Ben & Jerry’s, the ice cream company known for its progressive activism, is organizing a large-scale protest against President-elect Donald Trump’s upcoming inauguration. The “People’s March,” scheduled for January 18, aims to unite participants in Washington, D.C., and across the country under the banner of resistance “against fascism.”
In a recent newsletter, the company encouraged its customers to join the march, calling it an opportunity to hold the incoming administration accountable.
“Power to the people!” the newsletter began. “On January 18, we’re joining the People’s March in Washington, DC (and beyond!) to send an urgent message to the incoming administration: You work for the people, and we’re here to hold you accountable. Together, we will fight for our rights and our future, and defend our freedoms against fascism.”
The company’s message emphasized the right to protest and dissent, asserting the importance of unity in the face of policies it opposes. “We are more united than we are divided. Let’s make sure they know it!”
The newsletter also included a link for supporters to RSVP and participate in the event.
This isn’t the first time Ben & Jerry’s has leveraged its platform for progressive causes. Over the years, the Vermont-based ice cream company has built a reputation for supporting left-wing movements.
During the violent Capitol Hill Autonomous Zone (CHAZ) occupation in Seattle in 2020, Ben & Jerry’s provided food for participants and publicly endorsed the controversial “defund the police” movement. The company’s activism extends beyond protests, with a dedicated section on its website promoting its social mission.
Ben & Jerry’s states: “We have a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national, and international communities by integrating these concerns in our day-to-day business activities.”
However, critics argue that the company’s actions often align with partisan, leftist agendas.
In recent years, Ben & Jerry’s has used its platform to promote various progressive initiatives, including racial justice, climate justice, and rights for transgender youth. The company has also paid for billboards in multiple states advocating for transgender rights, including the controversial issue of medical interventions for minors.
On its website, Ben & Jerry’s lists its “progressive values,” which include opposition to capitalism, policing, and fossil fuels. The company has drawn both praise and criticism for these stances, with some hailing its dedication to activism and others accusing it of hypocrisy, given its status as a multinational corporation.
The upcoming People’s March reflects Ben & Jerry’s commitment to direct action. The event, scheduled two days before Trump’s inauguration, aims to rally participants around issues like civil rights, environmental protection, and resistance to what the company views as authoritarian policies.
Ben & Jerry’s framed the march as an essential exercise in democracy. “It is our right to protest and safely dissent policies and practices that do not represent our beliefs—regardless of who is in power,” the company stated in its newsletter.
Leftist ice cream corporation @benandjerrys is helping to organize a direct action “against fascism” on Jan. 18 to oppose the inauguration of Donald Trump.
Ben and Jerry’s company politics is notoriously radical. They gave food to rioters at the violent CHAZ occupation in… pic.twitter.com/V4LWaW7oZ8
— Andy Ngo 🏳️🌈 (@MrAndyNgo) January 9, 2025
Critics, however, argue that Ben & Jerry’s actions perpetuate division and contribute to a polarized political climate. Some have accused the company of conflating dissent with aggressive political opposition, undermining the democratic process.
The announcement has sparked a range of reactions online. Supporters of the company’s activism praised its willingness to use its platform for progressive causes. “Ben & Jerry’s is standing up for what’s right,” one supporter wrote on social media. “We need more companies like this.”
Opponents, however, criticized the company’s approach, accusing it of promoting radical ideologies. “Ben & Jerry’s is just pandering to extremists,” one critic tweeted. “They should stick to making ice cream, not pushing politics.”
Ben & Jerry’s activism raises questions about the role of corporations in politics. While the company markets itself as a progressive business dedicated to social justice, critics argue that its actions often alienate customers with differing political views.
Some industry analysts suggest that Ben & Jerry’s bold stances on divisive issues could backfire, particularly as political polarization deepens. However, others believe the company’s alignment with progressive movements strengthens its brand identity among its core audience.
As the People’s March approaches, it remains to be seen how effective Ben & Jerry’s efforts will be in shaping public discourse and influencing policy. The event underscores the company’s willingness to take a prominent role in political activism, even at the risk of alienating certain consumers.
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