Global Perceptions 2025
Global Perceptions 2025 is the seventh edition of the British Council's survey of educated 18-34-year-olds living in the G20 countries. By tracking perceptions since 2016 the study reveals how young people's views are shifting - including which countries they find most appealing to study or visit - and how G20 countries' global influence is perceived to be changing in the eyes of young people. Perceptions matter because they shape people's choices and behaviour.
How the research was conducted
Between April and July 2025, the British Council commissioned Savanta to survey 20,957 educated 18-34-year-olds in 18 G20 member states. Fieldwork was not conducted in Russia due to the invasion of Ukraine, although participants were asked about their perceptions of Russia. Each year, additional countries are included alongside the G20. In 2025, these were Egypt, Ireland, Kenya, Nigeria, Pakistan, Ukraine, Vietnam and Bangladesh. The Ukrainian sample included 1,036 participants, weighted to the national population by age and gender.
Key findings for Ukraine
Attractiveness and trust
- The most attractive countries for Ukrainian respondents are Italy (76%), the UK (75%) and Canada (74%).
- The UK government (57%) is the most trusted in the G20, followed by the Canadian and German governments (both 55%).
- The most trusted people are the British (64%), followed by the Canadians (55%) and Italians (53%).
- The states with the most trusted institutions are the UK (56%), Canada (53%) and Germany (51%).
- Ukrainians believe the UK (64%), Germany (63%) and France (59%) are the most positive influences in the world.
Education, culture, business and tourism
- The most attractive places to study are the USA (64%), the UK (48%) and Germany (41%).
- For arts and culture, the most attractive sources are Italy (45%), France (43%) and Japan (34%), with the UK fifth (23%).
- For business or trade, the most attractive countries are the USA (59%), China (35%) and Germany (31%), with the UK fourth (24%).
- As tourist destinations, Italy (43%), France (36%) and Türkiye (31%) lead, with the UK sixth (16%).
Values and issues
- The most important value the world should support today is peace/ending armed conflict (50%), followed by freedom (42%) and equality (33%).
- The most pressing global issue is armed conflicts (76%), followed by poverty (53%) and climate change (47%).
- On how Ukraine should act internationally: 41% prioritise national interest above anything else; 22% favour an equal balance between national interest and international cooperation; 16% prioritise international cooperation and global challenges even ahead of national interest; and 13% prefer avoiding international involvement as far as possible.