Ben & Jerry’s, an ice cream company from Vermont known for its unique flavors and strong stance on social justice, joined the public conversation less than a week after the January 6, 2021, rebellion at the U.S. Capitol. This was one of the most upsetting and deadly events in modern American history. But what the company sent out wasn’t just a marketing gimmick or a cool way to show support. It was a powerful, clear indictment of white supremacy and a call to action for white Americans to face the fundamental systems of racial injustice that led to that day.
Ben & Jerry’s was one of the few companies who openly said that racial supremacy was the main reason for the attack on the Capitol. Most businesses only asked for people to be quiet or come together. The company released a public announcement on its website and shared it widely on social media on January 11, 2021. They said, “What happened on January 6, 2021, was not a protest; it was a riot to support white supremacy.”
They did additional things. “It was fine that it happened.” The statement added, “The mostly white rebels moved freely and without punishment through the heart of our democracy.” “This happened because they were white and not Black, Brown, or Native American.”
This allegation wasn’t too far off. Before the riot, there were a lot of police and National Guard officers, tear gas, rubber bullets, and mass arrests during Black Lives Matter events all throughout the country. But on January 6, when a crowd rushed the Capitol because of false claims of election fraud and the angry comments of then-President Donald Trump, security was unusually inadequate. Videos and images showed rioters breaking windows, stealing from businesses, and threatening public leaders, but police were not quick to act.
Ben & Jerry’s utilized its platform to bring out the obvious double standard: white rioters were treated with more care than Black and Brown demonstrators had been in the past, even when they were peacefully exercising their constitutional rights.
This wasn’t just a shout-out. It was a call to action, especially for white people in the United States. The declaration made it apparent that it is not simply the task of civil rights leaders or communities of color to get rid of white supremacy. People who benefit from it, even if they don’t know it, should actively work to bring it down. White folks need to step up. The company said, “We need to know what white supremacy is and how it affects our lives and institutions in order to get rid of it.”
Ben & Jerry’s didn’t just talk about the news; they made their audience, especially white customers, think about how they were part of systems of privilege and inequity. They advised Americans to think about why the insurrectionists were able to attack the Capitol so easily. What does this say about race, the legal system, and who has a say in America?
The time of the comment was also relevant. America would have a new president in just a few days. Donald Trump was about to leave the White House for the second time after being impeached for causing the unrest. Joe Biden was about to take the oath of office as president. Kamala Harris was scheduled to be sworn in as vice president. She is the first woman, the first black person, and the first South Asian to hold the job. The country was not only getting over the shock of a violent attack on democracy, but it was also grappling with a deadly epidemic, growing political conflict, and deep ethnic differences.
Ben & Jerry’s said that this event was a historic turning point. Would the country finally deal with its long-standing issues of white supremacy, racism, and inequality? Would the country go back to its normal way of doing things, ignoring the unpleasant truths and painting January 6 as a one-time event instead of a sign of a bigger problem in the country?
Even for an ice cream firm, Ben & Jerry’s has always been politically active. The company was founded by Ben Cohen and Jerry Greenfield in 1978, and it has a long history of fighting for rights. Over the years, they have spoken out about the criminal justice system, LGBTQ+ rights, climate change, and campaign finance reform. They have supported the Black Lives Matter movement and battles for voting rights. They have even produced limited-edition flavors that are related to social issues. Activism is a big aspect of Ben & Jerry’s brand, not just a means for them to earn good news.
In fact, their public statements are often more direct and brazen than those made by elected officials or national news outlets. That’s why their voice is so important, even if it sometimes causes problems. They are willing to say what many won’t: that racism is built into the system and not just a happenstance; that privilege shields some people from suffering consequences that others can’t avoid; and that staying quiet, especially for white Americans, is complicity.
Their comment after January 6 is quite important when you look at corporate responsibility as a whole. To keep customers pleased, a lot of corporations stay out of politics. Ben & Jerry’s, on the other hand, has done the opposite. They’ve made it obvious that some things are about fairness, moral clarity, and human rights, not politics.
One company’s statement can’t fix hundreds of years of wrongs. But it can change things. It can get folks talking. It can push people, groups, and businesses to do more than just be friends and actually do something to make things fair.
America still has a long way to go before it can fully deal with racial dominance. The events of January 6 didn’t start with a protest. They began with years of racial hatred, unfairness that wasn’t corrected, and politicians who were eager to utilize that resentment to get power. It’s not simply the elected leaders who will decide what happens next. It also depends on people, groups, and even businesses that are willing to speak up.
Ben & Jerry’s used their power to say what needed to be said in a simple and direct way. They informed Americans that in order to be united, there needs to be truth; in order to heal, there needs to be justice; and resisting white supremacy is not radical, it is necessary.
In the end, it wasn’t just an ice cream firm that spoke up. It was about a country being told to look at itself again and think about what kind of country it really wants to be.
