As the world marks one year since the onset of what many Pakistanis refer to as the Gaza genocide, a powerful consumer movement continues to ripple through the South Asian nation. The boycott of companies perceived as supporting Israel has not only persisted but has also evolved, leaving a lasting impact on Pakistan’s consumer landscape. This grassroots campaign, sparked by the Israeli attacks on Gaza that resulted in over 41,000 casualties, predominantly women and children, has transformed shopping habits and business practices across the country.

The Boycott’s Far-Reaching Impact

The effects of this year-long boycott are visible in various sectors of Pakistani society. From small eateries to large corporations, the absence of Western brands, particularly beverages, is palpable. Wamiq Haris, a restaurant owner in Karachi, notes, “Customers are still demanding local brands, which has drastically reduced the consumption of Western products, particularly beverages and desserts over the past one year.”

This sentiment extends beyond individual consumers to larger institutions. The High Court Bar Association of Sindh province banned the sale of branded beverages and water within court premises last November, a move that has been maintained. Similar actions have been taken by the Karachi Bar Association and various media clubs.

The boycott has hit American fast-food chains particularly hard. KFC and McDonald’s have seen a significant drop in customers, leading to reduced operations across the country. In a symbolic blow to these chains, one of the first foreign fast-food branches in Karachi, opened in the 1990s, was forced to close a few months ago due to plummeting sales.

Rise of Local Alternatives

As foreign brands face rejection, local companies have seized the opportunity to fill the gap in the market. Cola Next, a local soda brand, has reported a “manifold” surge in sales, though exact figures remain undisclosed. Similarly, Kababjis, a local fast-food chain, has cleverly introduced its own “KFC” – Kababjis Fried Chicken – directly challenging the American brand.

However, the success of local alternatives has been mixed. While many have seen increased sales and profits, they have struggled to match the quality and market strategies of their international counterparts. Kashif Hafeez, head of Pulse Consultant, a Karachi-based think tank monitoring the boycott, explains, “Unfortunately, local brands used the opportunity to increase profits on the back of public sentiments instead of building their brands and improving quality.”

Gaza Genocide: Sustaining the Boycott Momentum

Despite the challenges faced by local brands, the boycott movement remains strong. According to Pulse Consultant’s September survey, 68% of respondents agreed with the boycott, slightly higher than the 65% recorded in April. However, this represents a decline from the 85% support seen in November 2023.

The practical impact of the boycott has also seen some fluctuation. After a significant increase to 84% in April 2024, the September wave showed a 10% drop to 74%. Hafeez attributes this decline not to a change in sentiment but to issues with local products, including quality concerns, unsustainable supplies, and a lack of brand-building efforts.

Interestingly, the boycott sentiments appear more entrenched among children and upper socio-economic classes. This suggests a potential long-term impact on consumer behavior and brand loyalty in Pakistan.

One year after the start of what Pakistanis view as the Gaza genocide, the boycott of companies supporting Israel has become a defining feature of Pakistan’s consumer landscape. While the intensity of the boycott may have slightly diminished, its impact remains significant. The movement has not only affected foreign brands but has also exposed the strengths and weaknesses of local alternatives.

As Pakistan moves forward, the boycott serves as a powerful reminder of the country’s solidarity with Palestine and its ability to effect change through consumer choices. Whether this movement will lead to long-term shifts in Pakistan’s market dynamics or prompt international companies to reassess their positions remains to be seen. What is clear, however, is that the memory of the Gaza genocide continues to influence the purchasing decisions of millions of Pakistanis, demonstrating the enduring link between consumer behavior and international politics.