Jan 6 (Reuters) - McDonald's is retiring its

goal for diversity in corporate leadership and shifting away

from some diversity practices, citing a "shifting legal

landscape" in the United States in an open letter sent to

employees and franchise owners.

The rollback by the fast-food chain follows other U.S.

corporations shying away from diversity, equity and inclusion

(DEI) initiatives as pressure bears down from conservative

activists.

McDonald's letter said the company remains committed to

inclusion and would continue to "embed inclusion practices" in

its operations.

McDonald's said it was an accomplishment that 30% of its

U.S. leaders come from "underrepresented groups." McDonald's

previous commitment was that it would reach 35% by the end of

2025.

McDonald's is also ending its requirement that suppliers

make a DEI commitment, and said its diversity team will now be

called its "Global Inclusion Team."

McDonald's said it was pausing participation in "external

surveys", likely referring to the kind put together by LGBTQ

advocacy group Human Rights Campaign that seeks to measure

workplace inclusion.

The announcement comes days after conservative activist

Robby Starbuck told McDonald's he was planning a story on its

DEI initiatives.

In a direct message sent via X to McDonald's Senior

Marketing Director Guillaume Huin, which Starbuck provided to

Reuters, Starbuck asked Huin if McDonald's was considering any

changes "to embrace corporate neutrality."

Starbuck has 745,000 followers on X, and companies he has

previously targeted, including Tractor Supply Co ( TSCO ), John

Deere ( DE ) and Walmart ( WMT ), have backed away from DEI

practices in the wake of his criticism.

Corporate America stepped up its focus on diversity

initiatives after widespread protests following the police

killings of George Floyd and other Black Americans in 2020. But

some companies have backtracked recently in response to pressure

from conservative legal organizations.

Such groups have been energized by a U.S. Supreme Court

ruling in June 2023 that struck down affirmative action in

university admissions.