Seattle City Wire

Amazon is one of several prominent American companies that has partnered with The GenderCool Project, an organization that offers DEI and HR consulting services that includes advice for "transgender and non-binary children" of employees. 

GenderCool bills itself as a "youth-led movement bringing positive change to the world," and promotes introducing children as young as five to “educational” materials on being transgender and "non-binary." 

Information from a recent whistleblower detailed how the organization even went so far as to convince one of the nation’s largest insurance carriers, State Farm, to solicit its Florida agents to donate a “three book bundle to their local teacher, community centers or their library of choice,” according to a leaked January 2022 internal email penned by an employee of State Farm. 

According to GenderCool's website, its "Champions"—trans-gender youth spokespeople—among several evangelical activities, author books that "help grownups and the kids in their lives understand that transgender and non-binary youth are just like all other kids." One of the titles, "A Kids Book About" was recognized as one of Oprah Winfrey's "Favorite Things" in 2020. 

“The project’s goal is to increase representation of LGBTQ+ books and support our communities in having challenging, important and empowering conversations with children age 5+,” the leaked State Farm email said. 

The email instructed participating Florida agents to "receive" "The GenderCool Collection"—a three book bundle of their titles, which they would then donate to a "local teacher, library or community center" in the state. It also instructed agents to share about the "donation" on social media. 

But in May of 2024, State Farm announced the end of its affiliation with GenderCool after a backlash ignited by a blistering online campaign, entitled Like a Creepy Neighbor…, produced by the non-profit Consumers’ Research, which received the internal State Farm email from a whistleblower.

“State Farm tells us they’re a good neighbor but would a good neighbor target five-year-olds with a conversation about their sexual identity,” a 30-second video embedded in the campaign begins.

State Farm was one of several large corporations in the country that held a corporate partnership with GenderCool. An analysis of the corporate partnership program reveals that the group offers varying services in six areas, with offerings based on "investment" levels by partners, ranging from $35,000 to $5,000 annually.

Speaking engagement "Events" led by transgender youth "Champions"; "Reverse Mentorship Program" that offer "additional opportunities for personal growth and development"; “DEI/HR consulting” on “evolving language used in talent acquisition and retention programming,” and “providing input and guidance on best ways to evolve benefits for transgender employees and parent employees of transgender and non-binary children”; "Public Engagements" to "create external content that celebrates that progress"; "Concierge Support for Parent Employees of Transgender and Non-Binary Children" to offer “one-on-one support” on several topics including “inclusive school policy” and “affirming healthcare partners”; and "Multilingual Speaking Engagements" to "embrace the cultural differences surrounding this incredibly important conversation" are all part of GenderCool's partnership programs.

Amazon is a Platinum level partner, the second highest level offered. Amazon was the primary sponsor of GenderCool's first annual celebration held in July of 2022. GenderCool posted a video on their LinkedIn about the event, giving a "heartfelt thanks" to Amazon for their sponsorship.

Headquartered in Seattle, Washington, Amazon was started in 1994 by founder and current CEO Jeff Bezos. The company creates online advertising, technologies, and AI technology.

The following breakdown includes the companies partnered with GenderCool and their tier level. 

Titanium Partners 

Dell Technologies, Gap Inc., Gap, Banana Republic 

Platinum Partner

Amazon

Gold Partners

Experian, UKG 

Silver Partners

Accenture, Coupa, Electronic Arts, Solvay, VMware, F5 

Bronze Partners

BMO, Enbridge

Copper Partner

William Blair

"Supporters" include:

Nike, HP, PG&E, Out & Equal, Intuit, Splunk, Allstate Foundation, Gill Foundation, Moss Adams, Lilly, KPMG, CGI, HSBC, GLASSDOOR, Pfizer, Catalent

GenderCool is headquartered in Highland Park, IL. According to its website, the organization was founded in 2017 by Jennifer and Jonathan Grosshandler, the parents of four children, one of whom identifies as transgender, along with Jennifer's “friend and mentor” Gearah Goldstein, who is an "expert on diversity and inclusion, wife, parent, and proud transgender person." In addition to the Grosshandlers and Goldstein, GenderCool is comprised of "five extraordinary young people and their families."