Brown-Forman Corp., the parent company of Jack Daniel’s whiskey, has announced it will discontinue its diversity, equity, and inclusion (DEI) initiatives, responding to mounting pressure from conservative groups. This decision aligns with similar actions taken recently by companies like Harley-Davidson Inc., Tractor Supply Co., and Deere & Co., all of which have faced scrutiny from anti-DEI activists.
In a letter sent to employees on Wednesday, Brown-Forman detailed its decision to cease linking executive compensation to DEI progress. Additionally, the company will withdraw from an annual ranking of companies that maintain LGBTQ-friendly work environments and will also cancel plans to increase procurement from minority-owned suppliers. This shift in strategy was shared on social media platform X by Robby Starbuck, an activist opposing DEI efforts, and later confirmed by the company.
The company’s email cited changes in the “legal and external landscape” since the inception of its diversity strategy in 2019 as the primary reason for the shift. Brown-Forman emphasized that its revised approach aims to ensure business results while acknowledging the evolving environment.
Previously, Brown-Forman tied 10% of its short-term executive compensation to achieving DEI goals, as outlined in its 2023 annual report. However, the broader trend among companies reflects a growing tension between maintaining DEI initiatives and responding to political pressures. While a Washington Post-Ipsos poll in April revealed that 61% of adults view DEI programs positively, a survey from Bentley University and Gallup indicated that many believe companies should refrain from taking stances on current events.
Robby Starbuck, who has been instrumental in leading campaigns against DEI programs, had planned to target Brown-Forman before the company announced its changes. Starbuck has also focused on challenging the corporate equality index published by the Human Rights Campaign, which rates companies on LGBTQ benefits and policies. Brown-Forman, which previously boasted a perfect score of 100 on this index, has now joined other companies in scaling back its DEI efforts.
Harley-Davidson, for instance, recently announced it would eliminate minority-owned supplier spending targets, discontinue socially-driven employee training, and phase out its corporate DEI function. The company has also opted out of participating in the Human Rights Campaign’s rankings.
Similarly, Deere & Co. and Tractor Supply Co. have dialed back their DEI initiatives following Starbuck’s public campaigns. Deere announced it would no longer participate in cultural awareness parades and that its business resource groups would shift their focus to professional development, networking, and talent recruitment exclusively.
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