Harley-Davidson Dumps DEI: A Bold Move or Backlash from the ‘Woke’ Agenda?
Harley-Davidson, the iconic American motorcycle manufacturer, is no stranger to making headlines. But this time, it’s not about their latest two-wheeled marvels or roaring engines. On Monday, the company announced that it would no longer participate in the LGBTQ+ workplace inclusion scoring system managed by the Human Rights Campaign (HRC), signaling a significant departure from its previous diversity, equity, and inclusion (DEI) policies.
The decision, as reported by The Wall Street Journal, follows an internal review that led Harley-Davidson to quietly end its DEI initiatives back in April. According to a statement posted on X (formerly Twitter), Harley-Davidson emphasized, “It is critical to our business that we hire and retain the best talent and that all employees feel welcome. That said, we have not operated a DEI function since April 2024, and we do not have a DEI function today. We do not have hiring quotas, and we no longer have supplier diversity spend goals.”
This announcement marks Harley-Davidson as the latest major company to distance itself from DEI practices amid growing backlash from conservative voices. Leading the charge against corporate DEI policies is activist Robby Starbuck, who has successfully pressured other companies like Tractor Supply and Deere & Company (makers of John Deere tractors) to rethink their stances on LGBTQ+ mandates and other social justice-oriented policies. On July 23, Starbuck targeted Harley-Davidson, accusing the company of being overly committed to DEI and threatening a consumer boycott.
As soon as Harley-Davidson’s decision became public, social media platforms lit up with reactions—many of them from long-time fans and customers who had grown increasingly frustrated with what they perceive as the company’s flirtation with “woke” culture. The responses ranged from satisfaction to continued skepticism about the brand’s leadership.
One X user didn’t mince words, declaring, “You got ‘Budlighted,’” in a reference to the infamous backlash against Bud Light’s controversial marketing decisions. Another chimed in with the familiar refrain, “Go woke… go broke,” echoing the sentiment that companies who embrace progressive policies often alienate their core customer base. The criticism didn’t stop there; many users specifically targeted Harley-Davidson CEO Jochen Zeitz, with one user stating, “Until your CEO goes, Harley is dead. Don’t buy Harley until the CEO is gone,” and another urging, “Replace your Marxist CEO.”
Harley-Davidson, while not directly acknowledging Starbuck’s campaign, expressed its dismay at the uproar on social media, stating, “We are saddened by the negativity on social media over the last few weeks.” Yet, for many, the statement did little to quell the ongoing debate about whether the company truly understands its customer base—an audience known for its rugged individualism and preference for traditional values.
Robby Starbuck, whose pressure tactics have already proven effective with other companies, doubled down in a Monday interview with Newsmax. He claimed that over 1,000 whistleblowers have come forward with information on similar woke initiatives within major U.S. corporations. Starbuck’s mission is clear: he plans to expose more DEI and environmental, social, and governance (ESG) initiatives that, in his view, prioritize social justice over profitability. Moreover, he has openly called for Harley-Davidson’s CEO, Jochen Zeitz, to be replaced, suggesting that Zeitz’s leadership is incompatible with the company’s customer base and brand identity.
Even tech billionaire Elon Musk, never one to shy away from controversial topics, weighed in on the debate. Musk took to X, siding with Starbuck, and commented, “Doesn’t sound super compatible with their customers.” Musk’s statement reflects a broader sentiment among many conservatives who believe that companies like Harley-Davidson are at risk of alienating their loyal customer base by chasing progressive trends.
On the other side of the debate, Eric Bloem, vice president of corporate advocacy at the Human Rights Campaign, argues that DEI policies are crucial to any company’s success. According to Bloem, the LGBTQ+ community is an integral part of the motorcycle community, and Harley-Davidson should resist what he describes as “divisive rhetoric against corporate diversity initiatives.”
The debate over DEI policies within corporate America is far from settled, but Harley-Davidson’s recent decision is undoubtedly a flashpoint in this ongoing culture war. As more companies grapple with the pressure from both sides of the political spectrum, Harley-Davidson’s move raises important questions about the future of corporate social responsibility and the role that activism will play in shaping it.
Whether this shift will restore Harley-Davidson’s image among its core demographic or further deepen the divide remains to be seen. But one thing is clear: in a rapidly changing cultural landscape, the road ahead for Harley-Davidson—and many other companies—may be bumpier than ever.
