Navigating consumer boycotts: global brands amid the war in Gaza

The paper examines consumer boycotts of brands perceived as supporting Israel in the
Israel-Gaza conflict . Using secondary research, the paper examines the triggers for these
boycotts, including corporate policies and marketing strategies, and assesses their effects
on global brands such as McDonald’s , Starbucks and Zara. The study highlights how social
media has played a key role in driving these boycotts, leading to significant sales drops and
increased consumer preference for local brands. It also explores how brands have
attempted to mitigate the damage through price reductions, promotions, and public relations
efforts. The study emphasises the need for brands to align their actions to their core values,
emphasises the need for transparency in their CSR efforts , be sensitive to consumer
concerns recommends that brands reevaluate their political stances and PR strategies. It
also highlights the importance of strong crisis management in the digital age and suggests
further research to better understand the long-term impact of consumer boycotts on brands.