The brand’s July 4th message demanded the U.S. return ‘stolen indigenous land,’ and the U.S. govt should start by returning Mount Rushmore to the Lakota Tribe. This is a very unpatriotic message for Independence Day. …

According to the ice cream company, Mount Rushmore should be returned to its original owners. It detailed the history of the iconic memorial and its significance to Native Americans. Per the British paper the Daily Mail, they hope to support a movement that would dismantle ‘white supremacy and systems of oppression.

The reaction to Ben and Jerry’s unpatriotic suggestion was quick and generated a call for a boycott[.]

[Perhaps we’ll see a consumer revolt, but I wouldn’t bet on it. This messaging is on-brand for B&J’s consumer base; anyone seriously offended by it stopped buying their product years ago. The difference between B&J and Bud Light (and Target) is that their messaging insulted a much broader consumer base than the niche market B&J serves. Nike got away with it for the same reasons; their market of higher-end sports wear is somewhat niche too, and their clientele more urban and progressive. — Ed]