Tobacco Firm Reynolds Rolls Back DEI Plans After Activist Attack

June 18, 2025, 1:41 PM UTC

Reynolds American Inc., the 150-year-old maker of Camel cigarettes and Vuse vapes, said it is rolling back US diversity, equity and inclusion programs, two weeks after anti-DEI crusader Robby Starbuck singled out the company for action.

Reynolds, which was purchased by London-listed British American Tobacco Plc in 2017, will cease participation in the Human Rights Campaign Foundation’s Corporate Equality Index which measures LGBTQ workplace practices, end sponsorship of Pride events, and end affirmative action programs that were mandated by President Joe Biden’s administration, the company said in a letter to employees Wednesday that was shared with Bloomberg.

Starbuck announced ...

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