In a twist more unexpected than finding a snowplow in the Sahara, the renowned agricultural giant John Deere has stirred up quite the political dust storm. Known for its iconic green tractors and deep roots in America’s heartland, the company is now facing substantial backlash from its conservative customer base. The cause? John Deere’s recent adoption of diversity, equity, and inclusion (DEI) policies, which many in its rural core consider a betrayal.
The controversy erupted when influencer Robby Starbuck’s video went viral, shining a spotlight on John Deere’s new direction. According to Starbuck, the company has taken significant strides towards what some are calling “woke” policies. The list of grievances includes sponsoring a Pride event for young children, implementing gender identity training, and encouraging employees to use preferred pronouns in all communications. It’s an unexpected turn for a brand synonymous with traditional farming values.
John Deere’s actions have been met with fierce criticism. “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 proclaimed. The company’s high score on the Corporate Equality Index by the Human Rights Campaign further fueled discontent, signaling to conservatives that John Deere might be prioritizing identity politics over their longstanding 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
Among the specific initiatives that have sparked outrage are the funding of a Pride event for children as young as three, and the implementation of “Genderbread Man” training to discuss gender fluidity. Additionally, John Deere encourages its employees to list their personal pronouns in email signatures and other communications. While the company states that this practice fosters mutual respect and a sense of belonging in a global workplace, critics argue it’s a step too far from their agricultural roots.
The company’s website defends these measures as practical steps for a global enterprise, noting 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 more complexity to the situation, John Deere has also participated in programs like United Way’s 21-day “United For Equity” challenge. This initiative promotes works by authors such as Ibram Kendi and encourages discussions on topics that some find controversial. Additionally, the company recently laid off U.S. workers and shifted production to Mexico, exacerbating tensions with its American workforce and customer base.
Interestingly, John Deere isn’t alone in facing such backlash. Tractor Supply Company recently announced it would cease sponsoring non-business-related events like pride festivals following similar criticisms. It seems the DEI wave is sweeping across the corporate landscape, leaving companies to navigate the tricky balance between modern inclusivity and traditional values.
As John Deere plows forward with its new policies, it remains to be seen how this will impact its relationship with the rural communities that have long been its backbone. For now, the company stands at a crossroads, negotiating the rocky terrain between progressive ideals and a conservative customer base that feels left in the dust.