Actually, it is already rebranded in some areas of the internet.
When I read "Terf" I think "Oh, nice, an actual feminist."
So ...
@CoteDAzur: No, those languages that don't have a word for "gender" don't do fine without it.
They just use the English word. Gender.
Which is why, as a non-native speaker, it annoys me so much that people use "gender" where they should use "sex".
I find the word really useful to talk about nonsensical gender role expectations.
To me gender= nonsense invented by the patriarchy to oppress women.
Sure, I could get around it by saying "gender roles" or similar, but that's two words, minimum. With "gender", I just have to use one. Saves time.