About Us

Soft power, defined as the ability to influence others through the power of attraction, is increasingly recognised globally as a key differentiator for those countries whose culture, arts, sports, education, language, regulatory  frameworks and perceived values command the greatest degree of global attention and positive engagement. It is a central part of national ‘branding’, which governments increasingly draw on to achieve key international objectives – many of the UK’s ambitions, including excellence in science and technology, support for democracy and liberal values, expanding our partnerships, and enhancing global resilience against upstream threats, are aided by a thriving and coordinated soft power sector that promotes the UK’s values and influence in the international community.

The UK Soft Power Group (UKSPG) is the leading non-governmental organisation collectively representing soft power organisations in the United Kingdom, and aims to protect and promote the values, diversity and integrity of UK soft power. We represent many of the UK’s most treasured, compelling and active organisations and institutions, that not only play an active role in shaping perceptions of the UK abroad, but have an understanding of the value of UK soft power, and are prepared to invest in its development.

The United Kingdom has long held a depth of soft power assets, which have remained resilient in the face of significant domestic, political, economic and social change. However, while the UK is in an enviable position as an attractive, trusted international actor, this status is not guaranteed. The UK is facing growing challenges from our allies and strategic rivals alike in the soft power sphere, and in an increasingly polarised world, we cannot simply rely on past achievements to maintain our position. As Britain seeks to define a new international footprint, national coordination around soft power will be essential to underpinning the UK’s role in the world and our continuing global influence. There has never been a more critical need for a clear plan on how to maintain and promote the UK’s soft power strength.

We are pleased to be recognised by the Government as a reliable source of insight on soft power matters, and have established a constructive dialogue with the UK Government, helping to shape its understanding of the value of soft power, and exploring, in partnership, the mechanisms by which soft power can better be nurtured, by the Government and the soft power sector alike.

What We Do

Regular Group Workshops

One of the core objectives of the UK Soft Power Group is to build a resilient and productive membership network, which brings together representatives from a diverse spectrum of soft power institutions and interests. UK Soft Power Group members convene on a regular basis, in order to facilitate new collaborations and partnerships in across soft power activities, to enable the sharing of knowledge, data and strategic approaches, and provide members a forum in which to discuss common challenges and share best practice. The exact nature and themes of these workshops are determined and led by member interest and activities. Many include expert briefings on current events and topics. In 2023, these have included briefings on the Integrated Review Refresh, public opinion around soft power and cultural relations, the International Development White Paper, and on approaches to engaging with China.  

Research 

In 2023, the UK Soft Power Group published a major report, ‘The Future of UK Soft Power: Building a Strategic Framework’. Merging the efforts of over 20 of the UK’s principal soft power assets, the report highlights substantial benefits the UK earns from its soft power and the importance of increasing collaboration between Government and soft power actors to enable the UK to achieve its international ambitions.

Read more about our Strategic Framework and its recommendations here.

Engagement with Government Representatives

The UK Soft Power Group has established a constructive dialogue with the UK Government, and developed a platform from which to make an active contribution to shaping Government thinking.

In 2023, engagement with Government representatives included:

  • Participating in an FCDO-led workshop on the role of soft power interests as part of  the ‘Call for Evidence’ process for the 2023 International Development White Paper.

  • Holding a roundtable with David Rutley MP, the FCDO Minister with the portfolio for soft power, to present the Group’s Strategic Framework and it’s recommendations.

  • Presenting the Group’s Strategic Framework and its recommendations to officials across the FCDO, DBT, DfE and DCMS.

  • Engaging with the FCDO’s Latin America team, and inputting into the FCDO’s official anniversary celebrations marking 200 years of diplomatic relations with Latin America.

  • Providing a summary of member activities at COP28 to stakeholders across the Government.

Find a flavour of the Group’s 2024 external engagements here.

Events 

The UK Soft Power Group aims to stage regular events, to provide opportunities to champion members’ interests towards Government, bring new members into the network, and share knowledge, data, and expertise within the network.