Edelman Trust Barometer revealed on Friday that a significant portion of consumers are actively boycotting brands based on their perceived stance on “Israel’s” war against Gaza.

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A survey, encompassing 15,000 consumers worldwide including in regions like the UAE, Saudi Arabia, the UK, the US, and India, shed light on how geopolitical issues are shaping consumer behavior.

Over one-third of consumers are leveraging their purchasing power to express political views, avoiding brands they believe support one side of the “Israeli” aggression on Gaza.

In Saudi Arabia, a staggering 72 percent of respondents are steering clear of brands they perceive to be taking “Israel’s” side in the war, while 57 percent in the UAE are doing the same.

US-based giants like Starbucks, McDonald’s, and Coca-Cola are among the companies facing significant challenges due to these boycotts, particularly in the Middle East.

McDonald’s, for instance, recently reported a decline in first-quarter sales attributed to the boycott. The dip followed a controversial move by a McDonald’s franchisee in “Israel”, Alonyal, offering free or discounted meals to members of the Israeli Occupation Forces (IOF) at the onset of the war.

Similarly, Starbucks announced layoffs of thousands of employees in the Middle East in March, citing the impact of boycotts related to the war.

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The survey also indicates that geopolitics significantly influences consumer brand choices, with a striking 78 percent of customers avoiding brands based on their country of origin.

Moreover, 60 percent of consumers worldwide are now considering brands' political stances when making purchasing decisions, marking a 2 percent increase from last year.