Amid a wave of conservative backlash, John Deere and Tractor Supply have announced significant changes to their diversity, equity, and inclusion (DEI) programs. Both companies, under pressure from conservative activists and social media campaigns, have decided to scale back or entirely eliminate their DEI efforts.
Tractor Supply, a major retailer based in Brentwood, Tennessee, announced on June 27 that it would be ending its DEI initiatives. The company, known for its products ranging from farming equipment to pet supplies, stated it would eliminate all DEI roles and retire its DEI goals.
Meet Elliot Cobb, the Product Manager at John Deere for Global Legal Services. This is a piece Elliot wrote about coming back to the office from remote work in February of THIS YEAR.
It’s one of the most insane things I’ve ever read.
This is the culture DEI creates @JohnDeere. pic.twitter.com/FpkrECPLAn
— Robby Starbuck (@robbystarbuck) July 18, 2024
This includes halting sponsorships of non-business activities such as Pride festivals and voting campaigns, and discontinuing data submissions to the Human Rights Campaign, an LGBTQ+ advocacy group.
The decision follows weeks of intense online backlash from conservative figures and groups. Conservative commentator Robby Starbuck urged his followers to boycott Tractor Supply until it made what he considered to be "real changes" reflecting the values of its customer base. The company responded by stating it had "heard from customers that we have disappointed them" and had "taken this feedback to heart".
I have a John Deere mower. When I had to replace it, I bought a Kubota. I will never buy another John Deere product as long as I live. I still have the mower. Today, I am going out and crushing it. Once it is crushed, I will burn what remains, then I will sell it for scrap.
— WanderingTexan (@FreeAmeric21975) July 19, 2024
Similarly, John Deere has faced its own set of challenges. The agricultural and construction machinery manufacturer announced it would no longer sponsor social or cultural awareness events, becoming the latest major U.S. company to distance itself from DEI measures following conservative pressure. The backlash against John Deere and other companies comes in the wake of broader conservative movements against what they see as progressive overreach in corporate policies.
This backlash is part of a larger trend affecting various companies across industries. For instance, brands like Bud Light and Target have also been targeted by online campaigns calling for boycotts due to their DEI initiatives. Legal challenges to DEI programs have been on the rise since the Supreme Court's decision to end affirmative action in college admissions in June last year. Activists are now seeking to extend this precedent to the corporate world.
Despite these changes, some critics argue that companies like Tractor Supply and John Deere are caving to hate and harming their customer base by abandoning crucial DEI principles. This ongoing debate highlights the deep divisions in public opinion regarding corporate social responsibility and DEI initiatives in today's polarized political climate.
Tractor Supply and John Deere's decisions to roll back their DEI programs mark a significant shift in their corporate strategies, reflecting the growing influence of conservative activism on major American companies. The long-term impacts of these decisions on their brand reputations and customer loyalty remain to be seen.
