Brown-Forman, the parent company of Jack Daniel's whiskey, has announced a significant reduction in its diversity, equity, and inclusion (DEI) initiatives, reportedly in response to a potential boycott led by conservative activist Robby Starbuck. The company plans to remove specific diversity targets, discontinue participation in the Human Rights Campaign's Corporate Equality Index, and align executive incentives with business performance rather than DEI progress. Starbuck claimed credit for influencing this decision, stating that major brands are changing policies due to fear of exposure. This move follows similar actions by other companies, including Harley-Davidson and John Deere, which have also scaled back their DEI programs. Brown-Forman's executives justified the changes by citing a transformed business and legal landscape since the launch of their DEI strategy in 2019. The decision reflects a growing trend among corporations reconsidering their DEI commitments amid shifting public and political sentiments.