Deere Scales Back Diversity Initiatives Following Social Media Backlash
Dive Brief:
Deere & Co. announced on Tuesday a rollback of certain diversity, equity, and inclusion (DEI) initiatives, joining a trend among agricultural firms distancing themselves from the DEI movement due to conservative backlash.
The agricultural powerhouse revealed in a social media statement that it will cease participation in “social or cultural awareness” events. Additionally, Deere will review its training materials and policies to ensure that they contain no “socially motivated messages,” clarifying that diversity quotas and pronoun identification do not feature in its corporate guidelines.
This shift follows a similar decision by rural retailer Tractor Supply, which recently discontinued its DEI and climate initiatives. In response to these moves, the National Black Farmers Association has called for a boycott of both Deere and Tractor Supply, demanding the resignation of their CEOs.
Dive Insight:
Both Deere and Tractor Supply have been subjected to online pressure to abandon their DEI commitments, backed by conservative activist Robby Starbuck, who has rallied the rural customer base to support a boycott.
“We’re a powerful force to be reckoned with,” Starbuck declared on X, formerly Twitter, following Deere’s announcement. “I won’t rest until we eliminate leftism from corporate America.”
In addition to Deere and Tractor Supply, other corporations are reconsidering their DEI initiatives, as momentum for these policies wanes after reaching a peak in 2020. Recently, Microsoft also terminated its DEI team after significant investments, citing “changing business needs.”
The trend raises concerns about the future of DEI efforts as companies may further minimize or eliminate these programs. Starbuck continues to exert pressure on Deere to completely abandon DEI initiatives, even after the company indicated it would “track and advance diversity.”
“Another significant victory in our fight against wokeness, but I don’t think this is enough for customers to return,” Starbuck commented after Deere’s announcement, emphasizing that customers want assurances that DEI policies are fully abolished.
Deere has not yet provided any comments regarding the future of its DEI programs or if any layoffs or restructurings are anticipated due to these changes.
Over time, numerous companies across various sectors have adopted DEI policies and strategies aimed at enhancing workforce strength by promoting diversity among employees of different races, genders, ethnicities, and sexual orientations. Typical initiatives include racial equity training, Pride Month celebrations, and commitments to sustainability.
Surveys show that over half of U.S. workers believe that such initiatives are beneficial, according to Pew Research. However, a recent U.S. Supreme Court ruling overturning affirmative action in higher education has intensified efforts to rollback DEI initiatives.
Supporters and experts argue that DEI has become increasingly politicized, especially during an election year, leading to misconceptions about its objectives.
John Boyd, president of the National Black Farmers Association, has called for the resignation of Deere’s CEO John May and demands a boycott against the company, stating that the company’s decision regarding DEI represents a step in the “wrong direction.” Furthermore, just last month, Deere agreed to pay $1.1 million to settle claims related to discriminatory hiring practices against Black and Hispanic applicants.
“I challenge John Deere to serve all of America’s farmers, including Black farmers,” Boyd stated.
Maria Sanchez completed her Bachelor’s degree in Plant Sciences from the University of California, Davis, in the USA. Her studies focused on plant genetics and biotechnology, with an emphasis on developing disease-resistant crop varieties. Maria has contributed to several research projects aimed at improving crop resilience to climate change and is now pursuing her Master’s degree in Plant Breeding.