The UK has a duty to use its soft power as a force for good

It isn’t anything new to suggest that the UK’s soft power is one of our greatest strengths. Soft power is an effective way to demonstrate global leadership and frame issues around the prism of your own values. It is also a key pillar of diplomacy; a way for global leaders, like the UK, to shape geopolitical outcomes and work with others to solve the world’s trickiest problems.

I recently went on a visit to Jordan with the Coalition of Global Prosperity. It was a privilege to meet and speak with leading experts in their fields, all working to deliver a thriving Jordan and a more secure Middle East. Whilst the concept of soft power has long been on my radar, I realised that it isn’t something you can completely understand until you experience it. Visiting Jordan gave me that understanding in spades.

The UK has many soft power assets that it can be proud of; its world-leading education institutions, its approach to science and technological innovation, its sport, its culture, and its values. Our advantage leaves us ideally placed to build alliances across the world and gives us a route to participating in the most important conversations about global security, international development and diplomacy.

We saw during our visit how fundamental our soft power is, not just in terms of policy-making, but to the ambitions and outlooks of Jordan’s citizens. Jordan is a country with significant challenges. Currently, one third of those living in the country are refugees (largely from Syria, although also from Palestine, Iraq and other neighbouring countries). We heard loud and clear that, whilst Jordan is pleased to help those in need, it naturally comes at a substantial financial cost. Its generous hosting is now leading to overburdened public services, creaking infrastructure, and even-growing pressure on its natural resources.

Despite its challenges, Jordanians have a positive vision for their future, and their desire to work with the UK is heartening. Indeed, we are intrinsically woven into the fabric of their society through their Royal family. His Majesty King Abdullah has a British Mother, and the Prince and Princess of Wales attended the Crown Prince’s wedding in Jordan earlier this year. It is a link that they are very proud of.

It was difficult to speak to anyone in Jordan, whether that be MPs and Ministers, aid workers, teachers, diplomats or otherwise, who wasn’t keen to talk about the exciting opportunities that lie within British soft power. Many of those we met had attended the UK’s universities and were excited to bring back their learnings and relationships to their home country. The British Council is doing extensive work in teaching English to local people, with it being described to us as ‘the gateway’ to a more successful future.

It was humbling to speak to those who valued the British contribution to the global stage so highly. In the cut and thrust of domestic politics, particularly at a time of such significant economic challenge, it is easy to forget the bigger picture. Several years ago, I recall attending an event with Jeremy Hunt, then Foreign Secretary and current Chancellor of the Exchequer. He remarked that, in his experience, countries all over the world have a far more positive view of the UK than we often do of ourselves. I didn’t fully appreciate what he meant at the time, but my experience in Jordan has made me reflect on it a lot.

The UK doesn’t just have an opportunity to use its soft power, but it has a duty to use it. We are experiencing so many severe global challenges, many of which we do not yet have feasible solutions for. Now more than ever is a need for the UK to demonstrate leadership to deliver diplomatic outcomes, contribute more meaningfully to development to those most in need (including a return to 0.7%), and protect and promote the democratic frameworks we hold so dear.