Title: Harley-Davidson Anti-DEI Campaign Reignites Amid Fresh ‘Woke’ Accusations

Activist Robby Starbuck has reignited his pressure campaign against Harley-Davidson, alleging that the legendary motorcycle manufacturer has reneged on its pledge to eliminate diversity, equity, and inclusion (DEI) initiatives. This development comes nearly two years after the company announced it was winding down such programs. Starbuck, who spearheaded a consumer boycott in 2024 targeting the brand for various “woke” practices—including hosting an LGBTQ+ boot camp and backing legislation supporting gay and transgender rights—urged loyal customers to abandon the brand.

“I regret to inform you that unfortunately today I am going to have to expose them again,” Starbuck stated in a post on the social media platform X. He noted that while Harley-Davidson had claimed to discard the “crazy woke policies” he had previously highlighted, he believed the company had failed to follow through.

A central focus of Starbuck’s renewed criticism is the appointment of Artie Starrs as Harley-Davidson’s new chief executive officer in October. Starbuck expressed skepticism that Starrs would restore the brand’s “masculine” and “pro-America” identity, particularly given Starrs’ past professional history. The activist pointed to Starrs’ tenure at Topgolf, where he sponsored a pride group and an LGBTQ+ golf tournament that benefited San Francisco Pride, as well as his time as CEO of Pizza Hut, during which he implemented antiracism training for educators.

Starbuck also took aim at the selection of Marcus Fischer as chief brand officer. Fischer, the former CEO of Minneapolis-based advertising agency Carmichael Lynch, had previously advocated for increased transgender representation in media. “Is this seeming like the guy to turn around a brand that has a wokeness problem?” Starbuck asked.

USA TODAY has contacted Harley-Davidson for a response.

Escalating Allegations

Starbuck emerged as a leading figure in the social media backlash against corporate DEI commitments and support for gay and transgender communities, a movement that gained momentum following the 2020 police killing of George Floyd. Initially, he targeted “Heartland” brands with demographics that skew male, rural, and politically conservative, such as farm equipment maker John Deere and rural retailer Tractor Supply. He subsequently broadened his scope to include major corporations like Ford, Lowe’s, and Walmart, with Harley-Davidson being one of his earliest targets.

At the time, Starbuck issued a direct message to the company: “Just get rid of the social issues and divisive causes. No more DEI departments, no more woke trainings, no more donations to woke causes, no more donations to Pride parades.”

Source: Yahoo News Generated at: 2026-06-03 17:14:46 UTC