Tractor Supply Company announced it will eliminate its diversity, equity, and inclusion (DEI) roles, withdraw from its carbon emission goals, and cease support for LGBTQ initiatives following backlash from conservative activists. This decision comes after a social media campaign led by conservative commentator Robby Starbuck, which criticized the retailer's 'woke' policies. The company will no longer submit data to the Human Rights Campaign and will stop sponsoring Pride festivals and voting campaigns. Instead, it will refocus on rural America priorities such as agricultural education, animal welfare, and veteran causes. The move represents a significant policy shift aimed at aligning more closely with the values of its rural customer base.