(This story has been updated to fix a misspelling/typo.)

National civil rights organizations are calling on business leaders to resist a rising movement aimed at eliminating diversity, equity, and inclusion (DEI) initiatives in workplaces. They urge companies to uphold longstanding, pro-business choices that aim to enhance equality at work.

“Lately, some CEOs have conceded to pressure and have declared their companies are stepping away from diversity, equity, and inclusion initiatives,” stated a letter from the Human Rights Campaign, NAACP, National Organization for Women, and 17 other groups directed at the top 1000 Fortune companies. “These retreats weaken businesses and harm the broader American economy. Moreover, these misguided choices create a less safe and inclusive environment for diligent workers across the nation.”

This letter represents the first unified response from national organizations against a social media-driven campaign that has led to an unprecedented reduction in DEI programs in major U.S. corporations.

Several companies, including Molson Coors, Harley-Davidson, John Deere, Tractor Supply, Jack Daniel’s producer Brown-Forman, and Stanley Black & Decker, have made concessions such as withdrawing from external workplace evaluations and eliminating diversity objectives for employees and suppliers.

The individual behind this campaign is Robby Starbuck, a 35-year-old activist from Tennessee who claims he aims to keep divisive social issues and politics out of workplaces.

This year, he began targeting brands that are popular among conservatives, claiming they have become “misaligned” with their customer base. His supporters on social media joined in this effort. Starbuck characterizes conservatives as now being “activist consumers” who aren’t hesitant to use their purchasing power as leverage.

Starbuck has recently broadened his anti-“woke” campaign to include more mainstream brands, like Ford and Lowe’s, that have agreed to comply with some of his demands.

“I believe our campaigns have been highly effective because we’ve aimed at ensuring companies are welcoming to all,” Starbuck remarked. “Most people don’t want their tool company or grocery store to share political opinions. They just want quality products and good service.”

The civil rights groups warned CEOs that retreating from DEI investments could alienate both employees and customers.

An Edelman survey found that 60% of respondents believe an inclusive workplace with a robust diversity program is essential for attracting and retaining talent.

“When diversity, equity, and inclusion principles are attacked by politically motivated, anti-business groups, CEOs and corporate board members must defend these values without reservation,” the civil rights organizations stated. “It is important to note that women, people of color, and workers with disabilities aren’t making political statements when they come to work; they are simply requesting fair policies, benefits, and treatment.”

Following last year’s Supreme Court ruling that ended race-conscious college admissions, anti-DEI activists are more aggressively targeting corporate America with a surge of legal challenges.

Joining them are over a dozen Republican attorneys general who have sent warnings to Fortune 500 firms, threatening legal repercussions over DEI policies, along with GOP lawmakers across several states advocating for laws to limit DEI initiatives in workplaces.

Critics of DEI argue that women and people of color are appointed to positions and given promotions at the expense of more qualified candidates. They contend that any program that excludes white employees is equally illegal to one that excludes Black employees.

The fear of backlash and lawsuits has left many in the private sector on edge. Companies that once highlighted their DEI programs now tend to shy away from the topic.

However, some executives from Fortune 500 companies, such as JPMorgan Chase’s CEO Jamie Dimon, have started to publicly reassert their commitment to DEI principles.

“It’s beneficial for business. It’s ethically correct. We excel at it, and we achieve results,” Dimon recently stated regarding DEI at a conference of the Council of Institutional Investors.

Nevertheless, he mentioned that he is uninterested in receiving “criticism from either political side.” “I don’t identify as ‘woke’ at all,” he added.

Diversity, equity, and inclusion (DEI) initiatives are designed to create equal opportunities for all employees. Historically, men have had advantages that have led to disparities in position, salary, and wealth within the business sector.

Currently, women hold senior leadership roles at a ratio of 1 to every 5 men, based on an analysis from YSL News examining the executive officers of the 100 largest publicly traded companies in the U.S. The disparity is even more pronounced for women of color, who face a gap five times larger than that of white women.

“Companies are facing tough challenges from extremists and intense pressure,” noted Eric Bloem, vice president of programs and corporate advocacy at the Human Rights Campaign.

Starbuck has concentrated on implementing training and resources for LGBTQ+ employees.

All eight companies that have been targeted by Starbuck have opted out of participating in a benchmarking index used by the Human Rights Campaign to gauge how inclusive their policies are towards LGBTQ+ individuals.

“The LGBTQ+ community is undoubtedly experiencing a considerable amount of these attacks, but the choices made by these companies impact all communities,” Bloem remarked.

This is why representatives from historically marginalized communities are urging business leaders to “defend their values.”

Fatima Goss Graves, president and CEO of the National Women’s Law Center, expressed concern that anti-DEI initiatives might reverse the advancements made since the death of George Floyd under the knee of a white police officer in May 2020.

A recent report from LeanIn.org and McKinsey & Co. has indicated that, for the first time in a decade, efforts to boost the number of women in leadership roles have declined amidst the backlash against DEI.

“This is a pivotal moment for leadership,” stated Graves. “I applaud the majority of businesses that are committed to their responsibilities. For those who feel intimidated by a minority of extremists, I urge them to rethink their stance.”