How to prepare to be targeted by activists

Companies beloved in the American heartland are being targeted, one by one, by activist Robby Starbuck. In his sights are their corporate DE&I practices.

So far, Tractor Supply Company has entirely dismantled its DE&I programs, ended carbon emissions goals and stopped participating in Pride parades and voting campaign drives. John Deere didn’t go quite as far, maintaining DE&I activities while also cutting out Pride parades. And now Starbuck is focusing on Harley Davidson for activities such as donating $5,000 to the Milwaukee Repertory Theater, which hosts Pride events.

The @harleydavidson foundation gave $5,000 to the Milwaukee Repertory Theater where they have Pride Nights featuring drag queens and a show about “two queer black women”.

Minors are allowed at these ‘Pride Nights’.

Are Harley riders cool with funding this theater? pic.twitter.com/hTLoDLCoQQ

— Robby Starbuck (@robbystarbuck) July 26, 2024

While Harley Davidson has not yet responded to these attacks, two major American companies have drastically altered their internal and external policies in response to audience outcry fomented by the film director and former Congressional candidate.

Starbuck is explicitly going after companies which he believes have a conservative base. He told the Wall Street Journal, “If I started a boycott against Starbucks right now, I know that it wouldn’t get anywhere near the same result.” He also attributes his success to a slow, steady drip of information rather than dumping all of his opposition research in one go, thus maintaining a steady level of outcry.

Even now, after John Deere changed some policies, he continues to point out those that still displease him.

Corporate speak doesn’t work Justin.

Just address this:

• Is Deere moving manufacturing of skid steer loaders and compact track loaders from America to Mexico by 2026 as reported by FOX?

• Are you keeping your DEI department?

• Is Deere participating in HRC CEI scoring?… https://t.co/eQnki0EyUy

— Robby Starbuck (@robbystarbuck) July 25, 2024

It’s unclear if these companies faced only social media outcry on these topics or if they truly impacted the bottom line. For instance, Starbuck took credit for a Wednesday dip in Harley Davidson’s stock price, but by Friday it had rebounded to a monthly high of $36.83 per share. When Starbuck began attacking Tractor Supply Company on June 6, the company was already in a slump – and prices actually rose between the start of the campaign and when they walked back DE&I initiatives nearly two weeks later.

But more companies are likely to come under Starbuck’s scrutiny – or another activist. Liberal activist issues might be different, but they have also been known to hit companies for their stances on the environment – remember plastic straw bans? – and not being pro-LGTBQ+ enough.

But this new wave of conservative-led boycotts and campaigns are notable for the speed and efficacy with which they have reshaped major corporations.

“The shifts that are happening remind me of the old Groucho Marx line,” said Anthony D’Angelo, professor of practice and department chair in Public Relations at Syracuse University and upcoming instructor for PR Daily’s Crisis Communications Certification Course. “These are my principles, and if you don’t like them, well, I have others.”

Determine where you stand now

Many DE&I policies came into being in the immediate aftermath of the murder of George Floyd more than four years ago. At the time, many major companies stepped up with new promises on diverse hiring, inclusive marketing and more.

But four years is a long time. D’Angelo suggests it’s time for organizations to take a look back at those promises and see if they still fit in 2024.

“Very few things are permanent, right?” D’Angelo said. “You want to do temperature checks continually. When it comes to your strategic planning, do you do that systematically? If you don’t, you might be waiting for something to erupt, like a viral attack.”

But walking back all DE&I efforts could prove to be short-sighted, D’Angelo said, especially in a rapidly diversifying America.

“I can’t imagine any company saying overtly that, ‘No, we’re not into diversity and inclusion hiring. We only want middle aged white guys.’ That’s not going to happen, because one of the other factors here that companies have to take into account is the shifting demographics,” D’Angelo said.

D’Angelo recommends taking into account all constituencies, including your internal groups, who many of these initiatives are aimed at. Understand what they want, what their expectations are and what’s in your best long-term interests.

“You’ve got to understand you’ve got more than one audience, and you have to really prioritize those audiences as you think about, OK, why do we show up in the morning with what we make and why we do it?”

Prepare now

Every company should now be on notice that this could happen. While conservative activists are currently applying the most consistent pressure, liberal activists could take inspiration from their tactics and begin new fronts in this conflict.

“Never assume that you’re invincible, that this could never happen to us. It could,” warned Karen Freberg, professor of strategic communications at the University of Louisville.

A crisis plan or framework to navigate these situations is a must. But in these situations, a little extra work is required.

Freberg recommends starting from a place of understanding – both for the activists and for your customers.

“It really comes down to understanding the human behavior of these activists and external parties and saying, ‘OK, what are the things that motivate them? What is their goal? What are the things that they are hoping to achieve?’ If we can anticipate that and incorporate that, we can make sure to address in our strategies and our messaging and in our communication, we’re going to be better prepared,” Freberg said.

She also recommended focus groups to understand how your audiences truly feel about these divisive issues, including DE&I, LGBTQ+ support and more.

“Ask them, what are things that would be of concern that that the company is doing?” Freberg said. “Just so you’re able to get some insight into a better understanding their perspectives, so then you can anticipate what are the things that they would be using as part of their narrative and how you could incorporate that in terms of your messaging strategy, so that you’re not losing the narrative.”

When to stand your ground

It’s also important to keep in mind that in communications as in physics, to everything there is an opposite reaction. When Tractor Supply Company eliminated its DE&I initiatives, it earned cheers from Starbuck and his followers. But other constituents, including The National Black Farmers Association, condemned it in the strongest possible terms.

“I was appalled by the decision,” John Boyd Jr., president and founder of the National Black Farmers Association, told the AP. “I see this as rolling back the clock with race relations — because the country is so divided on race, especially in rural America.”

Giving in to pressure might not always be the wisest move.

D’Angelo pointed to the case of Nike choosing to stand by former NFL quarterback Colin Kapernick, even after he faced backlash for kneeling during the national anthem to protest police violence against Black people.

“(Nike) said, ‘That’s okay with us. We stand behind Colin Kaepernick and what Colin Kaepernick is standing up to. And you know what? Their sales went up because they know their market,” D’Angelo said.

Ultimately, people want to do business with companies they like and whose values align with them. Determining what those values are before pushback arrives is the difference between a crisis and a recommitment.

“It’s a lot more than ‘we’re the most reliable lawn tractor,’” D’Angelo said. “That’s important too. But people want to know what else is a part of your corporate character, and you need to have a rigorously defined answer for that.”

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