The President’s Perspective
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Addressing Jewish Hate
As President of the Blue Square Alliance Against Hate, Adam Katz leads a research-driven effort to activate what the organization calls “the Unengaged”: people who may reject the idea of antisemitism but underestimate its prevalence or feel uncertain about how to respond when they encounter it.
“Most Americans reject antisemitism in principle. Our challenge is helping more people recognize it, understand its impact, and feel confident responding to it.”
Adam Katz on the Alliance’s strategy
The Alliance’s research suggests the Unengaged may include as many as 140 million Americans. Activating even a portion of this audience has the potential to shift cultural norms and expand the number of people willing to speak up when antisemitism occurs.
Honing the Approach
For Adam, the challenge is not only condemning antisemitism but building a sustained cultural response that extends beyond moments of outrage.
That perspective is shaped by a career at the intersection of strategy, technology, and large-scale organizations, including leadership roles at Boston Consulting Group, the NFL, and Wayfair.
“I’m motivated by difficult challenges and using data, analytics, and strategy to solve them,” he says.
Under his leadership, the Alliance applies that same mindset to confronting antisemitism; testing messages, studying audience behavior, and measuring what most effectively drives awareness, empathy, and allyship.
Understanding the Unengaged
Most Americans are neither perpetrators of antisemitism nor active participants in efforts to address it. Engaging this persuadable middle is critical to shifting cultural norms.
Trusting the Research
Adam Katz in Conversation
Being Jewish with Jonah Platt
Feb 2026
Inside the 2026 Super Bowl campaign: Adam breaks down the strategy, the research, and why BSA is betting on the “unengaged” 140 million.
WPRI 12 News (Providence)
Feb 2026
Why the Super Bowl, and why a high-school hallway: Adam on meeting Americans where hate is spreading fastest.
7News Boston
Feb 2026
Adam on taking BSA’s message of allyship to the Super Bowl and the role each of us can play in standing up to hate.
Boston 25 News
Feb 2026
Adam on bringing a nationwide call for unity, allyship, and action to more than 100 million Super Bowl viewers.
City & State New York
Dec 2025
Getting Americans off the sidelines: Adam on data-driven advocacy, university partnerships, and the path from consulting to combating hate.
CNN
May 2025
Robert Kraft introduces Adam as the organization’s new president in a conversation with Dana Bash about using media, data, and partnerships to build allyship.
Leadership and Background
Adam Katz was appointed President of the Blue Square Alliance Against Hate to help scale the organization’s research, campaigns, and partnerships. His leadership focuses on applying data-driven strategies and audience insights to increase awareness of antisemitism and activate broader participation in efforts to confront it. Before joining the Alliance, Adam held leadership roles across consulting, technology, and professional sports organizations.
Previous roles
- Boston Consulting Group
- National Football League
- Wayfair
