Hold your horses, folks. John Deere, the tractor titan, has decided to stop plowing into political mine fields and stick to what it does best: making tractors. In a statement that’s more straightforward than a row of corn, Deere has decided to stay in their own lane and has announced that they’re ditching almost all of their diversity, equity, and inclusion (DEI) policies.
Focusing on quality again.
Instead, they’re putting their nose to the grindstone, focusing on “quality” and earning back customer trust. It’s a matter of reading the room – or the land – and John Deere seems to have remembered who their customers are: people concerned with farming, not DEI.
“Our customers’ trust and confidence in us are of the utmost importance to everyone at John Deere,” a recent statement read. Translation? We’re here to till the soil, not ruffle feathers.
Changes in DEI policies.
Gone are the days when Deere employees will be asked to parade their preferred pronouns around like prize-winning pumpkins. The company’s new stance is clear: no more participation in external social or cultural awareness parades and other events, no more socially motivated messages in training materials, and absolutely no diversity quotas or mandatory pronoun identification.
Response to criticism.
This pivot comes hot on the heels of filmmaker Robby Starbuck’s video report on the company, which lambasted Deere for supposedly funding pride events for toddlers and pushing woke policies down employees’ throats. Deere didn’t directly respond to Starbuck’s claims but emphasized that customer feedback drives their decisions. Well, it seems the customers have spoken, and they prefer their tractors without a side of social commentary.
Industry trends.
Deere not alone in this back-to-basics approach. Tractor Supply, another rural retailer, made similar moves last month. They too have axed DEI goals and positions and nixed sponsorships of non- business activities like pride festivals and voting campaigns. Their message was loud and clear: “We work hard to live up to our mission and values every day and represent the values of the communities and customers we serve.” In other words, they’re here to serve rural America, not engage in urban political battles.
While some celebrate these moves as victories in the “war on wokeness,” others (leftists) are up in arms. Eric Bloem from the Human Rights Campaign called Deere’s announcement “disappointing” and accused them of giving in to far-right pressure.
Meanwhile, the National Black Farmers Association is calling for Deere CEO John C. May’s resignation and a boycott of the company. They claim Deere is moving in the wrong direction and
failing to support Black farmers. This comes just a month after Deere agreed to pay $1.1 million in back wages and interest to Black and Hispanic job applicants following allegations of hiring discrimination.
Corporate landscape shifts.
The broader corporate landscape is shifting too. The Society for Human Resource Management, a 340K-member lobbying and advocacy group, have recently dropped the “equity” from its diversity and inclusion approach, sparking backlash from both sides of the debate. Companies are feeling the heat from all directions, and it’s not just from the summer sun.
As the political climate grows hotter and more divisive, companies are finding themselves in the crosshairs. But John Deere is making its position clear: they’re steering clear of the political thicket and focusing on what they do best. After all, when you’re in the business of tractors, sometimes it’s best to stick to your own row and let others sort out the weeds.
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