trans-led organizations, or advocate for policy reform. These shallow acts can actually be harmful, as they create a veneer of acceptance while neglecting the deeper work that fosters real equality.
Conversely, genuine allyship entails ongoing education, attentive listening, and concrete actions. True allies donate to trans organizations, show up at protests, challenge anti-trans rhetoric among family and friends, and remain committed to uplifting trans voices even after the news cycle moves on. Genuine support translates into direct benefits—improved healthcare access, workplace protections, policy changes, and more robust community networks. For a trans person worried about losing their job because of prejudice or about navigating a healthcare system that often invalidates them, these concrete actions mean the difference between feeling truly seen and supported versus feeling exploited for someone else’s “woke” persona.
The Historical Context: Allyship and the LGBTQ+ Movement
To understand where we stand now, it’s helpful to consider the broader history of LGBTQ+ activism. Landmark protests like the Stonewall Riots of 1969 ignited a movement that has seen incremental gains in rights and recognition. Over the decades, the movement gained high-profile support, from local churches to global corporations, particularly around issues like marriage equality. But some segments of the trans community have historically felt overlooked in this progress, overshadowed by issues—like same-sex marriage—that didn’t address core challenges such as identity documentation, employment discrimination, and healthcare access.
In many cases, corporations that brandished rainbow logos in June were eerily silent on trans-specific concerns the rest of the year. These gestures arguably helped normalize LGBTQ+ presence in mainstream culture, but trans people and their families often had to fight separate battles for fundamental rights, facing frequent harassment, violence, and political scapegoating. Authentic allyship, therefore, has always demanded more than occasional statements: it requires direct confrontation of harmful social and legal structures.
The Second Trump Administration: Eroding Trans Visibility
The conversation about performative activism takes on new urgency under the second Trump administration. According to numerous advocacy groups and reporters, federal directives have led to a systematic erasure of transgender references from government websites, forms, and resources. Passport policy revisions that once recognized a non-binary “X” marker were repealed. The Department of Education, Department of Defense, and Centers for Disease Control and Prevention (CDC) reportedly removed dedicated information pages about trans health, while staff email signatures can no longer include gender pronouns. Datasets crucial for shaping public policy—like mental health disparities among trans youth—have vanished from federal portals.
As documented in this recent article, these changes aren’t just symbolic. When the administration removes references to transgender individuals from official communications, it erodes the very foundation for acknowledging that trans people exist—let alone deserve protection or resources. Federal workers who previously advocated for inclusive policies fear retaliation, and entire databases used by educators and healthcare providers to offer culturally competent care have been scrubbed.
Such actions aren’t new for those who remember the first Trump presidency. However, in this second term, the intensity feels amplified. Trans people and allies alike describe a chilling effect on everything from data collection to everyday conversations about trans rights in federal agencies. Fears have escalated that, without official recognition, trans individuals will be subject to even more discrimination when seeking healthcare, traveling abroad, or simply trying to live their lives without harassment.
A Wider Trend: Retail Chains and DEI Rollbacks
It’s not just the government that’s under pressure. We’re also witnessing a wave of corporate backpedaling on Diversity, Equity, and Inclusion (DEI) initiatives. Retail giants that once celebrated Pride with flamboyant store displays and public commitments to LGBTQ+ inclusion are now scaling back, often citing backlash from conservative groups as the cause. A handful of major retailers have quietly removed gender-neutral signage or guidance for trans customers after receiving threats of boycotts.
This trend underscores the heart of the performative vs. authentic debate. Was the company’s Pride display last year a gesture of genuine support, or a marketing move to appear inclusive while it was profitable? When the political climate shifted, many decided the risk to their bottom line outweighed the moral imperative to uphold trans-inclusive values. For trans customers who once saw such stores as “safe” spaces, these reversals feel like betrayal. When DEI policies vanish overnight, real people lose workplace protections, inclusive healthcare coverage, and the sense that their employer or favorite retail chain genuinely respects them.
The Harmful Cycle of “Rainbow Capitalism”
Every June, many corporations roll out rainbow-branded products to celebrate Pride. While there’s nothing inherently wrong with Pride-themed merchandise (and seeing trans colors in prominent store displays can feel affirming), there’s a consistent pattern where the support stops there. That phenomenon, often called “rainbow capitalism,” reveals itself when corporations fail to invest in meaningful support, such as donating profits from these items to trans-led nonprofits or using their platforms to combat anti-trans legislation.
In some cases, companies may donate a percentage of Pride sales to general “LGBTQ+ charities” that have historically underfunded trans-specific programs. While this might allow for a nice press release and social media post, trans employees and community members may never see direct benefits. After June, corporate policies, hiring practices, and long-term philanthropic commitments to trans communities often return to normal, with no reflection on these changes. This cycle leaves many trans people feeling that corporate support is a veneer at best and exploitative at worst.
The Pitfalls of Performative Allyship for Transgender People
Performative allyship is not a minor annoyance; it can be deeply damaging. Here’s why:
- It Undermines Trust: When someone proclaims “I see you” but then fails to show up when it matters—like condemning anti-trans laws or supporting trans-inclusive healthcare—trans folks quickly learn that promises might be empty. This erodes trust not only in that person or institution but also in the possibility of allyship as a whole.
- It Diverts Attention from Real Issues: Superficial gestures can create the illusion of progress. If a company or politician reaps positive publicity from a single Pride sponsorship, they might feel no urgency to address systemic issues like workplace discrimination or healthcare inequity that directly affect trans lives.
- It Leaves Trans People Vulnerable: Hollow gestures do nothing to protect people from legislative attacks, social stigma, or violence. If someone posts a supportive hashtag but refuses to challenge family members using anti-trans slurs, the trans person in that family is left exposed.
- It Perpetuates Social Stigma: We often see celebrities or influencers use trans issues to bolster their own “inclusive” brand, yet remain silent when asked to amplify legislative alerts or grassroots campaigns. Their inaction can reinforce the stigma that trans communities should be “seen but not truly heard or understood.”
Real Allyship: What Does Meaningful Support Look Like?
So, how do we distinguish a mere performance from genuine allyship?
- Engage in Policy Advocacy: True allies pay attention to local, state, and federal legislation that impacts trans communities. They contact their representatives, show up at town halls, and voice their support for trans-inclusive bills or their opposition to bills that would harm trans folks—especially in healthcare, public accommodations, and education.
- Fund Trans-Led Organizations: Money talks. Donating to organizations led by trans people—especially those focusing on healthcare, legal advocacy, youth support, and mutual aid—directly empowers the community. Allies can set up monthly donations, host fundraisers, or volunteer their time and skills.
- Hire and Promote Trans Staff: Beyond a few Instagram posts, companies demonstrate real allyship by actively recruiting trans employees, supporting them with inclusive healthcare benefits, and nurturing them into leadership roles. If a corporation’s leadership remains overwhelmingly cisgender and male, rainbow decorations in June will do little to address the underlying inequities.
- Address Intersectionality: Real allies recognize that trans folks who are Black, Indigenous, people of color, undocumented, or disabled face compounded barriers. Allyship means understanding these intersecting identities and working to dismantle layered systems of oppression.
- Celebrate Trans Voices All Year: Rather than limiting trans representation to a Pride-themed campaign or a “Trans Day of Visibility” tweet, true allies integrate trans perspectives into ongoing content, hiring, and organizational decision-making. It’s about showing up in the long run.
- Hold Yourself Accountable: Allies acknowledge mistakes and are open to feedback without becoming defensive. If someone points out that your statement or policy harms the trans community, respond with humility, correct your course, and learn from the experience.
The Political Terrain Under Trump 2.0
If the last few years have taught us anything, it’s that trans rights remain politically precarious. The second Trump administration’s directives reveal a multi-pronged approach: limiting how federal workers can discuss gender identity, removing trans-inclusive language from official documents and websites, and cutting off data essential for informed policymaking. Beyond federal agencies, the administration’s ethos has emboldened state-level lawmakers to propose further restrictions, from banning gender-affirming healthcare for minors to criminalizing drag performances. For a community that has historically experienced higher rates of violence, homelessness, and healthcare discrimination, these legislative threats hold significant weight.
In this climate, the distinction between performative activism and genuine allyship is striking. For instance, a corporate statement calling for “tolerance” means little if that same corporation continues to donate to politicians who sponsor anti-trans bills. Similarly, a brand might say “we support our trans employees,” but if it fails to offer adequate healthcare coverage—or worse, lays off those employees in a cost-cutting move—where’s the real support?
Retail Rollbacks: Reflecting Shifting Public Pressure
Recent news highlights that some national retail chains are dismantling or watering down their DEI programs due to conservative backlash. A few years ago, we saw these same retailers touting progressive stances, unveiling inclusive clothing lines, and celebrating the use of gender pronouns in marketing materials. Now, they quietly remove or rebrand those initiatives, presumably to avoid controversy or negative press.
These rollbacks, from an allyship perspective, feel like a slap to the face. Employees who once found hope in corporate “Inclusion Councils” or trans support networks see those resources evaporate overnight. Customers who relied on inclusive policies—like all-gender restrooms or dedicated sections for trans-friendly apparel—are left feeling unwelcome. The cycle continues, with each retraction reinforcing the notion that trans lives are negotiable in the broader calculus of corporate profits and political appeasement.
How Performative Activism Hurts Us in the Trenches
For transgender individuals, performative activism not only stings emotionally—it has material consequences. When politicians sense there’s only superficial pushback against anti-trans legislation, they’re emboldened to go further. When corporations realize they can remove DEI policies without significant backlash from their consumer base, they shift resources elsewhere. When influential figures offer fleeting gestures of solidarity on social media but invest no time or money in trans-led movements, grassroots organizations struggle to maintain essential services.
This climate can lead trans people to question their place in society. After all, if an employer is quick to wave the Pride flag but won’t defend an employee’s right to use the correct bathroom at work, how secure can that employee really feel? Each instance of hollow allyship chips away at trans people’s sense of belonging and safety—especially in states where anti-trans sentiment is on the rise.
Creating a Culture of Genuine Support
Moving beyond performative activism requires cultivating a culture where speaking up and taking risks for marginalized communities is normalized. This includes:
- Open Dialogue: Employers, educators, and community leaders should foster spaces where people can discuss trans issues without fear of reprisal. Such discussions pave the way for addressing misconceptions and brainstorming real solutions.
- Legal Protections: Governments at all levels must uphold anti-discrimination laws that protect gender identity. Genuine allies push for stronger legal frameworks that ensure trans people aren’t discriminated against in healthcare, housing, or employment.
- Community Investment: Allies who own businesses or lead organizations can create scholarships, training programs, and mentorships specifically for trans folks. This investment goes beyond token hiring and builds pathways to leadership.
- Amplifying Trans Voices: A crucial element of real allyship is elevating trans leaders and content creators. Whether it’s featuring them in conferences, hiring them for brand partnerships, or inviting them to speak on panels, giving trans experts the spotlight fosters a shift in cultural narratives and norms.
- Ongoing Education: Allies remain curious and open to learning. They seek out articles, books, and seminars about trans history, current challenges, and best practices for support. They don’t rely on trans friends or colleagues to do all the labor of educating them for free.
Becoming an Effective Ally in a Hostile Climate
Real allyship can be uncomfortable, especially when it conflicts with conservative politics or business interests. However, the moral imperative to defend basic human rights is far more important than the temporary inconvenience of public backlash. Some suggestions for those seeking to step up:
- Speak Out Publicly: If you’re in a position of influence—whether in your company, local government, or social circle—use that platform to denounce harmful policies. Visibility matters, and your statement might inspire others to do the same.
- Protect Vulnerable Workers: Managers and HR leaders can stand up against workplace discrimination, ensuring trans employees have safe channels to report harassment. If your organization is considering cutting DEI programs, argue for their retention by highlighting both moral and practical benefits (e.g., increased employee satisfaction and retention).
- Vote with Your Wallet: Support businesses that maintain authentic, year-round commitments to trans equality. Boycott, or at least voice criticism toward, those that roll back their trans-inclusive policies. Money speaks volumes in corporate boardrooms.
- Support Legal Action: Multiple LGBTQ+ and civil rights organizations are challenging anti-trans measures through the courts. By contributing to these legal funds or volunteering, you help defend trans rights at a systemic level.
- Document Erasures and Provide Resources: If government websites are removing trans-specific data, gather and share alternative resources in your community. Spread awareness of how to navigate necessary paperwork, how to access gender-affirming healthcare, and which local clinics or legal experts can help.
The Role of Empathy and Shared Humanity
One of the most potent ways to combat performative activism is to recognize trans people as an integral part of the human family. This might sound obvious, but in a climate of erasure, we need to keep reaffirming that trans individuals are our neighbors, colleagues, friends, and family members. Trans experiences, joys, challenges, and triumphs are woven into the collective tapestry of humanity. When we humanize trans stories and experiences, it becomes harder for bigots or opportunistic politicians to reduce us to caricatures for their own gain.
Empathy also reminds us that trans issues are not niche concerns. Healthcare, education, and personal safety are universal needs. By standing up for trans rights, allies inherently uphold the principle that every person deserves equal protection under the law, access to services, and the dignity of self-expression. These are not controversial or “special” rights; they are fundamental human rights.
Strength in Solidarity: Building Coalitions
True allyship also involves coalition-building. Transgender individuals do not exist in isolation. We have intersections with other marginalized identities, and many of us also fight racism, ableism, xenophobia, and classism. Allies can foster solidarity by connecting trans advocacy with broader social justice movements. When a labor union goes on strike, for instance, the trans community can benefit by supporting that union—because workers’ rights often overlap with trans rights (e.g., protecting employees from discriminatory layoffs).
Conversely, when trans people demand better healthcare access, they also uplift non-trans folks who may be similarly uninsured or underinsured. Intersectionality teaches us that our struggles are interconnected. By forming alliances with movements that champion women’s rights, racial equality, disability justice, and immigrant rights, we strengthen the push for trans liberation as well.
The Bottom Line
In an era marked by political hostility toward trans people—exemplified by deliberate erasures from federal websites and a wave of anti-trans sentiment—authentic allyship is a lifeline. Authentic allyship can make a significant difference in a trans person’s experience, whether they feel cornered and isolated or supported and empowered. The hollow performance of “allies” who show up for clicks and likes yet vanish when the going gets tough only exacerbates vulnerability and despair in our community.
Yet hope endures. We see it when employers maintain robust trans healthcare coverage despite political backlash, or when parents advocate for safe bathrooms and inclusive curricula in local schools. We witness it when celebrities use their massive followings to educate fans on trans-specific issues, or when nonprofits partner with businesses to create scholarships specifically for trans youth. We feel it when everyday people—neighbors, teachers, coworkers—refuse to accept transphobic rhetoric and instead embrace the diverse tapestry of human identity.
Transgender communities, like all communities, deserve more than empty promises and rainbow-washed marketing. We deserve real advocacy—fueled by empathy, informed by education, and committed to tangible, lasting change. To the real allies reading this: thank you. Your efforts matter deeply, whether you’re a high-profile CEO putting your job on the line to defend trans rights or a supportive friend who consistently challenges bigotry within your own circles. Together, we can break the cycle of performative support and forge a future where trans people thrive with dignity and respect.
In the face of increasingly hostile rhetoric and policy, the need for genuine allyship has never been more urgent. And if you’re ever unsure about whether your support is truly helpful, just ask trans people how you can show up for them. Listen, learn, and take meaningful steps—year-round, not just during Pride or when it’s convenient. Real allyship is a marathon, not a moment. While performative activism might dazzle social media for a day, it’s the enduring, consistent actions of devoted allies that will carry us toward the genuine progress we’ve been fighting for all along.
