The British Council is a UK-based international organization that aims to foster cultural exchange and educational opportunities between the UK and other countries. It works in various fields such as arts and culture, English language, education, and civil society, reaching over 65 million people directly and 731 million people overall. The report highlights the growing importance of soft power in the 21st century and how many countries are investing in international broadcasting and cultural institutions to increase their influence. The author, Alistair MacDonald, concludes that leading the global conversation and having deep cultural and educational connections matter in today's information age.
