Jordan’s ‘Support Local’ campaign gains momentum in boycotting Israeli-supporting firms

AMMAN — The “Support Local” campaign in Jordan is making waves as Jordanians choose to boycott brands that support Israel, igniting discussions across the country. 

Social media users launched an online campaign in light of the ongoing attacks on Gaza, encouraging Jordanians to boycott international restaurant chains, makeup brands, sanitary products, tobacco-related items and even essential food products with ties to the occupation.

This movement is gaining popularity not only for its political stance but also for its profound economic implications. Meanwhile, many employers are launching mini-job fairs, offering employees who are at a high risk of losing their jobs work opportunities.

Economist Khaled Salameh told The Jordan Times that this campaign is a double-edged sword.

“On one side, boycotting international brands might lead to job losses in sectors heavily reliant on these companies. This is an immediate concern, especially in Jordan, where unemployment is a pressing issue,” he added.

Indeed, the campaign has generated a fair amount of controversy with some arguing that the potential job losses may outweigh any economic benefits. According to social media users, the nation’s restaurant chains, cosmetic companies, and retailers have experienced a decline in business. However, Salameh emphasised the significance of looking at the bigger picture.

“On the other side of the blade, the ‘Support Local’ campaign is fostering economic independence and resilience within the country. By diverting their spending to local businesses, Jordanians are bolstering their own economy. This choice not only supports local jobs but also stimulates domestic entrepreneurship,” Salameh added.

Meanwhile, many employers have taken to social media pledging their commitment to hiring employees who might lose their jobs if the campaign continues.

A national coffee shop organised a job fair, offering over 300 job opportunities for baristas working for international coffee shops. Another local restaurant chain offered employees working for international franchises at risk of losing their jobs new employment opportunities. 

Marketing expert Ayah Kilani told The Jordan Times that despite the short-term damage of potential job losses for youth, if Jordanians continue to boycott international companies, they will leave room for local companies to expand.

“Local restaurants will increase their market share, make more profit, and employ Jordanians if they expand,” Kilani added.

Faten Mousa, a social media user, told The Jordan Times that this solidarity is encouraging and shows that the Jordanian community values unity and collective action.

While acknowledging that the “Support Local” campaign is not without its challenges, Mousa encourages Jordanians to consider the long-term benefits.

“The campaign represents a conscious effort to build a stronger local economy,” Mousa said. “It’s a statement that Jordanians can take charge of their economic future. While the road ahead may be bumpy, the potential rewards for local businesses and employment are substantial.”

Mousa added it is evident the campaign is more than just a political statement; it is a testament to the resilience of the Jordanian nation and a testament to the power of conscious boycotting.