In the bustling streets of Cairo, a bold banner hangs outside the Writers’ Syndicate, confronting passersby with a piercing statement: “Every pound you spend on their products returns as a bullet in your brother’s back.” This message critiques the economic and political ties between the listed multinational products and Israel. The visual captures the spirit of a region-wide movement, where ordinary people are transforming everyday choices into acts of defiance against forces that fuel war and perpetuate conflict.
Across the Red Sea, in the lively streets of Amman, Jordan, another symbol of resistance stands in silence: the empty aisles of Carrefour supermarkets. Once bubbling with life, these shuttered stores are the result of an unwavering boycott campaign—and a testament to how solidarity and conscious consumer choices can challenge and disrupt dominant systems of power.
Across the world, the Boycott, Divestment and Sanctions movement, or BDS, has gained momentum, encouraging individuals to use their purchasing power as an effective tool for change. By reimagining the global economy as a means to exert pressure on Israel, BDS has transformed boycotts into one of the most effective forms of nonviolent resistance in a capitalist world, creating ripple effects that resonate far beyond the checkout counter. Nowhere is this impact more evident than in the Middle East, where shared regional solidarity and strategic economic pressure have turned the movement into a powerful force reshaping political and economic dynamics.
Transforming consumption into a weapon of resistance
Effective boycotts have long served as tools to challenge power, disrupting profits, tarnishing reputations and compelling institutions to change. In the Middle East, however, they hold a deeper resonance, intertwined with decades of struggle against colonialism and occupation.
“Boycotting isn’t new. It’s a legacy embedded in our struggle,” said Hossam Mahmoud of BDS Egypt. “It goes back to the days of British colonization and the partition of Palestine in 1947.” From student protests to global campaigns, the region has long relied on nonviolent resistance to challenge injustice.
This long history of economic resistance was reignited by Israel’s war in Gaza in October 2023, as social media quickly became the movement’s amplifier, with hashtags like #Don’tPayForTheirBullets rallying younger generations. In this renewed fight, global giants, such as McDonald’s and Starbucks, were targeted for their financial complicity or implicit support to Israeli military actions.
For many, these boycotts are more than economic—they are moral imperatives, a rejection of profiteering from violence. Their power lies not just in financial disruption but in reshaping consumer consciousness, forcing individuals to ask: Does buying this make me complicit in what it supports?
Behind the boycott: Strategies that drive success
Behind every successful boycott is a story of innovative tactics that turn awareness into action.
Social media became the core of the movement, transforming local efforts into worldwide campaigns. Platforms like X, Instagram and TikTok amplified voices, mobilized communities and sparked viral campaigns that forced corporations to pay attention. Hashtags like #BoycottOccupationGoods and #DidYouFundGenocideToday? became rallying cries, uniting millions and turning online outrage into tangible action.
But the fight for justice extended far beyond likes and shares. Tools like the No Thanks app bridged the gap between digital awareness and real-world action. By scanning a product’s barcode, consumers gained immediate access to details about a brand’s affiliations, giving them the power to make informed choices and determine whether their purchase supported the boycott.
Sustaining momentum required more than technology; activists leaned into grassroots efforts, fostering lasting connections through direct engagement. Workshops, public lectures and in-person action turned online trends into enduring campaigns for change.
University campuses have emerged as vital hubs for this movement, blending education with activism. At the American University in Cairo, the Political Science Students Association, or PSSA, is leading by example. Under Haya Kandeel’s leadership, the association has turned student engagement into a force for meaningful change. “This wasn’t just about boycotts,” Kandeel explained. “We tackled misinformation head-on, hosting talks with BDS representatives and professors to connect global injustices to local realities. We even launched a dedicated newsletter to spotlight Palestine and promote ethical consumer choices.” These initiatives fostered a culture of critical thinking and educated actions, leading to long-term commitment to change.
“Online activism is indispensable,” said BDS Egypt’s Hossam Mahmoud. “But grassroots, on-the-ground efforts remain the heart of lasting change.” He recalls how, in an older campaign, BDS took its fight directly to Zamalek Sporting Club, one of Egypt’s most prominent and historic football clubs. The group engaged members and decision-makers face-to-face to expose Puma’s ties with Israel, ultimately leading to a successful termination of their partnership. This victory underscores a vital truth: while social media can spread awareness, real impact often requires stepping out of the digital sphere and building direct human connections. From the halls of universities to the streets of Cairo, the boycott movement is proving that change begins with community—and the courage to confront power where it lives.
Personal narratives and motivations
For many, boycotting is more than an economic gesture—it’s a deeply personal declaration of values and solidarity. “Boycotting in itself is an act of raising awareness,” Mahmoud said. “It’s not just about applying economic pressure; it’s about educating people, sparking critical conversations and building a collective understanding of the daily injustices Palestinians face.” Mahmoud emphasized the accessibility of boycotting, calling it “a tangible form of solidarity—low-risk, yet profoundly impactful over time.”
However, not everyone shares this sense of empowerment. While waiting in line at a McDonald’s checkout counter, I asked a customer why he chose not to boycott. He hesitated before responding with quiet resignation: “To be honest, I don’t think it makes a difference. Whether I buy from here or not, a pack of fries isn’t going to free Palestine.” His words echo doubts harbored by many—questions about whether individual actions can truly dent entrenched systems of oppression.
For others, however, boycotting is a way to reclaim agency. Safiya Aboushady, a university student in Cairo, recalls feeling helpless as she watched the destruction in Gaza. “Joining the boycott gave me something tangible to do,” she said. “It’s not just about avoiding a product, it’s about standing for a principle.” For Aboushady, the act of boycotting bridges the gap between despair and action, a sentiment shared by many who find strength in aligning their values with collective resistance.
Jana, a 22-year-old activist who requested her last name be omitted, sees boycotting as a vital tool in societies where public protest is restricted. “In many Middle Eastern countries, you can’t take to the streets without fear of being silenced or arrested,” she said. “Boycotting is one of the few ways we can express our resistance without directly confronting the authorities.” For her, it’s about more than just economic impact. “This isn’t just about hitting companies financially, it’s about making our voices heard.”
The wide reach of boycott movements
All these efforts yielded tangible results, as boycotts transformed from local acts of resistance into a regional movement, demonstrating that collective action can transcend borders and reshape the global discourse.
In Jordan, economic resistance has become a daily act of defiance, deeply rooted in solidarity with Palestine. According to one poll, over 93 percent of Jordanians have supported boycott efforts against companies associated with the occupation since October 2023. Community groups, schools and unions have incorporated boycotts into their initiatives, fostering a culture of disassociation from complicity in oppression.
Beyond Egypt and Jordan, the ripple effects of these campaigns are being felt across Lebanon, Kuwait and Tunisia. Lebanese activists have targeted cultural events and corporations like G4S, a private security firm, that are accused of enabling Israeli policies by providing equipment and services to Israeli checkpoints. Kuwait has institutionalized bans on companies linked to Israel, while in Tunisia, grassroots campaigns continue to build on the momentum of regional efforts. This interconnected resistance underscores the power of collective action, where local struggles merge with international movements, proving that economic resistance can ignite global conversations about justice.
The boycott of companies like Coke and Pepsi has even transcended national boundaries, resonating across various countries. In Pakistan, local soda brands such as Cola Next and Pakola have seen a surge in popularity as consumers reject Western beverage giants, linking them symbolically to U.S. support for Israel. In Egypt, V7 Cola has gained popularity as a local alternative. Similarly Gaza Cola, introduced in the UK, sold out its initial production run within weeks, pledging profits to rebuild hospitals in Gaza and embodying the spirit of resistance. Meanwhile, brands like Salaam Cola in the UK and Palestine Drinks in Sweden are channeling their revenues into humanitarian projects in Gaza and the West Bank, reinforcing their mission to support Palestinian causes. These brands not only offer ethical choices but also underscore the growing intersection of consumer behavior and political advocacy, transforming everyday purchases into acts of solidarity.
Mahmoud captured the essence of the movement, saying, “Our success isn’t measured by immediate victories but by building a sustained, unified movement that transcends borders.” His words highlight the interconnected nature of the global BDS effort, where campaigns, though rooted in local contexts, contribute to a broader, coordinated push that amplifies their collective impact. “Guided by the BDS National Committee in Ramallah, campaigns around the world coordinate efforts to maximize their influence, while preserving their grassroots foundations,” he said. “From Paris to Cairo, campaigns share strategies, messages and goals, creating a unified front that strengthens the movement’s reach.”
This cooperation ensures that each action contributes to a global momentum, demonstrating that solidarity knows no borders. These modern efforts evoke the global solidarity reminiscent of the anti-apartheid struggle in South Africa, where international boycotts were instrumental in dismantling injustice.
The power (and paradox) of economic resistance
The surge of boycotts across the Middle East has forced multinational corporations to confront their vulnerabilities. Companies like McDonald’s Egypt have scrambled to mitigate damage, distancing themselves from their international counterparts and pledging millions of Egyptian pounds to Gaza relief efforts. Yet these gestures have done little to reverse declining sales or placate public criticism.
The economic repercussions have been undeniable on those corporations. Coke and Pepsi suffered a 7 percent sales decline in the first half of 2024 across the region. McDonald’s Egypt sales dropped by 70 percent amid the ongoing boycott over the company’s support to Israel. Starbucks Middle Eat laid off at least 2,000 employees amid declining sales after boycott efforts. The slower sales led Starbucks CEO Laxman Narasimhan to tell analysts that “We saw a negative impact to our business in the Middle East,” and that “Events in the Middle East also had an impact in the U.S., driven by misperceptions about our position.” In an attempt to repair the reputational damage in April 2024, Starbucks’ charitable arm announced a $3 million donation to World Central Kitchen to provide food aid to Gaza.
In Jordan, Carrefour’s abrupt closure of all its branches further underscores the growing influence of BDS. The retailer announced on Facebook: “As of Nov. 4, 2024, Carrefour will cease all its operations in Jordan and will not continue to operate within the Kingdom.” This decision followed months of boycott campaigns accusing Carrefour of complicity in Israeli policies, including allegations of support for Israeli soldiers amid attacks on Gaza. The Jordanian BDS movement celebrated the closure as a victory for collective action and a testament to the power of ethical consumerism to challenge entrenched systems.
The BDS campaign has also caused global impact. In April 2024, McDonald’s announced plans to buy back its Israeli franchise from Omri Padan, who had offered free meals to Israeli Defense troops during the Israel-Hamas conflict.
Despite its power, economic resistance faces notable challenges. Critics argue that boycotts often lose momentum once initial enthusiasm fades, limiting their longterm impact. Multinational corporations, with their diverse revenue streams, can easily offset regional losses by capitalizing on gains in other markets, weakening the broader effect of localized efforts. “Boycotting must be more than a fleeting trend, it must become a lasting commitment to justice,” said Mahmoud, stressing the importance of sustained action to bring about real change. This reality means that even high-profile successes, like the closure of Carrefour outlets, may remain more symbolic than transformative on a global scale.
Nevertheless, boycotts remain a powerful tool for holding corporations accountable. As Mahmoud emphasized, they do more than disrupt profits, “they mobilize communities and shed light on systemic complicity in oppression.”
By redefining resistance and replacing violence with solidarity—as well as turning despair into action—these campaigns show that real change often starts with small, consistent acts of defiance. They turn everyday consumer choices into acts of protest and show that solidarity, when multiplied, can challenge violence and inspire a shared vision for justice. Ultimately, they prove that, even in the face of injustice, ordinary people can drive extraordinary change.
To learn more or get involved in the BDS Movement, click here.
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