Handle the growing social tear en

How can we handle the growing social tear?

19% of respondents believe this to be the most significant challenge for Israeli society.

In recent years and especially in this last one, tension has been rising among Israelis and the social tear has been growing deeper. Right vs. left, religious vs. secular, Jews vs. Arabs, and even when it comes to football – unity between different tribes in Israeli society is slowly fading.

Post-war era is expected to present us with rage – which already boils deep, especially towards Hamas. Rage is part of grief and a crucial ingredient for resurrection.

The pressing question is will we feel rage towards one another, or will we be able to channel this energy for the creation of a united society. In this context, what can brands do to make the second scenario come true?

The big challenge: social dichotomy stemming from distance and unfamiliarity

01

Dichotomy in discourse, politics, media and social networks

This has been intensifying slowly. Politicians take it to extremes and undoubtedly, elections will only make it worse. The media thrives on controversy and social media creates echo chambers that normalize a wild and polarizing discourse.

02

No touch points between social poles

Hate is easier when you never meet the other side. As extreme voices echo, demonization is easy, and hate is bred. Reservists who return from combat are in awe of the social and political discourse that seems to continue in the same spirit prior to October 7th – while in trenches, people from different groups fight side by side, united. How can we preserve this?

03

Brands avoid touching on sensitive to preserve clients

The situation calls for action – however, it’s quite risky and so brands are afraid of paying the price and losing customers. Another layer of fear has to do with credibility: their intentions will always be perceived as dubious and opportunistic.

Workplaces as models for a better society

Insist on diversity and pluralism in the workplace

Brands’ first circle of communication is with their employees. Diversity, and accepting and respecting differences, will aid brands in uniting employees from different backgrounds and diminish fear and hate.

Allow mutual decision making

Decisions regarding the rights and conditions of specific employees, namely reservists who must be away for long periods of time or Arab employees – will be made in their presence only.

Get proactive about inclusivity

Remember Arab citizens are going through a much harder time when it comes to job applications, generally and especially now. Be proactive and talk to your Arab employees and partners.

Publicly embracing a unifying agenda

Embrace unity as your brand’s agenda

Brands shun controversies, especially social unity. Wise companies will embrace it and be ready to take the heat – while smart, brave, and visionary companies will actively decide that this is what they stands for, and embrace other organizations that promote the same ideas.

Examples

Corporations that are Israeli to their core, such as Tnuva (“Israeli home”) or El Al (“Make yourself at home in the world”), will accommodate organizations like The 4th Quarter that set out to unite society.

Market your unity

Marketing has become much more inclusive in recent years. Keep it going and apply this on controversial matter as well.

Examples

→ A campaign that presents political arguments as healthy and positive – done over coffee or beer, ending with a clink.
→ Using commercial communication to create respectful debates on social controversies.

Unusual collaborations

Partner up with brands who work with different audiences than yours

This connection gives a voice to different social sectors and may encourage bonding.

Examples

→ Collaborating municipalities, like Tel Aviv and Bnei Brak, or brands such as AM:PM and a Haredic brand like Vizhnitch Challahs.
→ Selling successful Arab brands in Jewish cities.
→ Product collaboration – Arab tahini and Haredic bread, for instance.

Collaborate with competitors

Personal example speaks louder than words. Collaborations between Strauss and Tnuva, Elit and Osem, Poalim and Leumi banks, Steimatzky and Tzomet Sfarim, HaPoel and Maccabi Tel Aviv – will actually walk the walk of unity, not just talk the talk.

Examples

→ Two competitors uniting for a greater cause.
→ A mutual campaign for a specific cause (encourage reading, for instance).

Take part in cross-sector business forums

Business forums are a great way to connect professional Jews and Arabs, help them listen to one another, talk, recognize blind spots and strengths, gain insight, and create value. These can be financial forums, marketing, product, sales, research and more.

10.10: Together Day

October 7th will become a day of grief. The following day, right after the biggest catastrophe Israel had ever known, the public came through and worked together, united in a way we didn’t believe possible.
Together Day will commemorate and celebrate this spirit, anchoring it in a special day: brands, sectors, cities and people will come together through experiences that fortify unity, as a reminder to how crucial it is to our existence.

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