The Complicity Index

boycott impact against pro-Zionist companies

10 global brands unaffected

There are at least 10 global brands that have managed to grow and expand unscathed. These companies have cleverly scaled back resources in countries where it faces calls for boycott and scaled up operations in countries where it doesn’t.

Either that or we have not worked hard enough to boycott these brands:

2022-2025
(3 years)		RevenueGross Profit MarginShare Price
McDonald’s13%0.44%10%
Coca Cola11%3.5%53%
AirBnB45%0.81%17%
Starbucks15%2.95%14%
Expedia26%4.32%27%
Booking.com58%1.8%49%
Tripadvisor27%1.22%-11%
Pizza Hut/KFC20%-2.20%33%
Inditex (Zara)22%-2.40%66%
Adidas10%4.3%14%

McDonald’s Israeli franchisee openly donated 100,000 free meals and beverages — worth five million shekels — to Israeli military and rescue personnel committing the genocide against Palestinians in Gaza, and publicly promoted this act on its social media channels.

Coca-Cola has been a target for organic boycott. The company operates a regional distribution centre and cooling houses in the illegal Israeli Atarot settlement, and its subsidiary Tabor Winery produces wines from grapes sourced from vineyards on occupied Palestinian land in illegal settlements in the West Bank and Syrian Golan. During Israel’s genocide in Gaza, Israeli soldiers were repeatedly photographed with Coca-Cola cans donated to them by genocide-enabling groups, further inflaming international outrage.

Airbnb is listed by the BDS movement due to its practice of listing vacation rentals and properties located in illegal Israeli settlements on occupied Palestinian land — listings that are explicitly linked to restricting Palestinian access to land and endangering Palestinian villages nearby. Both Booking.com and Airbnb are included in the UN database of businesses implicated in Israel’s illegal colonial settlement enterprise.

Howard Schultz, the founder of Starbucks, is a Pro-Israel Zionist. To mark Israel’s 50th Anniversary, he was awarded a Friend of Zion Tribute Award in 1998, from the Jerusalem Fund of Aish HaTorah. He has actively invested in the Israeli tech sector, including an early investment in Israeli cybersecurity startup Wiz

Expedia Group is targeted by the Palestinian BDS National Committee because its platforms offer rentals and hotel listings in illegal Israeli settlements in the occupied Palestinian and Syrian territories.

Booking Holdings (like Airbnb) directly supports and profits from Israel’s illegal occupation by listing vacation homes and hotels in Israeli settlements built on stolen Palestinian land. Properties in illegal settlements in the occupied West Bank are either listed as being in Israel or in a misleadingly labelled “Palestinian Territory — Israeli settlement

The BDS movement, along with Amnesty International, targets TripAdvisor because it lists tourist attractions and accommodations located in illegal Israeli settlements in the occupied West Bank and East Jerusalem

Pizza Hut and KFC are both named by the BDS National Committee among the fast food chains targeted in grassroots organic boycott campaigns due to their Israeli franchisees’ support of Israeli military personnel during the genocide in Gaza.

In February 2025, amid Israel’s ongoing genocide in Gaza, ZARA opened its largest-ever store in Tel Aviv, Israel. ZARA’s Israeli franchise holder has also hosted a roundtable with Itamar Ben-Gvir at his home, drawing international outrage.

Adidas, the German sportswear giant, was a formal BDS boycott target due to its sponsorship of the Israel Football Association (IFA), which includes football clubs based in illegal Israeli settlements on occupied Palestinian land. It ended in 2018. In 2024, Adidas pulled Palestinian model Bella Hadid from an advertising campaign following sharp criticism from Israel

Of course, there are several others such as Google, Meta, Walt Disney, Amazon, Palantir, Microsoft but given their entrenched dominance in their respective fields of business, these companies have not only managed to grow unperturbed but have continued to expand.

For a full detailed breakdown, click here.

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