DNA of an Activist: A Conversation with Aliza Licht

October 7, 2023 and its aftermath have brought countless crushing blows to the Jewish people. But perhaps the most inexplicable and disappointing bombshell has been the sheer silence from so many Jewish public figures. I didn’t see that one coming.

In the days after the attack, I refreshed my Instagram feed at an unhealthy rate, constantly scanning the accounts of my favorite Jewish celebrities. Still nothing? When are they going to say something?

I’m still waiting.

I try to put myself in their shoes and make sense of their silence. Maybe they’re thinking: This isn’t my lane. Other people will jump in and handle this. But after more than fourteen months of losing the PR war, surely we’ve reached the expiration date on that rationale.

Maybe it’s more like: I’m not an authority on this issue, so I shouldn’t get involved. But we’re not looking for a history lecture on the Middle East—a simple “I’m a proud Jew and I support Israel’s right to exist” would be pretty darn helpful right now.

Are they worried about losing followers? As in…followers who spend their free time marching for the death of the Jewish people? Help me understand why that’s a problem.

Is there someone behind the scenes pulling the strings, advising them not to speak up? Who is this mystery puppeteer and what exactly are they worried about?

In rare moments when I can put aside my harrowing disappointment in people I’ve looked up to my whole life, I’m fascinated by this conundrum: what makes an activist?

Why have some people felt a calling to speak up, while others won’t touch this topic with a ten-foot pole? Why does one person make a drastic shift in their public persona, while another who’s built a career on being unquestionably Jewish suddenly has nothing to say? Why would one sibling start a Jewish podcast or contribute to a Jewish anthology while the other takes a pass on the pesky task of standing up for our people?

Is it in their DNA, same as any other genetically-influenced trait? Is it the result of a strong Jewish upbringing or growing up with a Holocaust survivor in the family? Or is the predisposition to become an activist as simple as having a strong moral compass and really thick skin?

Aliza Licht by Shira Stern

If you’re looking for someone who embodies the personal brand of an activist, Aliza Licht certainly hits the mark. Aliza is the founder of the multimedia brand and consultancy Leave Your Mark. She’s an award-winning marketer, social media strategist, and bestselling author with over twenty-five years in fashion and media. She’s also a personal branding expert, podcaster, and career development coach. Oh, and she’s unapologetically outspoken in her support for Israel and the Jewish people.

Leah Grossman: Aliza—thank you so much for having the courage to speak up and call it like it is. Your voice (and personal brand of humor) has been informative and comforting during this incredibly challenging time. What’s your take on why so many people have been silent? Is there something at play behind the scenes that the average person might not be attuned to?

Aliza Licht: Thank you so much, Leah! By October 8th, we went from having the Western world’s collective sympathy to becoming a global pariah; what we thought was a humanitarian tragedy became a political landmine. The world fell for this false narrative of oppressor versus oppressed. People had two choices: take a side or remain silent. In Hollywood, besides a few people I can count on one hand, the pro-Israel voices were either too scared to speak up or advised by their management not to. As a former publicist, I do understand the mental gymnastics required to weigh in on a hot topic, but what transpired on October 7th, the worst massacre of Jews since the Holocaust transcended any argument you could make to stay silent.

For non-famous pro-Israel people, it’s first about whether you are socially active and, second, comfortable being outspoken. People have to be able to handle the blowback. It should have been a no-brainer to stand up for the hostages, but this proved difficult and controversial work. So, for Jews who were raised with a strong Jewish foundation like I was, defending Israel and advocating for the hostages became a critical mission. If you were not, you’re likely less inclined to expose yourself to the inevitable backlash. This issue should have never been political, but the pro-Israel silent Jews either care more about their personal brands and their jobs than they do about the survival of the Jewish people and Israel, or they naively think someone else is going to fight this battle for them. History shows that this approach doesn’t end well.  

LG: Have you personally felt let down by anyone who hasn’t spoken up? How have you handled that?

AL: I, too, have been let down by the Jewish celebrities and CEOs who have a responsibility to speak up and are prominent enough to weather the storm but choose not to. Of course, some have been exemplary and allies, too. For corporate leaders, standing up publicly requires thoughtful messaging and tone. Right after October 7th, I urged and supported my Founder clients to speak up, helping them craft the right message so their words didn’t fail the moment. I have also publicly called out many celebrities as I see fit, and I am pretty fearless about doing so. The stakes are too high not to hold people accountable.

LG: In Zibby Owens’ (excellent) anthology On Being Jewish Now, you tell your story of heeding the call and redefining your personal brand guardrails after the horrors of October 7th. What advice would you give someone who may feel compelled to do the same but doesn’t know how to pivot after more than a year of silence on the subject?

AL: My essay in On Being Jewish Now is titled, “Being a Jewish Activist Wasn’t on Brand for Me,” because it wasn’t. But this fight is not a cause de jour. It’s the fight of our lifetime, for our right to exist. In my personal branding book, On Brand, which came out last year, I wrote that I don’t get political on social media. Oops! In fact, as a former publicist, historically, I advised against it. That is now a lie because to me, there was no choice. On October 7th, I made an immediate, gut decision to speak up. My grandparents didn’t survive the Holocaust for me to be scared to lose followers or clients. People have a choice: they’re on the right side of history or not. The good news is that it’s never too late to join the fight, especially because we now see that it’s not about Israel at all but rather about Jews. We know that rabid antisemitism points to a crumbling society. Every civilized person should be alarmed. For those on the fence, you should know there is underrated power in standing up, and the respect you gain and how you inspire others to follow far outweigh any hate. You also don’t have to be a content creator. Follow people who are speaking up and share their content. That’s why we do it—to educate and give others a voice. Fun fact: You also don’t have to be an expert on the Middle East. You can simply be the voice of the 100 hostages we must fight for.

LG: As a prime example of someone who’s gone all in, what’s your net takeaway? Has it affected your career or personal relationships, and if so—how? Has the overall result of your activism been positive or negative?

AL: I would be lying if I said it hasn’t affected some relationships, but if that’s the cost of fighting for our people and Israel, I will happily pay it. From a business perspective, speaking out has been a tremendous magnet for building my community and business. Of course, some people won’t want to work with me, but I certainly don’t want their money if that’s the case. I have this little rule: if you’re fighting for my demise, I will not help you build your brand. 

LG: Is there anything else you’d like to add?

AL: Fighting antisemitism, supporting the hostages, and defending Israel’s right to exist doesn’t have to be online. So many people are doing critical work, whether fundraising or supporting grassroots efforts like the vital initiatives of End Jew Hatred. It is, however, the responsibility of every Jew and ally to do SOMETHING. What starts with the Jews never ends with the Jews.

Thank you for your amazing insight, Aliza.

When it comes down to it, the premise is flawed. Standing up for the Jewish people shouldn’t be controversial. It shouldn’t require you to have thick skin, or to open yourself up to hate by speaking out against that very thing. But, sadly, it is…and it does.

We’ve got some incredible people in our corner, but we sure could use some more.

Who’s in?