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Harley-Davidson announced on Monday that it is discontinuing several of its diversity, equity, and inclusion (DEI) objectives following backlash from critics who oppose such measures on social media. The renowned motorcycle company joins other firms like John Deere & Co. and Tractor Supply, which also recently scrapped their diversity initiatives.
The Milwaukee-based company disclosed on its X social media account that it no longer has a DEI department and has not run any related programs since April 2024. Harley-Davidson also eliminated hiring goals and supplier diversity spend targets, which were aimed at ensuring the company’s expenditures benefit enterprises owned by a diverse group of individuals.
Additionally, Harley-Davidson will cease participation in the Human Rights Campaign (HRC) ratings and remove any content from its training materials that is motivated by social issues.
The company expressed dismay over the negative reactions on social media, which they believe have created divisions within the Harley-Davidson community. Despite stepping back from some initiatives, Harley-Davidson maintained that cultivating a diverse employee and customer base remains essential for business and that everyone should have the opportunity to enjoy riding their motorcycles.
The move was applauded by conservative political commentator and filmmaker Robby Starbuck, who described it as a “victory for our movement.” Starbuck, a 35-year-old Cuban American, has vocally opposed race-based hiring and DEI policies, arguing they introduce unnecessary social and political elements into business culture. He has previously criticized Harley-Davidson for being overly progressive, or “woke.”
This development reflects a broader trend where certain companies face growing scrutiny and pressure from some conservative circles over their commitment to diversity, equity, and inclusion initiatives. Critics often challenge these policies, questioning their effectiveness and fairness in fostering a diverse and inclusive workplace.