How it started

Christine Jorgensen (May 30, 1926 – May 3, 1989) was an American trans woman who was the first person to become widely known in the United States for having sex reassignment surgery. She had a successful career as an actress, singer, and recording artist.

Jorgensen was drafted into the U.S. Army during World War II. After she served as a military clerical worker, Jorgensen attended several schools, worked, and pursued a photography career.[4] During this time, she learned about sex reassignment surgery and traveled to Europe, where in Copenhagen, Denmark, she obtained special permission to undergo a series of operations beginning in 1952.[5]

Upon her return to the United States in the early 1950s, her transition was the subject of a New York Daily News front-page story. She became an instant celebrity, known for her directness and polished wit, and used the platform to advocate for transgender people.

Jorgensen often lectured on the experience of being transgender and published an autobiography in 1967.

https://en.wikipedia.org/wiki/Christine_Jorgensen

How it's going

Brands Embracing Pride Month Confront a Volatile Political Climate

Target became the latest company to adjust plans for marketing supportive of the L.G.B.T.Q. community after it faced backlash from some customers.

“We are making adjustments to our plans,” a spokeswoman for Target said after some customers reacted angrily to Pride Month displays in stores — including throwing merchandise on the floor.Credit…

https://www.nytimes.com/2023/05/25/business/target-pride-lgbtq-companies-backlash.html