Palestine and the power of the boycott movement

At home, my Palestinian-American children, who have never set foot in Palestine, often ask each other whenever they see a brand: “Is this on the boycott list?” It’s a question that has become second nature to them, a reminder that the struggle for justice in Palestine is as much about principles as it is about action. This next generation, shaped by movements like Boycott, Divestment and Sanctions (BDS), is proof that the Palestine cause remains transcendent and unsurpassable. The growing boycott movement is not just a tool for resistance, but also a moral imperative and the most powerful form of structural popular resistance in the world. This year showed us just how far this movement has come and how much further it can go.

The boycott movement gained extraordinary momentum in 2024, fuelled by global outrage over Israel’s escalating violence against Palestinians. Public protests turned into sustained economic resistance, with consumers disengaging actively from corporations complicit in Israel’s apartheid policies. Starbucks is one example of a global brand that felt the economic pressure. Reports indicate that the coffee giant lost millions in revenue due to targeted boycott campaigns and protests in multiple cities. Activists pointed to the company’s ties to pro-Israel lobbying groups, making it a symbol of consumer pushback against complicity. This financial hit illustrates the boycott’s growing power, forcing even the largest corporations to reckon with their associations. Yet, the boycott’s significance is not merely economic. It is Israel’s fear of this movement that tells the real story. Laws have been passed across the United States attempting to suppress boycotts against Israel, exposing the fragility of a state that relies on global complicity to maintain its occupation.

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In my home state of Texas, a Palestinian schoolteacher was fired for refusing to sign an oath promising that she wouldn’t boycott Israel. Her principled stand sparked outrage and inspired the 2021 documentary Boycott, which highlighted how these laws violate basic constitutional rights. Americans across the political spectrum, who otherwise might not have engaged with the Palestine cause, have started to question why they are being told they cannot boycott a foreign nation, especially one which receives billions of US tax dollars while our own communities in America struggle to make ends meet.

The boycott movement is not new, of course. Its roots lie in the anti-apartheid struggles of South Africa, where the strategy of economic isolation played a pivotal role in dismantling institutionalised racism.

The BDS movement, launched by Palestinian civil society in 2005, draws on this legacy, linking the fight for Palestinian liberation to broader struggles against injustice.

It is a reminder that the struggle for freedom anywhere is connected to the struggle for freedom everywhere.

This connection has found particular resonance in the Global South. Nations with histories of anti-colonial resistance see the Palestinian cause as part of their own unfinished fights for dignity and sovereignty. By mobilising these governments and their people, the boycott movement has the potential to amplify its impact, as it did in South Africa. The Global South’s support reinforces a key truth: boycotts are not simply about consumer choices; they are about collective power.

Unlike armed resistance, boycotts target the economic and political infrastructure that sustains the Israeli occupation of Palestine, forcing accountability from governments and corporations alike. The movement is effective, decentralised and rooted in grassroots activism. This is precisely why Israel fears the boycott movement. It doesn’t rely on political elites, but instead mobilises ordinary people — consumers, workers, students — around the world.

Israel’s overreach in suppressing the movement, however, is backfiring. Laws criminalising boycotts and targeting activists only draw more attention to the cause. They also raise serious questions for Americans who resent being told that they cannot exercise their constitutional right to protest, especially against a foreign government. This overreach is inspiring, not just in terms of Palestinian solidarity, but also a broader movement for free speech and justice.

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To build on the successes of 2024, the boycott movement must focus on coordination, inclusion and innovation. There are a number of things that can be done.

For example, platforms like the Boycott App are powerful examples of how technology can be harnessed to streamline activism.

The app allows users to identify boycott-worthy companies and products.

This makes participation accessible and informed. Investing in such tools can bring the movement to new heights.

Moreover, just as the anti-apartheid movement did, BDS must continue to link the Palestinian struggle to global movements for justice. Whether through alliances with indigenous rights activists, climate justice advocates, or labour unions, these connections strengthen the moral and political case for Palestine.

At its core, the boycott is about people. Sharing the stories of Palestinians — displaced families, farmers denied access to their land, children imprisoned — humanises the movement and reminds the world that the struggle is not just about abstract politics, but also lives and futures.

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The boycott movement has proven to be one of the most powerful tools of resistance against apartheid and oppression. It transcends borders and ideologies, uniting people in a common demand for justice. In 2024, it showed us its strength; in 2025, it must show us its resilience. For Palestinians and their allies, the fight is far from over. And as my children remind me every time they ask about the boycott list, the next generation of activists is already rising. They are learning that justice is not a moment; it is a movement. And it is one that will not be silenced.

The views expressed in this article belong to the author and do not necessarily reflect the editorial policy of Middle East Monitor.