The Starbucks Boycott: A Milestone in the Fight for Palestine
Following the Operation Al-Aqsa Storm on October 7, 2023, carried out by the Palestinian resistance, which entailed Israel unleashing its barbaric aggression against the Gaza Strip and was marked by numerous cases of war crimes, a remarkable phenomenon has emerged. The Boycott, Divestment, and Sanctions (BDS) movement, once again, has gained momentum worldwide, galvanized by global solidarity with the oppressed Palestinians. This resurgence can be credited to social platforms, which allow people to transcend the confines of mainstream media’s disinformation.
Despite the severe censorship imposed on social networks, individuals from all corners of the globe have come to recognize the tragedy facing the Palestinian issue. Expressing their disdain for Israel's abhorrent acts of genocide, such as killing women and babies, they have taken to the streets, organized demonstrations, and shown unwavering support for the Palestinian cause. Simultaneously, as the Israeli regime continues its atrocities in Gaza, with the complicit silence of Western governments, the public has conscientiously rallied behind the BDS movement. Their aim? To boycott companies cooperating with the Israeli regime.
Even the behemoth of the coffee industry, Starbucks, has not escaped scrutiny. After an expression of solidarity with the people of Gaza by the Starbucks employees' union on social media, Starbucks senior managers took legal action against the union, claiming that the stance endorsed by the union was supportive of violence committed by Palestinian resistance!
It is important to note the hideous mistake by Starbucks officials, who, in their denunciation of the union's display of solidarity with Palestinian civilians, demonstrated a complete lack of insight regarding the tragedy unfolding in Gaza. There is no reason to consider a Palestinian bulldozer tearing down the apartheid border fence between Gaza and the rest of the occupied territories to be violent. In fact, that very fence has subjected Gaza to a suffocating siege for seventeen years, transforming the Palestinian enclave of 2.3 million into the largest, most densely open-air prison in the world.
Starbucks' management's disgraceful response to the plight of Palestinians has sparked a new wave of support for the BDS movement, resulting in global boycotts, particularly in West Asian and North African nations, as Starbucks is now deemed a supporter of the Israeli regime's war crimes.
To mitigate the financial damage incurred, Starbucks desperately issued a statement on its official website, disassociating itself from any political affiliation and refuting claims of support for the Israeli government or army. However, the repercussions were severe. The Seattle-based Starbucks company witnessed an alarming 9% decline in its global market value, amounting to a staggering $11 billion in losses, reverting its stock price back to levels in 1992, with a sharp drop in customers at numerous branches worldwide, with Kuwait City, for instance, witnessing a near-empty seven Starbucks shops.
Though the management remains reticent about financial losses in its Middle Eastern branches, the decline in Starbucks' stock value subsequent to October 7, coupled with the BDS’ successful boycott, compelled the company to devise a strategic plan dubbed "Red Cup Day." The initiative apparently offers a free cup, encouraging customers to return to Starbucks stores in hopes of recovering the lost market value.
The Starbucks boycott serves as a reminder of the power wielded by collective action in the face of injustice. It underscores the global community's refusal to remain silent in the midst of the ongoing atrocities perpetrated by Benjamin Netanyahu's fascist regime.
As the BDS movement garners momentum, it is important for us to recognize the significance of solidarity and the potential for change that lies within our collective will. Let the Starbucks boycott stand as a testament to the steadfast dedication of peace activists worldwide to bring about a just resolution to the suffering of Palestinians.
