Major companies and universities across the U.S. scaled back their diversity, equity and inclusion (DEI) efforts in 2024, sparking mixed reactions. Activists and politicians took aim at DEI this year, with many taking to social media to voice their opposition to related initiatives. Tractor Supply Company was among the first companies to announce it would be reducing its efforts, with the move coming after weeks of online backlash.
it was eliminating its DEI positions and goals, explaining it heard from customers that it had 'disappointed them.' The company also vowed at the time to stop sponsoring 'nonbusiness activities,' such as Pride festivals, and to cease submitting data to the Human Rights Campaign (HRC). Participating companies share data with HRC through its 'corporate equality index' survey, which assesses a business's practices pertaining to LGBTQ+ inclusion. 'Your trust and confidence in us are of the utmost importance, and we don't take that lightly,' Tractor Supply Company wrote to customers. Tractor Supply Company was soon followed by Harley-Davidson, Walmart and the Brown-Forman Corporation, which is the parent company of Jack Daniel's. Harley-Davidson in AugustThe motorcycle manufacturer also noted it would not share data with HRC. That said, we have not operated a DEI function since April 2024, and we do not have a DEI function today,” the letter read. Reactions to the companies' moves have been mixed. Conservative activist Robby Starbuck, who led much of the criticism of companies' DEI practices via social media, celebrated Walmart scaling back in November as 'the biggest win yet' to 'end wokeness in corporate America.'However, some civil rights organizations raised concerns over reducing DEI initiatives. In a September letter written to Fortune 1000 executives, more than a dozen organizations said scaling back would negatively impact both business success and employees' comfort in their workplace
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