Jack Daniel’s Maker Brown-Forman Ends DEI Programs

Brown-Forman Corp., the maker of Jack Daniel’s, is ending several DEI programs amid shifting pressures, shifting focus from diversity, equity, and inclusion (DEI) outcomes to business performance. This decision follows a trend of companies, including Microsoft and Zoom, scaling back on DEI initiatives. Critics argue that such moves undermine inclusivity and could harm company reputations.

According to HR Dive and shared by anti-DEI activist Robby Starbuck, Brown-Forman Corp. is ending several DEI programs in response to changing legal and external pressures. The company will shift its focus from DEI outcomes to business performance metrics for executive incentives and employee goals. As part of this shift, Brown-Forman will end its quantitative diversity goals, stop participating in the Human Rights Campaign’s Corporate Equality Index, and reassess its remaining DEI initiatives to align with a new strategy.

This move is part of a broader trend of companies reassessing their DEI programs. For instance, video conferencing platform Zoom announced a strategic shift in its DEI approach, including job cuts within its DEI team. Similarly, Microsoft’s recent elimination of two DEI roles has raised concerns about its commitment to diversity, reports MBN. 

The decision by Brown-Forman has faced criticism from DEI advocates. The Human Rights Campaign (HRC) condemned the move, accusing the company of capitulating to fringe-right activists and neglecting its commitment to inclusive work environments. The HRC highlighted that Brown-Forman previously achieved a perfect score on its equality index for its inclusive benefits and training.

Despite the controversy, a June report by Bridge Partners indicates that most C-suite and HR leaders (72%) plan to increase their DEI commitments in the near future. Brown-Forman has stated it will maintain an inclusive work environment through other means, including employee resource groups.