Gender bullshit and identity politics is actually what we are left with when our political leaders have nothing to give us. It's really a form of pseudo-politics since it's not a serious struggle for political power.
1. Capitalist postmodernity erodes traditional cultural sensibilities
2. New and/or previously suppressed behaviors emerge while social structures collapse
3. The servants of capital attempt to manage this while capital forces market forces upon the social void
Identity politics is a term that refers to a constellation of such management regimes. Every mainstream party in most of the world makes use of some form of identity politics.
For example, the more that civil society break down, the more that we see the violent reassertion of racial, national, and sexual identity. Gender is just another one of these.
This creates a paradox where what seems like the critical destruction of gender norms is also an affirmation of gender, in the form of a bajillion new genders and so on.
TL;DR: millenials and zoomers are living in an aggressively "marketed" gender gold rush