Vermont based Ice Cream manufacturer and retailer is known for its unique flavors and good quality products. However, in addition to their ice cream products, the company is also famous for its progressive political beliefs. These were most recently highlighted in a virtual and physical art installation that urged Americans to register to vote.

          The installation is also largely an honorary tribute to legislature and civil rights activist John Lewis. John Lewis is famous for his extensive work with the civil rights movement. He is known for promoting the concept of “good trouble”, an echo of Martin Luther King Junior’s emphasis on civil disobedience. Unfortunately, he passed away at the age of eighty in July.

          To honor his legacy, the ice cream company released an exhibit called “The Long March.” A statement from Ben and Jerry’s spokesperson highlighted the objective of the installment: “We had the honor and blessing of hosting John Lewis and his co-author, Andrew Aydin, here at Ben & Jerry’s last fall to share their #1 New York Times bestseller. We are honored and fortunate now to share the congressman’s legacy with our fans and the world by featuring THE LONG MARCH.”

          The political stance Ben and Jerry’s has taken is not a new trend. For quite some time the company has been dedicated to be socially conscious and responsible, even progressive. It seems as though other companies are starting to take a page from Ben and Jerry’s book.

          Companies such as Trader Joes, Uncle Ben’s Rice, and Quaker have all taken steps to make their product lines more inclusive. They are doing so by eliminating branding and marketing that can be associated with racial stereotypes.

          The shifts companies are making is indicative of a changing political climate. In the wake of the deaths of individuals such as George Floyd and Elijah McClain—among so many more—demands a change to the system problems faced by black people. Companies like Ben and Jerry’s believes voting is one of the best methods to make substantive change in society. As such, they are drawing upon the legacy of a popular voting rights advocate to distribute their message.

          Despite the good intentions behind Ben and Jerry’s decision to promote voter registration, more conservative commentators have lambasted the ice cream manufacturer. They claim that the company is unnecessarily making nonpolitical products, such as ice cream, into a political argument.