John Deere moves away from 'socially motivated messages,' eliminates DEI initiatives after backlash

John Deere announced that it would eliminate nearly all of its diversity, equity, and inclusion (DEI) initiatives to restore customers' trust and confidence. This follows a widespread boycott campaign against the farm equipment and supply company after filmmaker Robby Starbuck revealed in a recent video report that John Deere's DEI principles do not align with its predominately conservative client base.

In a Tuesday statement posted to X, John Deere said it would prioritize a quality-based workplace and committed to axing many DEI initiatives, such as the use of preferred pronouns and funding controversial LGBTQ Pride parades for toddlers as young as age 3.

"Our customers' trust and confidence in us are of the utmost importance to everyone at John Deere. We fully intend to earn it every day and in every way we can," the company wrote, along with a full statement.

John Deere said that "based on ongoing conversations" they had "committed" to a series of efforts. This includes: no longer participating in or supporting external social or cultural awareness parades, festivals, or events; auditing all company-mandated training materials and policies to ensure the absence of socially motivated messages; and reaffirming that diversity quotas and pronoun identification is not company policy.

However, the major tractor company said that it would "continue to track and advance the diversity of our organization" on claims that a diverse workforce is best suited to meet customers' needs. Because of this, critics said the changes were "not enough" and demanded the complete elimination of all DEI departments.

"Another huge win in our war on wokeness BUT I don't think this is enough for customers to go back. Customers want to hear that DEI policies are entirely gone and that they will no longer participate in social credit CEI scoring by HRC," wrote Robby Starbuck on X. "While I'm not completely pleased, I don't want to downplay the fact that this is another massive win. I won't rest until we eliminate leftism from corporate America."