Harley-Davidson's DEI Retrenchment: A Shortsighted Capitulation to Far-Right Agitators

Far-right agitators like Robby Starbuck are intentionally targeting companies like Harley-Davidson, which are perceived to serve extremely conservative customer bases. By launching assaults on these brands, they aim to expand their regressive policies to other businesses with similarly conservative-leaning stakeholders, despite the fact that these customer bases are shifting dramatically and demographically.

Harley-Davidson's decision to retreat from its Diversity, Equity, and Inclusion (DEI) initiatives is a profoundly shortsighted move that undermines the brand's future in a rapidly diversifying America. By dismantling its DEI function and bowing to pressure from conservative activists, Harley-Davidson risks not only its reputation but also its relevance in a market that increasingly values inclusivity and diversity as essential components of modern business.

The Importance of DEI in America's Diverse Landscape

America is a mosaic of cultures, identities, and perspectives, and businesses that embrace this diversity are better positioned to succeed. DEI programs are not merely about meeting quotas or satisfying social expectations; they are about creating an environment where all individuals, regardless of their background, can thrive. For companies like Harley-Davidson, whose customer base spans various demographics, embracing DEI is not just a moral imperative but a strategic one. A workforce and leadership team that reflect the diversity of the broader society can better understand and meet the needs of a diverse customer base.

Motorcycles and tractors are integral to America's cultural and economic fabric, and both industries must recognize that their success is tied to the communities they serve. By retreating from DEI, Harley-Davidson and companies like Tractor Supply are alienating segments of the population that could contribute to their growth and innovation. Instead of moving forward with a vision that includes all Americans, these companies are retreating to a narrower, less inclusive view of their customer base—a decision that could prove detrimental in the long run.

The Dangers of Succumbing to Anti-DEI Campaigns

Robby Starbuck's campaigns against companies like Harley-Davidson and Tractor Supply are part of a broader trend where conservative activists target businesses perceived as "woke." These campaigns, which often focus on issues of race, gender, and LGBTQ+ rights, have led some companies to backtrack on their DEI commitments, fearing backlash from a vocal minority. However, this approach is not without risks. By capitulating to such pressures, companies may temporarily appease certain segments of their customer base, but they also risk alienating others—particularly younger, more diverse consumers who expect brands to stand for inclusivity and equality.

Starbuck's strategy of targeting brands with broad appeal among conservatives, such as Harley-Davidson, Tractor Supply, and John Deere, exploits the fear that DEI initiatives are "out of alignment" with these companies' traditional customer bases. However, this perspective overlooks the fact that America is changing, and so too are the values and expectations of its consumers. Companies that fail to recognize this shift may find themselves increasingly out of touch with the broader market.

The False Narrative of Neutrality

Starbuck frames his anti-DEI campaign as an effort to return companies to a "neutral" position, free from political or social influence. However, this narrative is misleading. In reality, retreating from DEI is not a neutral act—it is a political statement that aligns companies with those who seek to maintain the status quo of inequality and exclusion. By abandoning DEI initiatives, companies like Harley-Davidson are not staying out of politics; they are taking a side in the ongoing cultural battle over who belongs in America and whose voices are valued.

The idea that DEI initiatives breed division or are inherently divisive is a misconception. DEI programs aim to create environments where all individuals, regardless of race, gender, or sexual orientation, can contribute and succeed. This is not about giving certain groups an unfair advantage but about leveling the playing field so that everyone has an equal opportunity to succeed.

The Business Case for DEI

The business case for DEI is clear: diverse teams drive innovation, improve decision-making, and better reflect the diverse customer base that businesses serve. The LGBTQ+ community alone represents an estimated $1.4 trillion in purchasing power in the U.S., according to LGBT Capital. Ignoring or marginalizing such a significant market segment is not just ethically questionable—it is bad business.

Moreover, as America becomes more diverse, companies that fail to reflect this diversity in their workforce and leadership will find it increasingly difficult to compete. Brands like Harley-Davidson, which have long been symbols of freedom and independence, should embrace DEI as a way to expand their appeal and ensure their legacy endures in a changing world.

"Eric Bloem, vice president of programs and corporate advocacy at the Human Rights Campaign, described John Deere's decision "disappointing," calling it "a direct result of a coordinated attack by far-right extremists on American business."?

National Black Farmers Association President John Boyd, Jr., on Wednesday called for the resignation of Deere CEO John May and a boycott of the company, saying John Deere "continues to move in the wrong direction" in regards to DEI and has "failed to show its support" for Black farmers since NBFA's founding.?

The organization also noted John Deere's announcement came a month after the company?agreed to pay $1.1 million?in back wages and interest to 277 Black and Hispanic job applicants after the Labor Department alleged hiring discrimination."

Conclusion: A Call to Embrace Inclusivity

Harley-Davidson's retrenchment from DEI is not just a step backward; it is a missed opportunity to lead in an evolving marketplace. Rather than succumbing to the pressures of activists like Robby Starbuck, Harley-Davidson should reaffirm its commitment to inclusivity and diversity as core elements of its brand identity. By doing so, the company can ensure that it remains relevant and respected by all Americans—not just a select few.

In a diverse and ever-changing America, tractors and motorcycles alike are symbols of the nation's spirit and ingenuity. Companies that embrace this diversity, rather than retreat from it, will be the ones that thrive in the years to come. Harley-Davidson has the opportunity to be a leader in this new era, but only if it has the courage to stand by its principles and embrace the full spectrum of the American experience.

Citations:

https://www.courts.mo.gov/file.jsp?id=205117#:~:text=They%20pleaded%20Harley%20and%20Syncreon,racial%20slurs%20against%20black%20employees.

https://www.usatoday.com/story/money/2024/08/02/robby-starbuck-harley-davidson-john-deere-dei/74608637007/

https://www.cbsnews.com/news/john-deere-dei-policies-tractor-supply-robby-starbuck/