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It has been over a year, or 444 days to be exact, since people started the major boycott movement. Until this day, people didn’t seem to grow tired or feel less motivated to keep going. If anything, as days pass, they have more reasons to stay committed to this movement that will always remain our reminder of the inhumane war in Gaza.
The boycott movement was a nightmare to many brands, who have failed to stand with humanity. However, it was also a blessing to many who always felt trapped in the shadows of major brands and never had an opportunity to show their true potential.
The Rise of Local Brands in 2024
V7
One of the brands that truly wowed us since the beginning of the boycott is V7. V7 was the greatest option for anyone looking for a 100% Egyptian soda drink. Although they have been in the market for a while, even before the major boycott movement started, they weren’t as well known as they are now. They were also able to fill a huge gap with their product, “V Cola,” which took over the market in no time.
Wonderville
The second brand that has had its time to shine is Wonderville. Wonderville was able to provide consumers with a high-quality and appealing alternative for ice cream brands, which was a bit hard to find. The brand was also one of those that stayed in the shadows since it was a bit of a saturated market. However, they proved the true potential of Egyptian brands in the FMCG market.
Eva Cosmetics
Eva is one of the leading Egyptian brands in the beauty sector, and its impact is going global, not only local. In addition to offering a vast range of products that cover all beauty needs, they focus on providing exceptional quality and value. This window of opportunities allowed them to lead the market and expand globally by exporting to over 10 countries.
Up-Fuse
Up-Fuse is a clothing brand that was able to truly thrive in 2024, not only by being an exceptional alternative that offers premium quality but also for being a 100% sustainable brand. All the products they offer are eco-friendly and made of recycled materials. So, if you are looking to be supportive of both the environment and humanity, Up-fuse is your perfect choice.
Stack’d
Lastly, comes a delicious treat! Stack’d is one of the brands that is well known for their bold campaign, “Say Bye to the Clown Guy.” In this campaign, they emphasized their identity as a 100% Egyptian fast-food chain and a local alternative people can go to. This bold movement gained amazing traction as people were glad that Egyptian brands could confidently address this matter.
The Fall of Brands Under Boycott in 2024
Starbucks
The calls to boycott Starbucks have been getting louder and louder, with the brand’s shameful stance. Since late 2023, Starbucks has been struggling with declining sales like never before. What makes the situation even tougher is that many (better) alternatives emerged. As of now, Starbucks has ceased operations in many countries, and it is expected to continue amid the ongoing boycott.
Estée Lauder
Estée Lauder is one of the giants in the beauty industry that has had a major impact in the MENA region. It is an umbrella that contains many brands like Clinique, MAC Cosmetics, and many more. However, since the reveal of the close ties between the company and the illegal occupation, their operation has been declining like a shooting star.
Zara
Zara is one of the brands that didn’t only dive; it dived and drowned. After the major outrage sparked by their insensitive campaign, they have struggled to build up their image. Although they have released a public statement apologizing for the campaign, people will never recover from such insensitivity.
McDonald’s
McDonald’s was the earliest to join this list, given their active support of the illegal occupation. Just like Starbucks, McDonald’s has been struggling in countries where the boycott movement is still going strong, which led them to exit many markets to avoid more losses.
American Eagle
American Eagle has had its fair share of fun and a positive brand image. But this didn’t last long, as things completely changed the moment they proudly announced their support for the illegal occupation. They posted an image of the Israeli flag on their billboard in Times Square and took to all social media platforms to announce endless support as well as a hefty donation from their end. Of course, they may have expected the best, but what they didn’t expect is a huge drop in stocks and revenue that has never occurred since their establishment. Fortunately, we now have many brands that can compete proudly and act as great alternatives.
In Conclusion
As the boycott continues, hopefully forever, it serves as a reminder of the power of consumer activism. It also highlights how brands should prioritize always values-driven actions and be genuine about them. Brands that dived in 2024 should serve as a lesson of how failing to recognize the seriousness of situations and taking clear stances can demolish a brand image that has been here for years in a matter of seconds.
