In a twist that could rival the plot of a modern-day corporate thriller, John Deere, the iconic farm equipment manufacturer, has found itself at the center of a storm of controversy. The drama began when conservative filmmaker Robby Starbuck released a series of videos and posts on social media, shining a spotlight on Deere’s diversity, equity, and inclusion (DEI) policies.
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
Starbuck’s accusations were as varied as they were incendiary. He provided evidence that Deere was funding Pride events for children as young as three, pushing employees to list their “preferred pronouns” on all communications, and forming “LGBTQ & race-based identity groups” within the company. According to Starbuck, these policies were not only misguided but also financially detrimental to the company, contributing to a decline in sales and operational efficiency.
John Deere’s 2021 Gender Inclusive Language guideline: Don’t use gendered terms like "competitive", "analyze", "determine", "dominant", "superior", “world class" or "leader" in job ads because those words are associated with men and might make women less likely to apply.
Insane.… pic.twitter.com/RfDzsv9JAf
— Robby Starbuck (@robbystarbuck) July 29, 2024
At the height of BLM riots, we’ve discovered that @JohnDeere’s foundation donated to the Marxist ‘Black Lives Matter Foundation’.
Not only that but there’s something extremely odd about the donation in their 990 form. It’s the only donation we found with no amount listed. What… pic.twitter.com/NtKaxfqq4G
— Robby Starbuck (@robbystarbuck) July 27, 2024
The backlash was swift and fierce. Conservative voices across the internet rallied behind Starbuck, criticizing Deere for what they perceived as an abandonment of its core values and customer base. The company, they argued, should focus on making tractors, not promoting what they saw as a liberal agenda.
In response to the mounting pressure, Deere announced a series of changes to its DEI policies. The company pledged to audit all company-mandated training materials and policies to ensure the absence of “socially motivated messages.” It also reaffirmed that “diversity quotas” and “pronoun identification” had never been and would never be company policy. Furthermore, Deere stated that it would no longer participate in or support “external social or cultural awareness parades, festivals, or events.”
However, Deere was quick to clarify that it remained committed to tracking and advancing the diversity of its organization. The company emphasized that it would continue to listen to customer feedback and look for opportunities to improve.
The timing of these changes was not without its irony. While all this has been going on, John Deere has laid off thousands of salaried employees due to a combination of operational costs and a lack of demand for tractors. Critics were quick to draw a connection between Deere’s DEI policies and its financial woes, arguing that the company’s focus on social issues had distracted it from its core business.
Making matters even worse, last week Starbuck released a video from 2022 of John Deere CEO John May admitting to discriminatory hiring practices, wherein White employees are pushed aside so the company can have more “diversity.” The video, which has already been viewed by millions of people, shows May explaining the company’s “woke” (and likely illegal) hiring strategy. The video has sparked outrage among White people who feel they are being unfairly targeted by the agricultural machinery giant.
Wow. John Deere CEO John May should resign or be fired over this video. Listen up because you won’t believe what he admits.
He admits to seeking specific races for board seats and that "diverse" board members have questioned why certain non-diverse people were hired and how to… pic.twitter.com/IB2P4W5C6l
— Robby Starbuck (@robbystarbuck) July 24, 2024
The saga of John Deere’s DEI dilemma serves as a cautionary tale for companies navigating the complex and often contentious landscape of corporate social responsibility. As the company grapples with the fallout from its recent decisions, one thing is clear: the road ahead will be anything but smooth.