Israel ranked last for a second consecutive year in the Nation Brands Index (NBI), amid deepening global disapproval linked to its ongoing military offensive in Gaza, according to results released on Thursday by the BrandIL initiative.
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The survey, conducted between August and September 2025, recorded Israel’s sharpest decline since the index was launched nearly two decades ago. The country’s overall score fell by 6.1 percent compared with the previous year, placing it at the bottom of the global ranking.
According to the Hebrew daily Yedioth Ahronoth, Israelis are increasingly perceived abroad as unwelcome. The report underscored a broader shift in global attitudes, showing that a growing number of respondents now view Israel as “illegitimate” and “colonial,” marking a significant change between 2024 and 2025. BrandIL linked this negative perception primarily to Israel’s war in Gaza.
Israel ranks LAST (again) in global Nation Brands Index
NBI designed as a snapshot of intl opinion, evaluating national reputation in exports, governance, culture, people, tourism, and immigration pic.twitter.com/7D0ASzteeF
— RT (@RT_com) December 26, 2025
The assessment also pointed to a sharp rise in incidents related to hostility toward Israel. A separate report cited by BrandIL documented a 340 percent increase in such incidents between 2022 and 2024, largely attributed to the escalation of the war in Gaza and the resulting global backlash.
BrandIL warned that the reputational decline carries wider economic risks, including falling global confidence, reduced foreign investment, damage to tourism, and the erosion of Israel’s standing in the international community. Israel also ranked last in perceptions related to exports and products, reflecting growing reluctance among consumers to purchase goods and services associated with Israeli-occupied territories.
Israel again ranked last in the Nation Brands Index, posting its steepest drop since the survey began nearly 20 years ago, according to BrandIL.
The 2025 results show Israel’s image falling 6.1%, the largest single-year decline on record. Thus, Israel’s standing eroded since its… pic.twitter.com/XZenqxUuGY
— Quds News Network (@QudsNen) December 25, 2025
Products labeled “Made in Israel” have been directly affected, the report noted, as boycott campaigns continue to expand worldwide. Israel’s global standing in opinion polls and research surveys has deteriorated sharply since October 2023, when it launched its military offensive against the occupied Palestinian territory.
Additional polling data reinforce this trend. A recent YouGov survey found that public support for Israel in Europe reached its lowest level in 2025, with fewer than one in five respondents in the United Kingdom, France, Germany, Denmark, Spain and Italy expressing a favorable opinion. In the United States, a Pew Research Center survey published in April showed that 53 percent of Americans now hold an unfavorable view of Israel, up from 42 percent in March 2022, before October 7, 2023. Another Pew survey found that a majority of people worldwide hold negative views of Israel and its prime minister, Benjamin Netanyahu.
Israel’s military offensive against Gaza since October 2023 has been widely denounced by international organizations as genocide, following the killing of more than 70,000 Palestinians in the enclave.
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