Brands have a primary role and a purpose: to connect. Their audiences are their “raison d’être.”.

Brands constantly evolve and adapt to market trends and societal changes, even during crises. In order to sustain their presence and fortify their standpoints, they need to remain true to their values and what they stand for. But what happens when they’re at a crossroads? How would brands react to calamities and pressure? Is being silent a safe and guaranteed strategy, or will it lead to a backlash?

 

In the recent crimes against Gaza and the Palestinians, the world was in shock. Hundreds and thousands of people protested against the atrocities committed; influencers, celebrities, and journalists rallied to apply pressure to cease fire.

Social media channels are flooded with gruesome imagery. Unfortunate stories that told the globe about the daily sufferings of the Palestinians were present everywhere. Gaza is on the news constantly; according to the Guardian, “Palestinian death toll in Gaza nears 20,000 with nearly 2 million people being displaced.” While the world watched with hands tied, feeling powerless to help, the only solace that seemed logical and impactful was the monitoring and boycotting of brands based on their position towards the war on Gaza.

According to Leticia Miranda in Mint Magazine: “Gen Z consumers are more demanding about what values a brand stands for. Given the war has already ensnared the reputations of politicians, journalists and celebrities, retailers and other companies shouldn’t be complacent.” Several brands didn’t stand the test; they were heavily scrutinized, judged, and even vandalized.

In Egypt, many believed that boycotts were the only way to make people’s voices heard. Additionally, in Kuwait City, a tour of seven branches of Starbucks, McDonald’s and KFC were found nearly empty. On the other hand, some brands, such as Zara, released a campaign that was received by many as a mockery of the Palestinian victims by using white cloth that looked like wrapped, dead bodies. The brand appeared insensitive, as stated by CNBC’s content creator, AmroMaskoun, who has 5.2 million Instagram followers: “I really respect deadlines and campaigns filmed in advance and this is what we all do. The only difference here is that you’re a HUGE company that is supposed to have a person called ‘strategic marketing manager’. This person’s duty is to make sure it’s the good time for the campaign and I don’t believe they weren’t aware of the ongoing situation in Gaza!”

In contrast, many brands that support Palestine, such as Huda Beauty and Lush, reinforce their brand values, which are pro-humanitarian, sustainable, and ethical towards humans. In addition, this wave helped pave the way to supporting local brands. In Egypt, for example, Egyptians boycotted their favorite drink, Pepsi, as being an American brand and isbelieved to support Israel replacing it with Spiro Spathis, whose sales have since increased by 500 percent since October 7.

Furthermore, in Beirut, coffee lovers refrained from ordering atStarbucks and started frequenting local rival coffee shops, such as YOU, instead. YOU is a local brand that operates in several locations in Lebanon. It serves fresh coffee and snacks. Today one notices the high occupancy of its shops as opposed to the empty seats at Starbucks. Ultimately, brands have a promise and values, and it is during calamities that they lead by example, and in the process gain their audience’s support or lose their loyalty, possibly forever. If you were a brand today, would you stand with justice, create impact, shape the status quo, or stay quiet?