Robby Starbuck: The New Whisperer of the Big Corporations

The filmmaker and influencer Robby Starbuck has emerged as the new champion for conservative forces aiming to reverse the societal changes in America’s corporations through his role as an anti-woke activist. While investors and Republican state attorneys have long pressured companies to end Diversity, Equity, and Inclusion (DEI) programs, none has proven as effective as Starbuck. Ford, Lowe's, Harley-Davidson, and John Deere recently announced that they are reconsidering their diversity initiatives following consumer campaigns led by Starbuck. Molson Coors also joined this movement this week. "The situation these companies face is entirely new. I have a direct connection to a significant portion of their customers," Starbuck said in an interview with the Financial Times. His successes are founded on these customers understanding that their wallets are a powerful weapon. Starbuck’s influence extends to companies such as Tractor Supply and Jack Daniel's manufacturer Brown-Forman, which have informed him of their plans to amend their DEI policies. Though the 35-year-old activist claims to aim for political neutrality, he has notably championed right-wing causes in his hometown of Franklin, Tennessee, southwest of Nashville. He garnered additional public attention with the film “The War on Children,” where he spoke out against gender-affirming treatments. Sponsored by Elon Musk and Donald Trump Jr., the project attracted controversy due to allegedly misleading production methods. For his campaigns, Starbuck leverages advice from his 600,000 followers on X and conducts research with two employees. They analyze the brands’ customers, executives, and directors to determine which are “prepared” for changes. He initially targeted companies heavily reliant on conservative customers but is now also focusing on companies whose customer bases fluctuate between conservative and liberal. Lowe's was the first of such “50-50 jump ball companies” on Starbuck’s list, whose DEI efforts he condemned and called for boycotts against. Next, he plans to tackle its competitor, Home Depot. In July, Tractor Supply expressed disappointment with customers and promised to withdraw current diversity goals and climate commitments. John Deere also announced that it would forgo “socially motivated messages” in its internal policies. Harley-Davidson, Brown-Forman, and Molson Coors followed suit. Starbuck’s anti-DEI campaigns reflect a broader movement that reassesses the role of corporations in America’s culture wars. Although a majority of U.S. adults still support DEI programs, political pressure and pushback are growing. Emma Obanye, CEO of OneTech, emphasizes that many companies implement DEI measures half-heartedly. Kelley Robinson, president of the Human Rights Campaign, expressed her disappointment with Ford's decision and called Starbuck an “internet troll.” However, Starbuck remains determined to create an ideologically neutral zone in both the corporate world and the education system. "If we could keep these places neutral, it would benefit everyone," he said. "Maybe people would then treat each other better.