Robby Starbuck, the activist and filmmaker leading the charge against “woke” corporate policies, celebrated a major win this week, as Walmart announced its decision to abandon many of the company’s diversity, equity, and inclusion (DEI) initiatives.

“This is a great day in history,” Starbuck told The Dallas Express.

“Today marks the beginning of the end for wokeness and DEI. We won’t stop until it’s eliminated from corporate America,” Starbuck added.

Starbuck, who has been a prominent critic of progressive corporate agendas across the country, as previously covered by DX, referred to the changes from the retail giant as, “the biggest win yet for our movement,” via a recent statement on X.

After direct talks with Walmart’s corporate executives, Starbuck shared exclusive details of the upcoming changes that the retail giant plans to make.

Immediately, the company will stop participating in the Human Rights Campaign’s Corporate Equality Index, which some have previously viewed as a skewed, politically driven DEI quota system.

The retailer will also review its financial support for “Pride” and similar events, making a commitment to consumers that funds are not directed toward content or organizations considered inappropriate for minors.

In terms of internal policy changes, Walmart will discontinue its Racial Equity Center, which was initially established as a five-year initiative in 2020, and end all equity training through the Racial Equity Institute it has previously utilized. Starbuck also claims that the retailer will end its reliance on diversity quotas in supplier financing, focusing instead on “objective” business strategies.

Additionally, according to a post from Breanna Morello, Walmart has already removed many controversial products from its stock, discontinuing items that critics argue are inappropriate for children such as chest binders and books encouraging gender transition.

“…All of the crazy items like chest binders for teens and books encouraging transitioning kids will be gone within the next few weeks. Same with a few other mentions of DEI. Be patient but they will be removed. Walmart is a massive company it’ll take a minute but it’s all being done,” Starbuck replied.

For perspective, Walmart has a market capitalization of nearly $800 billion and over 1.6 million employees, making it the largest private employer in America, according to Statista. Due to the company’s sheer size and impact on the economy, these recent changes could be a catalyst for a continued domino effect across corporate America aimed at ending DEI initiatives or quotes.

The list of previous companies that have already followed similar paths include: John Deere, Ford, Lowe’s, Coors and Harley-Davidson, all of which have recently changed their DEI practices in response to mounting consumer backlash.

As Starbuck put it, “We’ve now changed policy at companies worth over $2 Trillion dollars, with many millions of employees who have better workplace environments as a result.”

Highlighted in another X post, only 24 hours after announcing Walmart’s decision to partner with him to dismantle its woke policies, the retailer’s stock rose by 2.1%, while its competitor Target saw a 3% drop.

“Our movement is a force in the market. Go woke, go broke actually has meaning now,” Starbuck added.