Why are people mad at Harley-Davidson? Why company faces a conservative-led boycott over DEI efforts
Jordan GreenAn earlier version of this story misstated the last name of Robby Starbuck. It has been updated to reflect the correct name.
Harley-Davidson is the latest target in a series of protests against companies with DEI efforts.
Last week, a conservative activist from Tennessee posted a video on X discussing all the diversity, equity and inclusion initiatives that the storied motorcycle company has put in place over the years. The video encourages people who do not support or align with those beliefs to spend their money elsewhere.
A similar campaign was launched against both John Deere and Tennessee's Tractor Supply within the past two months. Both companies decided to step away from DEI in favor of keeping customers, but Harley-Davidson has yet to respond.
Here is what we know about the situation.
Why are people mad at Harley-Davidson?
On Tuesday, July 23, Robby Starbuck posted a 10-minute video detailing the ways in which "Harley-Davidson has gone woke."
According to the video and post, the company has hosted an LGBTQ+ boot camp, donated money to LGBTQ+ campaigns, helped found Wisconsin's LGBTQ+ Chamber of Commerce, had employees attend training on how to be an ally to LGBTQ+ members, and made employees adhere to DEI measures.
Other items from Starbuck's post include:
- Openly supports the Equality Act
- Made February and March into months of inclusion
- Donated millions to United Way who made the United Way Equity program
- Claiming that Harley has a 90/100 score on the Human Rights Campaign's corporate equality index. They were ranked 45 in 2023 and were ranked 80 in 2022.
Why does Harley-Davidson support LGBTQ+ and DEI?
The Chairman, President and CEO of Harley-Davidson, Jochen Zeitz, has been an active advocate for sustainability for a long time. Before becoming the CEO of Harley-Davidson, Zeitz worked at Puma and luxury goods company Kering. Zeitz currently serves as the chairman for LiveWire Inc., which is the electric vehicle division of Harley-Davidson. He also founded his own organization, the Zeitz Foundation, to support sustainable solutions that balance conservation, community, and culture and commerce.
Zeitz has only helmed the ship at Harley-Davidson since 2020, but he made sure to sign the CEO Action for Diversity and Inclusion pledge. This brings more than 2,500 CEOs together who have pledged to:
- Cultivate environments that support open dialogue on complex conversations around diversity, equity and inclusion.
- Implement and expand unconscious bias education and training.
- Share best-known diversity, equity and inclusion programs/initiatives, as well as those that have been unsuccessful.
- Engage boards of directors when developing and evaluating diversity, equity and inclusion strategies.
While the motorcycle company has not responded to Starbuck's calls for a boycott, a dealership in Vermont published a blog post calling them "another example of his baseless attempts to stir controversy."
"His baseless accusations against Harley-Davidson are part of a broader pattern of sensationalism aimed at monetizing outrage," reads the post on the Wilkins Harley-Davidson website.
Starbuck openly admits that he gains no money from posting his videos on YouTube and shares information to let the people decide what they should do with their money.
Why do companies support LGBTQ+ and DEI?
DEI is not a new thing to the United States, however, it has become more and more controversial now than in the past few decades. Diversity policies and programs rushed into existence amid the nation’s racial reckoning in 2020 and 2021 are increasingly under the microscope.
Despite these criticisms, DEI and LGBTQ+ friendliness has a positive outcome in business settings.
Nearly three-quarters of executives surveyed by Bridge Partners’ Diversity, Equity and Inclusion Barometer cited the benefits of DEI on recruiting, hiring and retention (94%) and the reputational boost with the public (74%).
The executives expect to build their DEI programs in the next 24 months while only 4% say they will cut back or eliminate them.
They said the political climate has not had much impact on their DEI commitments, with 53% of executives saying it has had no impact and 47% saying it had a small impact, Bridge Partners found.
A survey from employment law firm Littler Mendelson had similar findings: 91% of executives said they are still prioritizing diversity, equity and inclusion and 57% said they had expanded their efforts.
"Companies from every industry work closely with us to be sure their employees and customers are respected, valued and can get the job done for their workforce and shareholders," said Eric Bloem, vice president of programs & corporate advocacy at the Human Rights Campaign in response to Tractor Supply distancing itself from its DEI initiatives.
"This is why the Tractor Supply Co – and most of the country's biggest employers – have worked with us for years to create inclusive policies and practices. Caving to far right extremists is only going to hurt the same folks that these businesses rely on."
Who is Robby Starbuck?
Starbuck is a former director and producer of music videos and commercials turned social media influencer. Starbuck moved to Tennessee from California in 2019 and eventually made a failed attempt to run for Congress in 2022.
In the past two months, Starbuck has made it his mission to make consumers aware of "the wokeness" that is taking over companies. Starbuck is behind similar campaigns against both John Deere and Tractor Supply starting in June
"My goal with this reporting is never destruction. My goal is to inform consumers about the values major companies are adopting so they can make choices about what they're willing to support, Starbuck wrote in his post about Harley-Davison on X.
Response to claims in Starbuck's Harley-Davidson's video
Sean Strickland, a former UFC middle weight champion, has shown disdain for Harley-Davidson's equity efforts. The fighter took to social media and threatened to sell his bike during a rant about the company.
Strickland said, "If you love America, you will not own a Harley. And I am getting rid of this Harley as soon as possible."
Harley Davidson has been a major partner of the UFC since 2007. The motorcycle company gained a proud, loyal following since their partnership began almost two decades ago.
Harley-Davidson dealerships in Tennessee
Tennessee has a total of 14 Harley-Davidson locations that can service or sell motorcycles. Knoxville has the most of these facilities with two.
- Chattanooga: 7720 Lee Highway
- Clarksville: 2501 Highway 41A Bypass
- Columbia: 1616 Harley Davidson Boulevard
- Franklin: 7128 S. Springs Drive
- Jackson: 326 Carriage House Drive
- Kodak: 3607 Outdoor Sportsman Place
- Knoxville: 5810 Clinton Highway
- Knoxville: 605 Lovell Road
- Madison: 2200 Gallatin Pike North
- Maryville: 1820 W Lamar Alexander
- Memphis: 2160 Whitten Road
- Murfreesboro: 2250 NW Broad Street
- Nashville: 401 Fesslers Lane
- Pigeon Forge: 105 Waldens Main Street
USA TODAY contributed to this report.