Conservatives are celebrating after McDonald's announced on Monday that it is scaling back its diversity, equity and inclusion initiatives, citing a "shifting legal landscape."
Robby Starbuck, a filmmaker who campaigns against DEI policies, responded to the news on X, formerly Twitter, writing, "We're winning and one by one we WILL bring sanity back to corporate America."
Newsweek has contacted McDonald's via email and Starbuck via online form for comment.
Why It Matters
The decision by McDonald's is the latest example of a major U.S. corporation rolling back DEI programs amid conservative backlash. Companies such as Harley-Davidson and Walmart have recently made similar moves.
Critics of DEI say it discriminates against white job applicants, while proponents argue that such programs are essential for fairness and competitiveness in the global market.
What To Know
On January 6, McDonald's, the world's largest fast-food chain, announced that it would retire specific diversity goals for its senior leadership and end a supplier-focused initiative that sought to increase minority representation.
Additionally, the fast-food giant intends to pause its participation in external surveys that assess workplace inclusion, echoing moves by corporations such as Lowe's and Ford Motor Company, which suspended their participation in an annual survey by the Human Rights Campaign that measures workplace inclusion for LGBTQ+ employees.
Starbuck celebrated the news, writing on X that he had influenced the company's decision. According to Starbuck, three days before the announcement, he told McDonald's he would be doing a story on its "woke policies."
America First Legal, an anti-DEI nonprofit run by Stephen Miller, President-elect Donald Trump's incoming deputy chief of staff for policy, wrote on X that the fast-food chain's DEI rollback was a "MAJOR victory."
Conservatives have launched several boycotts in recent years, such as the high-profile backlash against Bud Light in 2023 after the beer brand partnered with transgender influencer Dylan Mulvaney. Bud Light's sales plummeted, and its parent company, Anheuser-Busch InBev, saw a drop in stock value.
Conservative influencers have continued to apply this pressure to other companies, with recent boycotts targeting Dunkin' Donuts and Tractor Supply for their apparent support of progressive causes.
What People Are Saying
McDonald's said in its announcement: "Following the Supreme Court ruling in STUDENTS FOR FAIR ADMISSIONS, INC. v. PRESIDENT AND FELLOWS OF HARVARD COLLEGE, we also assessed the shifting legal landscape to anticipate how this ruling may impact corporations such as McDonald's. And finally, we benchmarked our approach to other companies who are also re-evaluating their own programs … We are retiring setting aspirational representation goals and instead keeping our focus on continuing to embed inclusion practices that grow our business into our everyday process and operations."
Robby Starbuck wrote on X: "Our campaigns are so effective that we're getting the biggest companies on earth to change their policies without me even posting a story exposing their woke policies first. Companies can see that America wants sanity back. The era of wokeness is dying right in front of our eyes."
America First Legal wrote on X: "McDonald's is ending several DEI practices, including diversity hiring goals. In 2023, AFL filed a federal civil rights complaint exposing McDonald's illegal, discriminatory hiring practices. MAJOR victory in the fight to end DEI—corporations should take note."
What Happens Next
McDonald's said it would continue working toward a diverse workforce and reporting demographic data in its Purpose & Impact report. DEI programs across corporate America will likely remain under scrutiny amid ongoing political and legal challenges.
English (US) ·