The boycott was meant to isolate Israeli settlements - it is doing the opposite - opinion

For over two decades, numerous organizations have attempted to influence Israeli policy through boycotts targeting products, companies, educational institutions, and Israeli communities in Judea and Samaria. Recently, government sanctions have joined the cause, exemplified by the United Kingdom's recent announcements. However, despite these efforts, a crucial point needs to be addressed: no boycott can alter history or diminish the connection between the Jewish people and the Land of Israel.

After decades of boycotts, it is worth evaluating whether the boycott has achieved its intended goal. The answer is a resounding no. The settlement movement has not ceased, while the policies implemented by successive Israeli governments have remained unchanged since the onset of boycotts. In the past 25 years, hundreds of companies and businesses have sprouted in Judea and Samaria, alongside new industrial zones and factories.

For instance, the popular online accommodation service Airbnb faced a boycott in 2018, which led to the removal of approximately 200 properties from its platform in Judea and Samaria. Ironically, though, the decision inadvertently exposed tens of millions of tourists worldwide to the existence of Airbnb properties in the biblical heartland, facilitating visits from visitors.

Less than six months later, Airbnb reversed its decision, highlighting that the boycott achieved nothing but a media frenzy without altering the reality on the ground.

Another well-documented example is the case of Ben & Jerry's. In 2021, the company decided not to renew its sale of products in what it termed the "Occupied Palestinian Territory," while still acknowledging that they would continue to sell their products in Israel, including in Judea and Samaria. This move was the result of a prolonged campaign in which the author was personally involved.

Subsequently, Unilever, the parent company of Ben & Jerry's, sold its Israeli business to an Israeli licensee, ensuring that Ben & Jerry's products continued to be sold in Israel, including in Judea and Samaria.

Despite these examples, the boycott has ultimately failed to change Israeli policy. Rather, the negative impact of the boycott has been felt in various ways. In the United States, for instance, it has ignited a backlash, with thirty-seven states enacting laws or measures against Boycott, Divestment, and Sanctions (BDS). Moreover, the US House of Representatives passed the Protect Economic and Academic Freedom Act on September 3, 2022, aiming to restrict federal funding to academic institutions participating in BDS against Israel. However, this legislation still requires Senate approval.

Interestingly, the intended boycott to isolate Israel has had an unexpected effect in the United States, as it has generated a counter-movement seeking to protect Israel from boycotts through legislation. This backlash has also reached Judea and Samaria, attracting American businesspeople who have turned to American Friends of Judea and Samaria in search of investment opportunities in the region.

These individuals believe that investing in the biblical heartland can bring prosperity to their businesses in America, demonstrating that the boycott has inadvertently encouraged more Americans to engage with Judea and Samaria, both physically and economically.