Improbable Influencers

Key Findings:

This op-ed chronicles a broad cultural phenomenon: a segment of trendy Jewish and "Jew-ish" brands and influencers that have embraced an aestheticized, kitschy version of Jewish identity—centered around humor, food, and fashion—while distancing themselves from religion, Zionism, or political solidarity with Jewish people under threat. When Jewish people are targeted with extreme violence, many of these voices fall silent, revealing what the author calls the limits of inoffensive, Instagram-friendly Judaism.

Susan Korn serves as a main case study for this phenomenon. Her activism following the 2020 murder of George Floyd was highly vocal. Through her brand’s Instagram, Korn expressed outrage, made emotional appeals, and pledged donations to various social justice causes including Black Lives Matter, gun control, abortion access, and LGBTQ+ rights. This pattern of progressive activism, paired with her brand’s “Jew-ish” aesthetic—colorful Judaica-inspired accessories and cheeky references to Jewish culture—built her reputation as a socially conscious voice within the fashion and lifestyle influencer world.

However, when Hamas attacked Israel on October 7, murdering and raping hundreds of Israeli civilians, Korn’s brand went conspicuously quiet. It took nearly a week for Susan Alexandra to acknowledge the event, and even then, the brand's statement was vague, politically neutral, and made no direct mention of the massacre or its victims. It merely promoted a few necklace sales with a portion of proceeds going to a nonpartisan disaster relief NGO—without clarifying the cause or naming Hamas. The contrast between this subdued response and the brand’s past forthright advocacy led the author to question whether Korn avoided taking a stance out of fear of alienating her Gen Z audience, who have largely embraced pro-Palestinian (and often anti-Israel) sentiments online.

In contrast, the op-ed praises a smaller group of influencers who responded to October 7 by openly supporting Israel and educating their audiences despite significant backlash. Figures like actor Michael Rapaport, plastic surgeon Sheila Nazarian, and TikToker Ellie Zeiler refocused their platforms on Israel advocacy, often at great personal and financial cost. Their efforts have helped counter misinformation and provide context for younger audiences, even as the environment on platforms like TikTok has grown increasingly hostile to Jewish users.

But facts and educational resources are unlikely to reverse the deeply embedded, trendy nature of anti-Israel sentiment among Gen Z. A Harvard-Harris poll found nearly half of Gen Z sympathized more with Hamas than with Israel after the October 7 attacks. These attitudes are seen not as the result of careful political reasoning, but as a byproduct of internet "vibes" and aesthetic alignment. Movements like #FreePalestine have become social markers for youth who want to appear morally engaged and culturally current.

To combat this, the author proposes a “third way” that moves beyond silence and defensiveness. Rather than framing Israel solely in terms of conflict or constantly trying to explain its right to exist, Israel advocates should emphasize the country’s inherent cultural, historical, and spiritual appeal. Much like South Korea successfully used pop culture, beauty products, and entertainment to shape international perception, Israel can leverage food, music, art, travel, and community to build affinity. The key is to empower content creators who are willing to treat Israel as a beautiful, complex, and real place—not just as a political topic.

Programs like Vibe Israel, which previously brought influencers on cultural trips to Israel, are cited as a promising model that should be revived and expanded. These trips could provide influencers with authentic, visually compelling experiences of Israeli life, which they could then share with their followers in a natural, non-political way. In doing so, Israel could sidestep polarizing debate and instead appeal to shared human interests—spirituality, community, joy, culture, and aesthetics.

Practical infrastructure could include a new network to connect pro-Israel influencers with like-minded brands, including those outside of Israel or Judaism. Grant programs could help support collaborations and amplify messages. The ultimate goal is to break the dominance of anti-Israel sentiment online—not through argument, but through presence, storytelling, and authenticity.