Rebranding and Rebuilding Our Peoplehood

The Resolution I Proposed at the World Zionist Congress That Went Nowhere

Don’t get me wrong, I was grateful to be sponsored to attended the World Zionist Congress in October 2025. It was eye-opening, invigorating, an honor — and ultimately, a disappointment.

Over the years, I've learned to take pause when something calls itself a Congress.

On the third day of the Congress, the entire city of Jerusalem was shut down by the Haredim, because the voting in the first two days was going against their interests — which, let’s be honest, are not the best interests of Israelis or the global Jewish diaspora. A minority within the Israeli population that feels entitled to skip army service and community obligations while the rest of the country bears the brunt of the responsibility. Not to mention how it’s affecting Jews and Christian Zionists around the world where anti-Zionist language is the excuse for wanting to end us all together and make room for Islam globally. Excuse me, but no.

To make matters worse, Israel’s communication apparatus is a disaster. The primary voice coming out of Israel is Netanyahu — perceived by much of the world as a despot. That’s the brand we’re working with here. Many of us feel unsafe. Antisemitism is metastasizing everywhere. The countries we loved to visit are being transformed by the rise of radical Islamism.

Honored to be in Jerusalem for this once-in-five-years opportunity, I did what any self-respecting delegate — know-it-all — would do: I wrote a resolution, which is how the Congress works — you propose, you vote, you hope to move forward.

So, what happened is it went over like a lead balloon. Yet, please read my resolution and you tell me it’s not even more relevant today and must get funded by a few billionaires with the courage to act and start thinking differently about how we fight back to meet this moment. And if I hear the name Qatar one more time I am going to scream! Here is…

The Resolution — Exactly As Submitted — Ultimately Ignored

Rebranding and Rebuilding Jewish Peoplehood

Background:
Zionism has always been more than the return to the homeland. It is the story of resilience, peoplehood, and the pursuit of peace and justice. Today, however, new challenges confront the movement: rising antisemitism, international media bias, disinformation, fractured communities, political polarization, and a generation shaped more by social media than shared tradition.

Younger generations, particularly in the Diaspora, are often detached from the meaning of Zionism and Jewish peoplehood. Meanwhile, hostile narratives and deceptive propaganda distort Israel’s story and undermines global Jewish resilience. These challenges call for renewed efforts to rebrand, reposition, and rebuild Jewish identity and Zionism for the 21st century.

Whereas the Constitution of the World Zionist Organization (WZO) entrusts it with safeguarding Jewish unity, identity, and democracy;

Whereas the younger generation faces disconnection from Zionist ideals and exposure to distorted portrayals of Israel and Jewish history;

Whereas rebranding Zionism and strengthening Jewish community require creative strategies, digital engagement, and the courage to confront those who misuse platforms of influence;

The World Zionist Congress has resolved as follows:

1. Rebranding and Repositioning Zionism
   The WZO will lead a global campaign to refresh the image of Zionism, presenting it not only as a national movement but also as a vibrant expression of Jewish creativity, solidarity, and renewal. Through rebranding and repositioning, Zionism will be reframed as a forward-looking project rooted in resilience, inclusivity, advancing technological innovation, and carrying Jewish values into the future.

2. Rebuilding Jewish Peoplehood
   The WZO will emphasize Jewish unity, strengthening the bonds between Israel and the Diaspora through cultural exchange, service opportunities, and shared narratives. These initiatives will highlight the best of Jewish peoplehood—our resilience, ethics, and enduring contributions to humanity.

3. Youth Engagement – “Birthright America”
   Inspired by Birthright Israel, the WZO will champion educational and experiential programs for Diaspora youth, particularly in K–12 settings. Birthright America will cultivate pride, civic responsibility, and deepened community bonds. As part of this effort, the WZO will promote self-defense training for youth, equipping them with confidence and skills as a safety measure against rising antisemitism, and to protect themselves and their communities.

4. Strategic Crisis Management
   The WZO will establish a dedicated crisis management unit to respond swiftly to disinformation, antisemitism, and attacks on Zionism. This unit will combine legal, media, and PR expertise to defend the Jewish people effectively in both traditional and digital arenas.

5. Accountability and Truth
   The WZO will call for the creation of a public tribunal to hold accountable those in media and politics who misrepresent events, spread disinformation, or distort the reality of conflict. While war is always tragic, truth must not be sacrificed. Public accountability will deter future abuses and restore trust in democratic discourse.

6. Renewing the Spirit of Zionism
   Finally, the WZO will reaffirm that Zionism is not only about return to the homeland but also about pursuing peace, justice, and dignity for all, through partnerships and alliances with like-minded communities. Through rebranding, repositioning, and rebuilding, the WZO will remind the world—and our own youth—that Zionism is a story of resilience, faith, creativity, and enduring peoplehood.

The World Zionist Congress, like most Jewish organizations, still operates like it’s 1995. Separate mailing lists. Separate donor bases. Separate conferences. Separate agendas. Separate branding. Everybody protecting their own piece of the pie.

We must stop claiming we’re fighting antisemitism while finding ourselves in the crosshairs of rabid antisemites, Islamists, and far left and far right lunatics alike.

The time is now to act up, fight back, fight hate.

Join me in galvanizing those of like mind — and let’s find our way through this moment in history to a better end than you know what….

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