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.”
In terms of sponsorship and corporate affiliations, Harley-Davidson outlined a significant policy shift. “All sponsorship activities will now be centrally approved and managed… focusing exclusively on growing the sport of motorcycling and retaining our loyal riding community,” the statement detailed. Employee training protocols have also been revised to better fit the current corporate climate, ensuring they are strictly business-oriented. The company stated, “Training provided will be related to the needs of the business and be absent of socially motivated content.”
Concluding their statement, Harley-Davidson reaffirmed their dedication to a broad and inclusive customer and employee base, saying, “We believe having both a broad employee and customer base is good for business and that ultimately everybody should experience the joy of riding a Harley-Davidson.”
Starbuck’s criticisms of Harley-Davidson began with his revelation of the company’s support for various LGBTQ+ initiatives. He pointed out events such as LGBTQ+ boot camps at Harley-Davidson’s corporate offices and participation in pride events, which he argued were alienating the brand’s traditional customer base. “How many Harley riders are aware that Harley Davidson is a platinum founding member of the LGBT Chamber of Commerce in Wisconsin?” Starbuck questioned on his social media.
The backlash from traditionalist Harley-Davidson enthusiasts was more than enough. Sean Strickland, a former Ultimate Fighting Championship middleweight champion and a long-time Harley enthusiast, took to social media to express his discontent. In a dramatic statement, Strickland questioned whether he should sell his Harley or destroy it.
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.
