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The Hanukkah merch market has exploded. But are Jews feeling more represented?

(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.

Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”

“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.

The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.

“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”

Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.

For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.

“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.

Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)

“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”

The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.

“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”

There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.

Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.

“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)

Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.

“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”

Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.

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Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022

♬ Oh Hanukkah – Maccabeats

“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”

Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.

“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”

Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.

“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.

One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.

Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)

“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.

Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.

Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.

“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.

Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.

“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.

The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.

“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.

For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.

“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.

“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.

Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)

Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.

Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.

“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”


The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.

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Michael Jackson biopic revives legend of Jewish music mogul who battled MTV’s ‘color barrier’

(JTA) — About halfway through “Michael,” the new blockbuster biopic of Michael Jackson, there is a scene in which Jackson (played by his nephew Jafaar) and his lawyer, John Branca (Miles Teller), are sitting with the president of his record label. It’s early in Jackson’s “Thriller” album cycle, as “Billie Jean” has been released as a single, and the “Thriller” video has been filmed, setting the scene sometime in 1983.

Seated in front of several gold records, CBS Records’ head honcho Walter Yetnikoff (played under heavy makeup by Mike Myers) congratulates Jackson on his breakout moment and asks what he can do for him. Jackson and Branca tell Yetnikoff they want just one thing: for Jackson to be featured on MTV, then a brand-new station broadcasting music videos.

Yetnikoff tells them that it’s “not possible” because MTV rarely plays Black artists. Jackson retorts that he is a “proud Black artist” who makes his music for everyone, and that he “won’t be shoved to the back of any bus by MTV or anyone.”

Yetnikoff says he has tried, and Jackson tells him, “Please try harder.” So Yetnikoff asks his secretary to get MTV founder and executive Bob Pittman on the phone.

The executive is then heard on the phone threatening, in colorfully profane terms, to pull all of CBS’s artists from the network unless Pittman agrees to run “Billie Jean” in the next 10 minutes and, subsequently, put the music video in heavy rotation.

In the next scene, it’s clear that the threat worked. Jackson would remain an MTV staple for many years after that.

So who was Walter Yetnikoff? And did things really go down the way “Michael” says they did?

Yetnikoff was one of the music industry’s most colorful figures. Born into a Jewish family in New York in 1933, Yetnikoff became president and CEO of CBS Records in 1975, after spending the first half of the 1970s running CBS’s international division.

Running CBS during a pivotal time for the music business, he shepherded artists such as Billy Joel, Bruce Springsteen and Gloria Estefan, in addition to Jackson, with whom he began working at the start of his solo career in the late 1970s. Yetnikoff wasn’t known for having a great ear for music, but he excelled at the business side of the music industry and at advocating for his artists.

Yetnikoff was the subject of two well-known books: Frederic Dannen’s “Hit Men: Power Brokers and Fast Money Inside the Music,” published in 1990, and his 2004 memoir, “Howling at the Moon: The True Story of the Mad Genius of the Music World,” written with David Ritz. Also, a 1980 movie called “One Trick Pony,” which starred Paul Simon, had actor Rip Torn playing a fictionalized version of Yetnikoff named “Walter Fox.”

The “Michael” version of Yetnicoff is heard calling the MTV executive “that schmuck” — a Yiddish term in keeping with what both books about Yetnikoff make clear: his Jewish identity was front and center.

“The heart of Yetnikoff’s persona was his Brooklyn Jewishness. An outsized number of label bosses were Jews from Brooklyn, but Walter wore his ethnicity like a gabardine,” Dannen wrote in “Hit Men.”

Later, Dannen wrote, “He would stay late into the night, banging away at the phone, screaming in Yiddish. He shattered glassware, spewed a mixture of Yiddish and barnyard epithets, and had people physically ejected from the building.”

A profile in New York magazine in 1990, after Yetnikoff had fallen out of favor in the music world and given up the hard drinking that had caused him problems at home and at work, cited an array of Jewish antecedents to paint his picture.

“To cut an appropriate figure in the loud-and-dirty rock world, the shy Brooklyn Jew fashioned an indelible caricature for himself — the Orchard Street discounter as music-biz superman, a little Mel Brooks mixed with a lot of Jackie Mason, and dashes of Meir Kahane and Captain Lou Albano,” said the profile, by Eric Pooley. “He could be a mensch — warm, caring, generous — but he could also be a monster.”

So, did Yetnikoff really bring this famous rage to breaking the race barrier at MTV? And did it happen the way the movie “Michael” depicts?

By Yetnikoff’s own account, the answer is yes.

In “Howling at the Moon,” he wrote that “I screamed bloody murder when MTV refused to air [Michael Jackson’s] videos. They argued that their format, white rock, excluded Michael’s music. I argued they were racist assholes — and I’d trumpet it to the world if they didn’t relent.”

He goes on to say that, “with added pressure from Quincy Jones, they caved in, and in doing so, the MTV color line came crashing down.” (While Jones, the famed producer, appears elsewhere in “Michael,” he’s not part of the scene in which Yetnikoff calls MTV.)

Elsewhere in the book, Yetnikoff quotes Jacqueline Kennedy Onassis, who was trying to get him to write his book with her at Doubleday, as calling him “the guy who got MTV to break the color barrier and play videos by Black artists.”

“Don’t really know if Walter was bragging or accurate,” David Ritz, his co-author on “Howling at the Moon,” told JTA. “I have a feeling he was being accurate, but I can’t prove it.”

The Jackson family and estate, it’s clear, give Yetnikoff credit for getting Jackson’s music on MTV.

“It is difficult today to imagine the level of cultural apartheid at the music channels in 1983 when MTV refused to play Michael Jackson’s short film ‘Billie Jean.’ But Yetnikoff was ferocious on Michael’s behalf and didn’t hesitate to play corporate chicken with the powerful music channel,” the Jackson estate said in a media statement after Yetnikoff’s death at age 87 in 2021.

“In short order, ‘Billie Jean’ was added to MTV in heavy rotation, opening the floodgates for Michael’s extraordinary success and also for a whole generation of black artists. Walter forced that to happen, and with that decision, the wall came tumbling down.”

The family and estate were heavily involved in the movie’s production. But there doesn’t seem to be much evidence for the exact circumstances of the scene in the movie — Yetnikoff making that phone call to MTV, with Jackson and Branca sitting in his office in New York.

Dannen told JTA in an interview that, as told in the movie, “the story sounds fishy to me,” although he did remember an incident — included in “Howling at the Moon” — when Yetnikoff “had to coerce Jann Wenner into putting Jackson on the cover” of Rolling Stone, another music industry institution that hadn’t always given fair weight to Black artists.

Some on the MTV side have disputed the account. “It never happened,” Les Garland, then an MTV executive, has said, according to The New York Times. “Folklore, man, folklore.”

Garland, in a 2017 letter to Digital Music News, stated that “No, MTV did NOT refuse to air black musicians.” And indeed, the network had played a handful of Black artists, though not prominently, in its early years. But Jackson was not the only artist to push for more racial inclusion on MTV.

“Superfreak” singer Rick James had been pushing for videos by Black artists, declaring in an early-’80s interview, “MTV don’t play Rick James, they don’t play Michael Jackson, they don’t play the Commodores, they don’t play Earth, Wind, and Fire, they don’t play Stevie Wonder,” going on to even use the same “back of the bus” metaphor that Jackson used in the movie.

David Bowie famously called out MTV, live on its air, over the same issue, also in 1983 — yielding an unconvincing response from Mark Goodman, a Jewish VJ, about how the network was trying to “do what we think not only New York or Los Angeles will appreciate, but also Poughkeepsie or some town in the Midwest that would be scared to death by Prince, which we’re playing, or a string of other Black faces and Black music. We have to play the music that we think an entire country is going to like.”

Bob Pittman, the then-MTV executive named in the movie as the recipient of Yetnikoff’s phone call, did not respond to an email from JTA requesting comment.

Arts industries are filled with historical examples of Jewish executives and creators going to bat for Black inclusion. George Gershwin, for example, insisted that the characters in “Porgy and Bess” be played by Black actors rather than white actors in blackface, while the Jewish sitcom creator Norman Lear was responsible for one of the first shows to focus on a Black family, “The Jeffersons.” Both men tied their advocacy to their experiences and values as Jews.

If Yetnikoff was motivated by his Jewish identity or a sense of justice to crusade for Jackson, the books about him, including his own, don’t say so. Dannen noted that Yetnikoff strongly pushed for all of his artists, including Jackson.

“At the Grammys, when Jackson won the Grammy for… Album of the Year, he took Yetnikoff up on stage with him, which was a big deal.” Dannen told JTA. Yetnikoff’s Guardian obituary noted that at those Grammys, Jackson had called the label boss “the best president of any record company.”

Jackson went on to work with other Jewish producers and executives throughout his career. He performed in Israel during the “Dangerous” tour in 1993, visiting an Israeli army base and even donning an IDF uniform.

In 1995, he drew allegations of antisemitism after releasing the song “They Don’t Care About Us,” which included the lyrics “Jew me, sue me, everybody do me/ Kick me, kike me, don’t you black or white me.” Under fire, he denied any antisemitism and agreed to change the lyrics. He also partook in the early 2000s fad of non-Jewish celebrities embracing Kabbalah, even sporting a red string during his 2005 criminal trial.

Yetnikoff, too, had a spiritual side. In his biography, he frequently wrote about God, whom he referred to as “Heshie.” Why?

“I’m not exactly sure why. Maybe because Heshie is a familiar Jewish name that I could easily say,” he wrote. ‘‘When a rabbi pointed out to me that perhaps I wanted to say Hashem, I wondered whether my unconscious was playing games with me. Either way, I was trying to connect.’’

The biography was meant as a bit of a mea culpa after a career characterized by the kind of rage shown in that scene in “Michael.” And indeed, Yetnikoff made enemies along the way. But Dannen said the movie’s depiction, which shattered worldwide box-office records for a music biopic during its opening weekend, pointed to a quieter impact as well.

He noted that Jackson’s first solo album, “Off the Wall,” was nominated for an award in the R&B category, despite not really being an R&B record — a dynamic he said “shows sort of the residual racism of the music business” that assumed any Black artist was making traditionally Black music. But by the time “Thriller” came out, Jackson was being ranked in the pop category.

“I would like to believe that Yetnikoff exerted some influence in that area,” Dannon said. Indeed, in the “Michael” scene, Yetnikoff says that “Thriller” is dominating the charts — both R&B and pop.

This article originally appeared on JTA.org.

The post Michael Jackson biopic revives legend of Jewish music mogul who battled MTV’s ‘color barrier’ appeared first on The Forward.

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DOGE’s cuts to Jewish humanities grants were unconstitutional, judge rules

(JTA) — The Department of Government Efficiency’s cancellation last year of the majority of federal humanities grants, including to several Jewish projects, was unlawful and unconstitutional, a federal judge ruled Thursday.

In her 143-page ruling, U.S. District Judge Colleen McMahon called out the agency created by President Donald Trump specifically for its targeting of Jewish projects, including Holocaust research.

“At a time when the specter of antisemitism has reemerged from the shadows, for our Government to deem a project about Jewish women disfavored because it centered on ‘Jewish cultures’ and ‘female’ voices is deeply troubling,” wrote McMahon, who was appointed by President Bill Clinton in 1998. She was referring specifically to a canceled “project on Jewish women subjected to slave labor during the Holocaust.”

Appointees to DOGE, originally overseen by Elon Musk, swiftly overhauled multiple federal agencies in early 2025. That included the National Endowment for the Humanities, where DOGE personnel canceled a wide swath of grants by using the artificial-intelligence software ChatGPT to identify projects they deemed “DEI” — shorthand for diversity, equity and inclusion.

A lawsuit brought by the Authors Guild and a consortium of scholarly groups found during court proceedings that many Jewish grants were classified as “DEI” under DOGE’s rubric. At the same time, the NEH followed up its widespread grant cancellation by awarding its largest grant ever, $10.4 million, to the Tikvah Fund, a politically conservative Jewish group.

McMahon ruled that DOGE engaged in illegal “viewpoint discrimination.”

“Put simply, the Government terminated the grant because the grant sought to empower and amplify the voices of Jewish women who were victims of Nazi persecution,” she wrote. “The Government may have its reasons for disfavoring that perspective, but the First Amendment does not permit it to divest someone of a government benefit.”

Several other terminated Jewish grants were mentioned in the judge’s ruling, including projects to “recover and analyze ancient writings attributed to Moses but excluded from the canonical Hebrew Bible”; a short-fiction anthology by Jewish writers from the former Soviet Union; and multiple projects about Jewish women during the Holocaust. The ruling cited them alongside other cancelled grants focusing on Black Americans, Native Americans and Asian Americans.

“A grant funding the study of the experience of Jewish women during the Holocaust is not wasteful because it concerns Jewish women,” McMahon wrote at one point. “Yet that is precisely how DOGE treated them – deeming grants wasteful because they related to Blacks, women, Jews, Asian Americans, and Indigenous people.”

At the same time, she noted that other grants for Jewish projects were not canceled, including one “proposing to study ‘Council of Jewish Federation records dating 1916 to 1999.’”

The ruling orders the NEH to reinstate the terminated grants.

The NEH did not immediately respond to a request for comment. In a statement to the Washington Post on Friday, the White House signaled that it planned to fight McMahon’s ruling.

“The district court’s ruling is egregiously wrong,” White House spokesperson Davis Ingle said in the statement. “It conflicts with clear Supreme Court precedent, and provides yet another example of liberal judges trying to reinstate wasteful federal spending at the expense of the American taxpayer. The Trump Administration expects to [be] vindicated as this litigation proceeds.”

The Authors Guild celebrated the ruling.

“We are gratified that justice was done,” Authors Guild president Mary Rasenberger said in a statement, “and we will be watching closely to make sure every one of these grants is restored.”

This article originally appeared on JTA.org.

The post DOGE’s cuts to Jewish humanities grants were unconstitutional, judge rules appeared first on The Forward.

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As anti-LGBTQ laws spread, these two Jewish nonprofits are funding moves to safer states

(JTA) — As anti-LGBTQ legislation proliferated across the United States in late 2024, leaders at two Jewish nonprofits began discussing the mounting crisis for LGBTQ Americans who no longer felt safe in their home states but lacked the financial means to leave.

Now, some of those individuals are receiving interest-free loans to help finance their moves through “Move to Thrive,” an unusual joint initiative launched by the national LGBTQ Jewish advocacy group Keshet and the New York-based Hebrew Free Loan Society in March 2025.

The initiative has drawn more than 400 inquiries, according to Jaimie Krass, the president and CEO of Keshet. So far, 29 applications have been approved, representing 56 people across households in 12 states, and $274,500 in loans have been disbursed.

“It is devastating that this is even necessary, and I think we can draw strength from what has been made possible by this resource, which is that dozens of households have been able to relocate to safer states, have been able to live more fully and openly as their authentic selves,” Krass told the Jewish Telegraphic Agency.

According to a 2024 survey by the Trevor Project, an LGBTQ youth crisis support nonprofit, nearly two in five LGBTQ+ people aged 13 to 24 said that they had considered moving to a different state, and 4% actually moved due to LGBTQ+-related politics or laws.

The collaboration between Keshet and the Hebrew Free Loan Society began in late 2024, when Idit Klein, then Keshet’s leader, approached Rabbi David Rosenn, the president and CEO of the Hebrew Free Loan Society, with the idea.

Rosenn initially told Klein it was not feasible, explaining that the Hebrew Free Loan Society serves individuals in the New York area and generally does not operate nationally.

But then came what Krass called a “dizzying onslaught of attacks” on LGBTQ+ rights following President Donald Trump’s inauguration. In the first weeks of his second term, Trump signed a series of executive orders targeting transgender Americans, including measures recognizing only two sexes, male and female, and another that aimed to outlaw gender-affirming medical care for transgender youth. Lawmakers in red states picked up the pace of their legislation.

As the months went by, Rosenn said “it was clear that things were getting more aggressive in terms of the approach of legislatures in certain states,” so he went to his board to appeal for an exception.

“We concluded that if we did not do this, it would not get done, and we saw this as a matter of people’s personal safety and well-being,” Rosenn said. “People were expressing that they felt like they were at real risk, and we wanted there to be a way for them to make these moves to places where they would feel safe and welcome.”

The initial grant funds for the program came from the Jewish LGBTQ Donor Network, but Rosenn said that after more people learned about the program there had been a “spontaneous outpouring of support from people who heard that this was going on and wanted to be a part.”

So far, the program, which is open to both Jewish and non-Jewish applicants, has distributed loans of up to $10,000 to applicants leaving states including Texas, Arkansas, Missouri and Iowa. The recipients, which included single transgender women and men and over a dozen couples and families, have used the loans to move to states, such as Massachusetts, Illinois and Oregon, with a more welcoming policy environment.

James Glick, who used a Move to Thrive loan to relocate from Texas to Minnesota with his wife, told JTA that the loan had brought him “life changing relief” after he watched anti-trans policies intensify at the Dallas school where he taught.

“I remember when we got the confirmation email, like we both just sat and cried and hugged each other,” they said. “It was just so difficult to move across the country, but it would not have been possible without that help.”

Glick said he first learned about the program through a Facebook group for trangender men in Dallas, and initially doubted whether he and his wife, who are not Jewish, would qualify.

But after learning that the program was “for everyone,” they said the support from Jewish organizations felt especially meaningful at a time when many people around him were dismissing fears about anti-trans policies.

“To have a Jewish organization recognizing that something like this was happening to the trans community, when so many people around me were saying, ‘It’s not that big of a deal, you need to calm down, like you’re going to be fine, why are you freaking out?’ — it was like, oh, no, people do acknowledge and understand that,” Glick said.

While dozens have used “Move to Thrive” to help finance relocations, other LGBTQ Jews and families with trangender children had already begun moving to states with stronger legal protections long before it was launched.

For Krass, the relocations echoed Jewish experiences of moving in search of safety in the past.

“Many of our own families have relocated at different times throughout history to different locations because our safety was undermined, and right now, those same sort of alarm bells of our shared history, of our collective memory, are certainly ringing right now because of the vast number of LGBTQ+ individuals, including LGBTQ+ Jews, who are feeling forced to relocate to a different state for the sake of their own and their family’s safety,” Krass said.

The need for the program, Krass and Rosenn said, appears unlikely to disappear soon.

According to the American Civil Liberties Union, there are currently 528 anti-LGBTQ bills under consideration in states across the country, in addition to those — such as a law passed last year in Texas that defined men and women by their reproductive organs — that have already gone into effect.

“That would be a great reason to suspend this program, if nobody felt that they were at risk and they were happy and able to thrive in whatever state they’re in, but since that is not the case, I think we will absolutely try to continue to be a be a resource in this way,” Rosenn said.

He said the partnership between his organization and Keshet also served as an exciting model for collaborations he hoped to see more of in the Jewish world.

“It was also just a signal out to the world that the Jewish community sees that this is going on, cares about this issue and is moving to do something about it, that two organizations who don’t normally do things together, would figure out a way to collaborate to make this happen,” Rosenn said. “It is not just something that is to the benefit of borrowers, it’s also a message about what the Jewish community is trying to accomplish in the world.”

This article originally appeared on JTA.org.

The post As anti-LGBTQ laws spread, these two Jewish nonprofits are funding moves to safer states appeared first on The Forward.

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