Harley-Davidson Faces Backlash Over 'Woke' Policies

Harley-Davidson is grappling with significant backlash following CEO Jochen Zeitz's controversial comments and the company's internal diversity, equity, and inclusion (DEI) initiatives. Critics, including conservative activist Robby Starbuck, have accused the motorcycle manufacturer of adopting a "woke" agenda, which they claim has alienated its traditional customer base. Starbuck's social media campaign has sparked outrage among loyal bikers, leading to calls for a boycott and demands for Zeitz's resignation. In response to the growing discontent, Harley-Davidson announced it would discontinue its DEI function, which has not been operational since April 2024. The company stated it remains committed to diversity but will no longer pursue a diverse supply chain or participate in corporate evaluations related to DEI. This decision has been framed as a move to refocus on business needs rather than socially motivated content, a shift that has drawn criticism from advocates for workplace equality. Starbuck celebrated the company's announcement as a victory for his movement against corporate "wokeism," asserting that the changes reflect the influence of their campaign on Harley's customer base. However, he remains adamant that Zeitz should be removed from his position, suggesting that the recent corporate decisions may not align with the CEO's personal beliefs. The controversy has divided opinions within the Harley-Davidson community, with some expressing skepticism about the company's commitment to genuine change. As the situation unfolds, the motorcycle brand's reputation and relationship with its customers remain at a critical juncture.