Tractor Supply, the Tennessee-based farming supplies retailer, is eliminating "woke" initiatives criticized by social media users and customers. The company announced it will focus on activities directly tied to its business, dropping sponsorships for nonbusiness events like Pride festivals and voting campaigns. Instead, Tractor Supply will prioritize rural America priorities such as agricultural education, veterans, and animal welfare. Diversity, equity, and inclusion goals will be terminated, along with DEI positions and data sharing with organizations like the Human Rights Campaign. The retailer also plans to shift its focus towards land and water conservation, abandoning carbon emission reduction targets. In response to customer feedback, Tractor Supply is making these changes to align more closely with the values of the communities it serves. This decision comes after facing criticism from political activists and a recent drop in stock price.