Harley Davidson, an American motorcycle company, has come under fire following the release of a video by filmmaker Robby Starbuck, highlighting the brand’s adoption of ‘woke’ policies. Starbuck is known for his exposes on several large companies including farming giants John Deere and Tractor Supply Company, who scaled back their diversity, equity, and inclusion (DEI) initiatives after he highlighted them.
In his recent video, Starbuck points to a variety of new policies implemented by Harley Davidson, encompassing pro-LGBT legislation support, partnerships with pro-LGBT groups, mandated diversity training, and the employment of diverse racial and sexual minorities. The filmmaker argues that the company, whose customer base traditionally leans conservative, has lost touch with their core audience due to left-leaning corporate decisions.
Starbuck attributes the company’s progressive shift in social issues to CEO Jochen Zeitz, and claims that his aim is not to dismantle the brands he exposes but to inform consumers about the values they are supporting when they shop. Harley Davidson, which celebrated its 121st anniversary this year, has seen a 29% decrease in its operating income this quarter compared to last year.
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