Harley-Davidson Drops DEI Initiatives Amid Pressure from Anti-DEI Activist Robby Starbuck

 

Harley-Davidson, the iconic motorcycle manufacturer, has announced its decision to discontinue diversity, equity, and inclusion (DEI) initiatives, becoming the latest company to succumb to pressure from anti-DEI activist Robby Starbuck. The Milwaukee-based company revealed that it has ceased its corporate DEI functions since April and will no longer maintain goals for minority-owned suppliers or socially motivated employee training.

In a statement released on social media platform X, Harley-Davidson emphasized that it is now focusing on ensuring that its employee base reflects its customer demographics and the regions in which it operates. The company noted that it would limit training to what is legally required, shifting away from broader DEI-focused programs.

"We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community," the company stated. "As a company, we take this issue very seriously, and it is our responsibility to respond with clarity, action, and facts."

Harley-Davidson also announced plans to reorganize its employee resource groups, directing their efforts toward business development, mentoring, and training. The company stressed that maintaining a broad customer base is beneficial for business.

This move comes after Harley-Davidson faced sustained pressure from Robby Starbuck, who has criticized the company for allegedly embracing what he calls "the woke agenda of the very far left." Starbuck's activism against DEI initiatives has also influenced other companies, such as Tractor Supply and John Deere & Co., which recently made similar changes.

Starbuck, in an interview with Bloomberg, praised Harley-Davidson's decision, stating, "It’s time to get rid of these policies and bring back a sense of neutrality and sanity in corporate America." He suggested that the company’s recent actions were influenced by activism from Harley-Davidson influencers on social media, adding, "We kind of reached critical mass."

Harley-Davidson's shares have risen by 5% since Starbuck began his campaign in July, according to reports. However, the company's decision has sparked criticism from some quarters. Eric Bloem, president of the Human Rights Campaign, condemned the move as "impulsive" and warned that it could undermine consumer trust and employee success, especially given the spending power of the LGBTQ+ community, which makes up nearly 30% of Gen Z.

The issue of DEI has become a contentious topic in the U.S., reflecting deep political divisions. With the 2024 presidential election looming, many businesses are anticipating further rollbacks of DEI initiatives if Donald Trump secures a second term.

Harley-Davidson has previously found itself in the political spotlight. In 2018, the company moved some production overseas in response to tariffs imposed by the Trump administration, leading to calls for a boycott from the former president. Additionally, the company has faced challenges in attracting younger buyers, who are reportedly less interested in traditional touring bikes.

Harley-Davidson’s decision to step back from DEI initiatives marks a significant shift, particularly in light of the national conversation on racial justice that intensified after the 2020 murder of George Floyd. As the debate over DEI continues to unfold, the impact of Harley-Davidson's decision on its brand and customer base remains to be seen.