South Africa has slipped three places in 2024 Global Soft Power Index, signalling the country’s deteriorating international standing in the face of worsening economic credentials and deteriorating social conditions.
The index, published on Thursday, saw South Africa plummeting to a record low of 43rd out of 193 countries surveyed by London-based independent brand valuation and strategy consultancy Brand Finance.
Soft power refers to a nation’s capacity to influence preferences and behaviours across international actors – states, corporations, communities and publics – through attraction and persuasion rather than coercion. It is a critical asset in shaping perceptions and driving diplomatic outcomes.
Soft power directly influences diplomatic negotiations, trade agreements and international cooperation.
The survey of more than 170,000 respondents from over 100 countries gathers data about global perceptions of all 193 United Nations member states.
Each country is scored across 55 different metrics to arrive at an overall score out of 100.
According to the index, although South Africa performed poorly in terms of soft power metrics such as Reputation.
South Africa’s slide in the index is blamed on several factors that have affected its reputation, including economic uncertainty and nation brand attributes.
Amid global instability, economic credentials play a pivotal role in soft power. South Africa’s economic challenges, including disparities and sluggish growth, have hindered its appeal.
Attributes like a “strong and stable economy” and “beloved products and brands” significantly impact soft power. South Africa’s inability to project these attributes has affected its reputation.
This decline signals South Africa’s struggle to fully harness its soft power potential on the global stage.
The survey was, however, undertaken before South Africa genocide case against Israel filed at the International Court of Justice (ICJ) in late December 2023.
The ICJ ordered Israel to limit deaths of civilians and damage in its military offensive against Hamas militants in the Gaza Strip but stopped short of ordering a ceasefire in the Palestinian enclave.
Observers say the outcome of the ICJ case may positively influence South Africa’s performance in the 2025 Global Soft Power Index.
Meanwhile, the United States and United Kingdom continue to dominate as the most influential soft power nations worldwide, with China leap-frogging Japan and Germany into third place.
The shift underscores China’s growing global influence beyond economic might.
JN/APA