The re-election of President Donald Trump clearly had a cultural effect on the nation that helped quell the far-left ideology that had taken hold across many American institutions.
But that wasn’t the only factor.
Anti-woke crusader Robby Starbuck has single-handedly brought attention to the objectionable policies many companies have had in place for years, prompting public backlash that led to their reversals in many cases.
Two years after Harley-Davidson seemed to back off from its woke trajectory, however, Starbuck says there’s more to the story.
Here’s what Fox Business reported:
Starbuck led a consumer boycott against Harley-Davidson in 2024, which prompted the company to announce a rollback of DEI programs, but he warned that the hire suggests the company wasn’t committed to those changes over the long-term.
“Harley-Davidson’s recent hires show me they didn’t learn anything from the backlash they already faced for going woke,” Starbuck told FOX Business.
Starbuck’s social media criticism of Harley-Davidson also included the company’s chief brand officer, Marcus Fischer, who previously led an advertising agency and encouraged efforts to boost transgender representation.
“I expose this stuff because consumers deserve to know who is running the brands they support and what values those companies are pushing behind the scenes,” Starbuck said. “This isn’t about revenge. It’s about accountability. Companies should be politically neutral, merit-based and focused on making great products, not chasing approval from far-left activists.”
“My goal is to give forgotten consumers a voice and make it clear that if brands keep choosing woke ideology over their customers, those customers can and should walk away. There are consequences for woke behavior and woke executives,” he added.
The renewed backlash toward Harley-Davidson has spread via social media:
Harley Davidson has gone full woke – people are ditching their Harley’s and going to Indian in disgust – never mix politics and business.
“The CEO of Harley is a woke zealot… He wants to fundamentally change who you are, how you live…” pic.twitter.com/mzVz6i9mah
— AlphaFox (@alphafox) May 28, 2026
Harley’s suck. They created a hugely successful lifestyle brand targeting a demo that aged out. They then brought in a euro trash flamer to create a new image for a nonexistent market.
Young people are too stupid to drive. Bikes aren’t even on their radar. Harley is dead.
— HandyHamlet (@HamletHandy) June 7, 2026
👁️BOMBSHELL: Motorcycle Company Harley Davidson Gets Exposed For Woke Leadership.
They never learn.
New CEO Artie Starrs (joined Oct. 2025, ex-CEO of Pizza Hut and Topgolf):
At Topgolf: Supported a Pride employee group and an LGBTQ+ golf tournament raising funds for San… pic.twitter.com/9Yjm9C3nEI
— Michael Khieu (@kingkhieu) June 5, 2026
Here’s the full text of the post above:
BOMBSHELL: Motorcycle Company Harley Davidson Gets Exposed For Woke Leadership.
They never learn.
New CEO Artie Starrs (joined Oct. 2025, ex-CEO of Pizza Hut and Topgolf):
At Topgolf: Supported a Pride employee group and an LGBTQ+ golf tournament raising funds for San Francisco Pride.
At Pizza Hut: Signed onto a partnership with First Book for anti-racism resources for educators. Starbuck highlights sections on “white privilege,” microaggressions, intersectionality, transgender books in classrooms, preferred pronouns, and resources like Ibram X. Kendi’s work and books questioning gender.
ADVERTISEMENTChief Brand Officer Marcus Fischer (he/him, joined Dec. 2025, ex-CEO of ad agency Carmichael Lynch):
Agency emphasized DEI, diversity hiring (doubling employees of color), women in leadership, LGBTQ+ allyship (e.g., pronoun presentations, Pride efforts, $12K+ donations), and campaigns challenging “masculinity stereotypes.”
Starbuck calls him a mismatch for Harley’s traditional, masculine rider base.
This needs to come to an end.
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Here’s how USA Today covered the latest development:
Chief among his concerns is the leadership of Artie Starrs, Harley-Davidson’s newly minted CEO who took over in October.
“So after an extremely tumultuous period where your brand was torn down and now is seen as weird, woke and weak, you’re going to bring in a CEO that is going to, like, project the masculine identity of the brand right? The pro-America identity of the brand. Well, maybe not so much,” Starbucks said before calling out Starrs for sponsoring a pride group and an LGBTQ+ golf tournament that raised money for San Francisco Pride when he was running Topgolf and for launching antiracism training for educators while CEO of Pizza Hut.
Starbuck also questioned Starrs’ choice of chief brand officer, Marcus Fischer, the former CEO of the Minneapolis-based advertising agency Carmichael Lynch who encouraged more transgender representation.
“Is this seeming like the guy to turn around a brand that has a wokeness problem?” Starbuck said.
Harley-Davidson issued a statement defending its CEO.
“Since stepping into the role eight months ago, CEO Artie Starrs has spent time across the country listening directly to our riders, dealers, employees, and unions,” the statement said. “As our dealers and employees can attest, our only agenda is getting back to basics: building great motorcycles, strengthening our network of 500+ U.S. dealers, and supporting a workforce that is proud of the product they put on the road. We have made meaningful improvements and changes, and that work continues.”
Here’s Starbuck’s full statement, followed by his social media video:
It’s time to expose Harley-Davidson… AGAIN! What I found reveals shocking stupidity. I now see @harleydavidson as hopelessly woke.
My previous videos exposing Harley resulted in a huge stock collapse and promises that they’d change, but… have they?
My investigation into their recent hires sent me down a rabbit hole that tells me they’ve learned NOTHING from our last go-around.
Their new CEO hire literally had DEI and woke policy deeply embedded in both of his most recent stops as CEO of Topgolf and Pizza Hut. That’s the guy you bring in to change things? Really???
This included Pizza Hut funding a program during his tenure, that he signed onto, where they taught teachers to indoctrinate students with racist garbage about so-called White Privilege. The document I lay out in this video shows how this program, which again… he signed onto, directed teachers to put transgender books in their classroom libraries and have discussions about preferred pronouns and “microaggressions” with kids in their class. It only gets worse from there.
Their new Chief Brand Officer, in particular, is a woke disgrace to the brand and riders. His name is Marcus Fischer (he/him) and let’s just say he’s not exactly a typical Harley rider. Oh that he/him reference? You’ll understand after watching.
Hiring him AFTER you lose hundreds of millions due to wokeness is just 100% indefensible. He came from a marketing agency that pushed DEI in marketing. He was the CEO there! Pushing DEI and wokeness is literally one of the big things they did at his company. AND YOU HIRE HIM AFTER HARLEY GETS TORN TO SHREDS FOR WOKENESS?
It’s either incompetence or total contempt for your customer base at this point. When you see everything I lay out about him, there’s really no question about where things stand.
At this point, I don’t think Harley deserves another chance. I think it’s time to leave them and move on from a company that’s willing to be this blatantly disrespectful after pretending that they’d change.
And yes, I have MUCH more I’ll release in the coming weeks, but watch this and ask yourself if this resembles the people you’d imagine running a motorcycle company. Absolutely not. Just disgraceful.
And the new CEO never even bothered to call or reach out in private over the 10 months since Harley announced his hire. Seems like malpractice to me.
Share this, and feel free to clip and use it however you want. Riders need to know what Harley-Davidson has become. We can’t let them pretend to be something else.
ADVERTISEMENTPer usual, I’m not concerned with monetization on this video, so everyone feel free to use this video however you want to get the word out.
So far, you’ve helped me change corporate policy at Tractor Supply, John Deere, Polaris, Lowe’s, Ford, Coors, Stanley Black & Decker, Jack Daniel’s, DeWalt Tools, Craftsman, Caterpillar, Boeing, Toyota, Walmart, McDonald’s, Meta, Target, Accenture, Pepsi, Gatorade, Rockstar Energy, AT&T, Corona Beer, Modelo Beer, Pacifico Beer, IBM, Reynolds American, and all the companies they own! Crazy thing is, that’s not even the full list!!!
We’re a force to be reckoned with, and we won’t stop until wokeness is extinct.
It’s time to expose Harley-Davidson… AGAIN! What I found reveals shocking stupidity. I now see @harleydavidson as hopelessly woke.
My previous videos exposing Harley resulted in a huge stock collapse and promises that they’d change, but… have they?
My investigation into their… pic.twitter.com/8rdE1do0Ny
— Robby Starbuck (@robbystarbuck) June 3, 2026
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