Followers of the Make America Great Again (MAGA) movement, championed by former President Donald Trump, took to social media to express their thoughts on John Deere’s recent announcement about discontinuing diversity measures.
John Deere, an agricultural manufacturer based in Illinois, publicized its decision on X (formerly Twitter), stating that it would review all training materials to ensure they comply with federal and local laws by eliminating “socially motivated messages.” The company clarified that diversity quotas and pronoun identification have never been part of its policies.
Despite this, John Deere affirmed its ongoing commitment to promoting diversity within the organization, stating, “We firmly believe that a diverse workforce enables us to best serve our customers’ needs, and as such, we will continue to enhance and monitor diversity within our organization,” as mentioned in the company’s statement.
John Deere’s decision followed a backlash from conservatives on social media regarding its diversity and inclusion initiatives. This move also comes after Tractor Supply, a retailer, ceased several diversity and climate initiatives following criticism from conservative activists online.
Since the announcement, MAGA supporters have taken to X to applaud John Deere. However, some believe the company’s actions are insufficient and are calling for more elimination of Diversity, Equity, and Inclusion (DEI) practices.
The Hodgetwins, a comedic duo and vocal MAGA supporters, expressed their dissatisfaction with John Deere, stating on X, “Eliminate all DEI programs and cease discriminating against your employees, or this message holds no value.”
Conservative commentator Robby Starbuck praised the company while suggesting that farm equipment manufacturers should no longer participate in the Corporate Equality Index (CEI) scoring by the Human Rights Campaign, an LGBTQ+ rights advocacy organization.
Meanwhile, Tammie McDonald, a popular social media user with #MAGA in her X bio, simply advised John Deere to “Understand your customers.”
On the other hand, John Boyd Jr., president of the National Black Farmers Association, criticized the company’s retreat from social messaging, claiming they do not support Black farmers. Boyd reportedly called for John Deere’s CEO to step down and suggested boycotting the company.
Eric Bloem, vice president of programs and corporate advocacy at the Human Rights Campaign, labeled the announcement as “disappointing” and a “direct consequence of a targeted campaign by far-right extremists against American businesses,” as reported by the AP.
Recently, DEI programs have been a frequent target of right-wing activists, with Republican lawmakers introducing numerous bills to challenge such initiatives at universities and public institutions. In contrast, progressives view DEI programs as essential in combating institutionalized racism prevalent in society.