Jack Daniel’s Joins the Growing List of Brands Scrapping DEI Initiatives Amid Conservative Backlash
Jack Daniel’s, an iconic American brand, has become the latest company to reverse its diversity, equity, and inclusion (DEI) policies in response to mounting pressure from conservative consumers and the threat of boycotts. The whiskey maker’s parent company, Brown-Forman, announced the decision in a letter to employees on Wednesday, signaling a significant shift in the company’s approach to DEI initiatives.
In the letter, Brown-Forman revealed that it would no longer tie executive compensation to DEI metrics, exit an annual ranking of LGBTQ-friendly companies, and abandon its diversity requirements for suppliers. Additionally, the company plans to put an end to its corporate training sessions that focused on diversity-related issues. These decisions were confirmed by Brown-Forman and shared by anti-DEI activist Robby Starbuck on social media platform X (formerly Twitter).
Jack Daniel’s spokesperson Elizabeth Conway explained that the company was “evolving” its diversity and inclusion strategy, citing changes in the business landscape and external environment as factors influencing the decision. As of Thursday, the company’s webpage on “Diversity & Inclusion” had been taken down, signaling the company’s move away from its previous DEI efforts.
The decision to scrap DEI initiatives aligns Jack Daniel’s with other major brands like Harley-Davidson, Tractor Supply, and John Deere, all of which have recently rolled back their diversity programs after facing similar backlash. These reversals highlight the growing pushback against DEI efforts across corporate America, particularly from conservative consumers who see these initiatives as overly political and divisive.
Corporate America’s embrace of DEI initiatives began in earnest after the Black Lives Matter protests of 2020, as companies sought to address perceived historic injustices. However, these programs have increasingly become a source of controversy. Proponents argue that DEI initiatives help create more opportunities for women, minorities, and LGBTQ individuals, both in the workplace and in higher education. But critics counter that DEI often results in reverse discrimination, penalizing straight, white men who may be equally or better qualified for certain roles.
While polls show that some Americans generally support DEI principles, there is growing unease about companies becoming too involved in political and social issues. This sentiment has been amplified by figures like Robby Starbuck, who have successfully led campaigns to force companies to rethink their DEI strategies.
Starbuck, a Cuban-American filmmaker and former Republican congressional candidate, has made a name for himself as a leading voice against DEI initiatives. He celebrated Jack Daniel’s reversal as another victory in his mission to bring “sanity back to corporate America.” Starbuck took to social media to announce that his efforts are now leading companies to change their policies even before he publicly targets them.
“Jack Daniel’s deserves credit for not waiting for their brand to be destroyed,” Starbuck said, urging other companies to follow suit before they too face consumer backlash. His warning to corporate America was clear: “Save me time and make these changes now before we get to you.”
Brown-Forman’s decision to preemptively roll back its DEI initiatives suggests that the company was aware of an impending campaign from Starbuck and moved quickly to avoid the public relations disaster that has befallen other companies. This proactive approach may become more common as corporations seek to avoid becoming the next target of anti-DEI activists.
Jack Daniel’s isn’t the only company to have recently adjusted its stance on DEI. Harley-Davidson, another iconic American brand, announced this week that it would no longer have minority-owned supplier spending goals and would discontinue its socially-motivated employee training programs. The company also confirmed that it had disbanded its corporate DEI function back in April and would no longer participate in the Human Rights Campaign’s (HRC) annual ranking of LGBTQ-friendly companies.
Similarly, John Deere and Tractor Supply have also rolled back their DEI efforts after being targeted by Starbuck. John Deere, for example, announced last month that it would no longer participate in “cultural awareness parades” and that its business resource groups would refocus on professional development, networking, and talent recruitment, rather than diversity initiatives.
Advocates for DEI argue that these programs help bring diverse talent into the workplace and boost overall morale. However, critics see them as little more than “woke” virtue-signaling that ends up fostering resentment and reverse discrimination, particularly against straight, white men.
As more companies face pressure from consumers and activists like Starbuck, the future of DEI initiatives in corporate America remains uncertain. What is clear, however, is that the backlash against these programs is gaining momentum, forcing even the most established brands to reconsider their approach to diversity, equity, and inclusion.
