John Deere no longer sponsoring ‘social or cultural awareness’ events

John Deere announced Thursday it will no longer sponsor or participate in “social or cultural awareness” events, as some companies move away from the initiatives that have come under fire from conservatives.

Changes to company policy also include reviewing published materials to remove “socially motivated messages.” 

The farm equipment manufacturer said the decision was based on customer feedback.

The move represents some companies’ shift away from diversity, equity and inclusion (DEI) initiatives, which have become a political lightning rod in recent years with conservatives calling the practices racist and discriminatory.

John Deere also said “the existence of diversity quotas and pronoun identification have never been and are not company policy” but made clear it will still “track and advance” diversity within the company.

It comes weeks after home improvement and agriculture chain store Tractor Supply Co. announced it will eliminate its DEI programs and climate goals after weeks of conservative backlash.

Criticism of both John Deere and Tractor Supply was led by conservative activist Robby Starbuck, who called the change “another huge win in our war on wokeness.”