The result of collaboration between 20 of the UK’s biggest soft power assets, ‘Strengthening UK Soft Power: Strategic Recommendations’ explores the significant benefits that the UK reaps from its soft power, from supporting international peace and security, to boosting economic growth and strengthening the UK’s relationship with Europe. Harnessing these benefits will be critical for the UK to meet the challenges of an increasingly turbulent geopolitical environment.

UK Soft Power Group Members

Academy of Sport, Association of Chartered Certified Accountants, Ascot Racecourse, British Council, British Film Institute, British Foreign Policy Group, British Library, British Standards Institution,  City of London, Coalition for Global Prosperity, Core Cities UK, The Jockey Club, London Higher, National Open College Network, Premier League, Royal Botanic Gardens Kew, Science Museum Group,  UK Sport, Wellcome Trust, Wilton Park

Report Snapshot

The UK is an attractive nation brand and possesses a wealth of soft power, from its rich cultural history and language to its higher education system, sporting prowess, financial services, and media. This soft power strength plays a crucial role in maintaining the UK’s international position. From tackling misinformation in Ukraine to strengthening relationships with Europe and educating the public on climate change, soft power has a critical role to play in achieving all of the UK’s top foreign policy priorities. However, in an increasingly polarised world, the UK cannot rely on past achievements to maintain its soft power strength. With China and Russia investing heavily in soft power and the United States retreating from its traditional position on the world stage, the UK must strategically plan and invest in its soft power to maintain its position.

 The UK Government has shrewdly recognised this fact since coming into office, as demonstrated by the creation of the UK Soft Power Council and development of a UK soft power strategy. The UK Soft Power Group welcomes these commitments and stands ready to support. In pursuit of strengthening the relationship between the Government and wider soft power ecosystem, and to better harness the UK's soft power assets in support of the UK's international goals, the report makes the following recommendations:

Report Recommendations

1. Establish a structured channel for engagement between Government and the wider soft power sector, including the UK Soft Power Group, alongside the Soft Power Council.
2. Provide clarity on the Government’s strategic priorities and long-term planning horizons and develop predictable funding mechanisms for UK soft power.
3. Enhance connectivity between soft power assets and overseas Posts by better leveraging existing on-the-ground expertise, mechanisms and institutions.
4. Develop a ‘digital gateway to the UK’, a soft power digital platform where UK soft power assets can share resources, information on upcoming events and collaborate on projects.
5. Develop provision for Whitehall Departments and devolved administrations to collectively address strategic issues and find practical solutions to opportunities and challenges in the soft power space.

British Council’s Head of Soft Power Research and Insight and co-convenor of the UKSPG, Mona Lotten said:

“Turbulent times internationally and economic pressure domestically means the UK has tough choices to make and our soft power is a strength which the nation can ill afford to lose. The international presence, networks and reputation of many of our independent institutions and private sector organisations are a significant resource which can support the UK’s long-term interests abroad. This report suggests ways in which HMG might nurture and collaborate with these outside of Government soft power assets. By creating the conditions where these assets can succeed internationally, a big return is likely to be achieved for relatively modest investment.”

Director of the British Foreign Policy Group and co-convenor of the UKSPG, Evie Aspinall said: 

“The UK finds itself at a critical juncture. As the global order reshapes, the UK must leverage all the assets it can, in order to sustain its global position. For too long soft power has been seen as a ‘nice to have’ rather than the critical tool in our diplomatic arsenal that it is. This report therefore provides a clear framework through which to build engagement and ensure we are maximising the value of our soft power assets.”