Jack Daniel’s and Harley-Davidson Abandon Their DEI Initiatives

Are major brands abandoning diversity initiatives due to far-right backlash? Is this becoming the new normal?

Jack Daniel’s and Harley-Davidson, two well-known American brands, have recently made the decision to pause their diversity, equity, and inclusion (DEI) initiatives. This choice comes in response to alleged pressure from certain groups who oppose these efforts and have threatened boycotts.

On Monday, Harley-Davidson made an announcement regarding its sponsorships, stating that it will be reassessing them and withdrawing from the corporate equality index of the Human Rights Campaign (HRC). In addition, the motorcycle company announced that upcoming employee training sessions would no longer include what it referred to as “socially motivated content.”

“We are disappointed by the recent negativity on social media, which has aimed to create division within the Harley-Davidson community,” the company expressed in a public statement. It is of utmost importance to us as a company to address this issue with utmost seriousness, ensuring that our response is clear, decisive, and based on factual information.

Jack Daniel’s, the renowned whiskey maker, sent an internal email to its employees on Wednesday. The email stated that the company will no longer be involved in initiatives such as the HRC campaign and will be discontinuing its efforts to promote workforce and supplier diversity.

The message from the executive leadership of Jack Daniel’s highlighted their dedication to upholding an inclusive work environment, even in the face of recent changes. “We are committed to maintaining an inclusive work environment that values and respects every individual, enabling them to perform at their best,” the email stated. We understand that the path ahead may present challenges, but we want to assure you that we have unwavering faith in and respect for each and every one of you.

The decisions by these two companies come after significant pressure from individuals with far-right ideologies, such as Robby Starbuck, who is known for promoting conspiracy theories and has a substantial following on X (formerly Twitter). Starbuck, who has effectively influenced other companies such as John Deere and Tractor Supply to abandon their DEI initiatives earlier this year, claimed responsibility for Jack Daniel’s decision. He proudly informed his followers that the whiskey brand was “the next company we were about to reveal.”