A recent evening in Cairo, a worker cleaned tables in an empty McDonald’s restaurant. Branches of other Western fast-food chains in the Egyptian capital also appeared deserted. All have been hit by a largely spontaneous, grassroots boycott campaign over Israel’s military offensive in the Gaza Strip since the deadly Hamas attack in southern Israel on Oct. 7. The campaign has gained traction in Egypt and Jordan, and there are signs the boycott is spreading in some other Arab countries as well.
The campaign is focused on companies that have been perceived to have taken pro-Israeli stances or those that are alleged to have financial ties to or investments in Israel. While such campaigns may not have a significant impact on sales, they can be an effective tool for activists and a way to drive home the message that Palestinians are human beings who deserve the same rights as anyone else.
In recent weeks, companies such as Pepsi and Coca-Cola have said they will not stock products made by Israeli manufacturers. Still, it is difficult to determine the extent of any effect. A top regional executive with one of the two global brands told The National that stocks held by local distributors in Egypt and Jordan had risen in the past weeks. Still, whether these higher levels will translate into lower sales needs to be clarified.
Some of the boycott targets are perceived to have taken controversial stances on the conflict, while others are alleged to have direct ties with Israel and its military. The latter includes US companies with regional operations, such as ride-hailing app Grab and a company that operates an electric power grid in Israel. Some of the companies face boycott calls despite efforts to show support for the Palestinian cause and the fight against anti-racism.
The scale of the war in Gaza and its impact on civilians has led to a reaction that is unprecedented on the Arab street as well as internationally. Moreover, unlike the reactions to other regional crises, such as the conflict in Ukraine and Iran, these responses have been driven mainly by social media activism and not by protests or demonstrations.
Adding to the anger has been footage of small children dying in Israeli air strikes and images of helplessness painted on the faces of tens of thousands who have fled their homes for safer parts of Gaza. Many are angry at their governments for failing to call on Israel to reduce civilian casualties. They are also frustrated with the squabbling between their nations over the crisis and at Western governments for not taking more decisive action. That discontent has made them more receptive to boycotts. However, many people remain skeptical that they can have much impact. Some say that boycotts can backfire even when they do have a large following. By branding the companies behind them as inauthentic or “woke-washing,” boycotts can have the opposite of their intended effect.
