How woke is John Deere?

Introduction

John Deere has been a household name for generations, known for its sturdy green tractors and trusted agricultural machinery. But in today’s political climate, John Deere has waded into the waters of social justice. 

This review examines how John Deere’s policies, financial contributions, and brand identity have shifted and what that means for its customers—particularly those who prefer to keep politics out of their plows.

Financial Contributions to Progressive Causes

In 2022, the company reported record community investments, focusing on education, environmental sustainability, and workforce development. This sounds pretty neutral, but look a little closer, and you’ll see the deeper alignment with progressive social justice causes.

As OpenSecrets details, John Deere’s political contributions have flowed heavily toward Democratic candidates and organizations that champion causes like climate change and progressive policies. This isn’t just about “community investments” anymore. It’s also about backing political ideologies that might not sit well with their customers.

Prioritization of DEI Policies

Now, let’s discuss the company’s DEI approach (Diversity, Equity, and Inclusion). Like many big corporations, John Deere has embraced DEI as a core part of its business strategy, but not without ruffling some feathers. The company proudly rolled out a host of initiatives to increase the representation of women and minorities in leadership roles, and these DEI efforts are meant to enhance workforce diversity. However, reports of hiring quotas based on identity have raised concerns about prioritizing diversity over merit.

It’s a move that has drawn criticism from more conservative circles, forcing the company to backtrack a bit. John Deere shifted its tone, saying it’s focused on serving its customers and scaling back its most aggressive DEI initiatives. It seems they realized that pushing diversity too hard and fast didn’t sit well with everyone—especially in the more traditional agricultural sectors they serve.

Mandatory Training Sessions

Based on available information, no specific evidence exists that John Deere mandates training sessions on social activism topics such as unconscious bias or critical race theory. The existence, nature, and extent of such training within the company are unknown.

Support for LGBTQ+ Initiatives

John Deere has also dipped its toes into the LGBTQ+ conversation, supporting Pride events and sponsoring LGBTQ+ organizations. But, much like their DEI initiatives, not everyone in their customer base was on board. In 2024, after significant pressure from more conservative groups, John Deere pulled back from supporting LGBTQ+ sponsorships, a decision that raised eyebrows on both sides of the political aisle.

While this move might seem like an attempt to keep the peace, it also underscores the fine line brands have to walk when balancing progressive policies with customer expectations. 

Marketing and Branding

Even regarding marketing, John Deere has made a noticeable shift. Historically, the brand was about performance, innovation, and good old-fashioned American reliability. However, in recent years, LinkedIn has pointed out that John Deere’s content marketing has started to include messaging around sustainability, aligning with broader social justice themes.

Conclusion

John Deere’s move toward woke activism is undeniable. Yet, as we’ve seen with their recent retreats in both DEI and LGBTQ+ support, John Deere seems to be rethinking just how far into the social justice landscape they’re willing to go.

For a brand whose customer base spans traditional farmers to tech-savvy urban dwellers, Can they please everyone? As they tread the fine line between staying relevant and staying woke, only time will tell how this balancing act plays out in the long run.