John Deere Tractor Corporation Draws Scrutiny
In recent weeks, the spotlight has turned towards John Deere, an iconic company known for its green tractors and strong ties to American rural communities.
This time, however, it’s not their products making headlines but their diversity, equity, and inclusion (DEI) policies that have stirred up controversy among their conservative customer base.
John Deere has traditionally been celebrated for its commitment to agricultural communities. However, recent DEI initiatives have left many in its base feeling alienated and betrayed. The backlash began when influencer Robby Starbuck released a viral video exposing what he termed the company’s “woke” policies.
According to Starbuck, John Deere has implemented a range of DEI initiatives that include sponsoring a Pride event aimed at young children, implementing gender identity training, and encouraging employees to use preferred pronouns in all communications. The company’s high score on the Corporate Equality Index by the Human Rights Campaign has also added fuel to the fire, intensifying the discontent among its base.
Starbuck detailed his grievances in the video, highlighting that John Deere’s actions under CEO John May’s leadership seem to prioritize identity politics over traditional business practices. Among the controversial points were the company’s funding of a Pride event for children as young as three, implementing “Genderbread Man” training to discuss gender fluidity, and promoting employees to list their preferred pronouns. Additionally, John Deere’s involvement in United Way’s 21-day “United For Equity” challenge, which includes works by authors like Ibram Kendi, has been particularly contentious.
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
One of the most criticized aspects of these initiatives is the celebration of their accounting and finance team completing the “United For Equity” program. Critics argue that the materials promoted in this program support an anti-capitalist and racially divisive agenda. This situation is compounded by John Deere’s recent decision to lay off U.S. workers and shift production to Mexico, further angering their base.
The company’s diversity page states: “We encourage employees to use their personal pronouns (such as he/him/his, she/her/hers, they/them/theirs) in internal and external communications, including email correspondence and email signatures.” The website explains that this practice is not only a sign of mutual respect but also practical for their global company with employees and customers on six continents.
John Deere isn’t alone in facing backlash for DEI initiatives. Tractor Supply Company recently issued an apology after criticism over similar policies. They announced a cessation of sponsoring non-business-related events like Pride festivals and voting campaigns and are shifting their environmental focus from carbon emission targets to land and water conservation efforts.