It appears that the rather old-fashioned and traditional labor union in Israel, the Histadrut, or at least part of it, has recently undergone a transformation. The elected chair of the teachers’ syndicate, Yafa Ben David, set out to modernize the Teachers’ Syndicate Consumer Club, Ashmoret, by selecting a young, vibrant entrepreneur as its CEO. Ari Steinberg arrived in the rather sleepy organization, sporting almost a decade of experience in the Federation of Local Authorities in Israel and equipped with an innovative and entrepreneurial portfolio.
Soon after, he recognized the tremendous, yet unfulfilled, potential among Arab teachers in Israel. Within a general modernization process of the entire organization, he set out to create what is becoming a complete strategic revolution vis-à-vis the Arab-Israeli consumers of Ashmoret.
The Arab society in Israel is currently undergoing much change. One of the most challenging trends which characterize it in the last few years, is the increasingly terrifying bout of violence and crime which affects so many Arab-Israeli civilians. Even during the recent coronavirus crisis, in which economic hardship is evident throughout the country, including the Arab minority, rising levels of violence continue to be by far the most pressing issue which civilians claim affect their every-day lives.
Within this context, teachers are instrumental in working, hand in hand with the law enforcement officers, in an attempt to curb this rising violence. Hence, as the very backbone of society, they must be nurtured. They are the role models which young Arabs grow up to recognize and their well-being must therefore serve as a beacon of hope and light to the young generation which they are educating.
The teachers’ consumer club, Ashmoret, has for years been offering a wide variety of benefits in different fields to Israeli teachers. Yet until now, communication was almost solely in Hebrew, with little to no consideration of Arab consumer tastes and cultural preferences. Currently, a completely new strategy has been adopted, including a new Facebook page, Instagram account and WhatsApp customer service, all in Arabic. They offer Arab teachers all the benefits they have always been offered, but this time in their own language, and following a careful study of their specific tastes, preferences and trends. Furthermore, for the first time, small and medium-sized businesses in Arab towns and cities are included in a long list of businesses which offer benefits to Arab teachers, thereby also providing a much-needed boost to the coronavirus-stricken economy.
According to the new CEO, “there is a tremendous drive amidst young Arab-Israelis to be integrated into mainstream Israeli society.” He believes that Arab teachers in the country are the potential agents of positive change. “Today, given modern technology, it is very easy to reach each consumer directly to his/her personal phone, in his/her own language, and to emphasize the specific benefits which he/she would most likely be attracted to”, he emphasizes. “And that is exactly what we are doing! We are placing the Arab teacher in the center for the very first time.” This is not solely financial, but rather a broader, social transformation, slowly been adopted by forward-looking bodies, which seek to include marginalized communities in the economy, thereby enhancing their status and strengthening their partnership with the Israeli society on a larger scale. There is a growing recognition that 22% of the general population is potentially either a huge setback if unwittingly held back, or alternatively a huge engine of potential growth if properly invested in. The latter may be achieved via social networks and media, the Arab press – both local and national – as well as by enhancing one’s presence in the Arab towns and cities, meeting with Arab consumers, in this case – teachers and educators, and learning what it is that they actually prefer to consume. The outcome of such investment – of time and resources – is yet to be measured, over time, yet it already appears that the seeds of a socioeconomic revolution have begun to be sewn.The writer is a strategic consultant to local governments and international organizations and adviser to former president Shimon Peres