Telling a global story about British success
It’s time to think more strategically about the UK’s soft power assets
World Class Assets
Since soft power emerged as a concept in the 1990's, the UK has been a global leader. Across arts and culture, the creative industries, media, sport and higher education, we have some of the world's best soft power assets.
Britain can’t afford to be complacent
But policy decisions affecting these sectors rarely reflect their strategic status. Furthermore, the past decade has seen a weakening of parts of our soft power infrastructure - just as it becomes an increasingly competitive international space, and a recognised geopolitical tool.
Soft power starts at home
It's time for a new type of conversation about soft power in the UK - one that considers the necessary inputs to develop our soft power at home, rather than just promoting the outputs abroad.
UK Create
UK Create is a new research organisation, developing methods to measure, assess and explain soft power at an organisational level, so that the debate around how we develop and strengthen our soft power assets at home can be better informed.
Through partnering with experts from the UK's top universities, UK Create provides organisations with the tools to better articulate their strategic status and Soft Power value to the UK.
If you're interested about how we can help your organisation, get in touch: softpower@ukcreate.co.uk