Cross-dressing is a new trend. The obsession with ‘breaking boundaries’ is generating an identity issue, as evidenced by this TV commercial.

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is an author and social commentator. He is an emeritus professor of sociology at the University of Kent in Canterbury. Author of How Fear Works: The Culture of Fear in the 21st Century. Follow him on Twitter @Furedibyte

is an author and social commentator. He is an emeritus professor of sociology at the University of Kent in Canterbury. Author of How Fear Works: The Culture of Fear in the 21st Century. Follow him on Twitter @Furedibyte

A new advert in the UK for John Lewis home insurance offers compelling evidence that transgenderism has become the sacred cause of the woke establishment.

Titled ‘Let Life Happen’, it features a narcissistic-looking young boy running riot and thrashing his home. However, according to the message signalled by the ad, all is forgiven because he is wearing his mom’s frock and lipstick.

According to the current woke ethos, little boys expressing themselves through cross-dressing are inevitably labelled as ‘brave’, and unlike their straight-laced mates are capable of expressing themselves through transgressing.

In this ad, John Lewis isn’t just simply selling insurance; it is also celebrating a lifestyle. This lifestyle promotes transgression and the ethos of transgenderism.

As I pointed out in my book, ‘Why Borders Matter: Why Humanity Must Relearn the Art of Drawing Boundaries’, the invention of new normalities and the devaluation of the old has become a central theme in the contemporary consumer culture of capitalism. Just look at the poster below promoting a boring bank like HSBC. It shows a cool-looking trans person under the headline, ‘Gender’s just too fluid for borders’. Given HSBC’s alleged association with money laundering, its commitment to ignoring borders is not surprising.

When it comes to defining neoliberalism, HSBC’s marketing department continue to make the rest of us look like amateurs pic.twitter.com/Pw6AWdm8gv

But it seems that for big business, trans culture means big bucks. Playing at transgressing has also become a constant theme in consumer culture. Advertisers often promote their products by appealing to potential customers to ‘dare to be different’. A Europe-wide sales campaign for Honda “outlines a path that pushes the boundaries of a Honda Civic driver.” A voiceover instructs would-be drivers to go “where different takes you.”

This message of ‘dare to be different’ has become a theme that is constantly promoted by the advertising industry. The idea of breaking boundaries has also been used by Land Rover in advertisements. NatWest bank’s ‘cricket has no boundaries’ campaign boasts it was. Brinkwire Summary News. For more information, search on the internet.

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