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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Northern Ireland election results: a shift beneath the status quo

The power of the largest parties has been maintained, while newer parties running on nicher subjects with no connection to Northern Ireland’s traditional religious divide are rapidly rising.

After a long day of counting and tinkering with the region’s complex PR vote transfer sytem, Northern Irish election results are slowly starting to trickle in. Overall, the status quo of the largest parties has been maintained with Sinn Fein and the Democratic Unionist Party returning as the largest nationalist and unionist party respectively. However, beyond the immediate scope of the biggest parties, interesting changes are taking place. The two smaller nationalist and unionist parties appear to be losing support, while newer parties running on nicher subjects with no connection to Northern Ireland’s traditional religious divide are rapidly rising.

The most significant win of the night so far has been Gerry Carroll from People Before Profit who topped polls in the Republican heartland of West Belfast. Traditionally a Sinn Fein safe constituency and a former seat of party leader Gerry Adams, Carroll has won hearts at a local level after years of community work and anti-austerity activism. A second People Before Profit candidate Eamon McCann also holds a strong chance of winning a seat in Foyle. The hard-left party’s passionate defence of public services and anti-austerity politics have held sway with working class families in the Republican constituencies which both feature high unemployment levels and which are increasingly finding Republicanism’s focus on the constitutional question limiting in strained economic times.

The Green party is another smaller party which is slowly edging further into the mainstream. As one of the only pro-choice parties at Stormont which advocates for abortion to be legalised on a level with Great Britain’s 1967 Abortion Act, the party has found itself thrust into the spotlight in recent months following the prosecution of a number of women on abortion related offences.

The mixed-religion, cross-community Alliance party has experienced mixed results. Although it looks set to increase its result overall, one of the best known faces of the party, party leader David Ford, faces the real possibility of losing his seat in South Antrim following a poor performance as Justice Minister. Naomi Long, who sensationally beat First Minister Peter Robinson to take his East Belfast seat at the 2011 Westminster election before losing it again to a pan-unionist candidate, has been elected as Stormont MLA for the same constituency. Following her competent performance as MP and efforts to reach out to both Protestant and Catholic voters, she has been seen by many as a rising star in the party and could now represent a more appealing leader to Ford.

As these smaller parties slowly gain a foothold in Northern Ireland’s long-established and stagnant political landscape, it appears to be the smaller two nationalist and unionist parties which are losing out to them. The moderate nationalist party the SDLP risks losing previously safe seats such as well-known former minister Alex Attwood’s West Belfast seat. The party’s traditional, conservative values such as upholding the abortion ban and failing to embrace the campaign for same-sex marriage has alienated younger voters who instead may be drawn to Alliance, the Greens or People Before Profit. Local commentators have speculate that the party may fail to get enough support to qualify for a minister at the executive table.

The UUP are in a similar position on the unionist side of the spectrum. While popular with older voters, they lack the charismatic force of the DUP and progressive policies of the newer parties. Over the course of the last parliament, the party has aired the possibility of forming an official opposition rather than propping up the mandatory power-sharing coalition set out by the peace process. A few months ago, legislation will finally past to allow such an opposition to form. The UUP would not commit to saying whether they are planning on being the first party to take up that position. However, lacklustre election results may increase the appeal. As the SDLP suffers similar circumstances, they might well also see themselves attracted to the role and form a Stormont’s first official opposition together as a way of regaining relevance and esteem in a system where smaller parties are increasingly jostling for space.