- December 25, 2025
- 9:58 am
- Israel
Israel has ranked last in the global nation brand index for the second consecutive year, with the dynamics of 2025 being the sharpest in the history of the study. The results were published by the BrandIL initiative on October 5, 2025, pointing to the accelerating deterioration of international attitudes towards the country following the war in Gaza.
According to the data, Israel’s overall score decreased by 6.1% over the year — the largest annual drop ever recorded by the index. The Palestinian Authority was added to the ranking for the first time: researchers specifically noted that the inclusion is comparative and necessary for tracking international positioning.
Why the decline is considered unprecedented
BrandIL describes the situation as a shift not only in the assessments of policies and government decisions but also in the perception of Israelis abroad. Previously, negativity was more often directed at the government or the army, but in 2025, according to the study’s findings, part of the foreign audience began to attribute responsibility for the war in Gaza to Israeli society as a whole.
This changes the tone: in several countries, Israelis are beginning to be perceived as “undesirable,” and the debate about politics turns into a persistent social aversion. This shift, as noted by the authors, makes the reputational crisis more difficult to rectify — because it goes beyond diplomacy and official statements.
Pressure point: Generation Z and the “cancel” effect
A separate alarming signal is associated with Generation Z in Western countries. The study notes that among young respondents (18–24), the perception of Israel as a “colonial” and “toxic” state, allegedly alien to liberal values, is strengthening. Against this backdrop, the gap between the real diversity within Israel and how it is “packaged” in international discussions becomes even more noticeable.
For the country’s brand, this means a simple thing: even strong arguments about democracy, internal debates, and diversity of views are less effective in reaching an audience that thinks in slogans and moral labels.
The economy also feels the impact: “Made in Israel” under pressure
BrandIL indicates that the “Made in Israel” component also suffered in the index. The decline in ratings is compounded by reports of boycotts of Israeli goods and services, as well as broader risks: reduced trust, cooling investor interest, a drop in tourist flow, pressure on credit ratings, and complications in international “legitimacy” in the public sphere.
In practical terms, this is not just one “bad headline” in the press, but a long chain of consequences: it is harder to hire people in some places, sign contracts in others, and establish partnerships with universities, foundations, and municipal structures elsewhere.
Three categories where Israel ranked last
In 2025, Israel ranked last (50th) in three key blocks:
1) “Human feelings” — compassion, sympathy, and trust.
2) Youth group 18–24 — where the image of the country as a “cancel target” is most entrenched.
3) Exports and goods — the decline in ratings reinforces the sense of an actual boycott of “Made in Israel.”
The significance of these categories is that they directly affect everyday attitudes: from people’s behavior on the street and in universities to companies’ and organizations’ decisions to “not engage” to avoid reputational hits.
Contrast against other countries: who is rising while Israel falls
Amid Israel’s stagnation, the authors note a noticeable improvement in Saudi Arabia’s position, which the index associates with the kingdom’s growing international legitimacy. The report also highlights a diplomatic contrast: where some are met with honors and pragmatism, others are increasingly seen through the lens of war and moral conflict.
Simultaneously, the index shows a weakening perception of the US brand — Israel’s key ally. BrandIL believes this adds uncertainty: if the “supporting” country itself loses the appeal of its image, then its partners receive less reputational “support” in world opinion.
A nuance that leaves a window of opportunity
Amid the overall failure, the study has one brighter marker: in the field of science and technology, Israel ranks 36th. This does not save it from the negative background but shows that in international perception, there remains an “island” of respect — for competencies, innovations, engineering school, and practical technologies.
If looking for a focal point for future communication, this sector appears as a rare resource that has not yet been completely “consumed” by political toxicity.
Where Israelis are perceived warmer — and where colder
NBI also studied which countries have the most favorable attitudes towards Israelis. At the top of the list are Brazil, the USA, and India. At the bottom are Japan, Sweden, and Poland, alongside the UK, France, South Korea, and Italy.
This geography is important not only for politics. It affects where Israeli businesses can develop more easily, where university connections are more stable, and where any contact turns into a debate “about symbols” instead of a conversation about the matter at hand.
What this index means for Israel right now
BrandIL notes: the reputational crisis is no longer just about the government and cabinet decisions. It has become about the perception of people, the moral framework in which Israel has been “packaged” after the war, and how quickly this framework is solidifying among young audiences.
The next question facing the country and the diaspora is no longer whether “we are liked by the world,” but how to mitigate long-term damage — to the economy, academic connections, tourism, investments, and simply the personal safety of Jews and Israelis abroad. This will continue to be covered by NAnews — News of Israel | Nikk.Agency.
