The pressure from social media: a key figure and their role
Harley-Davidson’s decision to distance itself from the DEI programs cannot be viewed in isolation. A key trigger appears to be the public pressure exerted by conservative activists and social media users. Influencer and activist Robby Starbuck, who has over half a million followers on the X platform (formerly Twitter), played a prominent role in this. Starbuck, who is known for his harsh criticism of “woke” corporate practices, led a campaign accusing Harley-Davidson of focusing too heavily on diversity initiatives while neglecting the interests of its core customer base.
On July 23, 2024, Starbuck began to take public action against Harley-Davidson, citing examples of what he considered the company’s “completely woke” behavior. These included sponsoring a boot camp for LGBTQ entrepreneurs and measures to increase diversity in the workforce. These allegations resonated widely on social media and may have had a significant impact on the company’s decisions.
Harley-Davidson’s official statement: A change of course already planned?
In an official statement, which was also published on the X platform, Harley-Davidson commented on the latest developments. The company emphasized that the decision to end the DEI program was already made in April 2024, i.e. before the shitstorm that arose in July. Harley-Davidson explained that an internal review revealed that there will no longer be a separate DEI department. The use of hiring quotas for minorities and targets to promote supplier diversity have also been discontinued. Instead, the focus will be on recruiting and retaining the best talent, regardless of social or ethnic background.
Impact on sponsorship and employee programs
In addition to discontinuing the DEI programs, Harley-Davidson has announced that it will review all sponsorship activities and collaborations with external organizations. This includes sponsorship of LGBTQ+ Pride festivals, which may be discontinued in the future. Harley-Davidson plans to focus more on motorcycling and supporting its loyal customer base. However, existing programs aimed at first responders, active military personnel and veterans will remain in place.
The new focus: back to the roots?
With the realignment of its corporate policy, Harley-Davidson appears to be aiming for a change of course that will bring the company closer to its traditional customer base. Under the influence of conservative critics and a changing market environment, the manufacturer wants to focus its resources and attention more on its core business and motorcycle sport.
At the same time, Harley-Davidson emphasized in its official statement that the company continues to welcome all people, regardless of their background or beliefs. In a statement, it said: “For more than 120 years, Harley-Davidson has been bringing the joy of motorcycling to riders around the world. Regardless of who they are, where they come from or what they believe in. We have a guiding principle, “United We Ride.” This principle should continue to guide the company’s actions.
Conclusion: A company in transition
Harley-Davidson’s withdrawal from the DEI programs and its refocusing on its core business show that the company is responding to the current challenges and pressure from various directions. Whether this decision will bring long-term success remains to be seen. What is certain, however, is that the developments at Harley-Davidson offer an exciting insight into the growing influence of social media and activists on corporate policy.
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