Have you heard about the UK’s new Soft Power Council, and are you curious to hear about what ‘soft power’ means in the context of global development?

In episode 3 of the British Council podcast series, Our World, Connected, they explore the concept of soft power—what it is, how it differs from hard power, and why it’s crucial in today’s interconnected yet fractured world.

Join the host, Christine Wilson, in conversation with Professor J.P. Singh and Bill Morris, international event specialist and former director of culture, education, and ceremonies for the 2012 London Olympics as they discuss why ‘soft power’ is more relevant than ever. It holds the space for finding commonalities across geo-political borders, whilst at the same time celebrating our cultural and artistic diversity.

Last year, the British Council produced a report on Soft Power, noting that “competition for influence is getting ever fiercer with both friendly rivals and hostile competitors investing in and innovating how they build trust and attractiveness internationally.” This research considers the soft power and cultural relations policies, approaches and institutions of Brazil, Canada, China, France, Germany, India, Italy, Japan, Kingdom of Saudi Arabia, Portugal, Republic of Korea, Russia, Spain, Türkiye, UAE, UK, USA and the EU.