Concerning
Israel Drops to Bottom of Global Nation Brands Index for Second Year
Although it's not a great sign, Israel still ranks among global leaders when it comes to high GDP per capita, exceptional life expectancy, and top-tier education systems, not to mention a thriving hi-tech startup ecosystem.
In a stark reminder of the challenges facing Israel's international standing, the country has once again ranked last in the prestigious Anholt-Ipsos Nation Brands Index (NBI), marking the second consecutive year at the bottom. This year's survey, which polls tens of thousands worldwide on perceptions of countries, recorded a sharp 6.1% decline in Israel's score, the most significant drop in the index's nearly 20-year history.
Yet, amid the concerning data, experts point to Israel's enduring strengths in innovation and technology as a beacon for potential recovery. The NBI's findings reflect a broader erosion in global sentiment, influenced by ongoing conflicts and media narratives that often fail to capture the full spectrum of Israeli society.
Notably, criticism has shifted from focusing solely on government policies and military actions to encompassing the Israeli public at large, a trend analysts attribute to oversimplified portrayals in international discourse. Younger demographics, particularly Gen Z in Western nations, appear swayed by these narratives, associating Israel with outdated stereotypes without recognizing its vibrant democracy, diverse viewpoints, or contributions to global progress.
This perceptual shift carries real-world implications: potential setbacks for the "Made in Israel" brand, inklings of informal consumer hesitancy toward Israeli products, and risks to foreign investment and tourism flows. Still, there is cause for optimism. Israel's hi-tech ecosystem, renowned for breakthroughs in cybersecurity, medical devices, and sustainable technologies, continues to shine as a counterweight to negative perceptions.
In parallel assessments, such as Brand Finance's 2025 Global Soft Power Index, Israel holds a respectable 33rd spot overall, buoyed by its "business and trade" and "science and education" rankings, evidence that strategic public diplomacy could leverage these assets for broader image enhancement.
As Israel navigates these turbulent waters, the report is not actually an indictment, but rather it's a call to action: bolstering efforts to highlight the nation's resilience, cultural richness, and role in advancing human welfare. With proactive engagement, from tech collaborations to cultural exchanges, the path to reclaiming a stronger global narrative remains well within reach.