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Harley-Davidson has said it is reviewing its corporate policies following a social media activist campaign against its diversity, equity, and inclusion policies.
Conservative activist Robby Starbuck has turned his attention to the legendary motorcycle company, as part of a series of attacks on American employers and their stance on DEI.
Starbuck has criticized Harley-Davidson for what he says is a “woke” agenda, including a training boot camp on supporting LGBTQ+ colleagues and sponsoring Pride events.
“No more DEI departments, no more woke trainings, no more donations to woke causes, no more donations to Pride parades,” he said in a video posted to X.
Harley-Davidson “evaluating” policies after DEI criticism
Jochen Zeitz, Chairman, President, and CEO of Harley-Davidson since 2020, has historically been vocal in his commitment to sustainability and DEI.
Zeitz is a signatory of the CEO Action for Diversity and Inclusion pledge, a commitment by over 2,500 CEOs to champion DEI conversations and policies, including implementing unconscious bias training and engaging the boardroom on DEI strategy.
But Harley-Davidson’s stance on DEI looks to be under threat. According to an email to employees sent by Bloomberg, the company is reviewing and reevaluating its corporate policies.
“Harley-Davidson has been a proud American institution for more than 120 years. United We Ride defines how we run our business, treat our people, and underscores our commitment to freedom. As a responsible company, we are committed to evaluating our policies, strategies, and activities to ensure they are relevant to our business,” the email stated.
Starbuck has called for Harley-Davidson customers and fans to boycott the company until the policies are revoked and Zeitz is replaced.
“Do Harley riders want the money they spend at Harley to be used later by corporate to push an ideology that’s diametrically opposed to their own values?” he wrote in a post on X.
Some reports have suggested Harley-Davidson’s tent at the Sturgis motorcycle was significantly quieter than usual, indicating some customers and fans may be taking Starbuck’s message on board.
One attendee predicted the Harley-Davidson Sturgis stand was “gonna be like Bud Light tent was last year,” according to USA Today. A conversative boycott of Bud Light products in 2023 put a major dent in the company’s sales after the beer maker ran an ad starring Dylan Mulvaney, a transgender influencer.
But some Harley-Davidson stores have pushed back on Starbuck’s message. “His baseless accusations against Harley-Davidson are part of a broader pattern of sensationalism aimed at monetizing outrage,” a Vermont-based HOG dealer wrote on its website. “HD has been judged, criticized, and attacked for various things over its 120-year history. It is going to take a little more than some washed-up podcaster to make a dent in this company.”
Are companies cancelling DEI?
It is not clear exactly what changes, if any, Harley Davidson will make as it reviews its policies.
But whether one agrees with his stance or not, Starbuck’s activism does have a track record of success.
In June, The Tractor Supply Company axed its DEI program and said it would divert attention away from “nonbusiness activities,” which it says includes sponsoring Pride festivals, toward investing in “rural America priorities.”
A statement on the company’s website said it would “eliminate” all DEI roles and “retire our current DEI goals while still ensuring a respectful environment.”
Starbuck, who criticized policies including LGBTQIA+ training, climate change activism, and DEI hiring practices, described the walkback as a “massive victory.”
Tractor Supply’s U-turn prompted heavy criticism from HR and DEI groups. “Tractor Supply Co is turning its back on their own neighbors with this shortsighted decision, said Eric Bloem, VP of Programs and Corporate Advocacy at the Human Rights Campaign (HRC).
Later in July, a similar campaign from Starbuck led to John Deere announcing a series of changes to its diversity measures, notably committing to stop participating in and supporting “social or culture awareness parades, festivals, or events” and redirecting the focus of its business resource groups.
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Although there are some high-profile cases of companies canceling DEI programs and support, the majority of US employers are continuing their commitment to supporting all employees.
A report from Bridge Partners polling 400 US-based C-suite leaders and HR decision-makers found that 72% plan to enhance their DEI programs in the next 24 months.
“For organizations who remain committed to DEI values are doubling down on their efforts, while those who were merely performative have pulled the plug,” wrote Veronica Calderon, Chief Inclusion, Belonging, and Equity Officer at DeVry University, in a recent article for HR Grapevine.
Workforce turbulence revs up at Harley-Davidson
Amid the DEI debacle, Harley-Davidson is also facing significant backlash over its plan to temporarily move parts production for certain models from a plant in Menomonee Falls, Wisconsin, to a manufacturing site in Thailand.
The International Association of Machinists and Aerospace Workers (IAM), a union that represents many employees at the Wisconsin site, said the move is a “kick in the teeth to American workers and a betrayal of the company's legacy as an American icon.”
A Harley-Davidson spokesperson claimed it would “not have an impact on employment at U.S. facilities,” though IAM pointed out in their statement that 600 of its members at Harley-Davidson and Syncreon lost their jobs when a Kansas City facility shuttered in 2018 amid a production shift to Thailand.
