Another one bites the dust as one of the country’s biggest agricultural machinery retailers joins a growing list of companies to say farewell to diversity, equity, and inclusion policies in the workplace.
Dropping DEI
The conservative backlash against DEI – diversity, equity, and inclusion – initiatives and ‘woke’ corporate messaging has continued to spread. Now, one of the country’s biggest agricultural machinery companies has weighed in.
No More Diversity Initiatives
This week, John Deere announced its intentions to scale back nearly all of its DEI initiatives, instead choosing to prioritize customer trust, confidence, and general service quality.
Reaffirming Customer Trust
On Tuesday, the Moline, Illinois-based company released a public statement sharing its plans, explaining that “our customers’ trust and confidence in us are of the utmost importance to everyone at John Deere.”
Withdrawing Participation in Cultural Events
The company will officially withdraw all participation in and support of parades, festivals, and events that focus on “social or cultural awareness.” While no specific events were named, this likely refers to Pride festivals that the company has sponsored in the past.
Removing “Socially Motivated Messaging”
John Deere will also audit all policies and training materials to ensure that any “socially motivated messaging” is removed.
Not Part of Workplace Policy
The statement went to lengths to assure customers that “diversity quotas and pronoun identification” are not taken into account by company policy.
Shifting Its Focus
From now on, the company will focus “exclusively on professional development, networking, mentoring and supporting talent recruitment efforts.” It will also shift all non-profit sponsorships to “priority areas” such as economic development, poverty alleviation, agricultural education initiatives, and more.
A Big Change
This recent announcement is an extraordinary pivot for a company that was recently awarded the “Ally Changemaker” title at the Out & Equal Workplace Summit for its commitment to LGBTQ inclusion.
Responding to Customer Feedback
The company has defended the axing of DEI and social awareness initiatives on the grounds that they are a direct response to customer feedback and opinion.
Conservative Backlash and Boycott
John Deere is the next major company that has become the target of orchestrated conservative backlash and boycotting. Conservative commentator Robby Starbuck took to X to blast the company for funding Pride events and requesting employees list their preferred gender pronouns in company communications.
“Time to Expose John Deere”
“It’s time to expose John Deere,” Starbuck wrote. “@JohnDeere has been one of the most beloved brands by conservative farmers but recently on CEO John May’s watch, they’ve gone woke.”
“Customer Is King”
“The customer is king and most of us just want companies we shop at to stop virtue signaling about divisive social, cultural, and political issues,” he continued, encouraging followers to use their “voices and wallets to vote our values” by boycotting the company.
Following in Tractor Supply’s Footsteps
John Deere’s announcement comes hot on the heels of a similar controversial announcement by agricultural retail company Tractor Supply Co. Earlier this month, Tractor Supply ditched all company policies and initiatives related to DEI.
Another Boycott
Starbuck also spearheaded the boycott against Tractor Supply, allegedly prompting “millions” of people to cease purchasing TS equipment and supplies, and sending their criticisms to company representatives and executives.
A “Disappointing” Situation
Eric Bloem, the vice president of the American LGBTQ advocacy group Human Rights Campaign, has described the recent announcement as “disappointing.” He described the situation as “a coordinated attack by far-right extremists on American business.”
Risking Customer Alienation
“Decisions to cut DEI initiatives risk alienating customers and employees to appease extremists who care about neither,” Bloem said. “Decisions to abandon values of diversity and inclusion are detrimental to any company’s bottom line and the American economy writ large.”
Part of a Wider Trend
Both John Deer and Tractor Supply are part of a wider trend in the corporate and political world, which is openly turning against initiatives for diversity and equality.
Political Influence
As the country edges close to the November presidential elections, and a Republican win looks more likely, these companies have more incentive to draw toward conservative customer bases and away from more progressive left-wing policies.
Presidential Sway
Analysts at The Economist recently claimed that there is a 3 out of 4 chance that Trump will be nominated for the next presidency.
Many Companies Remain Steadfast
Still, a recent survey by the Association of Corporate Citizenship Professionals and YourCause from Blackbaud reports that 96% of major US companies have either maintained or increased their DEI commitments in the last year.
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Featured Image Credit: Shutterstock / Sundry Photography.
