However, after several years of progress, Peachtree now faced a challenge. A 2023 U.S. Supreme Court decision banning the consideration of race in college admissions had emboldened opponents of corporate diversity, equity, and inclusion initiatives. Outspoken critics of “woke” corporations, such as activist Robby Starbuck, had led companies including Walmart, Lowes, John Deere, and Ford to dial back their DEI programs. These pressures had intensified after the 2024 U.S. presidential election.