Harley-Davidson, a major American brand, announced on Monday that it would be ending diversity and other progressive initiatives at the company. This decision comes after facing pressure online from conservative activist Robby Starbuck, who has successfully targeted other American companies for their DEI policies. The company stated that they have not operated a DEI function since April 2024 and no longer have hiring quotas or supplier diversity spend goals. They also mentioned that they would review all sponsorships and affiliations with outside organizations, indicating that they may drop sponsorships, including LGBTQ+ Pride festivals, to focus exclusively on growing the sport of motorcycling.
In addition to ending their DEI initiatives, Harley-Davidson also announced that they would be terminating their relationship with the Human Rights Campaign, a leading LGBTQ+ advocacy group. This decision to backtrack on their progressive policies aligns with the recent trend of other companies, such as Tractor Supply and John Deere, who have also reversed course on their diversity, equity, and inclusion efforts following pressure campaigns led by Starbuck. Tractor Supply recently announced that they were eliminating jobs and goals focused on DEI, as well as withdrawing their carbon emission reduction goals and ending sponsorships for LGBTQ+ Pride festivals and voting campaigns. John Deere similarly announced that they would no longer sponsor “social or cultural awareness” events and would audit all their training materials.
Starbuck’s social media posts about Harley-Davidson gained traction after being amplified by right-wing leaders, including Elon Musk, ultimately leading to the company’s decision to abandon their DEI initiatives. Harley-Davidson did not provide a comment to CNN regarding their decision to end these progressive programs. Despite the decision to backtrack on their DEI policies, the company stated that they remain committed to listening to all members of their community. Starbuck celebrated the decision as a win for their movement and hinted that they would target another company in the future.
Harley-Davidson’s decision to end their diversity and progressive initiatives marks a shift in the company’s approach, aligning with a pattern of major American brands backtracking on their commitment to DEI policies. With pressure from conservative groups and activists like Starbuck, companies like Harley-Davidson, Tractor Supply, and John Deere have made significant changes to their corporate strategies. Moving forward, it remains to be seen how these companies will navigate the changing landscape of corporate social responsibility and community engagement, as they respond to external pressures and public scrutiny in their decision-making.
