Tractor Supply, a US farming retailer, has announced plans to eliminate its diversity roles and scale back its climate commitments following a social media campaign by conservative influencers, which knocked 5% off its share price. The company, valued at nearly USD30 billion, will "retire" its current diversity and inclusion goals, stop sponsoring Pride festivals and voting campaigns, and refocus on "animal welfare, veteran causes, and being a good neighbour". The move comes as US companies face political pressure over so-called "wokeness", with several scaling back Pride month displays and diversity goals after backlash from rightwing activists.