The Scoop: How conservative activists targeted Tractor Supply Company on DE&I

Less than one month ago, conservative activist Robby Starbuck “exposed” Tractor Supply Company. In a post on X to his nearly half-million followers, Starbuck decried the company for things that are standard practice for many large companies: having a DE&I council, holding LGBTQ+ trainings for employees and climate change initiatives.

But for many conservatives, including those likely to shop at a feed and tractor store, these activities ran counter to their values. Outcry begin to build.

Over the next few weeks, he continued to drip out information on the company. It was part of a concerted effort to bring change at Tractor Supply. In an interview with the Wall Street Journal, he said his plan was three-fold: choosing a company with a conservative base, slowly releasing his information to keep it in the public conversation and targeting a single company.

It worked.

In a statement posted to X last week, Tractor Supply Company announced that it would entirely eliminate DE&I in its organization, stop sponsoring Pride festivals and voting campaigns, and end its emissions pledges. In turn, it would now offer more “mentoring and networking” for employees, sponsorship of events involving veterans and agricultural education, and land and water conservation efforts.

Statement from Tractor Supply pic.twitter.com/ZMweR8JVuy

— Tractor Supply (@TractorSupply) June 27, 2024

Cue the counter backlash, with state representatives, queer organizations and large customers like an animal sanctuary all expressing disappointment in Tractor Supply’s abrupt about face.

Why it matters: Few of the initiatives Starbuck presented as shocking exposes would have raised any eyebrows in most corporations today. But the activist smartly targeted a business he saw as uniquely vulnerable to this kind of boycott and pushback: one whose customer base is largely rural, male and more conservative.

“If I started a boycott against Starbucks right now, I know that it wouldn’t get anywhere near the same result,” he told the Wall Street Journal.

At first, Tractor Supply thought perhaps the issue would blow over, as many social media controversies do. But Starbuck’s steady drumbeat of content was a well-waged PR fight that got the results he wanted.

But will this spread to other companies?

The ultimate message for companies of all kinds is: know your customer and know your own organizational values. Listen early and often on social. And create a plan right now for this kind of backlash.

After Target, after Bud Light, after Tractor Supply, there is no reason to be caught off guard by a campaign like this. Evaluate your efforts, what your customer expects from you and what you truly stand for.

You will never please every person. But by drilling down to core customers and core values, you can preserve what matters most, financially and ethically.

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Allison Carter is editor-in-chief of PR Daily. Follow her on X or LinkedIn.