Tool company Stanley Black & Decker is the latest US firm to face right-wing criticism and calls for a boycott for having diversity, equality and inclusion policies (DEI) in place

Consumers’ Research, which describes itself as an independent educational organisation which dates back to 1929, and which boasts that it targets “wokeness” in businesses, has called out the Connecticut-based company for supporting racial equality, LGBTQ+ causes and net-zero climate goals. 

The not-for-profit organisation was originally set up to test consumer products and report the results, a bit like Which? – the United Kingdom organisation that promotes informed consumer choice by testing products.

However, in 1981, Consumers’ Research was sold to conservative commentator M. Stanton Evans. It completely abandoned its previous core mission, moved its headquarters to Washington, D.C., and entirely stopped assessing products. Its New Jersey testing laboratories were closed down by 1983.

The organisation went dormant in 2000 before being resurrected over 20 years later as a Republican-aligned group, launching a campaign against so-called woke companies in 2021, and seeking to “[put] corporations on notice” and expose “numerous companies that have chosen to put woke politics above consumer interests”. 

They have a section on their website which encourages visitors to report “companies who are going woke.”

In 2022, Consumers’ Research was instrumental in forcing insurance company State Farm to drop a partnership with GenderCool, a group that shares positive stories about transgender and nonbinary youth.

Consumers’ Research ran an advertising campaign calling State Farm “a creepy neighbour” and accusing the insurance company of targeting children with books about gender identity. State Farm dropped their support.

Black & Decker boycott

In urging a boycott of Stanley Black & Decker, the group says: “Stanley Black & Decker should focus on its customers, not woke politicians”, and urges customers to “contact Stanley Black & Decker and demand that they drop their ESG [environmental, social and governance] commitments and stop their DEI hiring practices”. 

In a threat shared on X/Twitter, Will Hild, Consumers’ Research’s executive director, labelled Black & Decker “the latest formerly great American company to become tools of the radical left”, adding: “The company has abandoned their consumer focus and instead now says their ‘highest priority’ is advancing DEI both internally and externally.” 

The tool-maker is the latest US firm to be targeted by conservative bigotry as culture wars continue to rage. 

The backlash to businesses with DEI commitments have become the focus of right-wing pundit and failed political hopeful Robby Starbuck. 

In recent months, Starbuck has stirred up social media storms against brands such as Harley-Davidson, Jack Daniel’s, Ford, Lowe’s and John Deere. A number of the companies have caved in and issued internal memos announcing they will abandon DEI commitments, such as support for Pride festivals, end partnerships with the Human Rights Campaign (HRC) and stop commenting on “polarising” issues. 

Starbuck, who produced an anti-trans film that was banned by Amazon’s streaming service, has insisted in several posts that “we are winning, and one by one we will bring sanity back to corporate America”. 

It’s not just Starbuck driving the fight. Former president Donald Trump has also been highly critical of DEI initiatives, while Project 2025 – hard-line right-wing policy group The Heritage Foundation’s vision for a second Trump administration – has attacked equality measures within government agencies. 

The HRC has been critical of Starbuck, labelling him a “MAGA weirdo” and condemning businesses for “cowering” to him. 

“This is obviously something that is having a moment, so to speak,” Eric Bloem, HRC’s vice-president of programmes and corporate advocacy, told USA Today. “This notion that we need a return to sanity or a return to neutrality is something that doesn’t resonate with people who are legitimately focused on business outcomes.”

HRC’s 2024 LGBTQ+ Climate Survey found that more than 80 per cent of LGBTQ+ people would boycott a company which rolled back DEI commitments, with more than half saying they would urge others to also not buy goods from such businesses.

Orlando Gonzales, HRC senior vice-president programmes, research and training, said: “The LGBTQ+ community is an economic powerhouse, and we want to work for and support companies who support us. “Attacks on DEI initiatives are short-sighted and make our workplaces less safe and less inclusive for hard-working Americans of all demographics and backgrounds. 

“This new data confirms that companies like [brewers] Molson-Coors, Ford and others that abandon their values and backtrack from commitments to diversity, equity and inclusion, risk losing both top employee talent and consumer dollars.”