Jack Daniel's Rejects Woke Policies

In a significant shift, Jack Daniel's parent company, Brown-Forman, has announced the discontinuation of several diversity, equity, and inclusion (DEI) initiatives, a move celebrated by conservative activist Robby Starbuck. Starbuck, known for his vocal opposition to what he terms "woke" agendas, claimed credit for the decision, suggesting that his scrutiny of corporate practices influenced the company's change in direction. He had previously targeted other major brands, including Harley-Davidson, John Deere, and Tractor Supply Co., for their perceived left-leaning policies. Starbuck revealed on social media that Brown-Forman's announcement included the termination of participation in the Human Rights Campaign’s Corporate Equality Index and a shift in executive bonuses to focus solely on business performance rather than DEI metrics. The company also plans to end its quantitative diversity goals and eliminate "woke trainings," which Starbuck argues have alienated traditional customers. In a letter to employees, Brown-Forman acknowledged the evolution of its DEI strategy since its launch in 2019, citing changes in the business landscape and legal environment in the U.S. as factors influencing their decision. The company did not provide immediate comment to Fox News Digital regarding the announcement. Starbuck's activism has gained traction, as he continues to compile evidence against what he describes as radical social agendas within corporate America. His efforts reflect a growing movement among some consumers and activists who seek to hold companies accountable for their social policies.