On Israel, we need to speak the language of social impact

Israel’s remarkable diversity – about 70% of its citizens fit mainstream definitions of “people of color” – and its fervent advancing of racial equity is a given to those familiar with it. So why is world public opinion largely ignorant of these facts?

This is one of many questions raised in the discourse about our strategic communications abroad since October 7^th. Nothing new there for Israeli diplomats; discerning challenges and implementing long-term solutions to deal with them is what we do.

Examples abound. Way back during the second intifada, when I directed public diplomacy at Israel’s diplomatic mission in New York, we realized that a broad swath of the American public did not connect with the defense and foreign affairs-oriented language we were speaking. Against this backdrop, in 2001 we launched a project that over time succeeded in branding Israel’s “creative energy” and corresponded with the local vernacular at the time.

Since then, a new generation with a new language has emerged. Our diplomats’ experience on the ground is invaluable to understanding that language and adapting our activities in kind. We also rely on empirical studies to this end.

Deloitte’s Gen Z and Millennial Survey, which focuses on those born between 1981-2012, is a good example. The 2024 edition of the study, including almost 23,000 respondents from 44 countries, emphasizes the issues heading the agenda of the younger generation. Among them, these are the subjects relevant to our strategic communications efforts:

1. Climate change.
2. Social impact, with an emphasis on equality (including in the labor market).
3. The ethical use of technology.

Members of this age group don’t just strive to implement these values themselves. They expect governments and private companies to do so as well.

What does that mean for Israel?

The answer can be easily found in last year’s Best Countries index, published by the firm WPP-BAV. In the specific category of ‘social purpose,’ which the Deloitte study makes clear sits close to the top of the younger generation’s agenda, Israel ranks 57^th out of the 87 countries surveyed. We are graded relatively low in all of the subsets of this category, notably gender equality and a commitment to social justice (the picture is mixed regarding climate action).

Perhaps most significantly, Israel is viewed in an especially negative light when it comes to racial equity.

Quite a paradox. Fact: especially since 2016, our various governments have been spending literally tens of billions of shekels to effect positive change in the socio-economic empowerment of the country’s Arab minority community. This, in addition to the overwhelmingly successful decades-long effort to eliminate gaps faced by members of its Jewish population who originated from Muslim lands.

The message is clear: in order to strengthen identification with Israel in the global arena, it’s not enough for the country to advance social equality on the ground. We need to talk about it – loudly, incessantly, in a language that people abroad understand and on platforms where they consume their information.

The narrative accompanying this message is also clear. We can credibly boast that Israel’s efforts to promote social impact – in policy, budgets and activities in the field – are deeply rooted in our Jewish history, from the Moses-led exodus from Egypt right up to this day.

Always attentive to developments on the ground, Israel’s diplomats identified the new emerging language at an early stage and acted quickly to respond to it.

As part of our plan of action, in 2018 we established the Social Impact Policy Unit (which I conceived while still head of mission in Boston). At the heart of its activities, the unit works to make the Israeli social impact reality more accessible by deploying the new language of younger audiences, particularly in the US and western Europe.

Since October 7^th, this modus operandi has exposed millions to information not traditionally advanced in our public diplomacy activities. The issues covered range from the government’s assistance to the needy to its continued efforts to empower Israel’s minority communities.

Delegations of influencers whom we regularly host have been positively reflecting our ‘social purpose’ activities (not only our security challenges). In addition, our diplomatic missions abroad are promoting relevant initiatives, such as a program of grants awarded to local social impact innovators.

The task is not easy. The latest edition of the annual Edelman Trust Barometer, which this year covers 32,000 respondents from 28 countries, accentuates one of the most formidable challenges that Israeli officials face: confidence in governments – and by extension, their representatives – is on a steady decline (ditto for trust in NGOs).

Undaunted, our young diplomats are increasingly leading the charge toward successful implementation of our social impact language. By doing so, they are already strengthening identification with Israel among the world’s younger generation.