It sometimes takes the involvement of a well-known celebrity to highlight a major political controversy. The signing of Hollywood star Scarlett Johansson as the “global brand ambassador” of the West Bank-based Israeli company Sodastream was criticized by those who oppose the occupation.
Boycott, Divestment and Sanctions
Missing the mark
A more strategic approach within the international community is targeting the settlements themselves, as well as those who do business with them or facilitate their prosperity and expansion.Yossi Mekelberg
However, the tide is turning against Israel’s settlements policy and her intransigence in the peace process. Increasingly, a precondition for international partners engaging with Israeli businesses is that Israeli businesses are not linked in any shape or form with the settlements in the West Bank.