SHAH ALAM - Public perception of Starbucks remains strained as its former chief executive officer (CEO) Howard Schultz’s vocal support for Israel and the company's silence on Israel's attacks on Gaza continue to fuel consumer boycotts, with many calling for a stance on Palestinian rights.
Boycott, Divestment, Sanctions (BDS) Malaysia chairman Professor Dr Mohd Nazari Ismail shared that Starbucks was not on the official boycott list by BDS, nor has it had outlets in Israel for some time.
However, he explained that public perception remained negative due to statements made by Schultz, who had historically voiced strong support for Israel.
"Starbucks has not issued a statement condemning the atrocities in Gaza or supporting Palestinian rights, which fuels ongoing consumer boycotts.
"Despite no longer operating in Israel, Starbucks' decision to exit was reportedly driven by financial considerations rather than a stance against Israeli policies.
"Without an explicit condemnation of the genocide in Gaza, Starbucks remains widely boycotted," he said.
Nazari emphasised that for companies aiming to win over consumers, particularly in Malaysia, the key was to align their stance with local values.
He said by issuing a statement condemning the violence against Palestinians, these companies could potentially shift consumer attitudes, as this approach would likely resonate with Malaysians, who strongly supported the Palestinian cause.
"Starbucks and similar companies are not providing essential services; they are offering experiences, largely rooted in ambiance and branding.
"Malaysian coffee shops, some of which already incorporate strong pro-Palestinian messages, have emerged as strong alternatives, offering comparable coffee and ambiance at more affordable prices.
"Many even prominently display Palestinian flags or statements of solidarity on their cups.
"For Malaysian brands, it is straightforward to resonate with the public by visibly supporting causes that align with national sentiments," he added.
Nazari explained that while Malaysian companies have easily adapted to this sentiment, many international brands find it challenging to align with local values.
As a result, he said consumer boycotts often arise as a natural consequence of these choices.