Israel is in last place in the Nation Brands Index, which was conducted in July-August 2024 by polling 40,000 people in 20 countries. The index ranks 50 countries and marks six aspects of country brand strength: policy and governance, culture, people and society, exports, migration and investment, and tourism.

The study notes that Generation Z overwhelmingly rejects Israel, giving it the lowest possible scores across all parameters. The report also observes that there is a de facto boycott of Israeli products and that Israeli exports are at high risk, with a significant aversion to products labeled “Made in Israel.”

Israel, the report finds, is associated with global instability and according to ranking sentiments, Israel is perceived as part of the “forces of chaos” rather than those contributing to global stability. Even Israel’s innovative strength does not save it in this index, and it ranks below most developed European countries and even below the UAE.