Vantage | Should companies take sides in war? Lessons from Israel and Ukraine

In a world filled with political tensions and global conflicts, the act of picking sides is not limited to governments and lawmakers. Even companies are increasingly finding themselves caught in the crossfire with significant consequences. Let’s delve into what’s happening in Turkey and beyond. Turkish boycott Recently, Turkey’s parliament announced a boycott against certain brands, which resulted in the removal of products like Coca-Cola and Nestle from its cafeteria. While the lawmakers did not explicitly name these companies, reports suggest that these two brands have been pulled from the menu. This move is a response to the parliament’s statement: “The products of companies that support Israel will not be sold in restaurants, cafeterias, and tea houses in the parliament campus.” It’s a clear indication that Turkey accuses Coca-Cola and Nestle of supporting Israel leading to the boycott. Beyond Turkey: A global trend This trend isn’t limited to Turkey alone. In Malaysia, McDonald’s and Burger King have faced boycotts, and in Pakistan, people are protesting against Coca-Cola by stealing and spilling the beverage. The question arises: what happens when other Muslim-majority countries follow suit? With nearly two billion people in these nations, a full-scale boycott could significantly impact these companies’ revenues. Companies in times of war The ethical dilemma faced by companies during times of conflict is a complex one. With ongoing wars in Ukraine and Gaza, the question of whether companies should pick sides or remain neutral has gained prominence. In the case of the Ukrainian conflict, most Western brands have chosen to align themselves against Russia with over a thousand companies shutting down their operations in Russia. This aligns with the interests of their home governments and customer base. Playing both sides However, when it comes to the Israel-Palestine conflict, matters become murkier. Western governments tend to support Israel, while the Muslim world unites behind Palestine. It’s challenging for companies to navigate this delicate balance. Some have attempted to play both sides. For instance, McDonald’s in Israel offered free meals to Israeli Defense Force soldiers, while its branch in Oman donated to Gaza. This strategy allows companies to cater to different customer bases without fully alienating either side. Some companies, on the other hand, have taken a clear and unwavering stance. Ben and Jerry’s, the US-based ice cream brand withdrew from Palestinian territories to protest Israeli occupation. This steadfast stance raises the crucial question: is picking sides acceptable? Challenge of consistency While we cannot dictate how companies manage their affairs, we emphasize the importance of consistency. Selective outrage and condemnation can undermine a company’s credibility. It’s essential to address injustice everywhere, whether it’s in the West Bank, Xinjiang, Hong Kong, Paris or Dhaka. Inconsistent positions can reveal political biases and hinder a company’s reputation. Companies face intense pressure from various quarters during conflicts. Governments, the public and even their own employees exert influence. Recent reports highlight workplace friction at major companies like Nike, Procter & Gamble and Instacart due to their response to global conflicts. Workers have expressed displeasure with the way their companies have handled these situations. In a world filled with complex conflicts, companies are often placed in challenging situations. They must decide whether to take a stand, remain neutral or adopt a nuanced approach. However, regardless of their choice, they should be prepared for the potential consequences that may include boycotts, allegations of hypocrisy and even employee rebellions. Navigating the turbulent waters of global conflicts is indeed a tough call for any corporation. Views expressed in the above piece are personal and solely that of the author. They do not necessarily reflect Firstpost’s views. Read all the Latest News , Trending News , Cricket News , Bollywood News , India News and Entertainment News here. Follow us on Facebook, Twitter and Instagram.