Perceptions of Jews and Israel Narratives of Antisemitism, Insights and Strategies for Change

Key Findings:

This strategy-oriented research report focuses on understanding and addressing rising antisemitism and anti-Zionism in the United States, particularly among Gen Z and Millennials. It serves as a practical communications guide aims to provide Jewish and pro-Israel organizations with actionable tools to combat antisemitism and anti-Zionism through culturally and emotionally attuned messaging strategies.

Antisemitism operates differently from other prejudices—often framed as “punching up” against perceived power (e.g., Jews controlling finance/media), making it a warning sign of societal breakdown. It has evolved into modern anti-Zionism, which denies Israel’s right to exist and repackages antisemitic tropes as political activism.

AIPN refers to a coalition of foreign governments (e.g., Hamas, Iran, Qatar), ideological movements, and digital networks embedding anti-Israel narratives in Western discourse.

Supported and amplified by strategic actors like Russia and China, AIPN aims to destabilize the U.S. and erode Western support for Israel. Tactics include influencer-driven social media campaigns, emotional manipulation, cultural production (film/music), and educational institutional pressure.

Vast swaths of the American public—especially younger demographics—are deeply uninformed about Israel, Judaism, and the Israeli-Palestinian conflict. Many confuse Jews with Muslims, or Israel with Iraq or Gaza, and cannot distinguish Israeli civilians from the Israeli government/military.

Americans respond more to emotionally resonant personal stories than historical facts or political arguments. Pop culture figures like Adam Sandler are more effective in shaping positive perceptions than statistics or advocacy campaigns.

Gen Z and Millennials often project domestic American issues (e.g., racism, colonialism) onto Israel, viewing it through a distorted moral lens. Support for “Free Palestine” is fragmented into different ideological tribes: the “Cool” crowd, “Burn it Down” activists, “Social Justice” warriors, and genuine “Compassion” advocates. Anti-Israel stances often serve as “luxury beliefs” for privileged youth—symbolic expressions of moral identity rather than informed positions.

The named effective communication strategies include: 

-Humanize, don’t rationalize: Tell stories of individual Israelis and Jewish life—highlight resilience, kindness, family, and daily experiences.

-Avoid defensive or overproduced messaging, which can backfire by reinforcing antisemitic tropes.

-Frame narratives around shared values (e.g., justice, identity, creativity) and American analogies (e.g., Israel as a “melting pot”).

-Use emotionally authentic, grassroots-style content, particularly on platforms like TikTok and Instagram.