The home improvement retailer Lowe’s is scaling back on several of its diversity, equity, and inclusion (DEI) efforts following indications that it would be targeted by a campaign from conservative activists opposed to DEI initiatives.

Among the changes, Lowe’s will stop participating in surveys conducted by the Human Rights Campaign, an LGBTQ advocacy organization. Additionally, the company plans to merge its various employee resource groups focused on diversity into a single organization.

Lowe’s intends to concentrate on areas such as safe and affordable housing, disaster relief, and education in skilled trades, as outlined in an internal memo shared with YSL News.

Robby Starbuck, who has led boycotts against companies like Tractor Supply, Harley-Davidson, and John Deere, says he was responsible for Lowe’s decision to retract from its DEI programs.

Starbuck mentioned that he reached out to Lowe’s last week, but the company chose not to respond.

“Our movement against wokeness is a force that companies simply cannot ignore,” Starbuck stated in a comment to YSL News. “I represent the voices of ordinary people who are fed up with divisive social issues being pushed on them at their workplaces.”

In a nation divided by cultural issues involving race, gender, and family, Starbuck represents a new type of activist that pressures corporations to abandon their commitments to DEI, climate issues, and support for the LGBTQ+ community.

Buoyed by a recent Supreme Court ruling that eliminated affirmative action at colleges, conservative figures like Edward Blum, who opposes affirmative action, and former Trump official Stephen Miller have begun to challenge corporations legally regarding their DEI commitments.

While many business leaders publicly maintain their dedication to DEI initiatives following George Floyd’s death, behind the scenes, they are reevaluating their DEI spending and are hesitant about programs such as specific hiring goals that conservatives label as illegal quotas.

Hiring programs and internships that were exclusive to underrepresented groups are now being opened up to all applicants. Many firms have also started removing references to diversity goals from investor reports, with some identifying DEI as a potential “risk factor” in regulatory paperwork.

Advocates for diversity assert that corporate leaders are attempting to sidestep the contentious issues facing the nation while still supporting DEI efforts that resonate with many consumers and employees.

Amid this charged political climate, Starbuck positions himself as a vigilant monitor of corporations. He describes his anti-DEI activism as a means of removing politics from business.

He attributes his effectiveness to targeting popular brands among conservatives that he claims have strayed “out of sync” with their customer base.

“The introduction of DEI, woke training, and divisive social topics has only served to split workplaces across America,” Starbuck said. “We aim to restore sanity and fairness to corporate America, one company at a time.”

Although Starbuck’s anti-DEI campaign is well-received in certain right-wing online circles, not all employees and customers support succumbing to his influence, as noted by diversity proponents.

Eric Bloem, who is the vice president for programs and corporate advocacy at the Human Rights Campaign, recently told YSL News that Starbuck is an extremist whose views do not align with most Americans, warning that yielding to his tactics could have long-term repercussions.

“The future of business relies increasingly on an inclusive approach that not only allows them to serve diverse communities but also to attract top talent,” Bloem stated.