Boycotting for Palestine: How Adil Abbuthalha's ‘Boycat’ App is revolutionising ethical shopping

In the fast-evolving world of activism, technology, and social justice, few individuals embody the spirit of both innovation and purpose quite like Adil Abbuthalha, the creator of Boycat, an app designed to revolutionise ethical consumerism.

His journey from data science to launching a global movement through an app showcases the power of determination and vision.

Before October 2023, he was working in data science. But as Israeli attacks on Gaza escalated, his focus shifted dramatically. The atrocities he witnessed stirred something deeper within him, sparking a desire to act. “I couldn’t just sit and watch anymore,” Adil explains. “I had to do something.”

Though coding was not in his background, the urgency of the cause fuelled his determination. In just a few months, he taught himself to code using AI tools and YouTube tutorials. By January, “Boycat” was live. “It started small. I just wanted to make it easier for people to help. But it grew faster than I ever imagined,” Adil recalls, with a trace of awe by the app’s rapid rise. He attributes this growth to the untapped potential of people’s willingness to engage meaningfully when provided with the right tools.

The Yemeni-Sri Lankan tech innovator identifies three core issues that “Boycat” seeks to address. The first is the fleeting nature of media coverage on global issues. “We rely so heavily on media cycles that when they end, people stop caring,” he explains. The idea behind “Boycat” was to create something that would allow people to remain engaged with causes they care about, regardless of what was trending in the news.

The second issue is visibility. While there are thousands of ethical alternatives to major brands, many of them struggle to gain recognition. “There are alternatives out there, but they need a platform,” Adil says. Boycat offers a solution by making these products more accessible to consumers, who may otherwise default to more familiar but less ethical options. By highlighting local and ethical businesses, “Boycat” has given them a new platform for growth.

The final issue is habit. People are creatures of habit, and changing long-ingrained shopping patterns is no small feat. Adil realised that, to create lasting change, “Boycat” would need to offer incentives that could encourage users to try something new. “If I can get people to try a new product, I can shift their entire behaviour,” he says. And the app has done just that, providing users with easy ways to boycott companies complicit in human rights abuses, while simultaneously supporting ethical alternatives.

One of the most tangible signs of Boycat’s impact is its user base. In less than a year, the app has garnered nearly a million users, a remarkable feat for a platform born out of a desire for change, rather than a commercial venture. But the success of “Boycat” is not only measured in downloads; it is measured in real-world impact. By enabling consumers to divert their spending away from companies involved in unethical practices, the app has contributed to a financial shift of over $87 million. These figures tell a powerful story of collective action.

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Moreover, Adil noticed a remarkable shift in consumer behaviour. “What we’ve observed is that people are increasingly leaning towards local options,” he explains. “You can see this reflected in our local shops, which we promote as well. These shops are now experiencing traffic they never had before.” This newfound enthusiasm for local businesses presents incredible opportunities for growth. “For example, there are now around 10 or 12 Coca-Cola alternatives” he adds, highlighting how the app has not only provided visibility, but has also fostered a supportive community for ethical brands.

Adil is particularly proud of the role “Boycat” plays in promoting these alternatives. “We strive to platform as many options as possible, and as a result, we’ve seen a rise in their sales and social media followings.” Recently, during a visit to a local Chinese grocery store in the Bay Area, Adil was thrilled to see a brand called “Salaam cola” taking the spotlight. “We didn’t notice any non-compliant products anymore,” he says, reflecting on the significant shift.

Boycat, an app designed to revolutionise ethical consumerism

“People are scanning more products, particularly from companies like Nestlé and PepsiCo,” Adil notes. “There’s a substantial number of users engaging with the boycott survey, indicating how much they’re choosing to boycott certain brands each week or month.”

This trend signals a decline in the market for large conglomerates. This week, Starbucks reported a seven per cent decline in global sales from July to September, marking the coffee giant’s third consecutive quarter of falling revenues, according to Anadolu. Earnings per share dropped by 25 per cent compared to the same period last year, and net revenues fell by three per cent to $9.1 billion. Starbucks has faced worldwide protests and boycott campaigns for its support of Israel, and the financial results of the past three quarters reflect the growing backlash.

Similarly, Nestle has acknowledged that its sales have taken a hit due to boycotts linked to Israel. The Swiss conglomerate, which owns brands like Nescafe and KitKat, has been a major target of the Boycott, Divestment and Sanctions (BDS) movement because of its ownership of Israeli food company, Osem. In a recent trading update, Nestle reported a slowdown in its Real Internal Growth metric, attributing it to “consumer hesitancy towards global brands, linked to geopolitical tensions”.

While Palestine remains the app’s main focus, Adil envisions “Boycat” expanding to address other causes, such as the Uyghur community and climate change. “We want to support everyone,” he says. Adil’s long-term goal is ambitious but clear: “If we can go to governments or corporations and say, ‘Look, we have 30, 40, 50 million people who can move hundreds of millions of dollars,’ that’s the language they understand. Then we have a voice.”

As for the app’s next steps, Adil and his team are adding new features like Zoomies, a location-based tool to help users find ethical businesses nearby. “The name came to me at 2 am, when my cat was zooming around the room,” he laughs. In the long-term, “Boycat” aims to create a tiering system that will categorise companies based on their compliance levels with boycotts. This system, designed in collaboration with the official BDS movement, will allow users to tailor their boycotts to their circumstances.

For Adil, “Boycat” is not just a business – it is a movement. “Worst case scenario, I fail in two years, but best case, we create a movement that supports oppressed communities globally.” It is clear that Adil’s determination is not tied to the app’s success alone. It is about changing mindsets, shifting behaviours and challenging the structures of power that perpetuate injustice.

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