Ben & Jerry's ignited controversy with their Fourth of July message suggesting the United States return land to Indigenous groups. The ice cream company's tweet, stating, "This 4th of July, it's high time that we recognize the U.S. exists on stolen indigenous land and commit to returning it," drew immediate criticism and mockery. This incident echoes recent controversies surrounding brands like Bud Light and Target, raising questions about the intersection of corporate messaging and consumer sentiment.

The tweet contrasted sharply with the celebratory atmosphere of Independence Day, prompting discussions on Outnumbered about potential repercussions for Ben & Jerry's, similar to the backlash faced by Bud Light following a partnership with a transgender influencer. Panelists questioned whether such political statements jeopardize brand loyalty and sales. Tammy Bruce, a Fox News contributor, characterized the tweet as a "stick in the eye," observing a shift in public opinion regarding companies taking overtly political stances. She drew parallels to the Bud Light situation, suggesting consumers might opt for alternative brands.

FOX Business anchor Gerri Willis echoed this sentiment, noting the financial consequences faced by companies engaging in political discourse. She questioned the prioritization of political messaging over brand protection and sales. Cheryl Casone of FOX Business called the tweet "ridiculous," referencing Senator Mike Lee's (R-Utah) response questioning the logistics of returning land. Kayleigh McEnany highlighted Ben & Jerry's employment of a "head of activism," expressing a desire to enjoy ice cream without political messaging. Bruce suggested the brand's message aligned with a broader trend on the left, focusing on issues like reparations, which she argued detracts from the enjoyment of simple pleasures.

A Ben & Jerry's ice cream shop. (iStock-Ben-Jerrys)