Israel ranks last in global reputation indexIsrael has ranked last for the second year running in the 2025 Nation Brands Index (NBI), a comprehensive global reputation survey developed by policy adviser Simon Anholt. The data, released by the research firm BrandIL, shows Israel's overall score fell by 6.1%, marking its worst performance in the index's two-decade history. It ranked 50th out of 50 nations, coming behind India, Kenya, Russia, and Ukraine.
The report identifies a critical shift: negative global sentiment now extends beyond criticism of the Israeli government to encompass attitudes toward Israeli citizens themselves. This is linked to the genocidal war in Gaza, where Israeli forces have killed more than 72,000 Palestinians since October 2023. The study notes a growing international perception, particularly among Generation Z in Western countries, of Israel as a "illegitimate" and "colonial" entity. Consequently, Israel also ranked lowest for perceptions of its exports and products, reflecting widespread boycott movements.
Israeli newspaper Yedioth Ahronoth reported that Israelis are increasingly perceived abroad as persona non grata.
The survey of 40,000 participants from 20 countries found Israel ranked last in "Human Empathy." Supporting polls from Pew Research and YouGov confirm this plummeting reputation, with majority negative views of Israel now held in 20 out of 24 countries surveyed. BrandIL warned that this erosion of standing presents severe economic risks, including declining foreign investment, damage to tourism, and sustained consumer reluctance toward Israeli goods.
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