Corporate America may not be waving the white flag just yet, but there’s no denying the momentum of the movement to roll back so-called “woke” Diversity, Equity, and Inclusion (DEI) initiatives. Over the past year, the list of major companies scaling back or outright eliminating their DEI programs has grown significantly, reflecting a broader backlash against these polarizing policies. And while many corporations still cling to DEI rhetoric, the tide is undeniably shifting.
Let’s break it down. The trend gained significant traction in 2024 and has only accelerated into 2025. Some of the biggest names in the corporate world—Meta, Amazon, McDonald’s, Ford, Walmart, Toyota—have dialed back their DEI programs, joining a growing roster of companies reassessing their approach to workplace policies that have increasingly come under fire for being divisive and, in many cases, ineffective.
Here’s a quick snapshot of some of the major corporations that have made headlines for scaling back their DEI programs:
2025:
- Amazon
- Meta
- McDonald’s
2024:
- American Airlines
- Boeing
- Brown-Forman (maker of Jack Daniel’s)
- Caterpillar
- Ford
- Harley-Davidson
- John Deere
- Lowe’s
- Molson Coors
- Nissan
- Polaris
- Toyota
- Tractor Supply Company
- Walmart
The list reads like a who’s who of American business, cutting across industries from tech to agriculture, retail, and manufacturing. Companies that once proudly boasted of their DEI efforts are now quietly scaling them back in response to mounting pressure from shareholders, customers, and activists who argue that these initiatives have outlived their usefulness—or worse, that they’ve alienated large swaths of their consumer base.
One of the loudest voices in this cultural shift is Robby Starbuck, an anti-woke activist and filmmaker. Starbuck, who has emerged as a key figure in the campaign to dismantle DEI programs, is unapologetic about his mission. “We won’t stop until corporate America is sane again and adopts corporate neutrality on divisive issues,” Starbuck told FOX Business last week.
What Starbuck and others in this movement argue is that DEI programs—originally designed to foster inclusivity and equal opportunity—have morphed into political cudgels that divide rather than unite. Critics contend that DEI initiatives often prioritize quotas and symbolic gestures over merit, alienating employees and customers alike. From controversial hiring practices to mandatory employee training sessions labeled by some as “ideological indoctrination,” DEI programs have increasingly faced scrutiny from both the left and the right.
The reasons behind the rollback are as diverse as the companies themselves. For some, it’s a matter of economics. Amid rising inflation and fears of an economic slowdown, many corporations are tightening their belts, and DEI departments—which often carry hefty budgets with unclear returns on investment—are easy targets for cuts.
For others, it’s about staying in step with consumer sentiment. High-profile backlashes to perceived “woke” campaigns—think Bud Light’s plummeting sales after its ill-fated partnership with transgender influencer Dylan Mulvaney—have made companies painfully aware of the risks of alienating their customer base. Many have concluded that neutrality on hot-button issues is the safer and smarter business play.