There appears to be a real cultural shift happening in this country.

Anheuser Busch, the parent company of Bud Light, has lost about $27 billion in market cap since the whole Dylan Mulvaney fiasco. Then, there’s Target—which has lost about $15 billion in market value ever since it decided to place “tuck friendly” swimsuits out for children during Pride Month. And there’s also Disney, which has lost about $900 million on its last eight movie releases—likely because the values presented in those movies no longer appeal to mainstream America.

Now, we have the case of Ben & Jerry’s ice cream—whose parent company has lost almost $2 billion in market cap since July 4. While most of us were celebrating America’s independence with our friends and family, the marketing team at Ben & Jerry’s was not celebrating anything. Moreover, the company’s Twitter page posted this tweet that day: “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.” This comes as Ben & Jerry’s has thrown its hats into many different political issues over the years.

However, this time it’s different because amid the backdrop of boycotts—like the ones against Bud Light, Target, and Disney—it appears that the culture of America has shifted.

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