whitepaper: Soft Power - Why it Matters to Governments, People & Brands

Soft power has a significant impact on the decisions people, businesses, and governments make. As Joseph Nye, the godfather of soft power, puts it, it is ‘a means to success’ for those that know how to leverage it. It is fascinating to see the perceptions that people around the world have about different nations, their strengths and their challenges.

In the course of working on the Global Soft Power Index, we have learned a lot about the real powers of persuasion and attraction that different countries possess – as well as seeing who the underperformers are, with potential to raise their game and deliver tangible benefits to national wellbeing.

The Global Soft Power Index 2020 report and the findings of the study are free to access online. Our interactive dashboard allows you to explore the full results from the survey in maps and charts, rank nations by metrics and statements, and choose data sets to create your own graphs.

You can also watch our webinar on the same topic here.