TL;DR: The pro-Israel side is losing the narrative war, especially with Gen Z, because the opposition uses emotionally compelling storytelling while Israel relies on logic-based explanations that fail to connect. To shift perceptions, we must humanize Israelis, tell a universal story, break out of the echo chamber, and understand the cultural context driving activism. Instead of corporate messaging, we need authentic voices, engagement in pop culture, and a “cool” aesthetic that resonates. Most importantly, Israel’s image must shift from a distant ruler to a flawed but relatable hero. The key is not more debate—it’s better storytelling. Full research at www.attuenow.org.

The findings in my recently released report — American Perceptions of Jews & Israel: Narratives — are staggering and disturbing, especially among Gen Z.

The difference between the approaches of the Anti-Israel Propaganda Machine and the organized Jewish community is stark. While we explain, they captivate. While we prove, they persuade. And they are winning. Big time.

Einstein taught us that insanity is trying the same thing repeatedly and expecting a different result. That is why we must embrace new ways to fight against antisemitism and anti-Israel sentiment. We must adopt new techniques and employ new strategies to give ourselves the best chance to succeed.

Here is a brief guide to what works:

1. Humanizing Israelis

People connect with stories, not politics. By showcasing Israeli families and daily life, we make it harder to dehumanize them.

2. Telling a Universal Story

Palestinians have been framed as symbols of oppression, while Israel has failed to embed its story in a relatable way. To shift perceptions, we must connect through universal values and emotions.

3. Breaking Out of the Echo Chamber

Pro-Israel messaging speaks to insiders, not outsiders. Persuasion isn’t explanation—people believe what feels true. We must engage beyond Jewish spaces using emotional storytelling.

4. Understanding Cultural Context

Anti-Israel activism isn’t just about Israel—it’s tied to broader societal issues like loneliness, loss of meaning, and institutional distrust. Antisemitism thrives on scapegoating. We must address the root causes.

5. Ditching Corporate Messaging

Overproduced content feels inauthentic. Real people sharing raw experiences are far more powerful than polished campaigns. Trusted influencers matter.

6. Winning the Cultural War

Anti-Israel sentiment is embedded in pop culture—movies, music, and art reinforce it. To fight back, we must bring our stories into the cultural spaces people already engage with.

7. The Aesthetics of Cool

Gen Z values authenticity and rebellion. The keffiyeh has become a fashion symbol of resistance, much like the Che Guevara t-shirt. We need symbols that embody confidence and authenticity.

8. Rewriting the Archetype

The Palestinian movement has mastered The Innocent Victim and The Anti-Hero, making Hamas untouchable. Meanwhile, Israel is seen as The Ruler—strong but unrelatable. We need a new archetype: The Flawed Hero—resilient, loyal, yet human.

It’s time to stop proving, debating and explaining. Instead, we must start connecting — through Global Jewry and in other ways — and using stories, culture, and the language of the world we live in to respond meaningfully and effectively to the animosity we all are confronting.

Shabbat shalom and may the ceasefire continue to lead to the return of hostages,

Toba Hellerstein

CEO, Attune Now

For the full study and actionable recommendations, visit www.attuenow.org.

Click here to read Toba’s full Op-Ed in the Times of Israel.