Every day, I become more convinced that racism is the foundation of MAGA Republicanism. I do give grudging kudos to MAGA’s activism on behalf of its expansive hatreds–all evidence points to the minority status of these angry White Nationalists, but they are unrelenting–and frequently successful– in their efforts to combat any movement toward civility and inclusion.
Most of us are aware of MAGA’s successful efforts last year during Pride month to cow Target for having the temerity to carry Pride merchandise and thus mortally offending the “Christian” warriors. Those pious folks also rose up to attack Bud Light for working with a transgender person. (Somewhere, there must be an office of “watchers” ready to unleash the troops whenever some business has the nerve to market to “undesirable” folks….)
The most recent example of which I’m aware is a business called Tractor Supply.
Tractor Supply (with which I am wholly unfamiliar) sells animal feed, tractor parts and power tools. It has more than 2,230 stores nationwide, and has been recognized for its inclusiveness; Bloomberg praised it for promoting gender equality, while Newsweek called it one of the best U.S. companies for diversity.
Inclusion was evidently the company’s big sin. The haters came out in force.
The company came under scrutiny this month when conservative podcast host Robby Starbuck denounced Tractor Supply’s diversity and climate policies. An employee recently had messaged him to complain that the company was supporting LGBTQ+ groups, Starbuck told The Washington Post.
Starbuck visited Tractor Supply weekly to buy provisions for his farm in Franklin, Tenn., he said, but wasn’t comfortable with the company putting money toward inclusion programs.
“Start buying what you can from other places until Tractor Supply makes REAL changes,” he wrote on X on June 6.
Other customers responded to say they would join the boycott, and the company’s share price fell by 5 percent in the past month, according to the Financial Times.
Tractor Supply backed off, announcing that it will end all “Diversity, Equity, Inclusion” programs and will no longer support LGBTQ and global warming causes.
That, of course, enraged a different part of the customer base. A number of customers have indicated an intent to stop doing business with Tractor Supply, and several have issued statements indicating disappointment with the company’s willingness to buckle under. As one wrote, “Tractor Supply’s embarrassing capitulation to the petty whims of anti-LGBTQ extremists puts the company out of touch with the vast majority of Americans who support their LGBTQ friends, family, and neighbors.”
Tractor Supply is a predominantly rural enterprise, which means it faces a more formidable challenge than businesses that cater to a largely urban customer base. As a recent study has found, a growing aspect of rural identity has added to America’s political and cultural divide.
Jacobs and Shea pinpoint the 1980s as when this identity began to crystallize. In different regions, cost pressures on family farms and ranches, suburban sprawl, or water inaccessibility squeezed rural communities economically, which coincided with terrible depictions of country life in popular culture. Just as national news outlets emerged through cable and the internet, regional papers closed, and divisive national narratives enveloped local political context. Separate localized identities merged into a national common rural identity
Simultaneously, globalization shuttered small manufacturers central to communities’ economies, so younger generations moved to bigger cities, and social issues and addiction grew. For Cramer, a key component of this rural identity is a resentment from the perception of being overlooked by government. It has furthered party polarization as rural Americans increasingly vote Republican and see the world opposite from group identities associated with Democrats and vice versa.
Rural America is whiter, older, and more religious than urban America, but the researchers found that–even after controlling for those factors– living in rural America independently added to support for the Republican party.
One of the most conspicuous aspects of MAGA Republicanism has been the willingness of its adherents to “act out.” In addition to the more-or-less organized bands of truly dangerous crazies like the Proud Boys and other neo-fascist groups, members of groups like Moms for Liberty and the American Family Association have become increasingly belligerent, increasingly apt to insist that the schools, libraries and businesses they patronize privilege their particular bigotries. They are primarily active in the rural precincts where Republicanism is high and the fact that they don’t represent majority opinion even there is less obvious.
It’s hard not to feel some sympathy for the businesses caught in the middle–damned by MAGA if they stick to their purported principles, and shunned by tolerant Americans if they abandon them.
And we wonder why success in retail is so elusive…..
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