Dive Brief:

• Tractor Supply is eliminating its diversity, equity and inclusion roles, withdrawing its carbon-emission goals, ending support for Pride events and voting efforts, and ceasing data-sharing with LGBTQ+ advocacy group the Human Rights Campaign.

• In a statement published Thursday, the retailer said the retreat is in response to customer feedback and that it will work to “ensure our activities and giving tie directly to our business.” The company didn’t immediately respond to questions about how many roles were cut and whether the people affected will be laid off or offered other positions.

• The retailer said it will “focus on rural America priorities including ag education, animal welfare, veteran causes and being a good neighbor.” But Eric Bloem, vice president of programs and corporate advocacy at the Human Rights Campaign, said that "Tractor Supply Co is turning its back on their own neighbors with this shortsighted decision.”

Dive Insight:

This year’s Pride month had been quite subdued compared to last year, when protests against Bud Light and Target swept through social media and, in Target’s case, entailed sometimes frightening altercations in stores. But as this year’s Pride month wanes, Tractor Supply has announced drastic alterations to policies affecting the LGBTQ+ community, climate change efforts and company culture.

Robby Starbuck, an activist, filmmaker and purveyor of wellness supplements, said on social media Thursday that his three-week campaign criticizing Tractor Supply for “going woke” led to the retailer’s new policies. Starbuck characterized his effort as “the single most successful boycott that we have had in our lifetimes. Period. Bar none. Bud Light doesn't come close.”

Tractor Supply didn’t immediately respond to a question about whether Starbuck’s campaign influenced its decision.

Rural areas of the country may be more diverse than many realize. As of the 2010 Census, 20% of rural dwellers were people of color, with other national surveys finding that the LGBTQ+ population is about the same as in cities, according to a 2019 report from the Movement Advancement Project. Tractor Supply CEO Hal Lawton in April told CNBC that younger people continue to move into rural America, where the company runs its stores, thanks to more affordable housing, a phenomenon that, if true, could further alter demographics.

“LGBTQ+ people live in every zip code in this country, including rural communities,” HRC’s Bloem said in an emailed statement. “We are shoppers, farmers, veterans and agriculture students. Companies from every industry work closely with us to be sure their employees and customers are respected, valued and can get the job done for their workforce and shareholders.”

Tractor Supply has previously earned high marks from the HRC Foundation for its workforce protections, inclusive benefits, internal training and inclusive culture and, to some extent, its corporate social responsibility. Bloem said the group has worked with the retailer “for years to create inclusive policies and practices.” Because the retailer has actively participated in its Corporate Equality Index, the HRC Foundation will continue to rate it each year, even if it doesn’t submit new information, per the survey’s terms and conditions. The group will base its scores on previously submitted data as well as publicly available information, a spokesperson said by email.

Tractor Supply didn’t immediately respond to questions about whether it would also reduce such benefits or cease all efforts and training around culture.