The National Black Farmers Association is demanding the resignation of Tractor Supply's president and CEO after the retailer announced a decision to drop diversity and climate advocacy efforts. This move by the rural retailer has sparked backlash, with critics accusing Tractor Supply of giving in to hate and harming its customers. The company's decision to eliminate diversity, equity, and inclusion roles, as well as end sponsorships of nonbusiness activities like Pride festivals, has led to calls for a boycott. Tractor Supply's reversal comes amidst increasing pressure from conservative activists opposed to DEI efforts. The decision has also drawn disappointment from organizations like the National Black Farmers Association and the Human Rights Campaign. Consumers are increasingly using social media to influence their spending decisions, making it challenging for companies to navigate divisive political and ideological landscapes.