Gaza in Famine, Palestine Dispossession, and the West’s Twilight of Conviction

We are watching as Gaza descends into famine at least 154 people many of them children, have died from starvation, and countless more fall sick or perish while waiting for aid that never comes, while over 60,000 Palestinians were killed since October 2023, most civilians, many dying at aid distribution lines. We feel the weight of history – a history we watched play out, but failed to stop. 

The West’s Changing Tune

Western governments that once counted Israel as a close ally under Binyamin Netanyahu both morally and arms-wise are now shifting rhetoric. Canada and the UK have announced that unless Israel abides by ceasefire obligations, allows humanitarian access, ceases annexation plans, and recommits to a two‑state solution, they will recognise Palestine as a state at the UN this September  .

Canada’s Prime Minister Mark Carney tied the recognition directly to the Gaza famine crisis, demanding pause in hostilities and governance reforms in Palestinian Authority around future elections . UK Prime Minister Keir Starmer echoed similar language, warning of recognition if Israel fails to end obstruction and starvation in Gaza.

But for a generation that once cheered these countries as ‘champions of human rights’ what does this change feel like, but admission: we failed.

Apartheid, International Law & South Africa’s Victory

In 2024, the International Court of Justice issued a sweeping legal opinion: Israel’s occupation of Gaza, the West Bank and East Jerusalem is unlawful, the expansion of settlements illegal, and many policies in water, movement, housing, prohibitions on evictions constitute apartheid under international law.

South Africa mounted a genocide complaint at the ICJ, winning interim measures in early 2024: Israel was ordered to halt military operations, provide food, and prevent further destruction in Gaza declaring famine had already set in. International embargoes and arms suspensions followed sporadically, though many Western states continued weapons exports even after the ruling on “plausible genocide”.

But that legal victory uncovered the hollowness of Western silence: judicial orders are one thing; practical enforcement is another. Israel has largely ignored these mandates. Aid continues to be blocked, starvation deepens, and international laws have yet to enforce compliance.

We Are the Witnesses Behind This Shame

We are the generation who saw famine, ethnic segregation, forced displacement, mass civilian death and whose leaders wrung their hands. For years, we watched Israel’s blockade of Gaza; we heard alarm-sounding from human rights groups; we saw women and children starving; we heard about disinformation, about “terrorism,” about “military necessity” all allowed to drown out moral urgency until the cameras showed dying toddlers. Court after court impose legal obligations, brands remain silent or complicit and leaders fail us. We still have time to change course. To demand action, not excuses.

And now the Western leaders say they will recognise Palestine “unless,” they say, “Israel changes” a belated gesture that should stir outrage, not relief. Recognition shouldn’t be conditional or delayed; it should have come when lives still could have been saved.

Disappointment Begins at Home: Brand Solidarity with Israel

It stings that some of the most ubiquitous global brands McDonald’s, Starbucks, Jo Malone, and reputed fragrance directories like Fragrantica have either continued ties with Israeli markets or remained conspicuously neutral. Activists have spotlighted McDonald’s Israel for reportedly offering free meals to military forces, while Starbucks faced backlash for suing its union after pro‑Palestine messaging .

As for Jo Malone, owned by Estée Lauder whose leadership has openly supported Zionist causes, the brand publicly distanced itself from its founder’s son, who was linked to pro‑Palestinian activism, but the corporate ties remain concerning . Perfume brand BDK Parfums’s founder has been quite vocal on being pro-Israel.

As perfume collectors and content creators, you have influence, your endorsements shape norms. Instead of relying on directories like Fragrantica, consider using the Parfumo app, which grants greater transparency and user‑driven reviews free from promotional bias.

The Disappointment Runs Deeper

This moment is a mirror: of global moral failure. Of our leaders once sworn to human rights enabling suffering through inaction. Of international institutions whose rulings have meant nothing when unchecked.

Disappointment? Yes. Hurt? Absolutely. But also urgency. If news of Canada or the UK moves you, then action of practical, measurable support is what remains.

Yes, we feel disappointment. Profound hurt. But beyond that urgency. As the September UN session approaches, symbolic recognition of Palestine rings hollow without meaningful change. Real change requires unrelenting pressure, support on the ground, and moral consistency even in our own consumer decisions (which includes the companies we buy from, and the platforms we endorse).

We are the generation that saw famine, apartheid, and genocide alleged by the world’s highest courts and did not act in time. Can we still be the generation that demands action, not excuses?