Israel’s global reputation is in free fall, and it’s not just the government taking the heat—the public is now squarely in the crosshairs. But here’s where it gets controversial: Is this backlash justified, or is the world painting an entire nation with the same brush? The latest Nation Brands Index (NBI) reveals a stunning decline in Israel’s international standing, with the country ranking dead last for the second consecutive year. This isn’t just a dip—it’s the sharpest drop since the survey began nearly two decades ago, with a staggering 6.1% fall in 2025 alone. Even more striking, the Palestinian Authority, included for the first time, ranked below Israel, though researchers stress this was for comparative purposes rather than a definitive judgment.
The numbers don’t lie: Israel’s image has been on a downward spiral since the war in Gaza. From 44th out of 46 countries in 2022 to 46th out of 60 in 2023, it’s now at the very bottom. And this is the part most people miss: The criticism isn’t limited to government policies anymore. Ordinary Israeli citizens are increasingly seen as complicit in the events in Gaza, with many countries viewing them as persona non grata—unwelcome figures on the global stage. This shift is particularly pronounced among Generation Z, especially in Western nations, who perceive Israel as a colonial, toxic state at odds with liberal values. The once-clear line between government actions and public opinion has blurred, leaving Israelis collectively in the firing line.
The economic fallout is already palpable. The ‘Made in Israel’ label is suffering, with boycotts of Israeli goods and services gaining momentum. BrandIL warns of broader risks: declining global trust, shrinking foreign investment, a hit to tourism, and even pressure on Israel’s credit rating. Here’s the kicker: Despite ranking among the top 10 globally in objective measures like GDP per capita, life expectancy, and education, Israel is lumped alongside nations considered part of the global periphery. This mismatch could slowly erode its economic and technological achievements.
Meanwhile, Saudi Arabia is soaring, jumping to 42nd place—a stark contrast to Israel’s trajectory. The report highlights the kingdom’s growing international legitimacy, exemplified by events like Donald Trump’s lavish reception of Saudi Crown Prince Mohammed bin Salman in Washington. Even the U.S., Israel’s closest ally, is seeing its brand weaken, a trend BrandIL links to the return of the Trump administration.
But here’s the silver lining: Israel still ranks 36th in science and technology, a potential lifeline to rebuild its tarnished image. Could this be the key to shifting global perceptions?
The NBI also reveals which countries still hold a favorable view of Israelis. Brazil, the U.S., and India top the list, while Japan, Sweden, and Poland are at the bottom. Here’s a thought-provoking question: Is this divide a reflection of geopolitical alliances, or does it run deeper into cultural and historical biases?
The index, now in its 20th year, measures nations across six categories: governance, culture, people, exports, immigration/investment, and tourism. With 40,000 respondents from 20 countries representing 70% of the world’s population, it’s a comprehensive snapshot of global sentiment. Israel’s inclusion as a full participant last year, alongside the Palestinian Authority, marks a significant step in tracking these dynamics.
So, what do you think? Is Israel’s global image crisis a fair reflection of its actions, or is the world being too quick to judge? Let’s spark a conversation—agree or disagree, your perspective matters.
