In a social media post on the platform X, formerly known as Twitter, dated September 26, conservative influencer and anti-DEI activist Robby Starbuck announced his intentions to bring attention to Toyota, suggesting it had become “woke.” In a video accompanying the post, Starbuck used divisive language to criticize Toyota, urging the company’s executives to adopt a politically neutral stance.
Starbuck expressed concerns about companies potentially using consumer money to support organizations that oppose certain values. He argued that companies forced consumers to scrutinize their affiliations for any ties to “woke” initiatives, a sentiment he directed toward Toyota.
Initially, a Toyota spokesperson informed Bloomberg that Starbuck’s message did not result in a policy review. However, new developments suggest a shift in Toyota’s approach. A recent announcement revealed Toyota is withdrawing from participating in events such as pride parades and LGBTQ children’s summer camps, and will no longer engage with the Human Rights Campaign’s Corporate Equality Index. This move aligns Toyota with other companies like Ford, Tractor Supply Co., Microsoft, Lowe’s, John Deere, and Harley Davidson, who are reassessing their DEI initiatives amid fears of consumer backlash.
In a communication to employees and dealerships, Toyota cited Starbuck’s campaign as part of a politicized debate and indicated a reorientation towards STEM programs and workplace readiness initiatives. The automaker declared its intention to no longer partake in the Human Rights Campaign’s index or other workplace surveys focused on inclusivity.
Toyota emphasized its commitment to fostering an inclusive environment that encourages diverse thought, while now shifting its efforts towards professional development and team member engagement that align with business values.
Robby Starbuck commended the automotive giant for the decision, attributing it to adopting a corporate neutral position beneficial for future success, which aligns companies with the fundamental beliefs of their consumers.
Automotive industry analyst Sam Fiorani noted that companies face pressure in the current political climate, impacting their decisions related to DEI policies. He emphasized the influence of social media in shaping corporate strategies by balancing potential stock price implications against DEI benefits.
Meanwhile, companies like General Motors and Stellantis continue to implement DEI initiatives, with publicly shared commitments like GM’s significant grants for inclusive solutions and Stellantis’ DEI-focused report. However, industry analysts suggest these companies might downplay or not publicize their DEI efforts moving forward, learning from Toyota’s recent experience.
