Robby Starbuck, a filmmaker and outspoken critic of DEI initiatives, has been at the forefront of challenging what he calls “woke” policies in corporate America. On Monday, he revealed plans to target Walmart, stating he intended to spotlight the retail giant’s approach to social and diversity-related issues, according to Fox Business.

Walmart confirmed it’s rolling back some of its diversity, equity and inclusion policies amid mounting pressure from conservatives.

Conservative activist Robby Starbuck claims victory for the shift even as the retailer says certain policy changes were underway before his online campaign.