Action not apologies: What brands need to know about Indonesia's boycott culture

Boycotts have long been part of Indonesia’s public discourse - but today, they’re louder, more organised, and increasingly impossible for brands to ignore. Fuelled by a combustible mix of religion, politics, and environmental outrage, these acts of consumer resistance are no longer fringe - they’re mainstream.

Just weeks ago, thousands of women took to the streets of Jakarta in a mass protest themed “Women’s economic boycott against pro-Israel products.” It wasn’t an isolated flash of activism - it was the latest signal that Indonesia’s consumers are no longer willing to separate brand from belief. From calls to reject Israel-affiliated companies, to outrage over palm oil exploitation in West Papua and global supply chain abuses, the message is clear: in the eyes of the Indonesian public, purpose now sits squarely next to price.

And the data backs this up. According to YouGov, a staggering 86% of Indonesian consumers say they would boycott a brand that conflicts with their values - ranking the country just behind the UAE (88%), and ahead of major Western markets such as Australia (85%) and Canada (84%).

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“With 86% of Indonesian consumers saying they would boycott brands over ethical, environmental or geopolitical concerns, Indonesia ranks among the most purpose-driven markets worldwide,” said Edward Hutasoit, general manager of YouGov Indonesia and India, in a statement to MARKETING-INTERACTIVE.

But what truly sets Indonesia apart is not just its moral stance, it’s the room it leaves for redemption. The same survey found that most Indonesians are willing to return to brands that take real, tangible steps to right their wrongs - not just through apologies, but real action. 

This blend of principled resistance and conditional forgiveness presents both a challenge and an opportunity. For brands operating in Indonesia, ethical missteps may trigger boycotts - but accountability can gradually regain trust, provided the recovery is credible.

Indigenous voices, ecocide fuel boycott push

While the Palestinian cause remains a central catalyst - especially after the Indonesian Ulema Council (MUI) issued a fatwa urging Muslims to avoid Israeli-linked products - the boycott discourse in Indonesia has broadened.

According to social listening analysis by Isentia and Pulsar, emerging narratives now include the displacement of West Papuan tribes, environmental destruction, and growing criticism of industrial capitalism. A study conducted from 1 March to 7 July 2025 across Indonesia and other key markets reveals that many of these movements have been catalysed by advocacy from non-profit organisations such as Greenpeace.

Moreover, YouGov said that health concerns, unethical practices, environmental damage, and working with disapproved countries were cited by over 50% of Indonesian respondents - underscoring how layered and multifaceted the motivations have become.

Protests led by Indigenous communities, particularly in response to industrial expansion and extractive projects, have become flashpoints - shining a light on systemic issues often overlooked in mainstream brand communications.

However, while these activist-led campaigns focus on serious human rights and environmental concerns, much of the social media conversation tells a different story, Isentia and Pulsar said. Online discussions tend to centre on general boycott calls against big-name brands, often without reference to the deeper issues. Some users have even joked that they can “taste” the palm oil in chocolate bars from companies under scrutiny, which underscores the disconnect between grassroots activism and casual consumer sentiment.

“The deforestation in West Papua is not just an environmental issue, it’s a human crisis. Indigenous communities are being displaced, ecosystems destroyed, and all of it is tied to the global demand for palm oil. Many of the brands we consume daily are linked to this chain of exploitation, yet only a few have taken meaningful steps to break it. That’s a price no chocolate bar should carry,” said Daffi Ranandi, head of insights at Isentia Indonesia.

Audiences on social platforms are naming names. Global snack brands such as Oreo, KitKat, and Smarties, alongside F&B giants including McDonald’s, KFC, and Starbucks, have become frequent targets. Yet sentiment isn’t uniform. When it comes to daily-use FMCG products, such as shampoo or soap, many consumers are more hesitant, finding it harder to switch from familiar essentials than indulgent treats.

Actions matter, apologies don’t

The brands that have responded, such as Nestlé and Hershey’s, have begun distancing themselves from deforestation-linked suppliers. Hershey’s, in particular, has remained under the radar despite its industry presence - largely because it wasn’t named in West Papua boycott campaigns and has confirmed it doesn’t source palm oil from the First Borneo Group, a key deforestation offender.

But many still face criticism for tepid or delayed action.

As Isentia and Pulsar’s data suggests, social media traction tends to favour brands clearly linked to activist-driven narratives - explaining why some companies dominate headlines while others remain in the periphery.

From the suspension of nickel mining operations in Raja Ampat to the ongoing destruction of orangutan habitats, environmental concerns have become central to the boycott discourse.

“Global brands need to understand that having certain local assurances isn’t a shield. We’re talking about a category of brands that revolves around habitual purchasing behaviours. Their involvement in these violations will catch up eventually. We can expect to see a certain degree of irreparable erosion of trust and impact on their market share,” said Nikita Gundala, SEA marketing lead at Isentia.

For marketers, this is a warning. Brands can no longer afford vague statements or one-off PR bandages. Concrete changes from altering supply chains, publishing no-buy lists, or publicly supporting human rights, now form the baseline for redemption. Hutasoit added:

While Indonesians are quick to call out brands, they’re equally quick to forgive, provided recovery is handled with clear, credible action rather than mere apologies.

Religion meets economics

Religion is a strong driver of boycotts in Indonesia. The MUI’s fatwa against Israeli-affiliated goods was not only accepted as a religious directive but also interpreted as a socio-economic movement. Research by the National Research and Innovation Agency (BRIN) and Indonesia Halal Watch found that the fatwa has already impacted consumption behaviour across 13 major cities.

“It turns out that this fatwa is accepted as a product of religious law, but also as a socio-economic movement that has a strategic impact. Thus, this fatwa functions as a tool for moral and economic mobilisation, and also encourages the growth of the national industry,” said Fauziah, a researcher at BRIN’s research centre for religion and belief, in a recent statement.

MSME advocates such as GAPMMI note that boycotts are indirectly helping local players grow, especially in the F&B sector. Consumers are increasingly opting for homegrown alternatives - a win for national industry, but also a new challenge for international marketers used to dominant market share.

“We are pursuing economic growth where we need new entrepreneurs. The food and beverage business itself is now growing… creating jobs because it is labour-intensive,” said Irwan S. Wijaya, chair of GAPMMI’s MSME development committee.

Indonesia’s market today sits at a crossroads of global empathy, religious conviction, environmental urgency, and local pride. The key takeaway is not to avoid controversy - but to respond with clarity and courage. Whether navigating geopolitical sensitivities or environmental backlash, the rules are changing.

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