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.