| Rosh Hashanah, the Jewish New Year, was celebrated this past week. Over the past three years, we have seen a marked shift in the sentiment of Rosh Hashanah greetings shared online, reflecting broader changes in mood and concern. In 2023, the overwhelming majority of posts — about 75% — wished for a “sweet” or “joyful year,” echoing one of the holiday’s most enduring symbols: apples dipped in honey. By 2024, however, the tone began to change. Messages wishing for a “safe year” rose to 47% of all greetings, signaling that safety and protection were becoming central themes in holiday well-wishes. In 2025, this shift has become even more pronounced. More than half of the posts now emphasize a “safe” or “peaceful year,” overtaking the traditional focus on sweetness and joy. |
Share of Posts Wishing for A Sweet and Safe Year
| Each category includes synonyms such as “cheerful” and “joyful” for “sweet and “quiet” and “peaceful” for “safe.” This trend is closely tied to the global context. The past several years have been marked by uncertainty, instability, war, and a visible rise in antisemitism around the world. Against this backdrop, it is not surprising that communal language around the new year has evolved from joy and optimism to protection, calm, and peace. This summer alone saw a string of antisemitic attacks, including the shooting of two Israeli embassy employees in Washington, D.C., and the violent attack on demonstrators at the “Run for Their Lives” event in Boulder, Colorado. The evolution of Rosh Hashanah greetings offers a revealing snapshot of how Jewish communities—and those who stand with them—are processing the challenges of our time. Antisemitic incidents, in tandem with a rise in antisemitic conspiracy theories on social media, are creating an atmosphere of worry and uncertainty within the Jewish community. |
