Tractor Supply Company, the self-proclaimed largest rural lifestyle retailer in the United States, has recently decided to abolish its diversity, equity, and inclusion (DEI) roles, withdraw its carbon emissions objectives, and cease sponsorship of Pride events.
This decision comes in the wake of criticism from conservative activists, marking a significant shift in the company's approach to social and environmental issues.
According to NPR, the Brentwood, Tennessee-based company publicized these sweeping changes through a statement on social media, thereby concluding a weeks-long conservative pressure campaign. The company stated, We work hard to live up to our Mission and Values every day and represent the values of the communities and customers we serve. We have heard from customers that we have disappointed them. We have taken this feedback to heart.
Tractor Supply, with over 2,200 stores across 49 states, offers a wide range of products, including farm supplies, animal feed, tools, fencing, and clothing. The company's customer base primarily consists of farmers, horse owners, ranchers, tradesmen, and suburban and rural homeowners. Despite its recent decisions, the Fortune 500 company has previously been recognized nationally for its inclusive and diverse workplace, featuring in Bloombergs Gender Equality Index and Newsweeks inaugural list of Americas Greatest Workplaces for Diversity.
However, the company's commitment to DEI initiatives has recently drawn the ire of conservatives. Robby Starbuck, a music video director and Republican who ran unsuccessfully for Tennessee's 5th Congressional District in 2022, spearheaded the campaign against Tractor Supply. Starbuck criticized the company for its DEI hiring practices, in-office Pride Month decorations, climate change activism, and other issues. He urged others to express their disapproval and, where possible, to start purchasing products from other stores.
The campaign appears to have been effective, with the Financial Times reporting a 5% drop in the Nasdaq-listed companys share price over the past month. In response, Tractor Supply announced, Going forward, we will ensure our activities and giving tie directly to our business. The company's new approach includes withdrawing from the Human Rights Campaign, focusing on land and water conservation efforts, eliminating DEI roles, and ceasing sponsorship of non-business activities like Pride festivals and voting campaigns.
The company's decision has been met with applause from conservative users on social media, with many calling for the movement to continue. Starbuck hailed the outcome as a massive victory for sanity, and said this is the first Fortune 300 company in our lifetimes to go backwards on ESG, DEI and all these woke causes and donations, in record speed.
However, not everyone views the company's decision positively. Several users expressed their disappointment, with some even pledging to boycott the company. Groups including the Human Rights Campaign, GLAAD, and the National Black Farmers Association have also denounced Tractor Supplys move. Sarah Kate Ellis, GLAAD President and CEO, stated, It sends an appalling message, during Pride month, to see a rural staple go out of their way to bring harm to their LGBTQ customers and employees.
Shaun Harper, a professor of business at the University of Southern California, suggests that the company's DEI initiatives should have been better customized for the rural communities it primarily serves. Frank Dobbin, a Harvard sociology professor, argues that the termination of DEI programs is detrimental to businesses in two ways. He explains, The most important role of DEI programs is that they promise to democratize access to good jobs in the U.S. We want to be a society where anyone can succeed thats certainly the principle we were founded on.
The Tractor Supply saga is indicative of a broader debate over corporate DEI initiatives nationwide. The 2020 police murder of George Floyd and subsequent protests against racial injustice led to a surge in the hiring of chief diversity officers and other positions dedicated to spearheading DEI efforts. However, these initiatives have also faced backlash from conservative critics.
Dobbin notes that conservative activists have been successful in raising funds and influencing companies to roll back DEI initiatives. High-profile successes include Target scaling back on its LGBTQ+ merchandise and Bud Lights parent company suspending executives after a partnership with a transgender influencer sparked controversy. Despite these setbacks, Dobbin remains optimistic about the future of diversity in the workforce, stating, We had a moment where the pendulum swung in one direction. It swung back in another direction. Usually we end up somewhere between those two poles.
Login