Over the past couple of years, consumer activism and consumer knowledge of geopolitical challenges have been rising in recognition of how they affect brand image and consumer purchase decisions. The ongoing war between Israel and Palestine is one of the major issues of concern to many consumers who tend to choose their consumption patterns and match them with their opinions, and in many cases, they go shopping to check what the moral and political position is of companies. Summer Fridays is one of these companies that have become famous because of its vegan, clean, and effective products covering skin care and cosmetics.
Started in 2018 by Marianna Hewitt and Lauren Gores Ireland, they developed Summer Fridays, a respectable brand of skincare. The company received recognition in the sphere of multifunctional, minimalistic products that allow performing beauty procedures more easily but still render visible results. Summer Fridays appeals to consumers who are in search of ethical and efficient skincare products due to its focus on clean, cruelty-free, and vegan ingredients.
Public position on the Israel-Palestine conflict
There is not a political brand with political advertising, and the brand beliefs are community, efficacy, and simplicity. The sole focus on the web page and official news is on the quality of the product, customer satisfaction and environmental activities and initiatives, including e.g. the partnership with the charity organization Heal The Bay which is focused on environmental protection.
- As of mid-2025, Summer Fridays has not issued any official statements in defense or condemnation of Israel or Palestine in the latest war. This fact of neutrality is interesting as more consumers demand to know about these things.
- Looking behind the lines at the social media accounts, the statements made by the company publicly, and the corporate statements developed by the company, we could not find any evidence that Summer Fridays positions itself as a product that supports particular causes, either in Israeli or Palestinian affairs, and makes certain monetary contributions.
- The company has not declared any intentions to operate or sell its goods in the Palestinian territory.
- In the Middle East, which is a popular market for many international beauty products, Summer Fridays has extended its franchise into countries like Israel.
Speculation has resulted from this stillness. Given the personal connection of co-founder Lauren Ireland, whose father was born in Israel, some customers perceive the absence of a clear position as implicit support for Israel. However, this is not confirmed by any direct business actions.
Consumer reactions and boycott movements
The calls to boycott Summer Fridays have been made on social media platforms such as Instagram, Reddit, and TikTok regardless of the neutral image of the brand. These calls are often the outcomes of bigger campaigns which advise the clients not to deal with firms which are considered to be pro-Israel, in relation to their founders, market presence, or open fiscal influencers.
Summer Fridays has not been the focus of extensive or well-planned boycott movements, in contrast to several products that have clear connections to Israel. Among consumers looking for ethical buying options, the brand’s ambiguity has led to discussion and uncertainty. Some activists suggest Summer Friday substitutes that specifically aid Palestinian issues or stay away from any connections to Israel.
Future aspects of Summer Friday
In the globalized world, a geopolitical event is increasingly influencing how customers perceive companies and how brands are differentiated. It cannot be that political neutrality can always satisfy business, including orders in the skincare and cosmetics industry, like Summer Fridays. With an increase of politically and socially conscious customers, brands are expected to make a stand on major issues in the world. Summer Fridays takes the risk of putting off part of its customer base that insists on unconcealingness and ethical responsibility should it remain discreet or non-committal during important geopolitical incidents, especially ones involving Israel and Palestine.
The influence of consumer action on brand perceptions has increased. The point about social media platforms is that frequently, the opinion of the masses shifts very fast since more people say that they should boycott or support them. Summer Fridays are likely to be met with stiff resistance when they are perceived, whether accurately or not, as supporting one party to an argument or failing to condemn the infringement of human rights. This can lead to loss of sales and long-term loyalty, and this may manifest itself in negative reviews, viral campaigns, as well as requests to customers to transfer to other competitors.
Moreover, unless geopolitical stability is maintained, geopolitical instability can affect the reliability and supply of products through supply networks and market access. The problems in conducting its operations due to global issues might compromise consumer confidence in a quality-focused company such as Summer Fridays. Customers might not be sure of the ability of brand to fulfill its claims, especially when there is minimal or unclear communication on such disruptions.
In its turn, when there is a geopolitical crisis, open and active communication may be helpful to win more customer trust. The brands that act responsibly, engage in various humanitarian activities and proclaim their principles openly win the loyalty and the goodwill of people. Having an authentic dialogue with its community, being vocal to say what it must, and demonstrating moral leadership can allow Summer Fridays to build on resilience.
What effects does it have on brand loyalty to such a product as Summer Fridays?
The fluctuation of geopolitical tensions often boosts consumer activity and awareness, which can lead to changes the brand loyalty. The choice to boycott or publicly criticize a company may be made by customers who believe that the company is supporting or ignoring a polarizing political topic. It is especially the case with the brands in fields such as skincare and cosmetics, in which customers increasingly seek like-minded businesses. The non-existence or perhaps the existence of an apparent stance on the disputes of the world at large may negatively impact the capability of Summer Fridays to gain customers.
Geopolitical events also affect brand trust and its reputation. Customers expect responsible and transparent behavior of brands, particularly during the era of crisis. The lack of comment or ambiguity by a brand on major geopolitical issues may invite a suspicion that the brand is taking sides, and this may undermine trust. Emotional responses to conflicts, e.g., outrage or solidarity, may play an important role in purchase decision making; hence, the need to ensure that brands present themselves sincerely and simply.
Other operational challenges that can affect customer loyalty due to geopolitical instability include issues that affect the supply chain. The delay or shortages might make customers angry and affect their conception of the trustworthiness. Such strategies to maintain the customer confidence even during calamities include timely information and effective overall crisis communication.
Finally, rather fast and ethical reactions of the companies to unrest at the global level lead to enhanced brand reputation among consumers. Increased loyalty can be gained through firm stands, lending assistance to charities, or modifying of corporate practices in response to world events. Conversely, sidelining these issues poses a risk of alienating customers that are increasingly socially aware of these issues.
Final words: Does Summer Friday support Israel?
The popular beauty brand Summer Fridays co-founded by Marianna Hewitt and Lauren Gores Ireland has never spoken out against Israel or the war in Israel and Palestine. The brand is neutral and has put more emphasis on community values, clean beauty and quality products rather than geopolitical interests. Due to its objectivity, Summer Fridays does not take sides bites and gratify one of the parties in conflict.
Nevertheless, due to the personal background of co-founder Lauren Ireland, as her father was born in Israel, the perception that Summer Fridays promotes support of Israel has been formed by some of its customers. This association has raised suspicions and assumptions concerning the political leanings of the brand, despite whether individual heritage necessarily influences business practices. Also, Summer Fridays sells its products in Israel, albeit indirectly, which other members of the society view as a support to this or that political perspective.
