A number of companies are scaling back their inclusion initiatives in response to a conservative backlash.
The creator of Jack Daniel’s whiskey, Brown-Forman Corporation, is the latest in a series of firms to drop commitments to diversity, equity and inclusion (DEI).
According to an email sent to employees on Wednesday, executive pay at the US firm is no longer going to be linked to DEI targets.
Ten percent of short-term compensation was formerly based on DEI goals.
On top of this, the company will stop participating in an annual ranking of companies with an LGBTQ-friendly work environment, and it will also scrap plans to source more suppliers from a minority background.
“We launched our diversity and inclusion strategy in 2019,” said Brown-Forman in its email to employees.
“Since then, the world has evolved, our business has changed, and the legal and external landscape has shifted dramatically, particularly within the United States.”
“With these new dynamics at play, we must adjust our work to ensure it continues to drive business results while appropriately recognising the current environment in which we find ourselves.”
The letter was shared on X by American conservative activist Robby Starbuck, dubbed by some commentators as the man “forcing big companies to halt DEI”.
Brown-Forman confirmed to Bloomberg that the letter was authentic.
The whiskey-maker’s sudden U-turn echoes moves taken by US firms Tractor Supply, Deere & Co., and Harley-Davidson.
Motorcycle-maker Harley said in a statement on Monday that it had dropped its minority-owned supplier goals and it counts on ending its socially motivated training for employees.
The company added that it has not had an active DEI team since April.
“We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community,” said the statement.
“As a company, we take this issue very seriously, and it is our responsibility to respond with clarity, action and facts.”
Harley had previously come under fire from Starbuck, who had criticised it for promoting “the woke agenda of the very far left”.