• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

2

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

3

The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow

1

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

2

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

3

The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
LeadershipPolitics

The U.S. Jumps to the Top of the World’s ‘Soft Power’ Index

By
Ian Mount
Ian Mount
Madrid-based Editor
Down Arrow Button Icon
By
Ian Mount
Ian Mount
Madrid-based Editor
Down Arrow Button Icon
June 14, 2016, 8:07 AM ET
Photograph by Getty Images
Add Fortune on Google for similar content.

In an interview on Fox News on Monday, Donald Trump suggested that President Barack Obama was either weak, dumb, or nefarious, saying, “Look, we’re led by a man that either is not tough, not smart, or he’s got something else in mind.”

But President Obama’s work over the last eight years to reposition the U.S. as more diplomatic and less belligerent seems to be paying some dividends, at least according to a survey released today by the London PR firm Portland in partnership with Facebook.

In the Soft Power 30 report, an annual ranking of countries on their ability to achieve objectives through attraction and persuasion instead of coercion, the U.S. leapfrogged the U.K. and Germany to claim the top spot, while Canada, under its popular and photogenic new Prime Minister Justin Trudeau, jumped France to claim fourth place.

Based on a theory of global political power developed by Joseph Nye, a Harvard political science professor, the survey uses both polling and digital data to rank countries on more than 75 metrics gathered under the three pillars of soft power: political values, culture, and foreign policy.

 

According to survey author Jonathan McClory, the U.S.’s jump to the top spot had a lot to do with the fact that President Obama’s last year as Commander-in-Chief was “a busy one for diplomatic initiatives.”

“The President managed to complete his long-sought Iran Nuclear Deal, made progress on negotiating free trade agreements with partners across the Oceans Atlantic and Pacific, and re-established diplomatic relations with Cuba after decades of trying to isolate the Communist Caribbean Island. These major soft power plays have paid dividends for perceptions of the U.S. abroad,” the author wrote.

The report also praised U.S. contributions in the digital world, via Facebook (FB), Twitter (TWTR), and the like, and the fact that it has more universities in the global top 200 than any other country.

The report did admit that U.S.’s rise was a bit odd, though, at least under current circumstances.

“America topping the rankings this year is perhaps a strange juxtaposition to Donald Trump, the presumptive Republican presidential nominee, currently threatening to tear up long-held, bi-partisan principles of American foreign policy—like ending the U.S.’s stated commitment to nuclear non-proliferation,” the author wrote.

 

The U.K.’s slip from the top spot seemed to have more to do with U.S. strength than its own weakness. “The U.K. continues to boast significant advantages in its soft power resources,” the report notes. Indeed, U.K. Prime Minister David Cameron cited last year’s No. 1 ranking in the report as proof of his country’s international influence, the Financial Times reports.

But, the survey adds, Brexit could have devastating effects: “No other country rivals the U.K.’s diverse range of memberships in the world’s most influential organisations. In this context, a risk exists that the U.K.’s considerable soft power clout would be significantly diminished should it vote to leave the European Union.”

The ranking includes several surprising countries, like Russia (27th place). “With its annual military parades and occasional encroachments into European air and naval space, soft power might not spring to mind when thinking about the Russian Federation,” McClory writes. But, the report notes, Russia’s investment in the global, multilingual TV channel RT, as well as its diplomatic work in Syria, seem to be paying dividends.

Argentina climbed onto the list in the 30th and final spot, spurred by optimism that new, reform-minded President Mauricio Macri would further integrate it into the global diplomatic community. It was the only Latin American country other than Brazil to make the list.

About the Author
By Ian MountMadrid-based Editor
LinkedIn icon

Ian Mount is a Madrid-based editor at Fortune.

See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Leadership

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Leadership

woman yellow shirt standing in front of ring light
SuccessSocial Media
Influencer marketing isn’t an experiment anymore as companies expand their creator advertising budgets
By Tatiana SatauaJuly 24, 2026
3 hours ago
dario
AIEconomics
Anthropic’s head of economics just explained why we haven’t seen a white-collar bloodbath — yet
By Nick LichtenbergJuly 24, 2026
4 hours ago
lebron
Arts & EntertainmentSports
LeBron James, the only billionaire currently active in the NBA, signs a minimum contract with the Philadelphia 76ers
By Catherina GioinoJuly 24, 2026
6 hours ago
Wealthy man in car
SuccessMillionaires
120 millionaires have signed a letter begging the British government to tax them more: ‘We can afford it’
By Emma BurleighJuly 24, 2026
7 hours ago
This CEO once bought a bankrupt furniture company for $80,000. At 95, he’s now given away millions
Successphilanthropy
This CEO once bought a bankrupt furniture company for $80,000. At 95, he’s now given away millions
By Sydney LakeJuly 24, 2026
7 hours ago
WPP’s sweeping restructure could save £500 million—the bigger challenge might be winning over workers 
C-SuiteWPP
WPP’s sweeping restructure could save £500 million—the bigger challenge might be winning over workers 
By Sam BirchallJuly 24, 2026
8 hours ago

Most Popular

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
Big Tech
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
By Sydney LakeJuly 23, 2026
2 days ago
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
Economy
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
By Eleanor PringleJuly 24, 2026
15 hours ago
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
Economy
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
By Sasha RogelbergJuly 23, 2026
1 day ago
The millennial generation has split, new Fed research shows: Those over 35 are edging toward boomer-style wealth, while everyone else falls behind
Real Estate
The millennial generation has split, new Fed research shows: Those over 35 are edging toward boomer-style wealth, while everyone else falls behind
By Nick LichtenbergJuly 22, 2026
2 days ago
Current price of oil as of July 24, 2026
Personal Finance
Current price of oil as of July 24, 2026
By Joseph HostetlerJuly 24, 2026
13 hours ago
Turns out Dead Internet Theory was right: AI agents are eating the Web, growing by nearly 8,000% and rewiring the Internet's business model
AI
Turns out Dead Internet Theory was right: AI agents are eating the Web, growing by nearly 8,000% and rewiring the Internet's business model
By Mia OsmonbekovJuly 23, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.