As Others See Us

Culture, attraction and soft power

July 2014

This report is based on a survey carried out among 18-34 year olds overseas (China, India, Brazil, Germany and the US), as well as their UK contemporaries, which sought to identify the factors that make a country attractive to them as well as the factors influencing the UK’s attractiveness specifically. It also compares the world’s biggest economies in terms of attractiveness, particularly the culture, education and people dimensions.