In the recently published Global Soft Power Index 2023, the United Kingdom has retained its position as second on the list.
Soft power, a measure of a country’s ability to shape international outcomes without the use of force, largely through cultural exchange, dialogue, and cooperation, has become an increasingly crucial aspect of international relations.
The performance on eight “Soft Power Pillars”, Business & Trade, Governance, International Relations, Culture & Heritage, Media & Communication, Education & Science, People & Values, and Sustainable Future, all contribute to the overall evaluation.
The report, published by Brand Finance, can be found here.
- Russia’s reputation dips, causing a downward shift in rankings.
- Ukraine shines with the most significant improvement in soft power.
- Top 3 powers remain consistent: US, UK, and Germany.
- Japan edges out China for a spot in the top 5.
- UAE breaks into the top 10, marking a significant achievement for the nation.
- Nordic nations rise, largely due to perceptions around sustainability.
- No representation from Latin America or Sub-Saharan Africa in the top 30.
- Sri Lanka suffers, experiencing the most substantial dip following a crisis.
The United States maintains its dominance, clinching the top position with a score of 74.8. The UK and Germany trail closely, securing the second and third spots respectively. However, the most notable shuffle in the top 5 is Japan’s ascent, replacing China.
Emerging strong this year is the United Arab Emirates, which has entered the top 10 for the first time, demonstrating a rise in its global influence and soft power capabilities.
Another remarkable observation is the absence of nations from Latin America and Sub-Saharan Africa in the top 30, raising questions about regional soft power dynamics.
The UK entry is as follows:
“Elizabethan Era: In the United Kingdom, 2022 will be remembered as the end of an era. The passing of Queen Elizabeth II at the age of 96, after 70 years on the throne, shook the nation. At the same time, intense media coverage of the period of mourning and the monarch’s spectacular funeral attended by the world’s leaders reminded the world of Britain’s greatest Soft Power assets.
The UK has defended its 2nd position in the Index this year, with an increase of +2.4 points to 65.8, recording increases across a number of attributes, from “good relations with other countries” (up 7 ranks) to “appealing lifestyle” (up 5 ranks). Last year will also go down in British history for its three prime ministers.
After the fall of Boris Johnson’s government as a result of “Partygate”, Liz Truss shot to power as quickly as she lost it to Rishi Sunak, becoming the country’s shortest-serving prime minister ever. While the nation’s overall Reputation has not been dented, perceptions of the UK as “politically stable and well-governed” declined relative to others (down 10 ranks).”
Soft power is paramount for nations to realise objectives peacefully. It enables countries to establish and nurture relationships even with nations that might initially be apprehensive or antagonistic.
Apart from the diplomatic advantage, soft power is a tool that countries can employ to attract foreign investments, boost trade, invigorate tourism, and attract global talent, translating to job creation and economic growth.
David Haigh, Chairman and CEO, Brand Finance, said:
“As our world becomes increasingly interconnected and globalised, the importance of Soft Power in international affairs cannot be overstated. The use of Soft Power has become a critical component of foreign policy for nations around the world, as they seek to build positive relationships with other countries, promote their values and interests, and achieve their strategic objectives through non-coercive means.
This is even more important when some nations use military force to impose their will on other nations. This annual report into Soft Power covers the ability to influence others through attraction or persuasion rather than coercion. It encompasses a wide range of tools, including business and trade, governance, international relations, culture and heritage, media and communication, education and science, the character of the nation and the promotion of its values. This year, we are also looking more closely at environmental sustainability.
Soft Power enables countries to shape the perceptions and attitudes of other nations, build trust and cooperation, and advance their own interests without resorting to military force. One of the key advantages of Soft Power is that it allows countries to achieve their goals through peaceful means. In contrast to hard power, which relies on military strength and coercion, Soft Power enables nations to win hearts and minds through dialogue, cultural exchange, and cooperation. This can be particularly effective in building relationships with countries that may be suspicious or hostile towards one’s own nation. By demonstrating goodwill and promoting mutual interests, countries can build trust and create a more stable and peaceful international environment. Another important aspect of Soft Power is its ability to foster economic development and prosperity. Nations can leverage Soft Power to attract foreign investment, enhance trade, promote tourism, and invite talent.
All of those can help create jobs and boost economic growth in both partner countries. However, Soft Power is not without its challenges and limitations. It requires significant investments in education, culture, and diplomacy, and may not always yield immediate results. In addition, Soft Power initiatives may be undermined by domestic policies or actions that are perceived as hypocritical or inconsistent with the values being promoted. Moreover, Soft Power may not be sufficient to address certain challenges, such as terrorism, which may require the use of hard power. Despite these challenges, the importance of Soft Power in international affairs cannot be ignored. In a world where power is increasingly defined by intangible factors such as reputation, influence, and values, Soft Power has become an essential tool for achieving strategic objectives and promoting international cooperation.
It is up to policymakers, diplomats, and citizens alike to recognise the potential of Soft Power, and to invest in the tools needed to wield it effectively. Only by embracing Soft Power can we build a more peaceful, prosperous, and just world for ourselves and future generations. Join us, and many of the world’s leading Soft Power experts, as we consider the opportunities and risks ahead.”
“Soft power, a measure of a country’s ability to shape international outcomes without the use of force, largely through cultural exchange, dialogue, and cooperation, has become an increasingly crucial aspect of international relations”.
… that might also be defined as “immeasurably amorphous”
Hang on, I thought David Lammy was saying we were now nobodies who had to regain our leading status? Quote from the, eeer, Guardian. “Lammy, who was attending a gathering of centre-left leaders in Montreal, Canada, with the Labour leader Keir Starmer, told the Observer it was high time the UK took up its place again, after Brexit, as a lead player in world affairs. “A UK that is isolated and missing is felt across the world. It is definitely the case that the international community want Britain back,” he said. “There have always been two visions of Britain. Great Britain, outward looking,… Read more »
Sadly a lot of our politicians don’t see what were worth .
Or what anywhere north of Birmingham is worth, since ‘north’ starts at Manchester. I’ve an theory that commencing transport projects in the North i.e. where they Originated, leaving London to last, might prove more fruitful in future. The Capital’s done pretty fing well to date (HS1, Crossrail, Embankment sewerage cspacity etc) and that just may leave the city in fear of losing out! I’m from south London, now live on the south coast, and am nominally Tory (though we’re all fairly socialist by genetics) ‘sept our elites natch – whos socialist tendencies seem to begin with their bank accounts, and… Read more »
100% agree with this, yes, projects should start in the North, though one reason for HS2 is the max capacity of the WCML from London to Crewe especially, so, inevitably, south.
I always hoped the new National Stadium, thus the new Wembley, would be built near Coventry, where Motorways merge, and more central for England than Wembley.
I’m from South London too, whereabouts Gavin?
hooray, some one else who see “it is about capacity” point about HS2, rather then knocking 1/2 hour of a journey
Of course Simon, I’m a railwayman, so I know how many of our routes are full. No pathways left for expansion on that WCMK especially, even though they’ve quadrupled more of it.
Surely as a railway man you can see how building a tram system in West Yorkshire and opening branch lines will produce more capacity on the west coast mainline. 😀
They should open branch lines! Some parts of the country have none left and would benefit from one.
I agree with every project Rishi announced just not at the expense of HS2.
In Scotland we have reopened 3 railways from beaching cuts for less than £800 million in 10 years. It’s been a massive success especially when combined with the rolling electrification project. Difference is Scotland gets its own budget while London sucks up most of the budget for England and wales.
3, Jim? I was aware of the Edinburgh one, what are the others?
Waverley line, Bathgate Airdrie and now Levinmouth extension in fife.
Ok. Thanks.
Daniele
I am a northerner from Manchester way and look for your comments also Farouk and a dozen others
A long time ago I watched as a boy the last days of steam at Crewe
The Beeching cuts were brutal and the many railway preservation societies have been brilliant in reopening lines since and governments are increasingly seeing the light and reopening branch lines around the country
The latest one being proposed is a line between Leek and Stoke which takes an hour by road but 20 minutes by rail
Morning Smickers.
Thank you. They were, though way before my time.
You mean you agree with the projects he announced which have also been finished???
Yes incredible how you manipulate the truth isn’t it, sadly that reality has only come out far too late. Promises of the money going to other projects is meaningless as almost certainly it won’t be in power beyond any nebulous discussion on which will be supported and as none will be finished by the end of this decade at best it’s simply leaving others to actually commit to them. Like the supposed money saved from Brexit for the NHS claiming every penny of HS2 will go into transport projects will be totally unprovable in reality. And lost in the noise… Read more »
And the lies told by the Remainers ?
1. The punishment budget2. The NHS finances would be undermined
There was a bonus benefit from the Brexit vote .
Cameron quit !
Ah, the bus slogan. The wording said ‘We send the EU £350m per week. Let’s fund our NHS instead’. This was a slogan by the Vote Leave campaign group and was not a Governmental promise.
The government was against brexit but since bojo was elected and he headed up the vote leave campaign it’s a valid criticism.
Croydon though subsequently left there for Pompey. Earlier, folks hailed from Nuneaton, Manchester, Inverness & Portsmouth, so never really ‘south-centered’. Do I recall you are railways, Daniele?
Obviously, Rishi has done the (watered down) jam tomorrow bit; though the ‘jam’ will be the bodily remains of poor sods squashed against the foundations of abandoned infrastructure projects.
Hi Gavin, yes, Signalman.
I’m a Womble, Wimbledon born and bred.
Jam tomorrow is SOP with this lot sadly. What parts of the carrot that are not cut after the election if they win will still be tasty, but in too small a portion.
As a kid, used to love the sight & sound of steam shunting overnight from Selhurst Depot👍
Note should have single quoted ‘bodily remains’ as well as ‘jam’, but I expect the gist was evident – beneficiaries & tax payers, mostly. Get impression that a deal of the unheard of rise in estimates suffered due to the same meddling from Westminster as we see in MoD i.e. has to be the best in world, constant tweaking, lack of due diligence (one contractor evidently observed that CS never queried an invoice).
You have Treacle town blood Gavin?
Dad’s Mum from there / His Dad from Inverness – hence surname. Mum from London, via Manchester, etc (so, typical UK, really). Typical Empire also, in as much as M&D met on ‘slow boat’ to far east.
Better solution, just move parliament north to York, all problems solved 😀
Morning Daniele. On subject, the quality of Soft Power is a difficult one to pin down as to what it is. In the case of the UK, for me it is the influence of the English language , respected Institutions, real Democracy(sometimes too much of it as in Channel migrants😠) a genuinely non racial society with opportunities for all, the good side of the legacy of the Empire, bright and inventive people etc.. btw I was born in Hammersmith-Queen Charlotte’s. Lived in various places around Kensington, St Stephens Gardens,Portobello road, Ealing for the first 12 years of my life 1949… Read more »
Morning my friend. Yes, all of those for me too, there are many in my opinion.
I laughed when I read where you were born…my wife is also from Hammersmith! Also Queen Charlottes, and grew up in Kensington. Pity they did not keep the house, must be worth a fortune now in Matheson Road.
My Dad bought a three up and one down in St Stephens Gardens for 3000 pounds in 1956!!!!!
It is what it is sadly Gavin 👍
You have to get the North working firstly and not collecting their giros!
The North begins at Manchester, haha, yeah ok.
Here’s me thinking our previous ‘cultural exchanges’ had caused most of the worlds woes…
Just think with both a Royal Yatch AND a Royal Jet (see other ‘Concorde’ article) we could have been number 1 😀
Lets be honest.
Lammy is as thick as mince.
He cannot even see a policeman when one is standing 50m away from him!
I know, and he’s the next FSec. 🙄
I prefer the insult ‘thick as a submarine door’ 😂
He isn’t thick. He’s pretty smart; a graduate of London University and Harvard and a qualified barrister. So far as I can see his only problem is he supports Spurs 🙂
Yes living in North London but not a native, I can honestly say I have a real hatred of Spurs fans and their sense of entitlement. Worse still have two stepsons who have turned to that particular dark side.
They’re only doing it to wind you up 🙂
😂Come on you Spurs-Greaves, McKay, Blanchflower, White, Baker….
I think what Lammy is really lamenting is our disinclination to have our national strategic interests subsumed by the global commons.
I do not trust anything the Guardian publishes, they seem hell-bent on turning everything into a debate about race.
You and me both, though I do read some of their online articles.
Though for some reason whenever I go to “Google News” every headline piece is either from the Guardian, the Independent, Sky News, or the BBC. Now why is that?
No wonder there are conspiracy theories we are being brainwashed by left leaning opinion pieces rather than Google displaying a broader range so one can draw conclusions from all sides of the debate.
I think you should include American MAGA right you tubers/ rumble / Joe Rogan fan fanboys in spreading the Russian narrative as well brainwashing the likes of Elon musk they do the most damage.
Of course Dave. Though I was specifically referencing what appears on my own internet news feed, the far right American lunatics don’t appear there!
Ah yes of course👍
From the masochistic rhetoric of some of their writers, they would have you thinking that the UK itself had been stolen from Africa / Asia.
That’s interesting, get a lot of Telegraph headlines on Apple News. Actually just checked and there are headlines from, Guardian, the i, BBC, Sky, Sun, itv, Telegraph, Huffington Post and strangely Staffordshire Live. Not sure what that says about political bias.
Curious, is the Conservative perspective represented by the Financial Times and the Economist?
No the Financial Times is very anti Tory especially since brexit, the economist is also centre left.
Actually very little serious media is pro conservatives, daily mail and the telegraph are the main two.
Yes, I think that is it. We cannot include the Express!
FT changes sides from time to time. It’s a pro-business paper with no particular political allegiance.
Daily Mail is not a serious newspaper IMO it’s just an up-market red top.
Telegraph has proper journalism, but even they print some think tank conspiracy nonsense, especially relating to climate change.
No, not as far as I know, I do not read either.
Google is not biased, the ranking is simply down to traffic/views and referral links
Right leaning news outlets more often have have a paywall (e.g. Telegraph, Times, etc) and the shouty tabloids (Daily mail, Express, Sun etc) get less referral links because they are not serious outlets.
So the free but serious journalism sites get pushed up the ratings, it’s just incidental that these tend to be more left leaning:
BBC is the highest traffic news website in the world
Guardian is at number seven IIRC
IDK about Independent/Sky
Some real UK soft power right there!
MUGA: Make UK Great Again. I’ll work on the hats, you get the t-shirts.
MUGA against MUGGERS there’s the first policy statement from Lozza Fox.
The British nation is a wondrous place. 70% of new world-wide inventions and significant innovations come from here. We have culture, arts, science, some of the best universities in the world and yet also have some of the worst politicians, a lack of investment, infrastructure failing to match a growing population and not invested in despite mostly being privatised and owned by multi billion pound profit making companies. So a very bi polar country full of inconsistencies but that does have influence and punch above its weight on the world stage. Our danger is soft power is not matched by… Read more »
Told agree with you, in this world today we definitely need to have more hard power we’ve cut really to far back and I don’t see any real change of heart or desire by our government or any other party to be honest . 😞 🇬🇧
We are ranked as the 5th most capable and powerful Armed Force’s. And our politicians are saints compared to most around the world. Just look at the kind of politics on display across France recently.
Indeed Americans can never allow themselves to grasp that much that made ‘America Great’ was taken freely from Britain to exploit in the post war period, much of the rest freely from Germany indeed. Remember reading an article 25 odd years ago mind, that claimed that 40% of all US wealth at that time was achieved from Scottish inventions. But hey when you have a long history of rewriting history eh.
Alexander Graham Bell invented the phone in 1876 while living in Boston. he previously left Scotland for Canada- which is where he died
Still, that was then, S. What happens from now on in (actually from decades back), specifically in regard to the UK itself, does seem to be down to an overabundance soft-headed political motivation combined with a lack of hard headed political strategy.
I’ve an outstanding reply to Mr Bell, that seems, presumably, trapped in the usual stasis because it included an entirely trustworthy outside link that I believe expanded on these thoughts, though even I am starting to forget exactly what I included!
Talk of the devil 👇!
Struck by the contrast with setups like Stoke Space & Ursa Major in the States and the relatively young alumni/alumnae driving research is revealing, I think. You get the impression you’re watching graduates basically still continuing their university courses from such as MIT, Caltech and many other science/engineering campuses, maintaining the same enthusiasm i.e. the sheer joy of discovery & challenge – but with the determination to convert into companies at the scientific forefront; failure is the spur to greater effort. Initially, genuine respect for STEM does seem to be the precursor. Though you need a teaching profession that values… Read more »
this appears to be a survey that found the British brand leads ahead of other countries around the world. nice, but how that translates practically, especially the foreign office getting over excited
Soft power is the way to get things done and change the geopolitical landscape to best befit yourself..but you must also have the harder powers of economic and industrial advantage as well as military power. All three work hand in glove.
Totally agree no matter what this type of survey suggests, we can only in reality dream of having the influence in much of the world that Russia and China exercise even if much is created through fear and military/political machinations. But truth is soft power is also exercised by economic power and energy supplies and again we know who has those in abundance.
Money and might always talk, if you don’t use them in conjunction with your soft power…you will alway loose out to the side willing to spend the money and the might. China is spending like there is not tomorrow to tie nations in bonds of dept and dependent and Russia is happy to throw any number of mercenaries in to support a military coup….the west is losing the heart and minds war for the second and third world….that’s were all the new markets and resources live…..the west in the end isolated the USSR with the use of money, might and… Read more »
British soft power i would say was definitely a thing when Britannia ruled the waves and in the early 20th. But today, in my opinion, Britain is 2nd only because it toes the line of the USA which isn’t a negative thing per say
1) That would be hard power you’re thinking of back in the day
2) The UK legal and financial infrastructure and business environment holds a status in the world only rivalled by the USA. That is a gargantuan soft power tool
3) There’s also the fact the entire world is watching our sports, listening to our music, and watching our TV. (this last point is muddied by Sky and HBO making major TV more a joint venture between the UK and US)
Exactly. And the Royals feed into that. Every wedding, funeral, state occasion, millions or even billions see it. That is why the pageantry and tradition is so important. The fact that the British Army has more horses than Tanks which is seized on by critics is irrelevant as they all have a role to play and feed into the UK brand.
And the Left just want to dismantle what makes Britain different by being putting our country down. Think there needs more sell in the British brand at home as well as overseas.
For me, a very valid point. How about starting in Schools, or have they all been brainwashed already before getting to uni?
Well said as always mate 🇬🇧👍
Well, try using that soft power on Iran, Russia, or North Korea …. it won’t work on regimes and governments that are not willing to cooperate in the first place.
Real influence (and deterrence) comes from having a balance of good industrial, commercial, and military strength
Uk is ranked 5th in the world for hard power 👍
The UK’s “soft power” brought it $44.13 billion in foreign direct investment in 2022, ranking 10th in the world. That’s less than half of France and below Sweden and Canada. “Show me the money.”
My brother in law spent 25 years with the Crown Agents, mostly working with third world countries and he would rather have the ability to put nurses and teachers into a country than have all the arms in the world. He swears by soft power which given that he is best described as centre right>> in his beliefs is interesting.
“Soft power” is an excuse for leftist countries like Germany to justify not spending on defense. In real geopolitical motions like Ukraine and Taiwan, it’s worth less than the paper it’s written on.
Did you not read my post?
Soft power is a nice thing … contributes to civil society, etc.. … but it is only a minor adjunct, not a substitute, for real power. That is particularly true in an increasingly conflictual world where security is what matters.
Rating a country #2 in terms of global soft power is virtually meaningless when that country ranks far down the list in terms of real power.
I’m beginning to doubt what I posted now. I didn’t say anything different. I was merely pointing out that it was a strong factor in international diplomacy.
The UK is ranked 5th in the world for hard power. 🇬🇧
Soft power is not meaningless. Britain does not do badly at hard power – 8th largest manufacturing sector; 5th on the Global Firepower index; an economy lareg enough to be in the G7; nuclear weapons power; Level 2 bluewater navy etc etc.
Careful with that reality talk mate, it might spoil the narrative from some that “we’re nobodies” with a crap military.
Haha! I cannot understand those that parrot that we are nobodies, just because we are a post-Empirical nation.
No longer a ‘super power’ but one of the strongest nations in Europe and certainly the best militarily in Europe.
“Walk softly, carry a big stick.” (Theodore ‘Teddy’ Roosevelt). Sound advice for virtually every democracy; naturally characterizes a reasonable balance between soft and hard power.
Teddy Roosevelt was right. Our stick is still big in contrast with other European nations.
Well said Geoff 👍
I’m actually surprised the US gets the top spot as we both flaunt and rely upon our hard power so often, I would have thought it would go to the UK. But I suppose our foreign aid budget, while not usually a source of pride among Americans, nevertheless buys a lot of goodwill around the world mostly due to its sheer size.
Our foreign aid budget is now tiny and the lion-share is spent in the UK now or on Ukraine. The days of the uk punching above it’s weight delivering the millennium goals are well gone.
I’m surprised. I thought we would be no.1 in soft power by some margin, and of course the US as no.1 in hard power
It depends on weather you consider Harry Potter a British or American movie. 😀
I do wonder if being in the EU has had an unforeseen historical effect on our “soft power”. I have an extended family across both sides of the Atlantic, including Barbados. Whilst we were in the EU, British goods exported there had to be labelled “Made in EU” rather than “Made in UK”. With all the years of “Made in EU” labels over there, I’m informed that this has now become the “go to” branding when the Bajan’s are looking for the best quality merchandise and goods. Many people, especially the younger generations simply no longer equate “Made in Britain”… Read more »
OT, but POTUS has announced a major speech to present a plan to provide military aid to Ukraine, w/out authorization of funds by Congress. My Suspicion is that translates into expropriation of seized Russian assets w/in US. Interesting, not certain where this, if in fact the case, will lead. Opinions? 🤔
Up till now its been a ‘freeze’ on Russia and its oligarchs assets .
but a seize is a different legal minefield.
The US constitution specifically prohibits this without payment. Part of the 5th amendment.
As Biden cant spend taxpayers money for Ukraine without authorisation from Congress either.
I suppose by the time the legal issue is untangled they will try another move.
If this assumption becomes fact, Mad Vlad and the supporting cast will be royally torqued off if they have to wave goodbye to $300+B in confiscated assets located in participating sanctioning countries. The ChiComs would presumably duly take note and recover/liquidate holdings in those countries before invading Taiwan. 🤔😳
I think you have made this up . As there is no news of Biden saying any such thing . And I have a NY Times subscription and they cover this sort of stuff
I checked the White House own web site
Your’re a complete BS artist
Heard the report on a national news broadcast that there would be a POTUS speech to present a contingency plan to fund military aid to Ukraine IF Congress fails (or presumably is excessively delayed) in authorizing additional funds for UKR. My assumption was that the only viable funding alternative under that scenario would be the confiscation of seized Russian assets. Because this is a hypothetical future scenario, presume the reality will be entirely dependent on circumstances existing at that time.
He is floating a potential idea to get around congressional approval not putting out BS, I don’t think your comments are called for.
We already sold Chelsea FC and gave the money to Ukraine. No reason others can’t do the same.
Jim, Appreciate your response, did not realize you Brits had already pressed to test concept w/ the sale of a Russian asset (Chelsea FC). You Brits often astound me w/ both forward thinking and action. Please pass my complements along to the appropriate party(ies) in HMG (FO and Treasury?). 🤔😊 Will attempt to research relevant article(s). Read an article that stated a US legal think tank had produced a 200 page treatise providing a legal argument/opinion that seizure was indeed already deemed legal under current US Code. When an article in the Washington Post.com stated that Biden will present a… Read more »
We just had more dirty Russian assets to sell 😀
True but I believe the 14th amendment prevents insurrectionists running for president but republicans don’t seem that bothered 😀
Although it has it’s merits, ‘soft power ‘ doesn’t really help when it comes to countering hostile states or actors, No amount of British centric culture or influence prevents Russian attacks on neighbours, Balkan , middle East conflicts etc. I’d worry that surveys like this are seized upon by those on the political extremes to argue for more defence cuts, no carriers, no more F35, C3, SSN etc by saying soft power can do the job. It cannot. By way of example, Ireland has a significant influence over many capitals (esp. US) with it’s culture and history of emigration, and… Read more »
I am surprised that Germany is so highly ranked. I had not thought that Merkel’s successor had made much of an impact – most probably don’t even know his name!
France surely has more soft power than Germany – they have influence amongst Francophone nations especially in Africa, a stronger and more visible Head of Government, a P5 seat.
Frances influence in Africa has collapsed though.
Does it include bribes and blackmail?
What happened to France? Think they were top last year.
Mali maybe?
I don’t see that this is anything to be proud of; as the world is in chaos at the moment, whilst the UK is probably the most dysfunctional it has been in 30 years at least. Whilst at the same time we are just viewed as a Soft Touch and a laughing stock internationally, (Certainly by Europe)!