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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Labour must reclaim English patriotism if we are to beat Ukip and the Tories

We can't talk about the future of our country unless we can discuss the past. 

I was a parliamentary candidate for Thurrock, but the place which I currently call home is Hackney, London. This distinction is worth explaining. The questions of Labour and Englishness – what exactly is the English problem that we’re trying to solve, why do we need a progressive patriotism, does it already exist, if not why not and if we had one what would it look like? – are, above all, questions of identity and place. We need to build a patriotism that includes and resonates with residents of both Hackney and Thurrock. Currently they are very far apart. 

I’m the little girl who sat on her dad’s shoulders to wave a flag at Princess Anne’s first wedding. And I was also, like Sadiq Khan, waving a flag at the Silver Jubilee in 1977. I’m an ex-Catholic, I’m a Londoner, I’m English and I’m a woman, and all of those identities are important although not necessarily equally so and not necessarily all of the time.

But I’m also a member of the Labour party, not only as a candidate, but now as an activist in Hackney. And that is where I see the difference very strongly between Hackney and what I experienced in Thurrock. 

Thurrock was Ukip ground zero last year - 12,000 people voted for Ukip in a general election for the first time, on top of the 3,500 that had voted for them before in 2010. Most of those 12,000 people had either not voted before, or had voted Labour. 

This isn’t just about being in two different places. Sometimes it feels like more than being in two different countries, or even like being on two different planets. The reality is that large swathes of Labour’s members and supporters don’t identify as patriotic, fundamentally because patriotism has been seized and colonised by the right. We need to understand that, by allowing them to seize it, we are losing an opportunity to be able to reclaim our past. 

We do not have any legitimacy to talk about the future of our country unless we can talk about our past in a better way. We have tried but our efforts have been half-hearted. Take Ed Miliband's call for One Nation Labour, which ended up amounting to a washed-out Union Jack as a visual for our brand. It could have been so much better – an opportunity for an intellectual rebranding and a seizure of Conservative territory for our own ends. Ultimately One Nation Labour was a slogan and not a project. 

There is a section of the left which has a distinct discomfort with the idea of pride in country. It has swallowed the right-wing myth that England’s successes have all been Conservative ones. This is a lie, but one that has spread very effectively. The left’s willingness to swallow it means that we are still living in a Thatcherite paradigm. It is no wonder progressives revolt at the idea of patriotism, when the right’s ideas of duty and authority quash our ideas of ambitions for equality, opportunity for all and challenging injustice. But we risk denying our successes by allowing the right to define Englishness. It’s England that helped establish the principle of the right to vote, the rule of law, equal suffrage, and the fight against racism. 

If Englishness is going to mean anything in modern England, it needs to be as important for those who feel that perhaps they aren’t English as it is for those who feel that they definitely are. And a place must be reserved for those who, though technically English, don’t see their own story within the Conservative myth of Englishness. 

Although this reclaiming is electorally essential, it is not an electoral gimmick. It is fundamental to who we are. Even if we didn’t need it to win, I would be arguing for it.

We need to make sure that progressive patriotism reclaims the visual language that the Conservatives use to dress up their regressive patriotism. Women need to be as much in the pantheon of the radicals as part of the visual identity of Englishness. Women tend to either be there by birth or by marriage, or we are abstract manifestations of ideals like "justice" or "truth" – as seen on city halls and civic buildings across the country. But English women need to be real, rather than just ideal. Englishness does need to be focused on place and connection, and it should include Mary Wollstonecraft and Sylvia Pankhurst as well as Wat Tyler and Thomas Paine. 

We can’t pretend that we’re always right. The most patriotic thing you can do is to admit sometimes that you’re wrong, so that your country can be better. I love my country, for all its faults. But I do not live with them. I try to make my country better. That is progressive patriotism. And I know all of us who want to be part of this can be part of it. 

This article is based on Polly’s contribution to Who Speaks to England? Labour’s English challenge, a new book published today by the Fabian Society and the Centre for English Identity and Politics at the University of Winchester.