Key findings from Global Perceptions 2025:
- Liberal western democracies lose 10-point lead over emerging powers in attractiveness rankings
- Trust in authoritarian governments rises whilst declining for established democracies
- UK drops to third place for attractiveness globally, with intensifying competition for international influence
Young people across the G20 no longer see Western democracies as the clear global leaders they once were, according to new British Council research released today.
New data from Global Perceptions 2025 suggests the appeal gap for young people between old powers and emerging nations has nearly vanished, signalling a major global shift.
The findings come at a time when disinformation, conflict, and deepening ideological divides are reshaping international relations. In a world where one in seven people have faced conflict in the past year alone, building trust across borders has never been more vital.
The research surveyed 20,957 people aged 18-34 across 18 G20 nations about their perceptions of other countries in the group through measures of attractiveness and trust.
Attractiveness ratings measure overall appeal and desirability of countries, whilst trust metrics assess confidence in government and perceptions of society.
Asia overtakes Euro-Atlantic in attractiveness scores
Since 2016, countries like Italy, the UK, Canada and France have consistently scored above 70 percentage points for attractiveness - around 10 points higher than other nations. But in 2025, that advantage has almost completely disappeared.
The lowest-scoring Western democracy for overall attractiveness this year was the US which sits just one point ahead of South Korea.
Since 2016, South Korea’s attractiveness has risen by an impressive 19 points, China has made significant gains, and Japan now ranks highest for overall attractiveness.
These trends suggest growing respect and interest in East Asian cultures, reflecting a broader shift in momentum from the Euro-Atlantic to a rising Asia.
The findings point to a growing need for cultural exchange and understanding as competition for global influence intensifies. For the UK, investing in soft power assets, from education to arts, must continue to be a strategic priority.
Authoritarian powers gaining attraction
Shifting trends in trust rankings reveal a striking change in perceptions towards governing styles, with more authoritarian states gaining significant ground.
Trust in Saudi Arabia's government has risen 17 percentage points since 2016 to reach 40%, whilst China increased by 10 points and Turkey by 15 points.
Conversely, trust in established democracies has declined, with Canada dropping 9 points, Australia falling 5 points, and Germany decreasing by 3 points.
However, the research indicates that authoritarian states are gaining respect not for their values, but for perceptions of effectiveness in delivering results.
Equality (38%), peace (36%) and freedom (33%) remain the most prized values globally, showing a tension between admiration for capability and aspiration for democratic principles.
This tension reinforces why influence rooted in openness, collaboration and shared values still matters deeply. As trust becomes a contested global resource, soft power, built on cooperation and understanding, offers democratic nations their strongest means of engagement.
UK position fragile among increasing competition for influence
The UK retains important strengths within this shifting landscape. It ranks third globally for attractiveness at 70 percentage points, trailing only Japan at 73 and Italy at 72.
It leads all nations in government trust at 55 percentage points, revealing a remarkable level of stability over time, especially compared to countries like Canada and Australia that have seen their ratings decline significantly since 2016.
The UK's education system remains the second choice worldwide for international students at 34 percentage points, whilst ranking in the top five for arts, culture, business and tourism.
Yet the UK’s influence can no longer be assumed. With trust in decline elsewhere and competition for global attention intensifying, sustained investment in international cultural relations will be essential to maintain and grow the UK’s standing.
Scott McDonald, Chief Executive of the British Council, said: “The findings of this year’s report are further evidence that soft power has become a strategic imperative rather than a luxury in today’s fragmented world. Public opinion increasingly shapes policy, even in more controlled or authoritarian contexts, making young people’s perceptions vital indicators of future international relationships and patterns of cooperation. As global competition intensifies, the findings highlight the critical importance of the UK’s continued investment in soft power and international cultural relations to sustain and strengthen its influence on the world stage.”
Alistair MacDonald, the report author, said: “In a world where nations are constantly competing for power and influence, the perceptions of people hold towards other countries are increasingly important. The UK’s traditional soft power advantage can no longer be taken for granted, as emerging powers compete for trust and attention. Understanding how the UK is viewed internationally is therefore essential to safeguarding its global influence, prosperity and long-term partnerships.”