From November 13th to the 19th we observed Transgender Awareness Week – a time used to elevate transgender voices, build awareness and call attention to the many challenges transgender individuals face. This year, there have been significant wins for the transgender community, but even with this progress, the community still faces stigma and even acts of violence. Today is Transgender Day of Remembrance, which serves as a day to honor the victims of that brutality.
This week, Google worked to empower the transgender community to, “show what’s possible when we celebrate and uplift stories of transgender people thriving.” One of the most significant ways Google did this was by adding a banner button [see above] to the home page at the beginning of the week. This seemingly simple act had immense impact and reach given that there are over 3.5 billion Google searches per day. Another notable way Google promoted the cause was by highlighting apps in Google Play that support the trans and GNC (Gender non-conforming) communities. These apps included resources for finding safe bathrooms, counseling and support groups, among others. Google also included features of transgender individuals on its “Stories” page, including Marli Washington, founder of gc2b, which develops products, “specifically designed with trans men and transmasculine people in mind.”
Recognition and support by brands for the transgender community is a necessity that is growing each year. In fact, our research shows that 67 percent of Americans and 75 percent of Gen Z expect companies like Google to address the issue of LGBTQ+ rights. While Google is one of the more notable brands celebrating Transgender Awareness Week this year, we expect to see increased efforts made to push more brands to provide tangible and substantive support to the transgender community moving forward.