The organization has been variously characterized as progressive or left-wing. The group opposes the Israeli occupation of the West Bank and Gaza Strip, and has been vaguely described as anti-Zionist or non-Zionist. However, IfNotNow is generally considered more moderate than Jewish Voice for Peace, which openly characterizes itself as anti-Zionist and supports a boycott of Israel.
Going beyond critiquing the actions of Israel, IfNotNow proposes a Jewish diasporic cultural identity that Professor David Graizbord of the University of Arizona characterized as "left-progressive pan-Judaism." IfNotNow rejects liberal Zionist, centrist, and religious Zionist readings of Jewish history and tradition by characterizing them as artefacts of an out-of-touch American Jewish establishment. IfNotNow is largely agnostic to the desirability of Israel's existence, converging upon the idea that true Jewishness is internationalist and progressive.
IfNotNow has sought to highlight similarities and ties between the Trump administration and the administration of Israeli Prime Minister Benjamin Netanyahu.
In 2016, the Jewish Federation of Los Angeles, which manages over $1 billion in charitable funds, refused to disburse donor money to IfNotNow.
In 2017, Members of IfNotNow were arrested for interrupting U.S. Ambassador to Israel David M. Friedman's Senate confirmation hearing, blowing a shofar and criticizing his support and funding of settlements in the West Bank.
Blumberg, Antonia (July 26, 2014). "Jewish Group Delivers Mourner's Kaddish For Gaza Victims". The Huffington Post. Retrieved March 20, 2017. http://www.huffingtonpost.com/2014/07/26/jewish-group-kaddish-gaza_n_5622021.html
"J Street's Gaza War Support Wins 'Moderate' Praise — But Alienates Some Backers". The Forward. Retrieved June 22, 2017. http://forward.com/news/israel/203111/j-streets-gaza-war-support-wins-moderate-praise/
Blumberg, Antonia (July 26, 2014). "Jewish Group Delivers Mourner's Kaddish For Gaza Victims". The Huffington Post. Retrieved March 20, 2017. http://www.huffingtonpost.com/2014/07/26/jewish-group-kaddish-gaza_n_5622021.html
Otterbein, Holly (June 29, 2019). "Progressive Jewish group IfNotNow expands forces for 2020". Politico. Retrieved October 24, 2023. https://www.politico.com/story/2019/06/29/progressive-jewish-ifnotnow-2020-1390733
Kornbluh, Jacob (August 3, 2023). "A progressive Jewish group is pressuring Democrats to reject AIPAC endorsements". The Forward. Retrieved October 24, 2023. https://forward.com/news/556450/progressive-jewish-democrats-aipac-ifnotnow-israel/
"The left faces a reckoning as Israel divides Democrats". NBC News. October 13, 2023. Retrieved October 24, 2023. https://www.nbcnews.com/politics/politics-news/left-faces-reckoning-israel-divides-democrats-rcna120076
Facundo, Jarod (October 17, 2023). "Progressive American Jewish Groups Lead Cease-Fire Rally Near White House". The American Prospect. Retrieved October 24, 2023. https://prospect.org/api/content/6bbece36-6d19-11ee-a59d-12163087a831/
"IfNotNow Now Officially Pushing 2020 Democrats to Speak Out Against Israeli Occupation". Haaretz. Retrieved October 24, 2023. https://www.haaretz.com/us-news/2019-06-30/ty-article/.premium/ifnotnow-officially-pushing-2020-democrats-to-speak-out-against-israeli-occupation/0000017f-eef8-d0f7-a9ff-eefd4f280000
Yavuz, Hamza (November 2018). "Reactions of the American Jews to Trump's Jerusalem Embassy Move: Continuation of the Historical Pattern?". Alternatives: Global, Local, Political. 43 (4): 213. doi:10.1177/0304375419833557. JSTOR 26727355. S2CID 150386731. At this point, JVP and IfNotNow, which fall of the far left of the political spectrum and whose positions do not coincide with the general tendency on the left...Sharon, Jeremy (June 30, 2018). "Tens of Thousands of Jews, Non-Jews March to Protest Synagogue Bombing in Paris". The Jerusalem Post. Retrieved September 15, 2023. A group of five activists from the far-left IfNotNow Jewish organization infiltrated a Birthright group currently in Israel this week"Video shows far-right Jews beating protesters outside AIPAC". The Times of Israel. March 30, 2017. Retrieved September 15, 2023. The video, released Wednesday night by the left-wing +972 Magazine, shows dozens of people holding JDL, American and Kahane flags setting upon protesters from IfNotNow, a Jewish far-left-wing group that was demonstrating outside of the pro-Israel lobby's annual conference. https://www.jstor.org/stable/26727355
"Jewish, progressive groups bring Congress 1M signatures opposing Trump's Bannon appointment". Jewish Telegraphic Agency. December 8, 2016. Retrieved March 27, 2017. http://www.jta.org/2016/12/08/news-opinion/politics/jewish-progressive-groups-bring-congress-1m-signatures-opposing-trumps-bannon-appointment
Wilensky, David (March 17, 2017). "Six locals activists arrested protesting AIPAC's L.A. office". J. The Jewish News of Northern California. Retrieved March 20, 2017. http://www.jweekly.com/2017/03/17/six-locals-arrested-at-anti-aipac-protest-in-l-a/
Rosenfeld, Arno (October 9, 2023). "Meet the Jews defending Hamas". The Forward. Retrieved May 9, 2024. https://forward.com/news/563870/meet-the-jews-defending-hamas/
Waxman, Dov (Fall 2017). "Young American Jews and Israel: Beyond Birthright and BDS". Israel Studies. 22 (3): 183. doi:10.2979/israelstudies.22.3.08. JSTOR 10.2979/israelstudies.22.3.08. Retrieved May 9, 2024. https://www.jstor.org/stable/10.2979/israelstudies.22.3.08
Graizbord, David (May 26, 2020). The New Zionists: Young American Jews, Jewish National Identity, and Israel. Lexington Books. pp. 254, 256–257, 263. ISBN 978-1498580458. 978-1498580458
"Anti-Occupation Group If Not Now Wins Attention of Millennials — and Ire of Jewish Establishment". The Forward. Retrieved June 22, 2017. http://forward.com/news/339784/anti-occupation-group-gets-attention-of-mllennials-and-earns-ire-of-jewish/
Eilberg-Schwartz, Penina (April 3, 2017). "The time for working with AIPAC has passed". J. The Jewish News of Northern California. Retrieved June 22, 2017. http://www.jweekly.com/2017/04/03/the-time-for-working-with-aipac-has-passed/
Nussbaum Cohen, Debra (May 2, 2016). "Anti-Occupation Jewish Millennial Group 'IfNotNow' Picks Up Steam in the U.S." Haaretz. Retrieved March 20, 2017. http://www.haaretz.com/jewish/.premium-1.717251
Blumberg, Antonia (July 26, 2014). "Jewish Group Delivers Mourner's Kaddish For Gaza Victims". The Huffington Post. Retrieved March 20, 2017. http://www.huffingtonpost.com/2014/07/26/jewish-group-kaddish-gaza_n_5622021.html
Nathan-Kazis, Josh (February 21, 2017). "IfNotNow Holds Mock Confirmation Protest Outside David Friedman's Law Office". The Forward. Retrieved March 20, 2017. http://forward.com/fast-forward/363727/ifnotnow-holds-mock-confirmation-protest-outside-david-friedmans-law-office/
Altshuler, George (February 23, 2017). "Left-wing groups ramp up protests of Trump's Israel policies". The Jewish Chronicle. Retrieved March 20, 2017. http://thejewishchronicle.net/view/full_story/27369789/article-Left-wing-groups-ramp-up-protests-of-Trump-s-Israel-policies-?instance=lead_story_right_column
Wilensky, David (March 17, 2017). "Six locals activists arrested protesting AIPAC's L.A. office". J. The Jewish News of Northern California. Retrieved March 20, 2017. http://www.jweekly.com/2017/03/17/six-locals-arrested-at-anti-aipac-protest-in-l-a/
Arom, Eitan (December 25, 2016). "IfNotNow issues Chanukah ultimatum to Jewish Federations over Trump appointments". The Jewish Journal of Greater Los Angeles. Retrieved March 27, 2017. http://jewishjournal.com/news/los_angeles/213302/
Altshuler, George (February 23, 2017). "Left-wing groups ramp up protests of Trump's Israel policies". The Jewish Chronicle. Retrieved March 20, 2017. http://thejewishchronicle.net/view/full_story/27369789/article-Left-wing-groups-ramp-up-protests-of-Trump-s-Israel-policies-?instance=lead_story_right_column
Cohen, Debra Nussbaum (2017). "What Is the 'Jewish Resistance'? Behind the Movement of Millennial Jews Rallying Against Trump". Haaretz. Retrieved June 22, 2017. http://www.haaretz.com/us-news/.premium-1.764925
Norton, Ben (November 22, 2016). "#JewishResistance protests Trump adviser Steve Bannon, racism, Islamophobia at pro-Israel group gala". Salon. Retrieved June 22, 2017. http://www.salon.com/2016/11/21/jewishresistance-protests-trump-adviser-steve-bannon-racism-islamophobia-at-pro-israel-group-gala/
"L.A. Jewish Fund Refuses to Channel Donations to Anti-occupation Group". Haaretz. December 4, 2016. Archived from the original on May 9, 2024. Retrieved May 9, 2024. https://archive.today/20240509033414/https://www.haaretz.com/us-news/2016-12-04/ty-article/l-a-jewish-fund-refuses-to-channel-donations-to-anti-occupation-group/0000017f-f80f-d2d5-a9ff-f88f77c50000
"In ridiculous claim, left-wing Jewish group calls AIPAC 'antisemitic'". The Jerusalem Post. Retrieved April 6, 2023. https://www.jpost.com/bds-threat/article-715593
"In ridiculous claim, left-wing Jewish group calls AIPAC 'antisemitic'". The Jerusalem Post. Retrieved April 6, 2023. https://www.jpost.com/bds-threat/article-715593
"AIPAC accused George Soros of undermining American politics. Is that antisemitic?". The Forward. Retrieved April 6, 2023. https://forward.com/opinion/515927/aipac-accused-george-soros-american-politics-antisemitism/
"In ridiculous claim, left-wing Jewish group calls AIPAC 'antisemitic'". The Jerusalem Post. Retrieved April 6, 2023. https://www.jpost.com/bds-threat/article-715593
Lebovic, Matt (October 11, 2012). "A tear in the tent: The US Jews who are protesting Israel following Hamas massacres". The Times of Israel. Retrieved November 16, 2023. https://www.timesofisrael.com/a-tear-in-the-tent-the-us-jews-who-are-protesting-israel-following-hamas-massacres/
Cramer, Philissa (November 8, 2023). "Some Jewish musicians are asking Jewish critics of Israel to stop singing their songs at protests". The Forward. Retrieved May 20, 2024. https://forward.com/fast-forward/568809/some-jewish-musicians-asking-jewish-critics-israel-stop-singing-their-songs-protests/
"Anti-Defamation League Maps Jewish Peace Rallies with Antisemitic Attacks". The Intercept. https://theintercept.com/2023/11/11/palestine-israel-protests-ceasefire-antisemitic/
"Left-wing groups ramp up protests of Trump's Israel policies". Washington Jewish Week. Retrieved June 22, 2017. http://washingtonjewishweek.com/36590/left-wing-groups-ramp-up-protests-of-trumps-israel-policies/news/
Schulberg, Jessica (April 20, 2017). "6 Protesters Were Arrested. Only The 2 Arab Muslims Face Misdemeanor Charges". The Huffington Post. Retrieved June 22, 2017. http://www.huffingtonpost.com/entry/protest-friedman-unequal-punishment_us_58f8f6a3e4b00fa7de123264
White, Abbey (October 17, 2023). "Wallace Shawn Calls for End of "Massacring" in Israel-Gaza Conflict at D.C. Rally: "I Don't Really Believe in Revenge"". The Hollywood Reporter. Retrieved October 23, 2023. https://www.hollywoodreporter.com/news/general-news/wallace-shawn-criticizes-us-response-israel-gaza-conflict-dc-rally-1235619903/
White, Abbey (October 17, 2023). "Wallace Shawn Calls for End of "Massacring" in Israel-Gaza Conflict at D.C. Rally: "I Don't Really Believe in Revenge"". The Hollywood Reporter. Retrieved October 23, 2023. https://www.hollywoodreporter.com/news/general-news/wallace-shawn-criticizes-us-response-israel-gaza-conflict-dc-rally-1235619903/
Javaid, Maham; Williams, Clarence (November 16, 2023). "Protest outside DNC headquarters in Washington turns violent". Washington Post. ISSN 0190-8286. Retrieved February 1, 2024. https://www.washingtonpost.com/dc-md-va/2023/11/16/dnc-protests-hq-washington-dc-ceasefire/
Kapos, Shia (May 6, 2024). "Pro-Palestinian protesters are backed by a surprising source: Biden's biggest donors". Politico. Retrieved May 9, 2024. https://www.politico.com/news/2024/05/05/pro-palestinian-protests-columbia-university-funding-donors-00156135
Kapos, Shia (May 6, 2024). "Pro-Palestinian protesters are backed by a surprising source: Biden's biggest donors". Politico. Retrieved May 9, 2024. https://www.politico.com/news/2024/05/05/pro-palestinian-protests-columbia-university-funding-donors-00156135