Familiarity Of the countries tested young people think they know the USA best and the UK second best. The UK is better known than France and Germany in almost every country surveyed. Favourability The UK, USA, Japan and France enjoy roughly equal standing in terms of favourability. Among the countries surveyed the UK's reputation is best in Nigeria, worst in Greece. Main strengths and weaknesses The UK's main strengths are seen to lie in our economy and institutions, our main weaknesses in our human qualities and social relations.
Tradition emerges as both a major asset and as our principal liability.
In general young people in developed countries tend to see UK society as traditional while young people in the developing world see it as modern. In all more people see our society as traditional than modern. Science and technology UK science is well regarded, but young professionals rank the UK behind the USA, Japan and Germany for innovation. There is a low level of awareness of major recent UK advances in science and technology. Business UK business receives good scores for its managers, products and trade in financial services, though the verdict is more favourable in the developing than in the developed world.