Harley-Davidson, a major American brand, announced that it would end its diversity and other progressive initiatives following pressure from conservative activist Robby Starbuck, who has successfully targeted DEI policies at several companies. The company stated that it had not operated a DEI function since April 2024 and would no longer have hiring quotas or supplier diversity spend goals. They also mentioned that they would review sponsorships and affiliations with outside organizations, focusing on growing the sport of motorcycling and dropping sponsorships for LGBTQ+ Pride festivals.
In addition to ending its relationship with the Human Rights Campaign, a leading LGBTQ+ advocacy group, Harley-Davidson indicated that it would no longer support LGBTQ+ Pride festivals and other similar events. The company’s decision came after pressure from Starbuck and other right-wing leaders, who criticized the company for its progressive initiatives, including sponsoring a bootcamp for LGBTQ entrepreneurs and donating to United Way. The company stated that it remains committed to listening to all members of its community, but did not comment further on the situation to CNN.
Harley-Davidson’s decision to backtrack on DEI policies follows similar moves by Tractor Supply and John Deere, both of which announced changes in their diversity, equity, and inclusion initiatives under pressure from Starbuck. Tractor Supply eliminated jobs and goals related to diversity, equity, and inclusion, as well as ending sponsorships for LGBTQ+ Pride festivals and voting campaigns. John Deere announced that it would no longer sponsor social or cultural awareness events and would audit its training materials.
Starbuck celebrated Harley-Davidson’s decision as a win for his movement and hinted at targeting another company in the future. This represents a trend of companies facing pressure from conservative activists to abandon progressive initiatives related to diversity and inclusion. The issue has sparked debate and controversy online, with Elon Musk and other right-wing leaders amplifying Starbuck’s social media posts and criticizing companies for their DEI policies. It remains to be seen how other companies will respond to this pressure and whether the trend will continue in the future.
Overall, Harley-Davidson’s decision to end its diversity and progressive initiatives marks a significant shift in the company’s approach to social issues. The move follows pressure from conservative activists and highlights the ongoing debate over DEI policies in corporate America. The decision also raises questions about the impact of social media campaigns on corporate decision-making and the broader implications for diversity and inclusion efforts in the future. As companies navigate these challenges, it will be important to consider the diverse perspectives of their stakeholders and maintain a commitment to creating inclusive environments for all members of their community.
