How BDS becomes normalised

From the Guardian money blog:

Every week a Guardian Money reader submits a question, and it’s up to you to help him or her out – a selection of the best answers will appear in next Saturday’s paper.

This week’s question:

A friend has been giving me a hard time after seeing Israeli fruit in my home. (She also disapproves of me using supermarkets.) She’s urging me to join a consumer boycott, but I don’t think these work. Leaving aside the issues, do these campaigns really make a difference?

What are your thoughts?