Tractor Supply DEI rollback
Moment · 2024
A 3-week X campaign preceded Tractor Supply dropping DEI roles and climate goals.
Robby Starbuck
@robbystarbuck · Jun 6, 2024
It’s time to expose Tractor Supply. It’s one of the most beloved brands in 🇺🇸 by conservatives but what do they REALLY stand for under CEO @hallawton’s leadership? • LGBTQIA+ training for employees • Funding pride/drag events • They have a DEI Council • Funding sex changes h
Robby Starbuck
@robbystarbuck · Jun 24, 2024
Over the past 2 weeks I’ve exposed how the CEO of @TractorSupply has made woke policy and DEI "a strategic priority" for Tractor Supply but now you get to hear him say it himself. Here he explains how important DEI is to him and credits his DEI push for a white employee helping
Robby Starbuck
@robbystarbuck · Jun 27, 2024
Massive victory to report. I’ve exposed the woke agenda @TractorSupply’s corporate office for 3 weeks. Now they’ve responded. Here’s their statement: • They will no longer sponsor pride festivals! • They are ELIMINATING ALL DEI roles and they’re retiring their DEI goals. •
I Meme Therefore I Am 🇺🇸
@ImMeme0 · Jun 27, 2024
Thanks for actually listening to your customers and not the 1% of activists.
Libs of TikTok
@libsoftiktok · Jun 27, 2024
Wow. Incredible. All thanks to @robbystarbuck and free speech on X. We will get rid of DEI one company at a time 👏🔥
Robby Starbuck
@robbystarbuck · Jun 28, 2024
After 3 weeks of researching and reporting on @TractorSupply going woke, they responded with the most dramatic policy reversal I’ve ever seen. This is a massive victory for sanity and the single biggest boycott win of our lifetime. My reaction and strategy going forward ⬇️ I
Spread Score
How it worksNumbers
- Peak proxy date
- Week of Jun 28, 2024
- Jun 6 ’24 to Week of Jun 28, 2024
- Platforms
- 5
- Started on X
- Origin
- Seeded
- Politics & civic
How it spread
Trace the originStarbuck launched an X boycott on June 6. Tractor Supply announced cuts to DEI roles, Pride sponsorships and carbon goals on June 27. Supporters, critics and national outlets spread its statement.
Proxy date; not a directly measured attention peak. Some dates are known only to the week, month or year.
Timeline (16)
June 2024
u/n8saces / r/TikTokCringe platform jump · Jun 19 ’24
A Reddit user shared a boycott video and said it had backfired on TikTok.[4]
Join free to see why it worked and the other 13 events. Free, on every case.
Spread the same way
Do this
- 1Repeated, specific demands can keep a campaign visible until an organization responds.
Every number (10)
- Seed post on X only; rounded live counter, lower bound“2.9M Views”2.9M[1]
Press (8 outlets)
- Jun 28, 202422 days in
Associated Press via News4JAX · Tractor Supply is ending DEI and climate efforts after conservative backlash online
You’ve seen 1 of 3 steps, 1 of 10 numbers and 1 of 8 outlets. Pro opens the rest, with all 25 sources.