Less than a week after the January 6, 2021, rebellion at the U.S. Capitol, which was one of the most distressing and deadly episodes in modern American history, an unexpected voice joined the public conversation: Ben & Jerry’s is an ice cream company founded in Vermont that is known for its unique flavors and strong stance on social justice. But what the company did wasn’t just a method to get people to buy things 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 very real systems of racial injustice that led to that day.
Ben & Jerry’s was one of the few companies who admitted that racism was the main reason for the attack on the Capitol. Most businesses only asked for people to be quiet or work together. The company released a public announcement on its website and shared it widely on social media on January 11, 2021. They said, “The events of January 6, 2021, were not a protest; they were a riot to support white supremacy.”
They did more than that. “It was fine for it to happen.” The statement added, “The mostly white rebels moved freely and without punishment through the heart of our democracy.” “Because they were white and not Black, Brown, or Native American, this is the only reason this happened.”
This allegation wasn’t too far off. In the months leading up to the violence, there were a lot of police and National Guard at Black Lives Matter events all throughout the country, along with tear gas, rubber bullets, and mass arrests. But on January 6, when a crowd stormed 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, robbing businesses, and threatening public leaders, yet the cops didn’t want to do anything about it.
Ben & Jerry’s utilized its platform to bring out the obvious double standard: white rioters were treated with more caution than Black and Brown protestors 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 Americans. The statement made it obvious that it’s not solely up to civil rights leaders or communities of color to do rid of white supremacy. People who benefit from it, whether they know it or not, should work to bring it down. People who are white need to do more. The company said, “To get rid of white supremacy, we need to know what it is, how it affects our lives and institutions, and be determined to get rid of it.”
Ben & Jerry’s didn’t only talk about the news in this way; they also had their audience, especially white customers, think about how they were part of systems of privilege and inequality. They advised Americans to think about why the people who started the rebellion were able to attack the Capitol so easily. What does this say about race, the courts, and who has a say in America?
The timing of the comment was also critical. In a few days, America would have a new president. Donald Trump was about to leave the White House for the second time after being impeached for causing the riots. Joe Biden was going to take the oath of office as president. Kamala Harris was scheduled to be sworn in as vice president. She is the first woman, black person, and South Asian to hold the position. The country was not only getting over the shock of a violent attack on democracy, but it was also grappling with a deadly epidemic, increasing political conflict, and deep ethnic differences.
Ben & Jerry’s said that this was a historic turning point. Would the nation finally confront its enduring issues of systemic racism, inequality, and white supremacy? Would the country go back to its usual way of doing things, ignoring the unpleasant truths and making January 6 seem like an isolated event instead of a sign of a bigger problem in the country?
Even for an ice cream corporation, Ben & Jerry’s has long been involved in politics. The brand was founded in 1978 by Ben Cohen and Jerry Greenfield, and it has a long history of advocacy. Over the years, they have spoken out for LGBTQ+ rights, climate change, campaign finance reform, and the criminal justice system. They have supported efforts for voting rights and the Black Lives Matter movement, and they have even produced limited-edition flavors that are related to social issues. Activism is an aspect of Ben & Jerry’s brand, not just a method for them to gain good news.
In fact, their public statements are often more direct and brazen than those made by elected officials or national news organizations. That’s why their voice is so important, even when it causes trouble. They are ready to say what many won’t: that racism is built into the system, 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 very important in the larger picture of corporate responsibility. A lot of brands don’t get involved in politics to keep customers happy, but Ben & Jerry’s has done the opposite. They’ve made it plain that some things are not about politics, but about human rights, fairness, and moral clarity.
One company’s statement can’t fix hundreds of years of wrongs. But it can change things. People might talk about it. It can inspire individuals, organizations, and enterprises to transcend mere alliances and actively pursue equitable solutions.
America still has a long way to go in dealing with racial dominance. The events of January 6 did not begin 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 achieve power. More than simply elected leaders will decide what happens next. It also depends on individuals, communities, and even companies that are willing to speak up.
Ben & Jerry’s used their power to say exactly what they needed to say. They informed Americans that in order to be united, they need to tell the truth, in order to heal, they need to oppose white supremacy, and that this is not extreme, but necessary.
In the end, it wasn’t just an ice cream firm that spoke up. It was about telling a country to look in the mirror again and think about what kind of country it really wants to be.