John Deere Shifts Diversity Stance After Social Media Pressure

John Deere, the renowned farm machinery giant, has recently made adjustments to its diversity, equity, and inclusion (DEI) approach following pressure from a social media campaign and other sources. The company announced on July 16 that it would no longer support social awareness events and would review training materials to remove socially motivated messaging. Additionally, John Deere clarified that it does not have any diversity hiring quotas.

The decision to scale back its DEI efforts was not directly attributed to any backlash but rather framed as a response to customer feedback. John Deere emphasized its commitment to meeting customer needs and stated that supporting external social or cultural awareness parades, festivals, or events will no longer be part of its agenda. The company also pledged to audit all company-mandated training materials and policies to ensure the absence of socially motivated messages. Moreover, it clarified that diversity quotas and pronoun identification were never part of its official policies.

However, the announcement came shortly after Robby Starbuck, a filmmaker and Republican House candidate for Tennessee, initiated a viral campaign on social media accusing John Deere of being overly focused on DEI. Starbuck highlighted measures such as encouraging employees to express their preferred pronouns and creating identity groups based on LGBT and race.

Like many other major American brands, John Deere had embraced DEI policies in recent years, as evidenced by its 2021 sustainability report. The company aimed to embed diversity and inclusion deeply into its corporate culture through progressive education programs that included unconscious bias training. In an April 29, 2022, Facebook post, John Deere emphasized the importance of using preferred pronouns as an act of allyship.

The company also established Employee Resource Groups (ERGs) for networking and support purposes. These groups included the Rainbow ERG, which supported LGBT employees and allies, as well as race-based groups like HOLA, Asian Connection, and Black ERG. The Black ERG collaborated with the Rainbow group to create a formal statement on racial justice for company leaders.

However, John Deere’s recent pivot in its DEI approach involves a shift in focus for its resource groups. Instead of primarily addressing social justice issues, the groups will now concentrate on professional development, networking, mentoring, and talent recruitment. Despite this change, the company reiterated its belief in the importance of a diverse workforce to effectively serve customer needs.

Robby Starbuck clarified that his campaign was not intended to destroy John Deere but rather to raise awareness and prompt change through boycotts. He emphasized the power of consumers to make informed choices based on the values that major companies adopt. Starbuck’s campaign against Tractor Supply also led to a boycott that caused the company to step back from its DEI initiatives.

The Epoch Times has contacted John Deere for comment and clarification regarding the specific DEI measures it intends to maintain. This outreach aims to shed light on the company’s future direction in terms of diversity, equity, and inclusion.