 initiatives, focusing instead on supporting its loyal riding community, first responders, military members, and veterans.){kind=link}
Harley-Davidson announced a significant shift in its corporate policy, stating that it is scaling back its diversity, equity, and inclusion (DEI) initiatives. In a statement released on the social media platform X, the iconic motorcycle company revealed that it has ceased consulting the Human Rights Campaign’s (HRC) metric for the treatment of LGBTQ+ employees. Additionally, the company’s sponsorship decisions will now be guided by its own judgment, with a renewed focus on “retaining our loyal riding community.”
The company clarified that it has not maintained a formal DEI function since April 2024. Harley-Davidson also reaffirmed its stance against hiring quotas and the inclusion of “socially motivated content” in its employee training programs. Despite these changes, the company emphasized its continued support for first responders, active military members, and veterans, underscoring its commitment to these groups as central to its identity.
This policy shift follows an online campaign led by conservative activist Robby Starbuck, who has criticized various companies for what he terms as “woke” DEI initiatives. In July, Starbuck publicly accused Harley-Davidson of compromising its values by embracing these initiatives. Harley-Davidson responded by conducting an internal review, the results of which have now led to the rollback of its DEI efforts.
In the statement, Harley-Davidson expressed disappointment over the negative social media discourse that has emerged in recent weeks, accusing it of attempting to divide the Harley-Davidson community. The company’s decision to distance itself from DEI initiatives appears to be a direct response to these criticisms and the broader societal debates surrounding corporate social responsibility.
Eric Bloem, the vice president of programs and corporate advocacy at HRC, criticized Harley-Davidson’s move as “impulsive,” arguing that the company is placing political considerations above the interests of its workers and consumers. In contrast, Robby Starbuck lauded the decision, calling it “another win for our movement.”
Harley-Davidson’s decision mirrors similar actions by other companies. In June, retail chain Tractor Supply eliminated its DEI roles and dialed back its support for the LGBTQ+ community and its commitment to reducing carbon emissions. These moves come in the wake of the U.S. Supreme Court’s 2023 decision to strike down affirmative action in college admissions, a ruling that many experts believe could have broader implications for corporate hiring and recruitment practices.
The trend of corporations reevaluating their DEI strategies in light of changing political and social pressures is becoming increasingly evident, as companies like Starbucks, Disney, and Target also face legal and public scrutiny over their DEI commitments to LGBTQ+ customers and employees.
READ MORE: