Boycott Israel sticker on a no-entry traffic sign (video snippet - Instagram)

In a shocking blow to Israel’s global standing, the Nation Brands Index (NBI) has placed Israel dead last in its 2024 rankings, signaling a severe erosion of the country’s image on the world stage. Conducted between July and August 2024, the comprehensive study polled 40,000 people across 20 countries, ranking 50 nations based on six critical factors: policy and governance, culture, people and society, exports, migration and investment, and tourism.

Topping the list were Japan, Germany, Italy, Switzerland, and the UK—nations recognized for their economic stability, cultural influence, and global appeal. At the bottom, alongside war-torn and struggling states such as Russia, Ukraine, and Kenya, sat Israel. Perhaps most disturbingly, even "Palestine"—which is not officially recognized as a country—received higher marks than Israel in some categories.

The survey findings paint a bleak picture of Israel’s international standing, revealing an overwhelming rejection of the Jewish state, particularly among younger generations and in key global markets.

De Facto Boycott: A Looming Threat to Israeli Exports

One of the most alarming revelations of the report is the growing de facto boycott of Israeli products. The report finds that Israeli exports are at high risk, with a significant and growing aversion to goods labeled “Made in Israel.” This phenomenon reflects a broader shift in global sentiment, as Israel is increasingly viewed not as a hub of innovation and progress, but as a pariah state facing widespread condemnation.

Despite boasting some of the highest economic and social indicators in the world—including a GDP per capita that is 80% higher than the nations it is grouped with, and a life expectancy (83 years) that far exceeds the 72-year average of the lowest-ranked countries—Israel’s international perception remains dire. The report explicitly states that Israel is regarded as part of the "forces of chaos" rather than a contributor to global stability. Even its renowned technological and economic strengths have failed to salvage its reputation, leaving it ranked below most European nations and even the United Arab Emirates.

Generation Z Rejects Israel Completely

Among the most devastating aspects of the report is the absolute rejection of Israel by Generation Z. Young people across the globe consistently ranked Israel at the lowest possible scores across all six parameters measured by the NBI. This generational shift signals an existential threat to Israel’s future engagement with the global economy, diplomacy, and public opinion.

Moreover, the study highlights the growing global sympathy for the Palestinian cause, particularly within the Muslim world, China, and younger demographics in Western nations. This shift has only exacerbated Israel’s diplomatic and economic struggles, making it clear that traditional hasbara (public diplomacy) efforts are failing catastrophically.

"Israel Has Lost Its Legitimacy"—Time for a New Strategy

The survey was compiled and published by the Anholt Nation Brands Index (NBI), which was engaged as a consultant by Brands Israel Inc., a private initiative led by Motti Scherf. Scherf, an expert in global branding, issued a dire warning:

"Israel has lost its legitimacy in the international community and has been cast into the backyard of global affairs. It is time to acknowledge the failure of traditional public diplomacy and adopt innovative nation-branding models."

With Israel’s global image in free fall, the question remains: What can be done to reverse this crisis? The findings suggest that without a bold, innovative rebranding strategy, Israel risks further diplomatic and economic marginalization in an increasingly hostile world.

The challenge now is not just to defend Israel’s policies but to fundamentally reshape how the world sees the Jewish state. The days of relying on conventional government-led PR campaigns may be over—what’s needed is a paradigm shift in how Israel presents itself to the world. Whether such a transformation is possible remains to be seen, but one thing is certain: Israel cannot afford to ignore this wake-up call.

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