Global boycott of Coca-Cola gains momentum as hundreds of thousands of consumers accuse the company of supporting Israel's actions against Palestinian civilians. The brand recently faced criticism in Bangladesh for an advertisement attempting to distance itself from Israel amid declining sales due to the Gaza conflict.

Since October 7, many companies, including Coca-Cola, have experienced decreased sales in Muslim-majority countries. Consumers are boycotting brands perceived to have connections with Israeli authorities.

Reports indicate Coca-Cola sales in Bangladesh have dropped by approximately 23% since the Gaza war began. In response, the company has increased its advertising efforts in the country.

A controversial 60-second video aired on Bangladeshi TV and YouTube on June 9. It depicts a shopkeeper convincing a customer that Coca-Cola is not from "that place" (implicitly referring to Israel) and even has a factory in Palestine. This led to a flood of comments on Coca-Cola Bangladesh's social media accounts.

Now the question rise, why people are boycotting Coca-cola and why you should join the trend.

Why You Should Boycott Coca-cola?

In 1996, the Arab League imposed a 20-year boycott on Coca-Cola after the company granted an Israeli bottling franchise to Manhattan banker Abraham Feinberg, who was also president of the Israel Development Corp and promoted Bonds for Israel.

Coca-Cola has maintained close ties with Israel since the 1960s. In 1997, the Government of Israel Economic Mission honored Coca-Cola for its 30-year support of Israel and refusal to comply with the Arab League boycott. The company has faced repeated boycott calls due to its Israeli connections and American origin.

Coca-Cola does have a factory in Palestine, but it's located on illegally occupied Palestinian land. Palestinian Christian Zahi Khouri established a bottling plant in Gaza in 1998. There are allegations that Coca-Cola operates a factory in Atarot, an illegal Israeli settlement built on Palestinian land. The #NotInMyFridge campaign by Friends of Al Aqsa calls for a boycott of Coca-Cola for profiting from this illegal occupation.

Also Read: Boycott India: Inside Bangladesh’s ‘India Out’ Campaign

In 2020, the United Nations blacklisted Coca-Cola for operating in illegal Israeli settlements.

Documents have shown that Israel's Coca-Cola franchisee, the Central Bottling Company, donated $13,850 to the extremist Zionist group Im Tirtzu in 2015.

Questions arise about whether Coca-Cola's presence in Palestine makes a difference in the ongoing situation in Gaza. In March 2022, Coca-Cola suspended its business in Russia due to the "tragic events in Ukraine," but has not taken similar action regarding the situation in Gaza.

Perhaps they don't consider the events unfolding in Gaza tragic enough, which only shows they are following the storied tradition of Western hypocrisy when it comes to human rights of Palestinian people.

Are Boycotts Hurting Top Brands?

Global Boycott of Israel-Linked Brands Gains Momentum Amid Gaza Conflict

A recent survey by public relations firm Edelman reveals a growing worldwide boycott of products associated with Israel or companies perceived as supporting Israel's actions in Gaza. The boycott movement, particularly strong in Muslim-majority countries and Arab Gulf states, has significantly impacted several major Western brands.

McDonald's, for instance, reported missing sales targets partly due to boycotts in some regions. The company's Middle East, China, and India sales growth stood at just 0.7% in the last quarter of 2023, far below expectations. The backlash intensified after McDonald's Israel branch provided free meals to Israeli troops in October.

Starbucks has also felt the impact, slashing its annual sales forecast following a growth slump. The coffee chain faced controversy when its workers' union briefly posted pro-Palestinian content on social media, leading to legal disputes and boycotts in countries like Indonesia.

Coca-Cola, with its long history of controversy in the Middle East, is once again facing boycotts. In Turkey, the parliament banned the drink from its premises, while in Egypt, the boycott has revived interest in local soda brands.

Domino's Pizza reported a significant sales dip in Asia, particularly in Malaysia, where consumers associate the brand with the United States' support for Israel.

The boycott extends beyond these companies, affecting various brands perceived as pro-Israel. Social media campaigns have circulated lists of targeted companies, often without clear explanations of their ties to Israel.

This consumer activism is part of the larger Boycott, Divestment, and Sanctions (BDS) movement targeting Israel-friendly brands since 2005. The current wave of boycotts, triggered by Israel's actions in Gaza, has led to visible impacts on corporate sales and has forced companies to navigate complex geopolitical issues.

As the conflict continues, these brands face ongoing challenges in maintaining their market presence in affected regions, highlighting the increasing influence of consumer activism on global business operations.

‘Boycott, Divestment, and Sanctions’

The Boycott, Divestment, and Sanctions (BDS) Movement: A Growing Force for Palestinian Rights

As global public opinion shifts on Israel-Palestine relations, even in the United States, the BDS movement emerges as a powerful yet controversial tool for advocacy. Launched in 2005 by over 170 Palestinian civil society organizations, BDS calls for boycotts, divestment, and sanctions against Israel until it complies with international law.

The movement's demands are threefold: end the occupation of the West Bank and Golan Heights, recognize full rights of Palestinian citizens of Israel, and uphold UN Resolution 194 regarding Palestinian refugees' right of return. Inspired by the anti-apartheid movement in South Africa, BDS also builds on a history of Arab boycotts that reportedly cost Israel $40 billion between 1948 and 1994.

BDS has gained traction in academic, cultural, and economic spheres, with adoptions by unions, academic associations, churches, and some city councils. In the U.S., it's particularly prevalent on college campuses and in church organizations. The movement targets corporations like G4S and Elbit Systems, aiming to expose their role in surveillance and repression globally.

Critics raise concerns about the impact on Palestinian workers employed by Israeli companies. However, Palestinian labor organizers argue that dismantling the settlement enterprise would ultimately benefit workers by reclaiming land and resources.

The effectiveness of BDS is evidenced by Israel's aggressive response, including multi-million dollar campaigns to combat it on college campuses and the creation of online blacklists. Thirty U.S. states have enacted anti-boycott laws targeting Palestine advocacy, highlighting the perceived threat to Israel's interests.

BDS supporters argue that the movement goes beyond moral stands, aiming to impact material support for Israeli policies by pressuring governments and corporations. They point to the recent Human Rights Watch report charging Israel with apartheid and crimes against humanity as further justification for the movement.

The U.S. role in supporting Israel, including $3.8 billion in annual military funding, underscores the importance of BDS in challenging this relationship. Advocates argue that BDS could significantly impact capital flow to Israel and disrupt U.S. visions for regional economic integration.

As the movement grows, it continues to face challenges but also gains momentum in shifting public discourse and corporate investments related to Israel's policies towards Palestinians. Supporters maintain that BDS represents a crucial tool for accountability and change in the ongoing conflict.