In 2021, Tractor Supply Company introduced new initiatives to expand its environmental, social, and governance (ESG) and diversity, equity, and inclusion (DEI) efforts, including reducing carbon emissions, increasing the number of people of color in management, increasing spending with diverse suppliers, and more. In 2024, conservative activist and online influencer Robby Starbuck began criticizing the company’s DEI policies, generating significant support among his followers and attention from the public that began to affect customer behavior and sales growth. Facing mounting pressure created by Starbuck’s viral posts, Tractor Supply announced that it would be moving away from its emphasis on its ESG initiatives, a pivot that would include refocusing the company’s efforts on core rural American values like agricultural education and animal welfare and withdrawing its current DEI and emissions goals. This announcement drew backlash from many of Tractor Supply’s more liberal stakeholders who saw the move as the company abandoning what they perceived to be core values.

This case examines how consumer sociopolitical activism impacted the company’s approach to ESG policies over time. It provides the opportunity for students to consider the challenges in aligning brand values with business goals, making policy decisions that strengthen consumer trust, and navigating changing consumer sentiment. The case is well suited for undergraduate, graduate, and executive education programs in brand and product management, leadership communication, marketing strategy, growth strategy, and management strategy.