Emma Moore is a British marketer and anti-transgender activist. Moore is administrator of anti-trans group Sex Matters.
Background
Emma Hansford Moore was born in July 1971. After graduating from Northumberland Park Community School, Moore attended Chesterfield College of Technology and Arts, then earned a bachelor’s degree from De Montfort University in 1993. In 2004, Moore earned a master’s degree from University of Westminster, and in 2019 completed a diploma at The Market Research Society.
Moore worked in several publishing roles, including at the Audit Commission, National Childminding Association, National Children’s Bureau, and National Council for Voluntary Organisations (NCVO).
Moore has served as a trustee for National Childminding Association, and PACEY (Professional Association for Childcare & Early Years), and served as chair for Young Women’s Hub.
In 2008, Moore co-founded PinkStinks with twin sibling Abi. PinkStinks was a campaign critical of gender stereotyping in marketing to young people. According to the PinkStinks website:
Emma was born in South East London but spent her formative years in Tottenham, North London. She is the proud owner of a much-maligned Media Studies degree from De Montfort University. This meant she was able to embark on a career in publishing – both in print and then online. Emma recently branched out into the health sector and is working with government and voluntary organisations doing research with NHS patients.
Emma has worked for a number of high profile organisations, including the National Children’s Bureau, Audit Commission and the National Council for Voluntary Organisations. She is a trustee for the National Childminding Association.
When not working on any of the above, or on Pinkstinks, she spends time enjoying her two lovely daughters, visiting White Hart Lane, soulful music, cooking gourmet dinners and eating curry.
From 2011 to 2020, Moore worked in market research and consultancy at Quality Health Ltd, then held the same role from 2020 to 2022 at IQVIA. In 2022, Moore worked in visitor studies at Royal Museums Greenwich.
Anti-trans activism
Moore joined Sex Matters in 2022.
In 2025, Moore gave evidence in the employment tribunal Peggie v NHS Fife. Nurse Sandie Peggie argued that being required to share a sex-segregated changing room with transgender colleague Beth Upton amounted to unlawful sex discrimination and harassment. The tribunal ultimately dismissed most of Peggie’s claims, finding that NHS Fife had acted lawfully and had not discriminated against Peggie.
Moore gave evidence about an anonymous call Sex Matters received from someone claiming to work in the post room at NHS Fife. Moore testified the caller reported that staff had been “encouraged strongly not to speak about the case.” Moore acknowledged they did not confirm the identity of occupation of the caller.
References
Clark, Alasdair (July 29, 2025). Sandie Peggie: How our live updates unfolded as NHS Fife trans row nurse gave evidence. The Courier https://www.thecourier.co.uk/fp/politics/5297962/sandie-peggie-live-blog-nhs-fife-tribunal-evidence/
Amery, Rachel (July 28, 2025). NHS Fife employment tribunal RECAP: The latest in the Sandie Peggie and Dr Beth Upton case. The Scotsman https://www.scotsman.com/news/politics/nhs-fife-employment-tribunal-recap-the-latest-in-the-sandie-peggie-and-dr-beth-upton-case-5244152
Resources
Sex Matters (sex-matters.org)
About (about.me)
Wikipedia (en.wikipedia.org)
Pinkstinks (pinkstinks.co.uk) [archive]
- Who we are
- pinkstinks.co.uk/about-us/who-we-are.html [archive]
LinkedIn (linkedin.com)
X/Twitter (x.com)
Instagram (instagram.com)
Facebook (facebook.com)