❗️Israel sinks to bottom of global reputation index for second year in a row

Israel has ranked last in the Nation Brands Index (NBI) for the second year in a row, marking its worst showing in nearly two decades, according to data released Thursday by the research firm BrandIL. Developed by policy adviser Simon Anholt, the index measures countries’ global reputations across areas such as governance, culture, people, tourism, exports, and immigration.

Surveyed between August and September 2025, Israel’s overall score dropped by 6.1 percent from the previous year, placing it behind countries including India, Ukraine, and Namibia. Israel also placed last in perceptions of exports and products, reflecting a growing global reluctance to buy goods and services linked to the country.

The report points to a sharp shift in global attitudes between 2024 and 2025, with backlash no longer limited to Israel’s government but increasingly directed at Israeli citizens themselves, largely due to the genocide in Gaza. Israeli daily Yedioth Ahronoth reported that Israelis are now widely viewed abroad as persona non grata, underscoring the depth of Israel’s international isolation.