Should Diaspora Jews who support Israel avoid the word ‘Zionism’?

JFNA fired communications consultant Matthew Berger after he suggested Jewish leaders avoid the word 'Zionism' in messaging. Berger, who headed Project Halo, made the recommendation during a presentation to JFNA's Young Leadership Cabinet. JFNA distanced itself, reaffirming its Zionist stance. The article explores the debate over the term's rhetorical weight, citing polls showing only 37% of American Jews identify as Zionists while 88% support Israel's right to exist.

The Jewish Federations of North America (JFNA) terminated the contract of communications consultant Matthew Berger after he advised Jewish leaders to avoid using the word 'Zionism' in their messaging. Berger, who was hired to lead Project Halo, made the recommendation during a presentation to JFNA's Young Leadership Cabinet in Minneapolis, suggesting a focus on 'showcase diversity' and 'focus on the common enemy' instead. JFNA distanced itself from the presentation, reaffirming its commitment to Zionism, while Berger defended his approach, arguing that the term is often misconstrued and that using more accessible language could open doors to engagement. The controversy highlights a broader debate within the Jewish community about the term's rhetorical weight, with some scholars and activists arguing it has outlived its usefulness, while others see retiring it as a capitulation to Israel's enemies. JFNA's own polling shows that only 37% of American Jews describe themselves as Zionists, despite 88% supporting Israel's right to exist, suggesting confusion over the term's meaning.