Harley-Davidson Faces Backlash: Changes to Controversial Inclusive Policies

Harley-Davidson, an iconic American brand, has decided to reverse its Diversity, Equity, and Inclusion (DEI) initiatives after facing significant resistance from its customer base and conservative activists. Harley-Davidson has announced that it no longer operates a DEI function as of April 2024 and stated it does not have hiring quotas or supplier diversity spend goals. This move to halt progressive measures designed to foster diversity within the organization stands as a testament to the delicate balance brands must maintain.

Conservative influencer Robby Starbuck played a pivotal role in this shift. Starbuck criticized CEO Jochen Zeitz’s support for policies covering trans care for kids, critical race theory, climate change, and DEI. His activism spotlighted the company’s DEI efforts, which led to a growing call for boycotts. “Harley-Davidson has been a proud American institution for more than 120 years,” the company’s email noted, underscoring the importance of listening to its demographic and aligning its policies with customer expectations.

Backlash at the Core

Many bikers, reflective of Harley’s traditional customer base, were vocal critics of the initial DEI policies. The backlash included criticism from attendees at the Sturgis motorcycle rally, a significant event for the biking community. Robby Starbuck’s accusation that the DEI efforts caused the company to reduce its number of white employees, suppliers, and dealers also added fuel to the fire. However, the company’s recent announcements aim to allay these concerns, demonstrating its responsiveness to its core audience’s values.

Harley-Davidson dropped several diversity, equity and inclusion initiatives after weeks of sustained pressure from an anti-DEI crusader https://t.co/hcaSudbK5i

— Businessweek (@BW) August 19, 2024

Revisiting Community Ties

The company indicated that it might drop some sponsorships, including those for LGBTQ+ Pride festivals, and will end its relationship with the Human Rights Campaign. Harley-Davidson emphasized its commitment to growing the sport of motorcycling and engaging with its community. A Harley-Davidson representative stated, “We remain committed to listening to all members of our community.” This decision aligns the company more closely with its traditional ethos and customer base.

“We do not have hiring quotas and we no longer have supplier diversity spend goals.”

Bikers have expressed mixed reactions, ranging from welcoming the move back to roots to criticizing the company for its initial adoption of DEI policies. One biker at Sturgis Rally voiced, “I think it’s great. But they never should have changed in the first place. Let’s see what actually happens.”

Broader Implications for Brands

The controversy over Harley-Davidson’s DEI policies is part of a broader trend where many companies are stepping back from similar initiatives due to fear of alienating conservative customers. Other companies like Tractor Supply Company and John Deere have recently rolled back their DEI programs following similar activist campaigns. Despite some moving away from DEI, a majority of US employers plan to enhance their DEI efforts, showcasing a divide in corporate America on handling diversity and inclusivity.

“Harley-Davidson seems to have forgotten who their core customers are,” said Robby Starbuck. “I don’t think the values at corporate reflect the values of nearly any Harley-Davidson bikers.”

As Harley-Davidson continues to navigate these turbulent waters, the company’s efforts to realign with its values and customer preferences will be closely watched. The balance between advancing social responsibility and ensuring the cultural and historical expectations of their loyal clientele are met remains a pivotal challenge for Harley-Davidson and many other brands.

Conclusion

The scrutiny Harley-Davidson faces following its DEI policy retractions exemplifies the complexities businesses face today. With evolving social dynamics and diverse customer bases, achieving a harmonious balance between responsibility and cultural adherence is indispensable. Moving forward, Harley-Davidson’s commitment to “United We Ride” will likely serve as a touchstone for its endeavors to harmonize the company’s historical legacy with the expectations of its traditional and loyal customers.

“Harley-Davidson Inc. dropped several diversity, equity and inclusion initiatives after weeks of sustained pressure from an anti-DEI crusader.”

How Harley-Davidson handles its brand image and customer relations in these changing times will be closely monitored. For many, the company’s actions will set a precedent in balancing progress with tradition.