Toyota is the latest carmaker to drop DEI policies and programs in the U.S.

In a memo to 50,000 U.S. employees and over 1,500 dealerships, Toyota cited a “highly politicized discussion” around business commitments to DEI as the reason for its decision.

The memo stated, “We will no longer sponsor cultural events like festivals and parades unrelated to STEM education and workforce readiness.”

Bloomberg also reported that Toyota will stop participating in cultural surveys and the Human Rights Campaign’s annual Corporate Equality Index, where they once earned a perfect score for DEI efforts.

Toyota will refocus its employee resource groups on professional development, networking, and mentoring, with a clear emphasis on supporting the company’s business goals.

In his post, Robby Starbuck criticized Toyota, saying, “They were once one of the most trusted brands in America but have gone completely woke.” He added, “I don’t think corporate values reflect those of many Toyota/Lexus owners, except maybe Prius drivers, who probably support the woke agenda.”

After Toyota’s announcement, Starbuck declared, “We’re winning, and one by one, we’ll restore sanity to corporate America,” a phrase he frequently uses. He then encouraged his followers to support his research via Patreon, noting that donations are not tax-deductible.

Starbuck, who has led campaigns against companies he deems “woke,” targeted Toyota, which has its U.S. headquarters in conservative Texas, for its DEI efforts. Other companies like Ford, Harley-Davidson, John Deere, and Stanley Black & Decker have similarly rolled back their DEI commitments, partly due to pressure from Starbuck.

Despite the known benefits of DEI policies, many American businesses appear to be shifting away from them to appease a vocal minority. Research by GLAAD shows that Americans are twice as likely to support brands that back the LGBTQ+ community, and with 30% of Gen Z adults in the U.S. identifying as queer and holding a spending power of over $1.4 trillion, time will tell if these companies will feel the financial impact of abandoning DEI.

The Human Rights Campaign’s 2024 LGBTQ+ Climate Survey revealed that 80% of LGBTQ+ Americans would boycott companies that drop DEI initiatives, with 52% encouraging others to do the same.