New research from the British Council has found young people across the G20 think the UK has the most trusted institutions and the most positive influence in the world, compared to other countries in the group.
Global Perceptions 2023 surveyed 19,601 people aged 18-34 across 18 of the G20 countries to find out what they think about the other states. The sixth report of its kind, the research contributes valuable insight into the ever-shifting landscape of soft power, international influence and trust.
Commissioned by the British Council and conducted by Ipsos, participants were asked questions including which countries they found the most attractive, which they most trusted based on perceptions of people, government, and institutions, and which they believed most shared their values.
The UK falls from first to second place for overall attractiveness since 2021, losing the top spot by just one percent to Italy. It has, however, increased its score and a mere six percentage point separates Italy at the top (77%) from Australia and Germany at joint seventh (71%). This indicates the competition for global influence has never been stronger. Notably, the UK has increased its attractiveness ranking in eight countries since 2021. It now ranks first in Italy and India, and has improved its position in France, Mexico, Argentina, Turkey, China, and Japan.
