Retailers likely targets of activism this holiday season

Conservative activists to target retailers during busy holiday season

What you probably already know: A conservative activist who has had success pushing companies to abandon their diversity efforts says he is setting his sights on retailers as we move into the busy holiday season. Robby Starbuck, a Hollywood director who has become one of the leading activists against DE&I policies, worked to get Tractor Supply, Deere, Harley-Davidson and at least a dozen other companies to change or abandon their diversity policies by putting pressure on the companies via social media campaigns. Harley-Davidson, for example, stopped reporting data to LGBTQ+ organization Human Rights Campaign and eliminated its environmental initiatives after pressure from Starbuck.

Why? Starbuck sets aim at companies with a larger conservative customer base, and has sought to use the culture wars to change company policies. Businesses large and small have come under fire in recent years from right-wing political groups seeking to roll back many of the policies put in place after George Floyd’s murder and the resulting protests in 2020. Disney shareholders were recently asked to vote on whether the company’s health insurance should cover gender-affirming care, and Target came under fire for its handling of Pride month goods at its stores. While Starbuck uses social media, some are using shareholder proposals and lawsuits.

What it means: While there will be a limited number of companies targeted, the result is already more widespread. The Society for HR Management (SHRM) eliminated “equity” from its diversity efforts and institutions of higher education are being forced, in some cases, or just removing their DE&I programs. However, for some companies this has become a rallying cry to more permanently embed diversity efforts into their cultures. Sustainability Magazine has a list of the top 10 companies for DE&I, and it includes leading firms like Ernst & Young, Marriott, and Johnson & Johnson, many of which have C-level diversity officers. At No. 1, Sodexo, women are 60% of the board and 55% of staff.

What happens now? Don’t be surprised if you see companies quietly continuing to include diversity policies in their programs, but remove the pledges and other public statements that many had posted only a few years ago. Public statements can attract unwanted attention, and put companies in a difficult position of protecting the rights of employees while being responsive to customers.