The evolving impact of boycott in Oman

The writer is Associate Professor, Sultan Qaboos University

AS we mark the first anniversary of the boycott against several globally recognised companies in Oman due to their perceived political affiliations with Israel, it is evident that the movement has evolved into a significant cultural and economic phenomenon.

Sparked by online activism, the boycott united Omanis across generations in a shared commitment to social justice, prompting a rethinking of consumer habits and brand loyalty.

The impact has been particularly visible on the streets.

Prominent coffee chains, once synonymous with modernity and sophistication, now struggle to maintain their presence. In my neighbourhood, a once-thriving outlet has reduced its hours, laid off staff, and left broken equipment unattended.

Many Omanis have shifted their loyalties to local cafes, which offer better quality and provide a more authentic experience. This transformation underscores a broader trend: the rise of Omani hospitality and craftsmanship as a source of pride, replacing the faded allure of international brands as symbols of (past) coolness.

Similarly, the fast-food sector has faced challenges. Although many outlets appear emptier, some Omanis find it difficult to replace the distinct taste these franchises offer, especially when catering to children.

To navigate this dilemma, many have turned to delivery apps, balancing their desire to support local eateries with the convenience of familiar flavours. This situation illustrates the complexities of consumer behaviour, where ethical considerations coexist with practical compromises; even in a boycott, the allure of familiar tastes can lead to creative workarounds to avoid 'The Drive of Shame' to questioned franchises.

Meanwhile, the popularity of Omani restaurants has surged. These establishments have become preferred choices for quality food, free from the ethical concerns associated with global franchises. This shift reflects a growing appreciation for local cuisine, rejecting the notion that Western brands symbolise modernity. Oman’s rich culinary heritage is rearing as consumers increasingly align their choices with cultural values.

The retail sector has also experienced notable changes. While certain large supermarkets have regained some traction, they have yet to return to their previous popularity levels. The boycott has left an indelible mark on consumer behaviour, with many Omanis demonstrating reduced loyalty to global chains and a heightened interest in corporate ethics and transparency.

Social media has played an instrumental role in amplifying the boycott’s reach and impact. Through tweets and hashtags, Omanis have engaged in ongoing discussions about ethical consumption, holding global corporations accountable while promoting local alternatives. This digital activism has empowered citizens, enabling a movement that reflects the collective voice of a diverse demographic.

However, the boycott’s early stages revealed a complex reality.

Many Omanis expressed concerns about the economic implications for their fellow citizens employed by these companies. Social media became a forum for these discussions, where individuals weighed the desire for ethical consumption against the need to protect local jobs. This duality highlighted the movement’s multi-faceted nature, as Omanis sought to balance economic realities with their convictions.

Looking back, the boycott has proven to be more than a reaction to global events. It has become a catalyst for broader conversations about identity, values, and consumer choices in Oman. The rejection of brands perceived as politically complicit reflects a cultural shift toward prioritising ethical consumption and embracing local alternatives. This transformation not only underscores the power of grassroots action but also signifies a renewed connection to Omani heritage in the face of globalisation.

As Oman continues to navigate these dynamics, the lessons from this movement will likely resonate for years to come. The boycott serves as a reminder of the profound connections between global politics, cultural identity, and local consumer behaviour, shaping a future that prioritises values over convenience.