Tractor Supply has done a 180 on its diversity, equity, and inclusion (DEI) initiatives after facing a wave of backlash.
Earlier this month, customers discovered that the company was promoting LGBT training for employees, funding pride and drag events, and supporting sex changes.
Sales plummeted as boycott campaigns quickly took off. Some employees were embarrassed and began seeking other jobs.
In response, Tractor Supply abruptly reversed its stance and announced the termination of its DEI programs.
“We strive to uphold our Mission and Values daily and reflect the values of the communities and customers we serve. We have heard from customers that we have let them down. We have taken this feedback seriously,” the statement reads.
The company outlined its new direction:
- Stop submitting data to the Human Rights Campaign
- Refocus Team Member Engagement Groups on mentoring, networking, and supporting the business
- Prioritize rural America by focusing on agricultural education, animal welfare, veteran causes, and being a good neighbor, while ceasing sponsorship of non-business activities like pride festivals and voting campaigns
- Eliminate DEI roles and retire current DEI goals while maintaining a respectful environment
- Withdraw carbon emission goals to concentrate on land and water conservation efforts
“We will continue to listen to our customers and Team Members,” the company stated. “Your trust and confidence in us are of the utmost importance, and we don’t take that lightly.”
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Don’t see too many TSC’s in downtown SF or DC.
Companies should concentrate on their core market. Pandering to a niche market is not good business. That goes for any business. I have no need to go to my local halal market so they see no need target me in their advertising. And, guess what? I haven’t died or had other bad things happen to me because they don’t seek out my business.