This is a guest post by Paul Adler, lecturer at the Harvard History and Literature program. He received his PhD in history from Georgetown University in 2014. Paul’s dissertation, Planetary Citizens: U.S. NGOs and the Politics of International Development in the Late Twentieth Century examines efforts by U.S. groups like INFACT and the Sierra Club to influence international institutions like Nestle and the World Bank during the 1970s and 1980s. Previous to graduate school, Paul worked for several years on global justice issues at Public Citizen’s Global Trade Watch.
On January 25, 1984, William Thompson, a leader with the International Nestle Boycott Committee (INBC) met with Nestlé executive Carl Angst in New York City. There, the two men announced a surprise: after seven years of a global boycott of Nestlé, U.S. organizers were suspending this effort in light of new Nestlé initiatives intended to address activists’ critiques. Ending ten months later, the Nestlé boycott set important precedents for liberal and left-wing activists in challenging multinational corporate power. However, the memory of the campaign as a great success does not stand well against close scrutiny.
The controversy that prompted the campaign concerned the marketing practices employed by multinational companies selling breast milk substitutes throughout the Global South. Given living conditions often characterized by lack of access to clean water, the use of products such as infant formula heightened the possibility of newborns contracting any number of dire, even deadly diseases.
Multinational companies advertised breast milk substitutes as embodying a “modern” lifestyle. To spread this message, they used an array of aggressive marketing practices. Among other techniques, companies produced booklets on infant feeding that accentuated the difficulties of breastfeeding and hired nurses to serve as salespeople in newborn wards.
Example of Nestlé advertising, Malaysia, 1978
During the 1960s and early 1970s public health experts labored to publicize the dangers associated with breast milk substitutes. They met with little success however, causing one doctor to muse in 1974 that some “group may have to take a more aggressive, Nader-like stance.” Fortunately for him, that same year, activists in the United Kingdom released a pamphlet on the crisis called The Baby Killer followed soon after by activists in Switzerland becoming embroiled in a lengthy lawsuit with Nestlé.
In the United States, the key figure who transformed the breast feeding controversy into an activist campaign was Leah Margulies. The daughter of a staffer at the International Ladies Garment Workers Union (her parents met through the Young People’s Socialist League), Margulies was, by the early 1970s, a veteran of the civil rights and radical feminist movements. In 1974, working as an organizer for the Interfaith Center on Corporate Responsibility, Margulies began devising ways to make the breast milk substitutes scandal into a campaign.
To Margulies, this controversy appeared a perfect issue to use in energizing activists to engage with questions of economic inequality and multinational corporate power. As she explained to Mother Jones in 1977, “it is very difficult to make graphic that the world is starving, not because of drought or floods, but because of economic dependency.” From 1974 to 1977, Margulies worked with church groups to spread awareness, launch several shareholder resolutions, and mount a lawsuit against Bristol-Myers. However, these efforts produced few tangible results. Looking to escalate her efforts, Margulies reached out to fellow anti-poverty activists with the intention of starting a boycott of Nestlé. The Swiss multinational offered a promising target: not only was it the world’s largest purveyor of breast milk substitutes, but it also sold household products (such as coffee) around which a consumer boycott could easily be organized.
Teaming with activists in Minneapolis, in early 1977 Margulies helped to found the Infant Formula Action Coalition (INFACT). On July 4, 1977, INFACT commenced a nationwide boycott of Nestlé. Organizing through a broad array of organizations (from public health associations to churches to left-wing solidarity groups), INFACT rapidly assembled local boycotts in towns and cities across the country.
A Nestlé Boycott Picket Line
One constituency the boycott’s organizers sought out was organized labor. Activists tried to enlist labor in part by portraying the boycott as an experiment in corporate campaigning. Writing to a number of union presidents in 1982, Americans for Democratic Action president Robert Drinan illuminated this point, describing the boycott as “an act of international solidarity with working people in the Third World” and arguing that “organized labor has long recognized the need to develop an international capability to deal with the problems presented by multinational corporations. The leaders of the infant formula campaign have shown that it is not only necessary, but possible.”
Even as they built the boycott coalition, the leaders at INFACT searched for other avenues to influence. After months of organizing focused on the U.S. Senate, on May 23, 1978 activists descended on Washington, D.C. to participate in a hearing chaired by Ted Kennedy. While activists effectively presented their case, the representative sent from Nestlé delivered a calamitous performance. He accused church groups of being part of a “world-wide church organization” conspiring to “undermin[e] the free enterprise system,” while also arguing that Nestlé bore no responsibility for ensuring that consumers safely used its products.
Excerpt from the Kennedy hearing
Feeling humiliated after the hearing, Nestlé and the other multinationals searched for a way to end the boycott. Negotiating among the activists and the companies, Kennedy helped to steer both sides towards finding a solution under the auspices of the World Health Organization (WHO). In October 1979, a meeting cosponsored by the WHO and UNICEF in Geneva ended with the WHO agreeing to draft a global code of conduct for the marketing and promotion of breast milk substitutes. For the next year and a half, lobbyists from activist groups and multinationals each tried to influence the code’s language, while activists also intensified and internationalized the boycott.
In the end, companies (backed by the U.S. government) succeeded in ensuring that the code would take form as a voluntary “recommendation,” as opposed to a legally-binding regulation. However, the code’s strictures significantly constricted corporate advertising, causing the companies to condemn the code (while activists offered critical support). When the code was voted on at the WHO in May 1981, the only nation to oppose it was the United States, acting at the behest of the Reagan administration. Following the May 1981 vote at the WHO to create the code, activists and Nestlé spent the next two and a half years battling over the company’s implementation of the code, leading to the January suspension and then the October announcement by Nestlé that it would fully abide by the WHO code.
The Nestlé boycott was an early example of a coordinated, international effort targeting a multinational industry. During the early 1980s INFACT coordinated closely with boycott efforts in Western Europe, as well as in Australia. Even more significantly, NGO activists from the Global North and Global South came together to work under the auspices of a single organization, International Baby Food Action Network. The connections forged in this era continued through the 1990s anti-WTO fights and remain significant to the present. While the boycott did terminate with a seemingly monumental victory in October 1984, subsequent events have been more dispiriting. Four years after this triumph, activists relaunched the Nestlé boycott, accusing the company of not abiding by its commitments to the code. The boycott, while mostly dormant in the U.S., is active abroad to this day, in part reflecting the difficulty of monitoring the code (given the ease with which improper advertising can occur) and in part the vast power of multinationals like Nestlé.
This is the 130th post in this series. Previous posts are archived here.