Global Perceptions: How 18-34-Year-Olds See the UK and the World, 2025

<p><span><span style="font-style: italic;">Global Perceptions 2025</span> is the seventh iteration of the British Council’s survey of educated 18-34 year olds living in the G20. Spanning from 2016 to 2025, the survey provides trend data on the G20 countries that young people find attractive and trustworthy and reveals young people’s attitudes, experiences, and intentions to engage with education, arts and culture, business and trade, language, and tourism across the G20 nations. Perceptions matter as they drive people’s behaviours, with significant implications for a country’s prosperity, security and international influence. Between April and July 2025, the British Council commissioned Savanta to survey 20,957 educated 18-34-year-olds in 18 G20 member states (excluding the market in Russia).</span></p>
<p>Every year a set of additional countries is included, this year these were: Bangladesh, Egypt, Ireland, Kenya, Nigeria, Pakistan, Ukraine, Vietnam, which brings the number of people surveyed to 29,241.</p>
<p>This data is used at the British Council to:</p>
<p>- understand the UK’s influence and trends in soft power internationally</p>
<p>- inform the UK’s strategy and British Council’s programme development</p>
<p>- inform British Council business development and funding opportunities</p>
<p>- engage with influential stakeholders</p>
<p>- increase awareness of British Council knowledge and expertise in international cultural relations and soft power.</p>