Harley-Davidson has announced plans to significantly curtail its diversity, equity, and inclusion (DEI) initiatives, a move that comes after conservative influencer Robby Starbuck rallied against the company’s woke policies. The iconic motorcycle manufacturer, known for its deep-rooted association with rugged American individualism, revealed on Monday that it will discontinue several activities and functions tied to DEI.
These include eliminating DEI-focused positions, ceasing supplier diversity spending goals, and withdrawing from participation in Human Rights Campaign (HRC) scoring systems. The company stated that its sponsorship activities will now solely concentrate on motorcycling and support for first responders, active military, and veterans.
Harley-Davidson’s decision follows a vocal campaign led by Starbuck, a 35-year-old political commentator known for his anti-woke crusades on X. Earlier this month, Starbuck accused Harley-Davidson’s CEO, Jochen Zeitz, of pushing a progressive agenda that included support for transgender youth healthcare, critical race theory, and climate change initiatives.
In their statement on Monday, the company made clear their position on DEI, stating, “We see it as every leader’s role to ensure we have an employee base that reflects our customers and the geographies in which we operate,” further clarifying that “we have not operated a DEI function since April 2024, and we do not have a DEI function today.”
This isn’t the first time Starbuck has targeted corporations for their progressive policies. His prior campaigns have seen companies like Tractor Supply roll back their DEI initiatives and sustainability goals under similar pressure. Starbuck, who was raised by family members who fled communist Cuba, has framed his activism as a fight against what he perceives as pervasive left-wing ideology in corporate America.