The 2017 Women’s March helped carry a flame of protest through the first Trump presidency. The 2025 People’s March is preparing to do the same through Trump’s second. Kicking off on Jan. 18 in Washington, D.C., two days before the inauguration, the rebranded march will be familiar in many ways. It includes partners and organizers from the original 2017 movement, and its mission hasn’t changed much. The official site describes the People’s March as “a day of joyful resistance, community building, and powerful action.” Now, famed ice cream maker Ben & Jerry’s is calling for your help.
Ben & Jerry’s Backs the People’s March
While the world’s richest people usher in Trump’s second term, other citizens will be marching in protest. Ben & Jerry’s released an Instagram post calling for supporters to join the People’s March on Jan. 18. Its language made the reason for the call to action clear.
Join the People’s March in Washington, DC or a city near you and remind our elected officials that they work for the people. We are more united than we are divided, and we must show our elected leaders that we will not stay silent in the face of threats to our freedoms.
Though some may be surprised that an ice cream company is so outspoken, activism like the People’s March is nothing new for Ben & Jerry’s. Its official website even includes a full “Activism” section outlining the company’s “progressive, nonpartisan social mission.” That includes racial justice, climate impact, and campaign finance reform, all areas in which Trump has been a lightning rod for controversy.
The People’s March at the capital is likely to draw the most eyes, but it’s far from the only one. Many towns and cities will be holding sister marches. Participating cities include Boston, Birmingham, Houston, Las Vegas, Salt Lake City, and many more. Considering there’s even a convenient People’s March map, allowing people to find the nearest participating location, large crowds should be expected. It seems many people are finding the idea of protest and revolution as sweet as Cherry Garcia.
