An ally to the trans community

How would you feel if you were scrutinized on social media for simply embracing your truth?

Sadly, this was the reality for Eva Echo, a transgender woman with a powerful story to tell. Following her appearance in the latest issue of Boots UK’s Health & Beauty magazine, which proudly celebrated women from all walks of life, Echo faced a wave of unwarranted, transphobic comments that questioned her inclusion in the article.

Without hesitation, Boots stood with the trans community. Taking a zero-tolerance approach to prejudice, Echo’s inclusion was a statement of progress, a lesson in acceptance, and a commitment to diversity, equity and inclusion.

“Eva's story is really powerful,” says Pete Markey, chief marketing officer at Boots UK and the executive champion of WBA’s Pride Alliance UK business resource group. “As a business, Boots is all about well-being, and Eva's journey reflects this: feeling good about yourself and feeling accepted are essential to our health and mental well-being.”

As an ally to the trans community, Markey sat down with Echo for an honest, open conversation about the impact of these comments, and why it’s important for us all to be accepted and valued for who we are.