The world is becoming more complex and competitive, and countries are starting to rethink their soft power strategies. Our new report for the British Council Soft Power at a Turning Point, dives into how the UK and 18 other countries (including the European Union) are adapting to this shifting landscape. and the findings are interesting.
First off, countries are focusing more on their own national interests and economic goals when it comes to soft power, and less on global challenges that affect everyone. They're also putting more effort into showing their own citizens why engaging with the rest of the world is important.
When it comes to resources, it's a mixed bag. Some Western countries, like the UK, are seeing a dip in state support for soft power initiatives, while others, like China and Russia, seem to be upping their game. But it's tough to make direct comparisons because countries don't always report their data in the same way.
Geographically, most countries' soft power setup still reflects their history and regional priorities. But digital tech is shaking things up, offering new ways to reach and engage across borders. Some countries are also closing traditional institutes and moving towards more digital activities to save money.
Speaking of digital, the report looked at how digitally mature the organisations in the study are. Most are pretty modest, with government ministries generally ahead of the pack. The British Council is in the 'connected' category, while France, Germany, and the UK's FCDO are 'multi-moment,' and the US State Department is leading the way in the 'optimised' category.
The report makes it clear that we need more research to really understand how soft power is evolving. Specifically, we need data that compares countries over time to help inform policy decisions and keep the UK's soft power strategy on point.
For a new UK government, this report offers some key areas to focus on:
- Getting everyone on the same page when it comes to soft power - government, business, and civil society.
- Figuring out how to use soft power to boost the UK economy.
- Getting the British public on board with international engagement.
- Keeping an eye on global trends to understand the UK's soft power strengths and stay competitive.
- Using data to analyse situations and make informed decisions about where to allocate resources.
- Engaging with diaspora communities and learning from other countries' experiences.
- Thinking about how religion plays a role in soft power, like some of the countries in the study.
If the UK, perhaps through a new Soft Power Council, can tackle these issues and invest in ongoing research, the UK can create a solid soft power strategy based on evidence that helps it navigate the changing global landscape and support its values and interests in the years to come.