Brexit and Trump affect UK and US perceptions as Canada tops reputation poll

Canadian PM Justin Trudeau joins in Pride celebrations as Canada tops reputation rankings

After two years, Canada is back as the leader of the world’s most well reputed countries as political turmoil takes its toll on the UK and US.

Based on the evaluation of 17 variables grouped by Effective Government, Advanced Economy and Appealing Environment, Canada’s triumph in the Reputation Institute’s Country RepTrack report coincides with annual Canada Day celebrations today (Saturday 1 July).

The United Kingdom, which fell five places in the rankings to number 18, was adversely affected by Brexit with the decision impacting supportive behaviours towards the country, with significant drops in people’s propensity to invest, work and buy from the UK. However, the UK’s internal reputation has improved by 7.5%.

Similarly President Trump is impacting the United States’ reputation, with the US experiencing it worst reputation loss in terms of percentage and also in terms of ranking dropping 11 places from 27th to 38th.

James Bickford, managing director of Reputation Institute, explained a country’s reputation had a direct impact on tourism, exports and foreign investment. Commenting on the UK’s situation, Bickford commented the “significant drop” in perceptions could spell trouble for the UK once the Brexit process if finalised.

Switzerland ranked in second place in this year’s poll followers by Sweden with Australia and New Zealand rounding out the top five in fourth and fifth place respectively. The full top ten can be viewed below.

  1. Canada
  2. Switzerland
  3. Sweden
  4. Australia
  5. New Zealand
  6. Norway
  7. Finland
  8. Denmark
  9. Netherlands
  10. Ireland

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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