I did wonder if this was a way for them to demonstrate that they really are not transphobic (FAOD, they aren't). The pressure brought to bear on any organisation focused on anything female-related to yield first the words women and girls and now female is huge.
I've seen organisations cave on women and girls and moving to female only to be immediately attacked for that, too. And like during the Cultural Revolution, I've seen these organisations then castigate themselves and promise to do better.
Just once I'd like to see them calmly explain that talking about women and girls in regard to issues only women and girls face is not exclusionary, transphobic, regressive, outdated or bigoted.
Amongst other things, I've advised companies on their marketing strategy and communication. I've drawn up customer profiles and buyer personas for clients to help them better target their marketing.
It simply doesn't make sense for organisations and companies whose target audience are women to communicate in this way.
You don't build personas based on the smallest fraction of your clientele. You build them based on large groups. What do the majority have in common, what need do we meet etc.
If you want to be thorough (or have identified an issue with your conversion rates) you can also include barriers to conversion in these profiles. What might stop a customer from buying my product or service? And again, you're looking at large groups when you do that - one in three customers, one in five potential donors etc.
In my view, none of these customers are taking the risk of alienating their main customers for the sake of signalling to 1%. No, they're doing this because they've been told that the majority of their customers expect a progressive stance from them. And they've been told that means changing their language. And amongst those responsible for marketing, especially social media marketing, many staff members (and interns) disproportionately fall into that group.
To the detriment of their long-term success.