Is it a company's place to care about Gaza? There are many valid reasons why companies choose to stay away from controversial political issues. Here are some of the most common ones – and why we still choose to take a stand:

• It can be perceived as cynical — as if we’re trying to profit from or gain sympathy points on the back of other people’s suffering.
• There’s a risk of upsetting customers, investors, and partners. In our case, we even have to be prepared for online harassment or vandalism of our store.
• There’s concern that not all employees will feel comfortable with the message.

All of these may seem like understandable reasons to stay silent. But aren’t they also cowardly — especially when it truly matters? And right now, it matters. Gaza is on fire.

Atrocities are being committed — by the Israeli military, with the support of the U.S. (and by extension, Norway). And we’re watching. But we believe: Watching is no longer enough.

Norwegian civil society is speaking up, loud and clear. But unlike Russia’s invasion of Ukraine, the business sector is silent. Why? And does it have to be that way?

What if more of us — including businesses — said: Enough is enough? That Israel must respect international law. That civilian lives must be protected — no matter who they are or where they live.

We don’t need to agree on everything. But we must agree that it is never acceptable to bomb civilians or deny children food and water.

Yes, stepping out of our usual roles is uncomfortable — for individuals and for companies. But when you see others doing it, it becomes a little less scary. For us, it has meant a lot to see companies like Ben & Jerry’s pulling out of occupied territories and using their voice for justice.