In an increasingly complex and volatile global landscape, how are countries adapting their soft power strategies? Our latest research at ICR Research Ltd offers some intriguing insights.
We've just completed a comprehensive study for the British Council, comparing the UK's approach to soft power with 18 other countries and the EU. Our findings reveal a world where national interests are taking centre stage, often at the expense of multilateralism and global cooperation.
Key Trends:
1. National interest comes first: While soft power has always been in the national interest, countries are aligning their soft power and cultural relations activities more closely with foreign policy and economic goals, and less with the common good – there is a noticeable shift away from addressing shared global challenges.
2. Economic benefits at home: There's an increased focus on demonstrating tangible benefits to domestic sectors, particularly higher education and creative industries.
3. Resource shifts: While some countries, notably China and Russia, appear to be increasing their soft power budgets, many Western nations, including the UK, are seeing reductions.
4. Digital transformation: The pandemic accelerated digital adoption, but the picture remains mixed. Some countries are leading the way in digital maturity, while others lag behind.
5. Geographical presence: Despite rapidly changing priorities, most countries' physical footprints remain largely unchanged - for now. However, we're seeing early signs of strategic realignment.
What does this mean for the UK?
As a 'soft power superpower', the UK faces both challenges and opportunities in this shifting landscape. Our research suggests several areas requiring attention:
1. Strategy and planning: The UK does not, as other countries do, have a published policy framework to support its soft power and cultural relations activities, develop metrics to evaluate its impact, and provide accountability for results.
2. Policy coordination: The UK currently lacks mechanisms to coordinate soft power activities across government, business, and civil society - something other countries are actively improving. The proposed Soft Power Council could address this gap provided it has strong leadership. A useful start would be to learn from other countries with innovative and effective models and map the asserts and infrastructures of UK soft power.
3. Resources: The UK needs to consider the relative importance it gives to resourcing soft power as a key element of its international relations toolkit. This is especially important given increases elsewhere. New coordination mechanisms will help, but they will achieve more if they are resourced.
4. Economic focus: There is potential to better leverage soft power for economic benefits, particularly in higher education and creative industries.
5. Digital Strategy: There is a need for an explicit strategy for the use of data and digital technology which aims to match best global practice.
6. Geographical Strategy: The UK could learn from other countries about optimising its global footprint relative to geopolitical and economic priorities.
The Way Forward
In a world where soft power and cultural relations are increasingly weaponised and competition for influence intensifies, the UK needs to adapt. This means not just maintaining its position, but evolving its approach to soft power in ways that support both its values and interests.
Our research suggests that improved data-driven analysis, better engagement with diaspora communities, and a more nuanced understanding of the intersection between domestic and foreign policy could all play crucial roles in shaping an effective soft power strategy for the future.
As we navigate this changing landscape, one thing is clear: soft power remains a vital tool of international influence. But its effective use requires constant adaptation, strategic thinking, and a clear understanding of the shifting global context.
What are your thoughts on these trends? How do you think the UK should respond to these changes in the soft power landscape? We'd love to hear your views in the comments below.