Imagine finding a snowplow in the Sahara. That’s how unexpected it was when John Deere, the American agricultural titan famous for its green tractors, plunged into a political maelstrom. The company, deeply entrenched in America’s heartland, is now on the receiving end of severe backlash from its conservative clientele. And the reason? Their recent adoption of diversity, equity, and inclusion (DEI) policies – a move seen by many in its rural core as nothing short of betrayal.
The storm kicked up when a video by influencer Robby Starbuck went viral, casting a harsh light on John Deere’s new direction. Starbuck pointed out that the company has made considerable strides towards what some are dubbing “woke” policies. The list of objections includes sponsoring a Pride event for young children, implementing gender identity training, and urging employees to use preferred pronouns in all communications. It’s an unexpected pivot for a brand that’s been synonymous with traditional farming values.
John Deere’s actions have not gone down well. “John Deere has been one of the most beloved brands by conservative farmers but recently on CEO John May’s watch, they’ve gone woke,” Starbuck declared. Adding fuel to the fire is the company’s high score on the Corporate Equality Index by the Human Rights Campaign, which has further stirred discontent among conservatives who believe John Deere may be prioritizing identity politics over their long-standing business practices.
It’s time to expose John Deere.@JohnDeere has been one of the most beloved brands by conservative farmers but recently on CEO John May’s watch, they’ve gone woke.
Here’s some of what we found:
• Funding a pride event for kids as young as 3
• "Genderbread man" training
•… pic.twitter.com/nWnSUCW08K— Robby Starbuck (@robbystarbuck) July 9, 2024
The specific initiatives that have sparked outrage include funding a Pride event for children as young as three and implementing “Genderbread Man” training to discuss gender fluidity. Moreover, John Deere encourages its employees to list their personal pronouns in email signatures and other communications. While the company argues that this practice fosters mutual respect and a sense of belonging in a global workplace, critics say it strays too far from their agricultural roots.
The company’s website defends these measures as practical steps for a global enterprise. It notes that using personal pronouns can help bridge cultural gaps and foster respect among a diverse workforce. “Not only is this a sign of mutual respect, it’s practical for our global company. With employees and customers on six continents, sharing our pronouns and respecting one another’s helps foster a sense of belonging for all,” the website states.
Adding to the complexity, John Deere has also engaged in programs like United Way’s 21-day “United For Equity” challenge. This program promotes works by authors such as Ibram Kendi and encourages discussions on topics that some find controversial. Moreover, the company recently laid off U.S. workers and shifted production to Mexico, further straining its relationship with its American workforce and customer base.
Interestingly, John Deere isn’t the only one facing such backlash. Tractor Supply Company recently announced it would stop sponsoring non-business-related events like pride festivals following similar criticisms. It appears the DEI wave is sweeping across the corporate landscape, leaving companies to navigate the delicate balance between modern inclusivity and traditional values.
As John Deere continues to plow forward with its new policies, how this will affect its relationship with rural communities – its long-standing backbone – remains to be seen. For now, the company stands at a crossroads, navigating the tricky terrain between progressive ideals and a conservative customer base that feels left behind.
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