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This Independence Day, the ice cream magnate Ben & Jerry’s chose a rather unconventional approach to celebrate our nation’s birth.
In place of a traditional patriotic message, the company tackled a subject deeply rooted in our nation’s history, suggesting America was ‘born on indigenous territory wrongfully taken’. Further proposing the idea of land restoration, they suggested beginning with the iconic landmark, Mount Rushmore.
Based in Vermont, Ben & Jerry’s stepped away from its usual sweet treat promotions to delve into the historical narrative of Mount Rushmore, its place in American history, and its intense cultural value for the Native American community. Their unique take on Independence Day drew from the blotted chapters of our history when sovereign lands were seized.
One of the climactic points in their argument was their reference to a Supreme Court ruling made in 1980. Then, the highest court in America had concurred that the land where Mount Rushmore stands today was unjustly wrested from the Sioux tribe. This verdict seemed to underscore the validity of the company’s message.
An intriguing aspect of the Supreme Court’s verdict was the compensation it awarded to the Sioux tribe, a sum of $105 million. The tribes, however, displayed astonishing resolve and dignity by declining the payment. Their actions only reaffirmed the depth of their connection to their ancestral lands.
Ben & Jerry’s went on to emphasize, ‘America exists on taken territory. It’s time we recognize this—today and consistently.’ Their emphasis on acknowledging and rectifying these historical injustices was explicit and appealed to a moral imperative that exists outside the typical Independence Day celebrations.
The ice cream company further urged, ‘This Fourth of July, why not restore that hallowed spot to the rightful owners, the Lakota?
‘ Ben & Jerry’s suggested use of the holiday to elevate ideals of justice and liberty for everyone. A provocative proposition, challenging traditional perspectives of Independence Day, presenting it as a day of rectification and reconciliation.
Independence Day saw Ben & Jerry’s making a daring statement through a Twitter post. This decision too was both unanticipated and controversial given the company’s recent reservations about the social media platform’s new direction under Elon Musk, which has become a topic of considerable debate.
This 4th of July, it's high time we recognize that the US exists on stolen Indigenous land and commit to returning it. Learn more and take action now: https://t.co/45smaBmORH pic.twitter.com/a6qp7LXUAE
— Ben & Jerry's (@benandjerrys) July 4, 2023
Just a few weeks prior, in June, the company had expressed discontent over the direction that Twitter was taking under newfound overseer Elon Musk. Citing a surge of ‘aggressive speech’ on the platform, Ben & Jerry’s revealed they would suspend their paid advertisements on Twitter in protest.
The ice cream giant penned a blog post expressing their deep-seated worries over the changes on Twitter since Musk acquired control.
With ‘aggressive speech spiking dramatically and content regulation virtually null and void’, the company presented a strong stance against the perceived missteps in Twitter’s management.
Ben & Jerry’s is no stranger to social advocacy. Known for championing progressive causes, the company’s initiatives have ranged from advocating LGBTQ+ rights to throwing their support behind the ‘Black Lives Matter’ movement.
These activities have often divided public opinion, striking a chord with some while alienating others.
In the year 2021, the company was confronted with boycotts at home. These protests were in response to their public declaration to halt the sale of their ice cream within Israel’s ‘Occupied Palestinian Territory’. This term referred to the regions of the West Bank and Gaza Strip.
Through these tumultuous events, Ben & Jerry’s stands resolute in their activism. Their mission outlined on the website clearly states their aspiration to ‘dismantle social inequities within our communities by making them inseparable from our everyday business ventures’.
Ben & Jerry’s demonstrations of commitment to social justice indicate their investment in a broad scope of change beyond the mere purveyance of ice cream. Their bold stances, while polarizing, underscore their unwavering commitment to speaking up for justice and equality.
In a testament to the company’s audacious spirit, despite acknowledging potential divisiveness, they rarely shy away from using their platform to express their convictions. Instances such as their stance on Israel’s territories and this latest tweet are but the latest examples in a history of progressively inclining actions.
At the time of this writing, Ben & Jerry’s has yet to respond to requests for further comments from Fox News Digital. Despite the controversy their actions may cause, it is clear that they remain steadfast in utilizing their platform for a purpose they deem greater than their business activities.