From Resilience to Hope: Shine the Light of Jewish Values in 2025 

As we head into 2025 and Chanukah comes to an end, its story feels more relevant than ever. In a year marked by unprecedented antisemitism and war, the message of Chanukah isn’t just about ancient miracles—it’s about resilience, unity, and the belief that even the smallest light can break through the darkest times. Chanukah reminds us that hope, gratitude, civility and collective strength aren’t just Jewish values—they are human values. Right now, more than ever, the world could use a little more light. That light is embodied by Brand Judaism—our religion, our values, our culture—and  can guide us through times of adversity.  

 Shifting from Fighting Hate to Sharing Hope 

 2024 has been a year of crisis and division. The focus has largely been on hate, division, and fear. But as we look to 2025, it’s time for a shift. We must turn toward hope, unity, and connection—and above all, focus on empathy and understanding. 

Since the war began, the Jewish community has worked tirelessly to align leadership, initiatives, and responses—a Herculean effort we have referred to as “herding the Katzes.” This reflects the challenge of bringing together the many passionate, independent voices across Jewish organizations and leadership. It’s okay that there are many voices—this diversity is part of our strength. 

But as we move forward, we continue to posit that Brand Judaism can serve as the inspiration that unites Jews  —without diminishing our differences . It’s the shared light that can bring coherence to the many voices within the Jewish world and offer the broader world a model of resilience, empathy, and hope. Our values aren’t just Jewish ones, they inspirational to all.  

This shift isn’t about ignoring the pain or pretending the losses don’t cut deep. It’s about acknowledging all the lives affected by the war—Israeli, Palestinian, and Lebanese—and recognizing the humanity in everyone. 

We must continue to defend Israel’s right to exist, but it’s crucial that we do so in a way that embodies the values of Brand Judaism—values that aren’t just about survival, but also about connection and empathy. Whether we disagree on the how of Israeli policy, we must always stand united on the right to exist and the fundamental dignity of every human being. 

 Reclaiming Joy and Unity 

Chanukah is inherently positive. It’s about light, not shadow—hope, not despair. And that’s where we need to focus in 2025. While we continue to stand AGAINST hate, the energy in 2025 needs to shift toward standing 7FOR connection, empathy, community and positivity.  Our differences, especially regarding Israel’s policy, should not tear us apart—they should be seen as opportunities for constructive dialogue. We may not always agree, but we can still come together to defend a future of peace and unity for all people. 

Brand Judaism offers an opportunity to bring people together. It represents universal values of civility, gratitude, and respect—values that are vital not just within our community, but for building relationships with others as well. In 2025, we need to lean into these values, both within our own Jewish communities and with those outside of it. 

Throughout history, Jewish values have fueled movements for justice—from civil rights to humanitarian aid. This moral leadership is not new; it is a reflection of our religious  principles like chesed (kindness), tzedek (justice), and shalom (peace). In 2025, it is our collective responsibility to rekindle that light for the world to see.   

 Brand Judaism Taking the Lead in Supporting Brand Israel in the Diaspora 

As we look ahead, especially with Israel’s image in the forum of public opinion, it’s more crucial than ever that Brand Judaism take the lead, particularly in the diaspora, to support Brand Israel. This isn’t just about defending Israel—it’s about uplifting Jews and Judaism by embodying the values of hope, unity, and human dignity that have always defined us. Brand Judaism needs to be the global voice that supports Israel, defends its right to exist, and simultaneously models the values that will create a better future for everyone. 

Brand Israel is both physical and symbolic—a miracle of strength, survival, and technological prowess. It stands as a testament to innovation, resilience, and the ability to thrive in the face of adversity. While Brand Israel defends the physical survival of the Jewish state, Brand Judaism offers a framework for connection, compassion, and peace-building. Together, they represent not only the body but also the soul of the Jewish people. 

Right now, it’s about standing with Israel not just in military defense, but in moral leadership. Whether through educational efforts, community-building, or advocacy, Brand Judaism must be the beacon guiding Israel’s moral and political survival in the global conversation. 

 Recognizing some of the “light” this year in the Jewish Community 

The response from Jewish organizations new and old and communities since the war broke out has been a testament to the resilience of Brand Judaism. Jewish organizations are stepping up, championing our values and also supporting Israel bringing many Jews and non-Jews into the fold.  

•    Project Menorah – Inviting non-Jews to join Jewish communities in lighting menorahs during Chanukah as an act of solidarity and a statement that hate has no home here.
•    End Jew Hatred – A national advocacy group or “Jewish Civil rights movement”  led by Lawfare Project to challenge antisemitic acts in particular on U.S. college campuses, engaging students, faculty, and leaders in inciting change. 
•    Project Shema – Equipping communities to recognize and address antisemitism, fostering understanding across diverse spaces.
•    Israel Campus Coalition – Uniting Gen Z-focused non-profits to make campuses places of emotional and physical safety, ensuring Jewish students feel protected and supported.
•    Hillel and Chabad – Vibrant centers of Jewish life on campuses across the world, providing spiritual, cultural, and social hubs for Jewish students.
•    JewBelong – Making Jewish identity unapologetically loud through provocative, high-visibility campaigns combating antisemitism.
•    The JDC (Jewish Joint Distribution Committee) – Providing emergency relief and psychological support to families affected by violence.
•    The Combat Antisemitism Movement – Empowering mayors and local leaders to take action against rising antisemitism, fostering solidarity across cities and nations.
•    FCAS (Foundation to Combat Antisemitism) – Engaging corporations and media outlets to push back against antisemitism through partnerships in entertainment and sports, taking to mass media airwaves to combat Jewish hate. 
•    StandWithUs – Advocating for the Jewish community and Israel particularly on college campuses and online, supporting students facing antisemitism and anti-Israel sentiment.
•    Local Federations – Leading on-the-ground initiatives supporting Jewish communities, reinforcing safety, security, and Jewish identity at the grassroots level.
•    iShabbat – Hosting global Shabbat dinners that bring together Jews and non-Jews, creating solidarity and fostering meaningful interfaith dialogue.

This very small and limited list shows the diverse approaches through which Jewish communities and organizations are leading with light. Whether it’s providing humanitarian aid, advocating for justice, or educating the world about Jewish values, these efforts are the practical demonstration of Brand Judaism in action. 

 Positive Sentiment Cannot Be Bought—It Must Be Felt 

One of the key challenges Israel faces is its international image—the war has deepened divisions, and Israel’s defense is often seen through a lens of division. Hasbara (public diplomacy) efforts by the Israeli government and various organizations are crucial, but positive sentiment cannot be bought—it must be felt. It is wonderful that the Israeli government has committed $150MM to effort and speaking with many groups to work together. This initiative is sorely needed but needs to be addressed with eyes wide open and with arms wide open to the voices of Jews in the Diaspora young and old, pro -Israel or not.  

 Just as trust in relationships is built through actions, not words, global sentiment toward Israel and Judaism grows from authentic acts of empathy, respect, and shared humanity. Hasbara can inform, but genuine connection transforms. And those actions come from individuals as much as anything.   

 It’s On All of Us 

 Change doesn’t come from institutions alone—it comes from individuals. Every menorah lit, every conversation had, and every act of kindness helps to create the world we hope to see. We must also remember that to create change, we must show civility and respect within our own community. Jews must respect Jews if we want others to respect us. This principle is essential as we face the challenges ahead.  

In 2025, let’s commit to leading with empathy, standing firm in our values, committed to reaching across the aisles, inviting non Jewish friends and even those we disagree with to our tables and extending the light of Brand Judaism to all corners of the world. Whether through dialogue, activism, or simple gestures of kindness—each of us can be a Maccabee of Messaging.  

The world is watching. Let’s lead by example.