After facing online pressure, Harley-Davidson ends its diversity initiatives.

• Harley-Davidson reaffirmed its stance against hiring quotas, supplier diversity spend targets, and socially motivated content in its training.
• The announcement was made after an internal review and substantial online pressure.

According to a statement released Monday, Harley-Davidson is discontinuing some of its diversity, equity, and inclusion initiatives.

The motorcycle company has ceased using the Human Rights Campaign's metric for treating LGBTQ+ employees and will now make sponsorship decisions based on the company and foundation's determination, with a focus on retaining the riding community.

Harley-Davidson has not had a DEI function since April, according to the statement.

Harley-Davidson reaffirmed its stance against hiring quotas and the inclusion of "socially motivated content" in training. The brand continued to express its support for first responders, active military members, and veterans.

Harley-Davidson has faced criticism from conservative activist Robby Starbuck, who has previously taken on similar fights against DEI initiatives at other companies. In July, Starbuck posted a list of grievances against Harley-Davidson, accusing the company of being "totally woke." Additionally, the company conducted an internal stakeholder review earlier this year.

The Harley-Davidson community is being divided by the negativity on social media over the past few weeks.

On Monday, Starbucks commended the move, declaring it as "a victory for our cause."

Harley-Davidson's anti-DEI sentiment is linked to its decision in June to remove DEI roles, retract its support for the LGBTQ community, and abandon its commitment to carbon emission goals.

In the wake of the U.S. Supreme Court decision to strike down affirmative action in colleges in 2023, experts predicted that it could have implications for corporate hiring and recruiting. Since then, Starbucks, Disney, and Target have faced legal challenges over their DEI initiatives for LGBTQ+ customers and employees.