Tractor Supply, the US farming retailer, has announced it will phase out all diversity roles and reverse its climate commitments in response to a recent social media campaign led by conservative influencers.
In a statement on Thursday afternoon, the Tennessee-based company acknowledged customer dissatisfaction, which had contributed to a 5% decline in its Nasdaq-listed share price over the past month.
The retailer, valued at nearly $30 billion, stated it will “retire” its current diversity and inclusion objectives while maintaining a respectful workplace environment.
This decision comes amidst increasing political pressures against corporate initiatives labeled as “wokeness” in the US. Several companies have scaled back public displays of support for events like Pride month following backlash from conservative groups, including Target, Disney, and Anheuser-Busch InBev. Additionally, major employers such as PwC have adjusted recruitment practices and withdrawn from public diversity commitments under similar pressure.
Tractor Supply indicated it will align future activities and sponsorships directly with its business interests, discontinuing support for Pride festivals and voting campaigns. The company plans to refocus efforts on initiatives related to animal welfare, veteran support, and community involvement.
Robby Starbuck, a film director and former Republican congressional candidate from Tennessee, initiated the social media campaign on platform X in early June. Starbuck criticized Tractor Supply for promoting diversity training, funding Pride events, and engaging in climate change activism, targeting both the company’s executives and its major investors.
