How does the rest of the world view Britain?

A new Ipsos MORI poll reveals that the further you travel away from Britain, the better Britain looks.

Our position in the world and how we are perceived from abroad matters economically and politically. A positive image abroad can support export-led growth and inward investment, but also facilitates "soft power" and British influence on the world stage. Has 2012 changed global perceptions and improved brand Britain?

New Ipsos MORI research for the British Council suggests that Britain’s three big events of the past year – the Olympics, the Paralympics and the Diamond Jubilee – have contributed to an improvement in its reputation overseas and created additional interest in Britain as a place to visit, study and do business. This comes on top of an already positive global image of Britain, one which contrasts with, in many cases, an unnecessarily self-deprecating outlook among Brits as evidenced by our pre-Olympics research, Britain 2012.

Our latest Global Advisor survey across 11 countries including the US, China, India and Russia suggests that the Great British summer has had a positive impact overseas. Almost two thirds of those we polled said that they thought Britain did a good job at organising the Olympics (compared to only 6 per cent who disagreed), and 44 per cent believe that Britain has a greater influence over world affairs as a result (only 3 per cent take a negative view).

More than one in three said the 2012 Games have made them more likely to visit Britain and the same proportion said the Games have made Britain more attractive to them as a place to do business or study. Fewer than one in five said the Olympics have not made them any more likely to want to visit, study or do business in Britain.

The Queen’s Diamond Jubilee also appears to have contributed to improved perceptions of Britain, albeit to a lesser extent. More than a quarter of those surveyed around the world said they had experienced or been aware of the Jubilee in some form. Of those, one in three said they now think more positively about Britain as a result. Only three per cent say that it has had a negative effect on their perceptions of Britain.

So far so good, but is Britain distinctive? There is some evidence from our polling that Britain stands out from other western nations in a way that could be good news for UK plc if harnessed in the right way. For example, other research for the British Council finds that people from the UK are more trusted than, say, those from Germany and from the USA.

Across a whole range of topics, we find people around the world see Britain in a pretty positive light with, for instance, a majority seeing us as a country committed to culture and the arts (54%), with strong democratic values and institutions (56 per cent) and with a good standard of living (59 per cent). The power of the English language is a positive, and cultural activities have a beneficial impact on views of Britain.

As is always the case though, there are some caveats. Much of the research we have conducted over the last twelve months suggests the further you travel away from Britain, the better Britain looks. Our European neighbours and trading partners tend to take a rather less positive view. Perhaps we should not be too surprised that Europeans give us a cool reception – along with ‘in/out’ debates, they are hardly hearing and seeing British confidence, something Boris Johnson pointed out at the CBI annual conference recently.

There is no getting away from the relatively poor self-assessment the British people give Britain. Is this a good place to invest, for instance? Only 24 per cent of us think so. Looking at Britain from outside, however, the figure rises to 42 per cent. The same poll found that only 13 per cent of Brits feel we have a strong economy whilst globally, 48 per cent feel Britain’s economy is strong. And one of the more striking Global Advisor poll findings this year is that Germans were four times more likely to be positive about their economy’s prospects than the British were of theirs.

Still, back in August, 78 per cent of the British public thought that the Olympics had had a positive impact on the way Britain is viewed by the world, and our polling for the British Council shows that they have been proved correct. This means that while this Olympic year is fading fast and interest in Rio 2016 is only just in its infancy, the 2012 legacy opportunities for Britain are still evident and exciting.

Ben Marshall is a Research Director at Ipsos MORI
Follow him on Twitter @BenM_IM

Fireworks light up the stadium during the closing ceremony of the 2012 Paralympic Games in London. Photograph: Getty Images.

Ben Marshall is a research director at Ipsos MORI.

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Let's seize our chance of a progressive alliance in Richmond - or we'll all be losers

Labour MPs have been brave to talk about standing aside. 

Earlier this week something quite remarkable happened. Three Labour MPs, from across the party’s political spectrum, came together to urge their party to consider not fielding a candidate in the Richmond Park by-election. In the face of a powerful central party machine, it was extremely brave of them to do what was, until very recently, almost unthinkable: suggest that people vote for a party that wasn’t their own.
Just after the piece from Lisa Nandy, Clive Lewis and Jonathan Reynolds was published, I headed down to the Richmond Park constituency to meet local Green members. It felt like a big moment – an opportunity to be part of something truly ground-breaking – and we had a healthy discussion about the options on the table. Rightly, the decision about whether to stand in elections is always down to local parties, and ultimately the sense from the local members present was that it would be difficult  not to field a candidate unless Labour did the same. Sadly, even as we spoke, the Labour party hierarchy was busily pouring cold water on the idea of working together to beat the Conservatives. The old politics dies hard - and it will not die unless and until all parties are prepared to balance local priorities with the bigger picture.
A pact of any kind would not simply be about some parties standing down or aside. It would be about us all, collectively, standing together and stepping forward in a united bid to be better than what is currently on offer. And it would be a chance to show that building trust now, not just banking it for the future, can cement a better deal for local residents. There could be reciprocal commitments for local elections, for example, creating further opportunities for progressive voices to come to the fore.
While we’ve been debating the merits of this progressive pact in public, the Conservatives and Ukip have, quietly, formed an alliance of their own around Zac Goldsmith. In this regressive alliance, the right is rallying around a candidate who voted to pull Britain out of Europe against the wishes of his constituency, a man who shocked many by running a divisive and nasty campaign to be mayor of London. There’s a sad irony in the fact it’s the voices of division that are proving so effective at advancing their shared goals, while proponents of co-operation cannot get off the starting line.
Leadership is as much about listening as anything else. What I heard on Wednesday was a local party that is passionate about talking to people and sharing what the Greens have to offer. They are proud members of our party for a reason – because they know we stand for something unique, and they have high hopes of winning local elections in the area.  No doubt the leaders of the other progressive parties are hearing the same.
Forming a progressive alliance would be the start of something big. At the core of any such agreement must be a commitment to electoral reform - and breaking open politics for good. No longer could parties choose to listen only to a handful of swing voters in key constituencies, to the exclusion of everyone else. Not many people enjoy talking about the voting system – for most, it’s boring – but as people increasingly clamour for more power in their hands, this could really have been a moment to seize.
Time is running out to select a genuine "unity" candidate through an open primary process. I admit that the most likely alternative - uniting behind a Liberal Democrat candidate in Richmond Park - doesn’t sit easily with me, especially after their role in the vindictive Coalition government.  But politics is about making difficult choices at the right moment, and this is one I wanted to actively explore, because the situation we’re in is just so dire. There is a difference between the Conservatives and the Lib Dems. Failing to realise that plays into the hands of Theresa May more than anyone else.
And, to be frank, I'm deeply worried. Just look at one very specific, very local issue and you’ll perhaps understand where I'm coming from. It’s the state of the NHS in Brighton and Hove – it’s a system that’s been so cut up by marketisation and so woefully underfunded that it’s at breaking point. Our hospital is in special measures, six GP surgeries have shut down and private firms have been operating ambulances without a license. Just imagine what that health service will look like in ten years, with a Conservative party still in charge after beating a divided left at another general election.
And then there is Brexit. We’re hurtling down a very dangerous road – which could see us out of the EU, with closed borders and an economy in tatters. It’s my belief that a vote for a non-Brexiteer in Richmond Park would be a hammer blow to Conservatives at a time when they’re trying to remould the country in their own image after a narrow win for the Leave side in the referendum.
The Green party will fight a passionate and organised campaign in Richmond Park – I was blown away by the commitment of members, and I know they’ll be hitting the ground running this weekend. On the ballot on 1 December there will only be one party saying no to new runways, rejecting nuclear weapons and nuclear power and proposing a radical overhaul of our politics and democracy. I’ll go to the constituency to campaign because we are a fundamentally unique party – saying things that others refuse to say – but I won’t pretend that I don’t wish we could have done things differently.

I believe that moments like this don’t come along very often – but they require the will of all parties involved to realise their potential. Ultimately, until other leaders of progressive parties face the electoral facts, we are all losers, no matter who wins in Richmond Park.


Caroline Lucas is the MP for Brighton Pavilion.