UK Benefits from Education Reputation

Ever wondered how people in other countries see the UK? Is it all about tea, the Royal Family, and bad weather? Actually, a massive new report gives some fascinating answers. The British Council has been asking thousands of young people what they really think, and the results from their 2025 Global Perceptions report paint a pretty interesting picture of how UK society is viewed on the world stage. It turns out that when it comes to education, the UK is seen as top of the class.

A mixed report card for the world's biggest players

Between April and July 2025, a huge survey was sent out to over 20,000 young people aged 18-34 across the G20 nations. The G20 is basically a club for the world’s biggest economies, so their opinions carry a lot of weight. The results showed that countries have very distinct reputations, a bit like characters in a school playground. The UK came out shining in one key area. A huge 27% of the young people surveyed believe that UK society is the most educated in the world. That’s a big deal. It’s not just about having famous universities; it's a general feeling that people in Britain are well-informed and smart. This perception about education is a massive win. Beyond being seen as educated, the UK also got good marks for politeness and friendliness. But it wasn't a clean sweep. Here’s a quick look at who won what in the global popularity contest:

• Most Educated: The UK
• Best Work Ethic: China
• Most Creative: USA
• Greatest Friendliness: Italy

While Italy is seen as the home of warmth and hospitality, an impressive 38% of people recognised the strong work ethic in China. Meanwhile, the USA holds onto its reputation for creativity and new ideas. These perceptions are powerful because they shape how the world interacts with these nations.

It’s not all sunshine and roses

Of course, the report didn't just highlight the good stuff. It also pointed out some serious challenges. Perceptions can be complicated, and what one person sees as a strength, another might see as a problem. The USA, for example, faced some tough criticism. Almost a third of the young people surveyed felt that Americans were intolerant of people from other countries. The UK wasn't let off the hook either. While seen as educated and polite, about 22% of those surveyed also had the perception that UK society could be intolerant. Another 21% felt it was too nationalistic, meaning a bit too much "my country is the best" and not enough "we're all in this together." This brings up a tricky point about national pride. Take Russia. The survey found that 28% of young people view Russia as the most patriotic country, which sounds positive. But the exact same number of people also see Russia as being too nationalistic. It shows there's a fine line between healthy pride and an attitude that pushes other people away. These challenges are a reminder that a country's reputation is a constant balancing act.

The full report

What is 'soft power' anyway?

You might hear politicians and experts talking about 'soft power', and it’s a really important idea in this report. So, what is it? It's not about having a big army or lots of money, which is known as 'hard power'. Instead, soft power is a country's ability to influence others through attraction and persuasion rather than force. Think about it like this: it’s the global appeal of a country's culture, its arts, its political values, and its foreign policies. The worldwide love for K-Pop and Korean dramas gives South Korea a massive soft power boost. Hollywood has done the same for the USA for decades, spreading its language and lifestyle through films. This influence is subtle but incredibly powerful. The British Council's work in cultural relations and education is all about building this kind of trust and connection. Good cultural relations build trust, which in turn boosts a country's soft power and its global influence. A strong work ethic can also contribute, as it suggests a nation is reliable and capable, which builds trust.

A changing world stage

The report makes it clear that the world of soft power is getting more competitive. The traditional Western powers don't dominate the scene like they used to. Since 2016, there has been a noticeable shift. East Asian nations are rapidly gaining appeal, changing the global landscape of influence. Japan is now seen as the most attractive country overall, which is a huge achievement. And the positive perceptions of both South Korea and China have shot up. This shows that their investment in culture, technology, and building international relationships is paying off. It also means that the UK has to work harder than ever to maintain its position. The report highlights that while the UK still ranks third for attractiveness and first for trust in its government, it faces some stiff competition. These global perceptions are constantly shifting, and no country can afford to take its reputation for granted. These are the modern challenges of international relations.

What the experts say

The people behind the survey have some clear takeaways from all this data. Scott McDonald, the Chief Executive of the British Council, explained why these findings are so important.

"The findings of this year’s report are further evidence that soft power has become a strategic imperative rather than a luxury in today’s fragmented world."

"Public opinion increasingly shapes policy, even in more controlled or authoritarian contexts, making young people’s perceptions vital indicators of future international relationships and patterns of cooperation. As global competition intensifies, the findings highlight the critical importance of the UK’s continued investment in soft power and cultural relations to sustain and strengthen its influence on the world stage.”

Basically, what young people think today shapes the world of tomorrow. Their perceptions build trust (or mistrust) between countries, affecting everything from trade to tourism. Alistair MacDonald, who wrote the report, added that the UK can't rest on its history:

“In a world where nations are constantly competing for power and influence, the perceptions of people hold towards other countries are increasingly important. The UK’s traditional soft power advantage can no longer be taken for granted, as emerging powers compete for trust and attention. Understanding how the UK is viewed internationally is therefore essential to safeguarding its global influence, prosperity and long-term partnerships.”

So, while it’s great that the UK is seen as highly educated, the message is clear: building and maintaining a positive global reputation is a marathon, not a sprint. It’s about continuing to invest in education, the arts, and building genuine connections with people around the world to ensure future prosperity. This focus on creativity and shared values is what will truly count.