The Value of Trust looks at the dynamics between values, trust, cultural relations and intentions to engage with the UK. The report is based on analysis of a survey of almost 20,000 respondents in G20 countries. It shows strong associations between involvement in UK cultural relations activities, positive perceptions of UK values, trust in the UK and intention to engage with the UK in future, specifically to study in, or trade with, the UK. The report demonstrates that it is often the qualities we ourselves consider fundamental in the UK that are also the most important to international perceptions and trust in the UK. Upholding, investing in, and protecting these qualities and values is likely to have a positive impact on our international relationships, helping to secure future influence and prosperity for the UK. Supporting and making the most of the organisations which earn trust for the UK worldwide will be critical to this.