Harley-Davidson, the iconic American motorcycle manufacturer, has scaled back its Diversity, Equity, and Inclusion (DEI) initiatives following an investigation led by conservative activist and commentator Robby Starbuck. The move comes after months of public scrutiny and criticism from various quarters, particularly those concerned with the potential impacts of DEI policies on company culture and business operations. Starbuck has been on a crusade attacking private companies DEI policies. Starbuck investigations have impacted and scaled back DEI efforts from other large companies like Lowe’s, John Deere, Tractor Supply, Jack Daniels and now Harley. Starbucks investigations targets companies who DEI policies may not align with their customer base. 

Robby Starbuck launched an investigation into Harley-Davidson’s DEI programs earlier this year. His investigation focused on examining the extent of the company’s commitment to DEI initiatives, including hiring practices, employee training programs, and company culture. Starbuck’s findings suggested that Harley-Davidson’s DEI efforts were influenced by external pressures and could potentially alienate its core customer base- which tilt conservative, pro-American and older.

In recent years, Harley-Davidson had ramped up its efforts to embrace diversity and inclusion in response to broader societal trends and demands from some investor groups and the progressive Human Rights Campaign. The company had introduced various DEI training programs and committed to increasing diversity within its workforce. 

The public reaction to Starbuck’s investigation was swift, with many long-time customers and stakeholders expressing concern that the DEI initiatives were compromising the company’s traditional values and potentially damaging its brand identity. Facing mounting pressure, Harley-Davidson executives reassessed their DEI approach, leading to a scaling back of some programs.

In a statement, Harley-Davidson acknowledged the need to strike a balance between fostering an inclusive work environment and maintaining its long-standing brand heritage. The company emphasized that while it remains committed to diversity and inclusion, it will also prioritize policies that reflect the interests and values of its customers and employees.

Harley-Davidson’s decision to back down on its DEI efforts following Robby Starbuck’s investigation highlights the challenges corporations face in balancing social responsibility with maintaining their brand identity and core values. 

You can read Harley’s letter here: