We live in an increasingly complex, unstable, and violent world – a hard-power world where revanchist states, non-state actors, and even traditional allies challenge the status quo. Conflict, division, and fear cast a long shadow. Analysts warn that the wars across Africa, Europe, and the Middle East resemble fault lines under immense pressure, each rupture devastating, yet collectively signalling a world order at risk of catastrophic collapse.

The slashing of foreign aid budgets, the surge in defence spending – especially across Europe, Asia, and the Middle East – and the pressure on institutions long associated with soft power, such as Voice of America and the British Council, are all symptomatic of a decisive shift: a response to this harsher, more coercive reality.

Soft power – the ability to achieve geopolitical objectives through attraction and trust rather than coercion – appears to be losing traction among policymakers focused on security and growth. Yet winning hearts and minds has always been a cornerstone of foreign policy, in war as well as peace. 

It is why, ninety years ago, the British Council was founded. The defeat of fascism was understood to depend not only on force of arms but on international engagement, cooperation, and the fostering of trust. In this new age of risk and uncertainty, those lessons are more relevant than ever, though the evolving context in which we undertake our work is quite different. This is borne out in our Global Perceptions tracking study and the results from our 2025 survey.

Beyond great power rivalry

We are in an era of highly personalised, performative, coercive diplomacy. Yet while much of the media fixates on Presidents Putin, Trump, and Xi, the world does not revolve around them. The world is no longer defined by a binary Cold War logic. Despite the rhetoric of renewed Great Power competition, the global order is increasingly multipolar. 

Tensions between the West and China and Russia are real, but many influential actors are neither for one side nor the other. Countries like the Kingdom of Saudi Arabia (KSA), Indonesia, and Türkiye are asserting their interests with growing confidence, shaping the geopolitical agenda in ways that defy experience.

Equally significant is the rising importance of we the people in global affairs. Public opinion drives both domestic and international agendas. In democracies, leaders are held accountable at the ballot box for their more questionable choices. Yet even in authoritarian states like Russia, where dissent can be fatal, the views of the people still matter and shape policy.

Shifts in global perceptions

This is why the British Council’s Global Perceptions 2025 study matters. Understanding how people view the world – their concerns, aspirations, and values – is essential to finding common ground, fostering trust, and supporting peaceful cooperation.

The data tells a striking story. Both KSA and Türkiye have made significant gains in attractiveness and trust over the past decade – and those gains are accelerating. KSA’s attractiveness rating is up seventeen percentage points compared to 2016, with a third of that increase since 2023. Türkiye shows a similar trajectory, with trust in its government up fourteen points since 2016.

In contrast, the ratings of Euro-Atlantic G20 states are stalled or in decline. While the UK and Japan remain highly attractive and trusted, the gap between the rich liberal democracies and the Global South – still substantial as recently as 2023 – has all but closed. The ‘rest’ are catching up with the West. Power is becoming more evenly distributed.

Across multiple metrics, the United States and China now sit near parity. If current trends continue, lower-rated Western states such as Australia and France may soon be surpassed in the rankings by rising powers like Brazil, KSA, Mexico, and Türkiye.

Why soft power still matters

When Joseph Nye died earlier this year, some commentators suggested that his theory of soft power died with him – that soft power was a chimera, and that there had only ever been, and only will be, hard power. They were wrong. 

Soft power is more relevant than ever. In a world of conflict, competing narratives, and contested norms, the ability to attract, persuade, and inspire remains an essential tool of statecraft. The institutions and values that underpin soft power may be under pressure – but they are also indispensable.

The wisdom that informed the creation of the British Council is as valid in this new multipolar era as it was through the conflicts and horrors of the twentieth century.

In a world of tension and uncertainty, it is tempting to conclude that the multipolar era will be more transactional and zero-sum – a world where soft power no longer matters and coercion is king. That would be a mistake. Our data suggests the opposite: trust is rising globally. Many G20 states in the Global South have seen gains of five to ten points since 2023 across all three trust metrics – trust in people, government, and institutions. The Republic of Korea has seen trust in government rise fourteen points since 2016. Italy and Japan have also recorded significant increases.

These findings offer hope: hope that there is an alternative to conflict and hate. States that trust each other are far less likely to go to war – and when disputes arise, they are much more likely to resolve them through diplomacy rather than violence.

And after all peace – true, lasting peace – rarely comes from the defeat of one side alone. History teaches that such victories frequently provide only a temporary lull in the bloodshed. Sustainable peace is built on trust and understanding, on remorse, acceptance, and reconciliation. Confidence-building measures, including cultural and educational exchanges, remain vital tools for forging that peace. 

Hard power – military strength, economic leverage – remains essential. But so do trust and reliability. Deterrence is vital to forestalling aggression, but in a world where alliances can shift overnight, being seen as principled and dependable is equally critical. Credibility is capability in the multipolar era.

For a top-tier middle power like the UK, success cannot be delivered by hard power alone. The UK simply cannot afford the price tag. But the force-multiplier effect of soft power allows it to achieve its growth and security objectives – whether negotiating trade deals, strengthening alliances, or leading on climate action.

We rightfully mourn the great Joe Nye. But his concept of soft power? No – it is as vital as ever.