What is the DEI controversy at Harley-Davidson?
Milwaukee motorcycle company Harley-Davidson has joined several other companies in becoming the target of protests from conservative activists.
The activists are calling for boycotts over Harley-Davidson's DEI efforts.
A Tennessee conservative activist posted a video on X, formerly known as Twitter, on July 23 highlighting all the diversity, equity and inclusion initiatives that Harley-Davidson has participated in over the years. In the social media post, the activist encourages consumers who don't align with those beliefs not to support the company.
Conservative activists have launched similar attacks against both John Deere and Tractor Supply within the past two months.
What sparked the controversy about Harley-Davidson?
Conservative activist Robby Starbuck posted a 10-minute video on July 23 arguing the company "has gone woke."
In the social media post, he said the company has supported LGBTQ+ initiatives and that employees attend training on how to be an ally to LGBTQ+ members.
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. Harley-Davidson has yet to respond to the controversy.
Why are companies supporting LGBTQ+ and DEI efforts? Why is that controversial?
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.
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 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. He 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-Davidson.
Where is Harley-Davidson headquartered in Wisconsin?
Harley-Davidson was founded in Milwaukee in 1903 and the corporate headquarters is at 3700 W. Juneau Ave. in Milwaukee.
Harley-Davidson dealerships in Wisconsin:
Harley-Davidson has several dealerships across Wisconsin. The Harley-Davidson Museum is in downtown Milwaukee at 400 W. Canal St.
Oconomowoc: 1280 Blue Ribbon Drive
Milwaukee: 11310 W. Silver Spring Road
Greenfield: 6221 W. Layton Ave.
Thiensville: 139 N. Main St.
West Bend: 2910 W. Washington St.
Madison: 6200 Millpond Road
Kenosha: 5995 120th Ave.
Fond du Lac: 24 S. Rolling Meadows Drive
Manitowoc: 2433 Hecker Road
Appleton: 5322 Clairemont Drive
Green Bay: 1966 Velp Ave.
Mauston: N4833 WI-58
Bonduel: W2709 WI-29
Rothschild: 1570 County Road XX
Onalaska: 1116 Oak Forest Drive
Chippewa Falls: 2452 Hallie Road
Arbor Vitae: 1700 Hwy 51
Rice Lake: 2801 S. Wisconsin Ave.
New Richmond: 2060 WI-65
Wisconsin Dells: 524 Wisconsin Dells Parkway
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USA TODAY contributed to this report.
This article originally appeared on Milwaukee Journal Sentinel: What's the controversy over Harley-Davidson's DEI efforts?
