When a community that has long been the lifeblood of a brand turns against it, the consequences can be profound. Such is the story of Harley Davidson, where a confluence of changing social dynamics, business strategies, and the age-old tension between progress and tradition culminated in a backlash. The core issue? Harley Davidson's well-intentioned diversity and inclusion efforts ran into a wall of resistance from their deeply rooted, largely conservative customer base.
A Brand Built on Rebellion
Harley Davidson has always represented something more than just motorcycles. The brand has built an identity around freedom, adventure, rebellion, and a sense of brotherhood (and sisterhood) for over a century. It's no wonder their community of riders, known for its rugged individualism, has such a deep connection to the brand.
But as the world evolves, businesses, too, feel the pressure to adapt. In recent years, Harley Davidson attempted to move toward a more inclusive corporate culture by aligning with progressive initiatives such as diversity, equity, and inclusion (DEI). However, in doing so, they inadvertently alienated a significant portion of their core demographic, sparking protests and boycotts from within the very community that had supported them for so long.
The Backlash
The response from the conservative side of Harley's community was swift and sharp. Online campaigns targeted the brand, accusing them of going "woke," leading to boycotts and a significant public relations challenge. This eventually resulted in the brand backing away from some of its DEI initiatives, leaving a trail of divisiveness within its community.
So, how did things go so wrong?
Misalignment of Values
The crux of the issue is the misalignment between the progressive values Harley Davidson tried to embrace and the traditional values held by its core customer base. Harley, like many other companies, sought to do good and be more inclusive, but it was perceived by some in their community as an unwanted political agenda being forced upon them.
The key lesson here is that businesses must be mindful of their brand's identity and their community’s values when navigating these waters. Harley Davidson’s attempt to align with broader societal values missed the mark by not taking into account the sensitivity of their audience to change.
Finding Common Ground
Navigating these waters requires finesse. As Tulio Siragusa, one of the hosts, mentioned, the problem wasn't necessarily the DEI initiatives themselves, but how they were communicated and integrated into the brand’s identity. Harley’s leadership failed to tie these new values to the core tenets of their brand—freedom, rebellion, and individuality.
Rather than focusing on the divisions, Harley could have emphasized commonalities that transcend political and social divides. Both conservative and progressive audiences can rally around themes like personal freedom, adventure, and love for the open road. In doing so, Harley could have created a narrative that brought people together rather than pushing them apart.
Actionable Insights for Businesses
-
Know Your Audience: Understand the values that your core community holds dear. While it’s important to evolve and embrace inclusivity, businesses must do so in a way that respects their audience's identity.
-
Speak Their Language: When introducing new initiatives, speak in a way that resonates with your audience. Harley could have framed its DEI efforts as an extension of the freedom and brotherhood that their riders cherish rather than as a political statement.
-
Highlight Common Ground: Focus on the values and experiences that unite your community. Harley riders of all stripes can agree on the thrill of the ride and the freedom of the open road. Build from that foundation.
-
Respect Tradition While Innovating: Innovation is key for staying relevant, but it should be done with respect for the tradition and culture that made the brand successful in the first place. Authenticity is vital for maintaining trust.
Conclusion
Harley Davidson’s tale is a cautionary one for any brand seeking to innovate or embrace societal change. The key is to do so with care, ensuring that the essence of the brand remains intact and that the community feels included, not alienated. Brands need to find the delicate balance between staying true to their roots and evolving with the times. And most importantly, they must always lead with empathy, understanding, and respect for their community.
For the podcast episode related to this blog click here
