Nissan Motor will be rolling back its diversity initiatives after speaking with conservative activist Robby Starbuck – who previously led successful boycotts against major companies like Walmart and Tractor Supply forcing them to cut their DEI programs.
The Japan-based automaker’s Americas unit will stop funding Pride events and cancel its hiring and promotion quotas for diverse applicants, according to Starbuck.
Nissan’s staff training will focus on its business agenda, eradicating DEI and LGBTQ training requirements, according to Starbuck and an apparent letter sent to staffers Wednesday by outgoing Nissan Americas chair Jeremie Papin, as seen in the video.
The company will also end its participation in the Human Rights Campaign’s Corporate Equality Index, which tracks employers’ commitment to LGBTQ-equality policies.
Nissan did not immediately respond to a request for comment.
“As many of y’all know, I’m a Tennessean, so this one makes me particularly proud because Nissan is one of our biggest employers,” Starbuck said in a video posted to X late Wednesday, “and it’s my goal for every Tennessean to go to work without being bombarded with wokeness.”
A few weeks ago, Starbuck told Nissan he was planning to speak about their company to his 730,000 loyal “anti-woke” followers on X – and instead the company agreed to “productive conversations” and committed to some key changes, he said in the post.
Nissan’s DEI reversal is just the latest flip-flop following similar changes from major US red-state employers like Tractor Supply, John Deere, Harley-Davidson, Lowe’s, Ford and Walmart – all of which Starbuck threatened with boycotts on X.
Starbuck’s X account is his largest social media page by following, and he praised X owner Elon Musk for fostering an environment amenable to his “anti-woke” boycotts.
“Without @elonmusk buying X, I absolutely would have had my account banned and none of these companies would have dropped their woke policies,” Starbuck wrote in a post on X late Wednesday.
President-elect Donald Trump has also expressed his desire to curb diversity initiatives. In 2020, during his first term, Trump signed an executive order that could have rolled back DEI initiatives and critical race theory teachings. In 2021, President Joe Biden rescinded the order on his first day in office.
Just last year, Nissan had touted its expansive DEI initiatives.
“Nissan Americas’ DEI efforts bolster our heritage of always daring to do what others do not,” Papin said in the Japanese automaker’s 2023 diversity report.
Chandra Vasser, Nissan’s chief DEI officer, wrote in the same report: “While other companies may shy away from DEI, it is front and center at Nissan, starting on an employee’s very first day.”
Nissan is not the first company to end its participation in the HRC’s survey amid Starbuck’s influence. In its 2023 diversity report, Nissan emphasized its dedication to providing benefits to LGBTQ employees.
Papin will take on a new position at Nissan as chief financial officer starting Jan. 1 and will be replaced as chairperson in the US by Christian Meunier.
Meanwhile, Nissan is facing increased regulatory scrutiny in Japan as it reportedly seeks to merge with Honda Motor as both companies struggle to contend with increased electric vehicle competition from Chinese EV makers and Musk’s Tesla.
