The Global Perceptions report explores how young people aged 18 to 34 in G20 countries perceive the major global powers in relation to the issues that most influence their decisions: trust, attractiveness, values, influence and opportunities for connection with other countries. 

Against a backdrop of rapid geopolitical change, this study reveals profound shifts in the global balance of power and in the way younger generations evaluate states: no longer solely based on their economic or political weight, but also on their ability to generate trust, demonstrate values and offer real opportunities for exchange. 

Global Perceptions is a British Council research initiative that seeks to better understand how young people perceive the UK, and other key countries in areas such as:

  • Overall appeal 
  • Trust
  • Familiarity and favourability
  • Values, global issues and actions that countries should prioritise
  • Soft power factors that underpin attractiveness and trust, such as global leadership or being a positive force for the world
  • Perceptions and intention to engage with education, arts and culture, tourism, business and trade, and language learning

To our knowledge, this is the most comprehensive study on the perceived attractiveness of G20 countries among young people globally. 

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