What does that mean to the motorcycling community?
By Lisa Malachowsky, Owner of Dive N Ride Adventures
On August 20, 2024, Harley-Davidson announced that it had dropped its Diversity, Equity and Inclusion (DEI) program. The press release stated that Harley had stopped operating its DEI program in April 2024. It also indicated that Harley will no longer participate in the Human Rights Campaign (HRC) corporate scoring campaigns. HRC responded on that same day with a press release of its own in response to Harley’s announcement. HRC’s Corporate Equality Index (CEI) measures how effectively businesses address their internal corporate programs relating to diversity and what importance they place on showing their customers their commitment to diversity. The HRC CEI is widely viewed as a corporate benchmark for measuring the effectiveness of a corporation’s programs in terms of diversity, equity, and inclusion.
Many research studies have shown that embracing a diverse workforce supported internally by appropriate programs only improves the success of any business or company that makes a consistent effort to implement them. The Gay and Lesbian Alliance Against Defamation (GLAAD) reported that Americans, in general, are twice as likely to use and support companies that support LGBTQ+ rights. Even The Washington Post reported in its Ipsos polling in April 2024 that a majority of Americans believe that DEI programs are good things and companies should be encouraged to adopt them. There are many sources supporting this point of view, and more references can be stated.
“Many research studies have shown that embracing a diverse workforce supported internally by appropriate programs only improves the success of any business or company that makes a consistent effort to implement them.”-Lisa Malachowsky
My response to this announcement was one of profound disappointment. What does this say to Harley’s customers who are a part of my community, the LGBTQ+ community? It is a message that Harley may not fully understand the economic value of our community. Merrill Lynch currently values the financial power of the LGBTQ+ community in the United States at over $1.4 trillion annually. Is Harley ready to walk away from their portion of that money? That is what this type of decision says to the LGBTQ+ consumer. It is also a message to Harley’s own employees that they are not worth supporting as their authentic selves and that they do not belong at Harley, despite Harley’s stated commitment to “hire and retain the best talent and ensure all employees feel welcome.” This will need to be measured by their workforce once sufficient time has passed in this new and changed work environment. Harley is kowtowing to pressure from a few vocal social media and will regret this decision over time.
I want to encourage all motorcycle buyers to look at all aspects of the companies from which they will buy motorcycle products. I have a policy of watching these actions and incorporating actions such as this in my decisions both as a business owner of a motorcycle (and scuba diving) touring company focused on the LGBTQ+ community and in my personal decisions. When I vet a company for my clients, I look critically at their business practices. With this move by Harley, I will favor touring companies that do not highlight Harley products in their offerings. Other prominent motorcycle manufacturers are proponents of the LGBTQ+ community and continue to support their diverse workforce. An example of this can be seen in Polaris’s DEI policies and initiatives, which are openly expressed on their website. Their “Think Outside” motto clearly shows they understand this value to their businesses.
Please watch the news regarding your consumer choices in the motorcycle industry. In my opinion, the industry, in general, is very slow to adopt anything that requires significant change. Look how long it has taken to finally measure the number of female riders at over 20% of the riding population in the United States! I wonder if more companies embraced rather than shied away from new opportunities like the ones brought by DEI programs and policies if they would be more financially successful. What do you think?
