BEST COUNTRIES

Deining Success and Leadership in The Twenty-First Century

By John Gerzema and David Reibstein

Foreword by Sir Martin Sorrell
 Throughout human history, in any great endeavour requiring the common effort of
many nations and men and women everywhere, we have learned - it is only through
seriousness of purpose and persistence that we ultimately carry the day.”
- Ban Ki-Moon

2
BACKGROUND

In 2015, a partnership was formed between U.S. News & World Report,
WPP Group’s BAV Consulting and The Wharton School to understand the
dimensions of a nation’s image, and uncover the relationship between that
image and economic outcomes.

This Best Countries Report ranks nations on public perceptions of their

inherent characteristics. We asked 16,200 elites, business decision
makers and citizens to rank 60 countries on 75 different metrics including
innovation, entrepreneurialism, quality of life, corruption, political distance,
education, business readiness and more. And we used these perceptions
to understand the unique dimensions of each country summed up into
what can be called the country’s “brand.” Much like a company or a
product, each country has its own equities, though they may not be the
same for every customer. We found that many dimensions of a country’s
brand correlated with key outcomes such as direct foreign investment,
tourism and per capita GDP (at purchasing power parity).

We share this data as a resource for insights, ideas and examples of

governing excellence. We will explore how public policy could impact a
nation’s brand, and how it could, in turn, influence investment. We will
measure and explain the consequence of those decisions in an objective
way. Much as Best Colleges and Best Hospitals have led to improvements
in higher education and health care, Best Countries will encourage and
recognize global excellence here at the 2016 World Economic Forum.
We hope you will learn and be inspired by the best and brightest ideas of
more than 125 nations cited in our research and interviews. View the full
rankings at usnews.com/news/best-countries.

The views expressed in this book reflect those of the survey respondents, the individual authors and interviewees.

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CONTENTS

8
Chapter One

Introduction

24
Chapter Two

Citizenship

48
Chapter Three

Entrepreneurship

72
Chapter Four

Quality of Life

96
Chapter Five

Cultural Influence
4
 120
Chapter Six

Open for Business

146
Chapter Seven

Adventure

166
Chapter Eight

Power

188
Chapter Nine

Heritage

212
Chapter Ten

Conclusion
5
FOREWORD
It is tempting to think that the circumstances of our time are
uniquely complex, fast-changing and dificult. If my 70 years (30 of
them trying to run WPP) have taught me anything, however, it is that
disruption – whether in business, politics, society or technology –

Sir Martin Sorrell is both inevitable and constant. And that there is no surer
guarantee that something has happened before than to hear it
Founder and CEO, WPP described as “unprecedented.”

That said, today’s world leaders face a bewildering array of

uncertainties and prosperity-threatening geopolitical factors. These
“grey swans” (known unknowns), which suck conidence out of
business and temper the global post-crisis recovery, range from
turmoil in the Middle East, growing fears over terrorism and the
European migrant crisis, to slowdowns among the BRIC economies,
possible exits from the European Union and worries over the timing
and impact of the Fed’s much-anticipated iscal tightening.

But there is positive disruption, too. Though New York is still the
centre of the universe, power is becoming more widely distributed,
marching South, East and South-East, to Latin America, Africa and
the Middle East, Central and Eastern Europe and Asia – creating
great opportunity in the process.

Alongside the BRICs themselves, markets like Indonesia, the

Philippines, Vietnam, Egypt, Nigeria, Mexico, Colombia and Peru
are witnessing rapid expansion of the middle classes and greater
consumption of goods and services as a result, driving economic
growth and boosting prosperity. The opening of entirely new
markets to international trade, like Myanmar, Cuba and even
(perhaps) Iran, provides further reasons to be optimistic.

6
Technological disruption is having an even greater impact than as brands. Policy decisions can either enhance or detract from a
these geographical changes. The rise of digital, networked nation’s brand equity – and our research can identify what makes
technologies, “big data” and automation, and their transformative a nation stand apart and prosper.
effect on business, culture and behaviour, is the over-arching
theme of the 2016 World Economic Forum. “The Fourth This eBook, the product of a partnership with The Wharton
Industrial Revolution” carries with it tremendous opportunities School and U.S. News & World Report, examines and celebrates
and tremendous threats as we seek to capture the beneits what countries do “Best” according to people around the world.
of technology-driven eficiencies and improvements without Together we gathered perceptions of 60 nations among citizens
undermining employment and the value of human skills and influencers on 75 measures. The results tell us there is a lot
and qualities. we can learn from each other. “Best” ideas are not just dependent
on GDP, population size or even political stability. There are also
In this rapidly changing and uncertain environment, governments “Best Countries” for clean water, dependable infrastructure,
are becoming ever more important – as regulators, investors and sustainable resource management and gender equality. In every
clients. After the global inancial crisis, national governments were case, those outcomes depend on decisions made by leaders.
forced to step in and assume a greater role, just as they did during
the Great Depression. They are not retreating any time soon, and Through our joint research, we measure and explain the
with this responsibility comes a need to assess political, legislative reputational and wider consequences of those decisions in
and regulatory actions not only in terms of the next election cycle or an objective way. Much as the U.S. News & World Report Best
tomorrow’s headlines, but against a real vision for a nation’s future. Colleges and Best Hospitals rankings have led to improvements
in higher education and health care, Best Countries will recognise
Central to all this is branding. Though some shrink from the and – we hope – encourage global excellence in governance and
concept of country-as-brand, how a nation is perceived outside its national image-crafting.
borders is critical to its success. Smart, thoughtful and responsible
administrations pay attention to image and reputation, because a Our long and successful history of working with government
better image contributes towards more foreign direct investment, administrations (both through our individual agencies and our
more tourism and a “made-in” or “created-in” premium. cross-group Government & Public Sector Practice) has shown
that, in a shifting world, the need for careful stewardship of a
Using WPP’s proprietary brand tools BAV (Brand Asset Valuator) country’s brand remains a constant.
and BrandZ, we began research that revealed how national brand
image relates to not only reputation, but also future economic Sir Martin Sorrell
growth. The implications are wide-ranging but they ultimately Davos, 2016
settle around the thought that countries can be actively managed

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Chapter 1

INTRODUCTION

BACK TO CONTENTS
8
Some of the most vibrant conversations about positive cultural Now living and working in the United States, he worries that his
heritage, social stability, and a future illed with hope are taking dream of a better Syria is still generations in the future. But he
place in Syria, which did not make it into our rankings in 2016. knows that many of his fellow Syrians know the direction that
Israel, which is near the middle of our rankings – 25th out of 60 must be followed. “The country has seven world heritage sites and
nations – still struggles to resolve conflicts that were present at its Syrians do generally understand the value of their culture,” adds
creation. Al Azm. “My own take on this is that this conflict will end one day.
Syrians are going to have to ind common denominators to reunite
But listen carefully to the voices of Syrians and Israelis — and to them.”
the sentiments of people across the globe – and you will hear
an appreciation for the values and strengths of the world’s most As one person in the Middle East yearns for the peace to begin
respected countries. The welcome Syrian refugees have received in constructing a nation, another seeks to sustain a well-rooted
countries such as Germany and Canada, where even Prime Minister society so that it will not just survive but rise in the ranks of Best
Trudeau offered personal greetings, show a shared sense of human Countries. During a century of conflict, Arabs and Israelis have
values and respect. Similarly, Israel’s long pursuit of development often struggled to keep in mind their shared humanity and their
has had international support and admiration. Challenge and essential needs. Former president Shimon Peres of Israel believes
adversity invariably compel us to think more deeply about the that hope resides in the common values of men and women who
strengths and weaknesses of our societies and to search for the want to live in stable, peaceful societies that give them faith in
pathways to peace and prosperity. In this era of technology, success the future. Peres sees a model for leaders who hope to build
is more dependent on leadership than raw power and wealth. such societies in the most successful global companies – iconic
brands like Apple, Chanel and Samsung – which operate under the
“Beginning around the year 2000, Syria was going through a unblinking and critical gaze of the World Wide Web. “Global brands
transformative process,” notes Amr Al Azm, an anthropologist ight discrimination by deinition … they have to appeal to everyone.
who once helped lead Syria’s cultural development effort. For a It doesn’t make a difference who you are. They get elected every
decade, the government “was trying to turn cultural heritage into morning … they are the ultimate democratic paradigm,” says Peres.
an economic powerhouse, a generator for jobs, and for contact
with other courtiers.” In other words, Syria was reaching for Best In this era of open eyes, the world judges nations and their leaders
Nation status. Recruited to help make this vision real, Al Azm’s with the same skepticism it applies to commercial brands. In fact,
hopes soared when the Louvre agreed to help build a new national countries evoke feelings and thoughts that may be even more
museum in Damascus. They turned to despair as the government powerful than those we associate with corporations in markets,
crushed political uprisings and war swept the country.

9
 media, and everyday technology. When collected together and
analyzed, the emotions and ideas people connect to particular
countries – negative and positive – reveal what can be called a
Nation Brand (It’s handy to think of commercial brands such as
Coca Cola, Alibaba or Vodafone and then imagine how a nation
equally makes an impression).

A Nation Brand is a reflection of how the world sees a country

based on public perceptions of, among other things: how it treats
its citizens; how entrepreneurial it is; how its voice is regarded on
the world stage, how it impacts the global environment; its record
on human rights; its political and economic stability; the strength
of its institutions, including courts, schools, and businesses. Like
commercial brands, every day we vote our favorites by buying
countries’ products; investing in their companies; doing business
there; visiting as tourists and embracing their culture.

Leaders who discount the notion of national brands do so at

their peril. We live in such an interconnected world of media and
communications that perceptions are an essential element of
reality and a country’s reputation, in the eyes of the world, provides
both warnings about troubles ahead and suggestions for changing
course. If others seem to be losing conidence in us, or associate us
Global brands ight discrimination by
with stagnation or crisis, we must heed their perceptions. Similarly,
deinition … they have to appeal to
the qualities that others admire, which we may take for granted,
everyone. It doesn’t make a difference must be regarded as core strengths to be tapped for renewal.
who you are. They get elected every For example, the world admires the United States as a nation of
morning … they are the ultimate immigrants — and its leaders mustn’t lose sight of the dynamic
democratic paradigm.” energy newcomers bring. The concept of nation branding is not new.
- Shimon Peres, former president of Israel

10
Each period in history has contributed to civilizations, empires, and better marketers. We set out to learn how countries are perceived
countries owning a unique brand. These brands are built on the in terms of power and politics, their provenance, their culture and
“products” that each has created, from cities to democracy, religion, values, their people and society and their natural assets.
sciences, and even actual commercial products. Today, dominant
THE BEST COUNTRIES STUDY
roles that France and Italy play in the world of art and fashion can
be traced to the Roman Empire and the Renaissance. Britain’s We decided to combine the forces of our teams at WPP’s BAV
prominence is a legacy of an Empire upon which the sun never set. Consulting (BrandAsset® Valuator), led by ourselves: BAV CEO
China’s great trading history and Japan’s powerful cultural identity, John Gerzema and The Wharton School marketing professor David
expressed over thousands of years, underpin the world’s respect for Reibstein, along with U.S. News and World Report led by Brian Kelly
these two societies. Indeed, all of history, from the Pharaohs to the and Bill Holiber to create a framework for a global survey that would
Greeks to India’s arrival as an economic superpower, is part of one help us understand and quantify these Nation Brand perceptions.
long pageant of national brands. Countries have always had logos, U.S. News is recognized for carefully researched reports on world’s
but we just call them flags. Best Colleges, Best Hospitals, among others. Our work was guided
and shaped by Y&R’s CEO David Sable. We developed our survey
National brands can translate into real dollars, in addition to less
and model around four key questions:
quantiiable levels of influence. Certainly the “idea” of America has
exerted an enormous influence on the world even where the United
States has been the subject of oficial sanction. For proof of this
effect, consider the recent breakthrough in American relations with 1 What are the perceptions of nations across a
Cuba and Iran. In turn, Americans eye the opening of Cuba as a set of attributes that form a nation’s brand?
magnet for investors and tourists. Similarly, Israel’s concerted effort
to aid advanced education programs and technology development 2 What does the “ideal nation” look like?
has contributed to ‘Silicon Wadi’ as major companies build facilities
What can ministers, policymakers and leaders
in Herzliya, Tikva and Ra’anana.
3 from the worlds of both government and
In our previous research and travels for several business books, we industry learn from each other?
interviewed collaborative, open leaders who seemed to understand
they had ‘voters’ beyond their borders. We began wondering if What perceptions influence a country’s social,
4
countries themselves could become better leaders by becoming economic and political future?

11
To identify the countries that we would include in the survey, we The respondents, who numbered 16,200 people, were selected
cross-referenced the top 100 countries in terms of 2013 GDP to represent three key groups: informed elites, business decision
(United Nations), the top 100 Countries in terms of international makers and the general population. For a truly global perspective,
tourism (Number of Arrivals 2012, World Bank), the top 150 we surveyed people across 36 markets from four key regions: Asia-
countries in terms of the 2014 Human Development Index (United Paciic, the Americas, Middle East and Africa, and Europe.
Nations), and the top 100 Countries in terms of exporters (World
Factbook). The result was a list of 60 nations, which we then asked Our social scientists at BAV grouped attributes into compatible

our respondents to rank in relation to 75 metrics covering a wide variables to help us understand the elements of reputation that

range of dimensions, from politics to economics and social issues contributed to a nation’s brand. The following eight groupings

to personality. These 60 countries account for more than 90 percent emerged (see chart on next page) – each of which will be

of global GDP. The ilter excluded several prominent countries, elaborated upon further detail in the chapters to come.

including Switzerland, Poland, the United Arab Emirates and Finland,

To understand the relative importance of each of these eight
who therefore were not considered in this inaugural ranking.
groupings amongst each other, we investigated their relationship
to the International Monetary Fund’s IMF 2014 estimate of Per
Capita Purchasing Power Parity GDP value using correlations. The
THE BEST COUNTRIES STUDY inal relative weighting is shown in the bar chart on the next page.
‘Citizenship’, for example, represents 19 percent of the explanatory
• Perceptions of 60 Countries
power of a nation’s ability to create future GDP value at PPP.
• 16,200 people from 36 markets in 4
regions (Asia, Americas, Middle East & We then considered how all of these elements relate to a country’s
Africa, Europe) brand. The result was a two-sided model, with Entrepreneurship,
• Respondents include 3 groups: General Citizenship, Quality of Life and Cultural Influence relating to

Public, Informed Elites and Business “Leadership,” which is more about future value creation. More
traditional metrics of authority — including Open for Business,
Decision-makers
Power, Adventure and Heritage – represent a country’s historical
• 75 metrics covering a wide range of
and present “Legacy,” a country’s societal meaning in the world.
dimensions, from politics to economics
to social issues to personality

12
 LEADERSHIP LEGACY

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE

Comprised of natural and intellectual assets, characteristics, Another way of grouping these elements is by their perceived
customs, values and beliefs, these latter four elements represent a impact on domestic versus international relations. We found that
nation’s global ‘goodwill’ on the balance sheet. All together, these Entrepreneurship, Quality of Life, Open for Business and Adventure
elements represent a nation’s brand value. tend to relate to issues concerning a country’s internal affairs. On
the other hand, Citizenship, Cultural Influence, Power and Heritage
Accounting for two-thirds of overall nation performance (71percent relate more to are more about a country’s external influence, having
of our model, based on the dimensions’ relationship to GDP to do with foreign policy.
per Capita PPP), the model indicates that “Leadership” plays a
greater role in the course of a country’s future. Because of this THE PERCEPTION OF ‘MODERN’ POWER
large influence, we expect changes in perceptions of a country’s
The irst thing to take away is that GDP alone does not convey
Leadership inputs will have more pronounced effects, creating
“Best” in today’s world. With more than two-thirds of the future
larger, more immediate changes to a nation’s brand. In simple
driving potential accounted for in “Leadership,” global sentiment is
terms, governance and policy-making in these areas have the
mandating nations to perform on more progressive characteristics,
potential to move a nation’s brand image rapidly and, through that,
a concept we’re calling “Gross Domestic Purpose.”
influence investment and reappraisal.

13
The data show that traditional measures of power, influence and People want to participate in creating progress toward what
wealth are not suficient to be seen as a great nation today. Once we call “inclusive prosperity.” The Nordic countries are prime
the “gold standard” for evaluating a country’s influence on the examples of this new leadership paradigm, where their national
global stage, they are less reflective of future growth potential. brands flourish in our data. The ability of a nation’s leadership to
As such, many countries might be resting on cultural or natural promise a more sustainable and inclusive future for its citizens,
laurels, or even trapped within industries and outputs that limit while being a responsible “corporate citizen” to all people around
their competitiveness. the world, is increasingly important in today’s world. This evolving
deinition of “Best” challenges leaders and policy makers to take
Far more important are the forward-looking “human” aspects of an active role in determining their country’s future, working to
governance. Our data show that the relationship between Quality of reverse negative perceptions and leverage social responsibility and
Life and Citizenship and per capita GDP at PPP is equally as strong innovation as drivers of a nation’s growth.
as the relationship between GDP and Entrepreneurship.
These perceptions of 21st century power are a departure from
traditional metrics of power, economic output and military strength
(e.g. ‘banks and tanks’), pointing to a new global outlook for success
that focuses on a country’s people and its vision for the future.

INSIDE THE DATA:

• The New GDP: Gross Domestic Purpose. GDP alone does not convey “best” in today’s world. Global
sentiment mandates nations perform on more progressive characteristics that reflect a new GDP:
Gross Domestic Purpose.
• Power Means More Than “Banks and Tanks”. Citizenship, innovation and quality of life are key drivers
of value for nations, while conventional levers of power and influence are actually lagging indicators.
• Nations Must Create Inclusive Prosperity. The global desire for policies that fuse innovation with
citizenship and quality of life are the strongest indicators of future investment in a nation.

14
 NATION VALUE CREATION

DOMESTIC POLICY FOREIGN POLICY

LEADERSHIP

CULTURAL
ENTREPRENEURSHIP QUALITY OF LIFE CITIZENSHIP
INFLUENCE
19% 19% 19%
14%
LEGACY

OPEN FOR BUSINESS ADVENTURE POWER HERITAGE

13% 4% 8% 4%

COMMERCE CITIZENRY DIPLOMACY CULTURE

15
16
THE BEST COUNTRIES In terms of global perceptions, Germany, ranked the “best country”
overall, enjoys exceedingly high marks in almost every category we
Taken in sum, the Best Countries embody this modern ideal of asked our respondents to consider. As Germany’s Ambassador to
Gross Domestic Purpose, emphasizing innovation, life quality, and the United States, Peter Wittig, told us in an interview, his country
social responsibility. Among the most highly regarded countries has pursued policies that consider “our historical legacy.” These
are those that nurture and protect a free press that produces policies are evidenced in Chancellor Angela Merkel’s generous
reliable reports on both their advances and their problems. response to the tide of refugees streaming into Europe from the
They foster competitiveness and transparency. They also rank Middle East and Africa and in comparatively liberal treatment of all
among the most generous when it comes to human rights and asylum seekers. Merkel has demonstrated leadership in dealing
political freedoms and they have been engaged in foreign aid and with crises in Ukraine, Greece and the European Union, all while
humanitarian responses to natural and man-made disasters for overseeing the strongest economic performance of any large
many decades. For 2016, our “Best Countries” are: economy in the past decade.

The rise of Germany’s reputation is a story of long, conscious and

consistent effort to apply the lessons of the past to the present.

1. GERMANY “This is the lesson our founding fathers after the Second World
War prescribed to us,” added Wittig. Germany’s success is proof
that a nation’s reputation can be cultivated, and improved, no
2. Canada matter the historical precedent.
3. United Kingdom

4. United States

5. Sweden

6. Australia

7. Japan

8. France

9. Netherlands

10. Denmark

17
 MILLENNIAL NATION

HIGHLIGHTS
How countries are perceived around the world
Countries that Millennials rate more highly for
Heritage than the general population

TOURIST NATION 1. Singapore 5. India 9. Philippines

2. Saudi Arabia 6. South Korea 10. Argentina
Countries in the top 30%
for both tourism spend and 3. Morocco 7. South Africa
Place I’d Like to Visit 4. Brazil 8. Tunisia

Tourism Spend (USD millions)

1. France 63,530 MARKETS OF OPPORTUNITY

2. Spain 63,198 Countries where elites see the most potential for
lifestyle, innovation, and business
3. United Kingdom 45,966
4. Italy 43,036
5. Thailand 37,740
6. Turkey 32,249
7. Malaysia 20,251
8. Japan 16,197

WHO’S ELITE AMONG THE ELITES

Countries experts rank more highly
on Power than the general population

1. India 5. Singapore 9. Denmark 1. India 5. Egypt 9. Indonesia

2. Israel 6. Brazil 10. Sweden 2. Thailand 6. Turkey 10. Peru
3. Spain 7. Romania 3. Brazil 7. Mexico 11. South Africa
4. France 8. Indonesia 4. Greece 8. Morocco 12. Panama
 SMALL GIANTS: GLOBAL CITIZENSHIP RELATES TO GDP
COUNTRIES DOING Human Rights, Gender Equality and Transparency are also
THE MOST GOOD more highly correlated to FDI and Exports among experts
PER SQUARE than the general population
KILOMETER Correlation to GDP
Land Area (Square KM) Trustworthy 73%
1.Luxembourg 2,586
2. Denmark 43,094 Transparent Business Practices 72%
3. Netherlands 41,543
Progressive 71%
4. Ireland 70,273
5. Austria 83,871
Transparent Government Practices 69%
6. New Zealand 267,710
7. Sweden 450,295 Cares about Human Rights 68%
8. United Kingdom 243,610
9. Portugal 92,090 Cares about the Environment 67%
10. Germany 357,022
Gender Equality 66%

ROI: RETURN ON INNOVATION

Entrepreneurialism, Tech Expertise and Innovation are more ASIAN COUNTRIES ARE
correlated to FDI and Exports than traditional business “MOST INNOVATIVE PER DOLLAR”
considerations such as Skilled Labor Force and Cheap
A ratio of Innovation to GDP Per Capita (PPP) brings
Manufacturing Costs
6 Asian countries to the top of the list
Average Correlation to FDI & Exports (USD)
1. China

71 68 65 % % % 2. India
3. Japan
4. South Korea
Entrepreneurial Technological Innovative 5. Vietnam
Expertise 6. Pakistan

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, CIA World Factbook Land Area in Square KM, 2013 Foreign Direct Investment,
net inflows (BoP, current US$), CIA World Factbook Merchandise Exports
Chapter 2

CITIZENSHIP
RANKINGS:
1. Sweden
2. Canada
3. Netherlands
4. Denmark
5. Australia
6. New Zealand
7. Germany
8. United Kingdom
9. Austria
10. Luxembourg

Citizenship accounts for 19% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
BACK TO CONTENTS
20
Events occurring in the fall of 2015 in New York, Paris and
BEST COUNTRIES VIDEO INTERVIEW Click here to watch
Washington, showed that, despite terrorism and instability, the
world is moving quickly to a shared hope for a brighter future:

• In Paris at COP21, 195 nations reached an accord to address

the climate change crisis.
• In New York, the United Nations adopted a sweeping Agenda
for Sustainable Development.
• In the irst speech ever made to Congress by Pope Francis
I begged for a uniied approach to climate change, poverty,
and economic development.
• Global superstars – from Beyoncé to Bono – performed in
Central Park to draw attention to campaigns to end severe “I would scratch beneath the surface on the Best Countries

poverty by 2030. and say, “Not only what are the best countries, but what are
the good countries?” What are the countries which have not
just GDP and value creations, but values creation as creation
In days gone by, Cold War tensions and other international
as well?”
anxieties made the concept of global citizenship suspect in many
societies. And, to be sure, skepticism remains among those who - Michael Lomax, Ph.D, President & CEO, United Negro
fear a loss of national autonomy. But, as generations schooled in College Fund
environmentalism and post-crisis ethics come of age, a shared
sense of humanity and interconnectedness seems to be taking
The vanguard of this trend is occupied by “The Global Citizen
hold. Lowered travel restrictions, Millennial values, and social
Festival,” which organized the big Central Park concert and enjoys
media have made the world a smaller place where we discover that
the support of more than forty major advocacy organizations
what we share in common is far greater than what separates us
ranging from the United Nations to Comic Relief and the Blue
(Forbes Younger Millennials of US, UK and Australia Share Common
Marine Foundation. As varied as these backers may be, they share
Vision). In this context, the citizens, informed elites and business
the notion that many of our biggest challenges require a uniied
decision-makers we surveyed readily identify, and will favor,
approach that stresses human rights, the health of the planet, and
countries that are strong on values ranging from environmentalism
human dignity.
to transparency, religious tolerance and race/gender equality.

21
The Global Citizen Festival is backed by more than forty major
advocacy organizations that share the notion that many of our
biggest challenges require a uniied approach that stresses
human rights, the health of the planet, and human dignity.

22
These priorities are being matched by a growing sense that we can,
and should, measure ourselves and each other against a baseline CITIZENSHIP SURVEY ATTRIBUTES THAT WENT
of shared values. As we take responsibility for ourselves, we also INTO THE RANKING:
consider whether our country and others around the world, are
doing their fair share, too.
Cares about human rights
In the context of an awakening of global citizenship, our pollsters
asked respondents to grade their own countries and nations around
the world on eight indicators chosen to represent values held Cares about the environment
across cultures and nationalities. In the end, the these responses
produced a inal score for global citizenship which allow us to rank
sixty nations ranging in size from China, with 1.4 billion citizens, to Gender equality
Luxembourg, with just over half a million. This score reflected world
opinion on citizenship both internally, by a nation’s people, and
externally, in its relationship to the world. Progressive
Topping the list were four relatively small countries that are known
for a high quality of life for citizens of every social strata and for Religious freedom
playing outsized roles in promoting peace, prosperity, and progress
abroad. Sweden seized irst place when respondents considered
human rights and the environment. The Swedes came in second on Trustworthy
gender equality, and third in trustworthiness, respect for property
rights, and well distributed political power.
Well distributed political power
In the eyes of the elites and decision-makers we surveyed, Sweden
strikes the best balance of values that can, at irst glance, seem
to be in conflict. In many countries, for example, advocates
Respects property rights
for business and industry often do political battle against
environmentalists, whom they view as an obstacle to development.
In Sweden, private enterprise is respected and protected under law
but so, too, are the air, land, and water.

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 5 COUNTRIES IN THE EU ACHIEVED UNITED NATIONS TARGET FOR
DEVELOPMENT ASSISTANCE AS % OF GROSS NATIONAL INCOME BY 2015

Sweden 1.10%

Luxembourg 1.06%

Norway 0.99%

Denmark 0.86%

Great Britain 0.71%

(OECD 2014 Net Oficial Development Assistance from DAC and Other Donors)

The balance is maintained because all sectors of the society Beyond their economic power, the “good citizens” in our survey
recognize that everyone beneits from a healthy ecosystem and are highly engaged in promoting world peace, cooperation, and
that consumers around the world prefer to buy goods and services prosperity. The top-ranked countries are known for contributing
that are produced without harming the planet. This concern has more than their fair share of forces to United Nations peacekeeping
become a selling point for globally-recognized, export-oriented efforts and they have positioned themselves as reliable third
companies like Volvo and Ikea and for irms like Absolut Vodka and parties who can help those in conflict ind peace. The record in
food producers who are enjoying double-digit growth as they export this account includes recent diplomatic successes for our top ive
everything from peas (to Italy) to almond cakes (to China) that are countries for global citizenship in conflict-ridden areas, including
marketed with an emphasis on the pristine Swedish environment. Sri Lanka, the Philippines, Colombia, and across the Middle East.
The other top-ranked global citizens – Canada, Denmark, the Likewise, the top-ranked nations lead in foreign aid, contributing far
Netherlands, and Australia – are recognized for similar quality and more to the welfare of poorer states, on a per capita basis. By this
are major food exporters. measure, Denmark spends more four times more on development
aid, based on the size of their economy, than the United States and

24
was among the ive EU countries to meet the United Nations target press around the world can – and generally does – report on
for ODA as a percent of national income (OECD 2014 Net Oficial America’s racial strife, income inequality, environmental crises,
Development Assistance from DAC and Other Donors). and political scandals. Despite frequent press accounts of various
social problems, or perhaps because these accounts suggest a
But while many smaller countries are admired for their outsized society that faces issues openly, America is rated as the third most
commitment to others, the giant player on the global scene – progressive society, after Japan and Germany and well ahead of
the United States – also receives comparatively high marks. In Denmark and Sweden. America also ranks highly in gender equality,
11th place out of sixty nations, it’s rank is even more impressive well-distributed political power, and religious freedom.
when one considers the breadth and complexity of United States
engagements around the world. The $40 billion in foreign aid given With freedom, equality, and human rights registering strongly as
annually by the United States is more than double the combined values around the world, any analysis of the citizenship scores
amount spent by the next two major contributors, Great Britain must take into consideration that the highly developed societies
and Germany. America gives development aid to 96 percent of the in the top tier have long enjoyed the advantages of relative wealth
countries on Earth and is a major player when it comes to trade, and stability over long periods of time. In 12th place, France
technology transfer, and military aid (USAID 2013). Remarkably, beneits from a tradition of liberté, egalité, fraternité that originated
people in various regions including the Middle East, Asia, Europe in the 18th Century. The United Kingdom and Germany, which
and the Americas share a consistent view of the United States. rank sixth and seventh, have established decades-long records of
social progress. Conversely, many countries at the bottom of the
Despite the controversies and complaints about over-reach that citizenship ranking suffer from a history of political repression and
arise on a frequent basis, the $16 billion per year the United States inequality or seem like such minor players that they have yet to
spends on counter-terrorism may also be counted as a positive make an impression.
contribution to peace and stability around the world (Pew Research
Center, 2013). From Italy to Indonesia, terrorism is viewed as a
major threat and, in general, the United States is considered the
most important player in counterterrorism. Remarkably, those we
surveyed in the Middle East viewed America more positively in
96% of the countries on Earth receive
terms of its commitment to human rights, at home and abroad,
development aid from the United States
than the global average.

Respondents’ views of citizenship on a domestic level in the

(USAID 2013)
United States are also quite positive, despite the fact that the

25
But while history and a large presence can beneit a nation’s century depiction of ‘power and influence’: Nations can attract
standing and confer real diplomatic, commercial, and strategic investment by being stewards of values on the international
advantages, our survey shows that the world is a friendly place for stage.Good citizenship is also somewhat related to wealth, as
those who seek the esteem of countries who are well-informed the rankings correspond somewhat to the wealth of the countries
and entrusted with decision-making authority. In the top 15, one listed. After all, foreign aid and diplomatic missions are expensive.
can ind Ireland, a small country of fewer than ive million, which However, it is also clear that being rich is not enough. Rich Persian
is highly regarded for citizenship. At number six, Ireland’s gender Gulf states do not enjoy high esteem, but Canada, which is number
equality rank may reflect the fact with women have held the Irish two in citizenship and irst when it comes to trustworthiness, is
presidency for 21 of the last 25 years. 20th in the International Monetary Fund’s wealth rankings. Their
example proves that the respect of the world, and all the beneits
What do the numbers tell us, overall, about good citizenship in our that come with it, can be won with a true commitment to the values
age? In short, given that citizenship explains nearly one-ifth of measured in the citizenship section of the survey. Clearly respect
perceptual image of a modern country, it is fast becoming a 21st isn’t purchased. It can, however, be earned.

PEACE TALKS NEED MORE WOMEN LEADERS

From 1992 to 2011:

• Less than 4% of signatories to peace agreements were women
• Women less than 4% of participants and 10% of negotiators at peace talks

The UN Security Council is actively focused on increasing meaningful participation of women in times
of crises through resolutions such as 1325, which encourages member states to include female
representatives in leadership roles across the public and private sectors, and 2122, to help women
become more involved in conflict resolution.

(Women’s Participation in Peace Negotiations: Connections between Presence and Influence, 2012)

26
27
CITIZENSHIP GLOBAL CITIZENSHIP DRIVES GDP
Human Rights, Gender Equality and Transparency are also
more highly correlated to FDI and Exports among experts
than the general population
Perceptions that went into this ranking include:
Cares about human rights, Cares about the environment, Correlation to GDP
Gender equality, Progressive, Religious freedom, Trustworthy 73%
Trustworthy, Well distributed political power, Respects
property rights Transparent Business Practices 72%

THE TOP 10 COUNTRIES FOR GLOBAL CITIZENSHIP Progressive 71%

1. Sweden 6. New Zealand Transparent Government Practices 69%

2. Canada 7. Germany
Cares About Human Rights 68%
3. Netherlands 8. United Kingdom
Cares About the Environment 67%
4. Denmark 9. Austria

5. Austraila 10. Luxembourg Gender Equality 66%

COUNTRIES WHERE MEN CHAMPION WOMEN

Countries that score highest for
THE TOP 10 CITIZENSHIP NATIONS ACCOUNT FOR Gender Equality according to men
Gender Equality Score (1-100)

31 %
of GDP
(Based on 2014 Purchasing Power Parity per capita GDP)
Netherlands
Sweden
Denmark
Canada
Australia
88
83
81
79
78
 LEANING GREEN
SMALL GIANTS: Combined, these countries represent only
COUNTRIES DOING 1% of the world’s carbon emissions
THE MOST GOOD
PER SQUARE CO2 emissions (metric tons per capita)
KILOMETER 1. Nigeria 0.53749756
2. Sri Lanka 0.72992084
Land Area (Square KM)
3. Guatemala 0.748055056
1.Luxembourg 2,586
4. Philippines 0.867845343
2. Denmark 43,094
5. Pakistan 0.941171125
3. Netherlands 41,543
6. Colombia 1.560629099
4. Ireland 70,273
7. Bolivia 1.599499039
5. Austria 83,871
8. India 1.662873483
6. New Zealand 267,710
9. Costa Rica 1.704974495
7. Sweden 450,295
10. Morocco 1.737915547
8. United Kingdom 243,610
11. Peru 1.783233144
9. Portugal 92,090
10. Germany 357,022

GETTING SOCIAL ABOUT SOCIAL GOOD

Millennial Values & Social Media

#Ice Bucket Challenge #BringBackOurGirls #JeSuisCharlie

Over 2.4 million Facebook 3.3 mm tweets and raised 4,500 tweets a
videos shared and over $100 global awareness to an minute for 4+ days
million amyotrophic lateral otherwise isolated issue
sclerosis (ALS)

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, 2013 Foreign Direct Investment, net inflows (BoP, current US$),
CIA World Factbook Land Area in Square KM, World Bank CO2 Emissions in metric tons per capita, The New York Times, BBC, Mashable, IMF Purchasing Power Parity per Capita GDP
Q&A
with Weine Wiqvist
CEO of Swedish Waste Management and
Recycling Association Avfall Sverige

30
How would you describe Sweden’s reputation in the world? What does being a good global citizen mean to you?

I think people around the world have a feeling that we are doing I think actually about Sweden being a democracy, and being
well in environmental issues. Of course it may be that people involved in helping in the world where we can. We are also
believe that what is said about Sweden is too good to be true. willing to pay ourselves for what’s required to make the air
Some of this reputation was established when we were a little cleaner, for example, because that is a resources that crosses
more advanced before other countries when it came to recycling, borders and we have a responsibility to our neighbors. We have
the environment, and sustainability but now a lot of other this concept in Sweden that everyone should be able to walk
countries have caught up. But I notice that when I talk to people anywhere, in the forests and along the sea, and not be denied
they tend to believe we are still at the top. passage. It’s a very strong sense that the environment belongs
to everyone but also everyone has to respect it. A Swedish view
A nation’s reputation is similar to a brand. Does Sweden have a
of good global citizenship is that you might be prepared to take
nation brand? If so, what is its personality?
up some extra duties and contribute extra money for the good of
the world.
A country can brand itself a little bit, but it’s interesting to
note that in Sweden part of our identity is to be modest, to
What are the effects of a country being a good global citizen
not say right out that you are the best at something. Sweden
domestically and internationally?
is recognized, I think, as a country where there are not large
differences between rich and poor. Our brand is environmentally First, even though Swedish people are modest I think we are
conscious. Different Swedish businesses and the government also proud to be considered good citizens. Second, it means
would like to proit from this part of the brand. This is deinitely that you can go almost anywhere in the world and you will be
something you can see about a company like Volvo. They try welcomed in a mostly positive way. This is very valuable to
to be recognized for safety and environmental concerns. I see people as individuals, to the country, and to companies that do
other large Swedish companies doing the same, too. business around the world.

31
 What are some of the major initiatives Sweden has undertaken How did Sweden’s recycling effort become so successful and
to have a more sustainable society? what are the beneits?

For twenty years or more, we have used taxes to reduce People were asked to take a real part in recycling, even when it
pollution, especially from cars, and people have accepted this came to sorting, and we encouraged everyone to participate.
as a good and normal thing for us all to contribute to. We also It was introduced and then implemented as a normal part of
invested in waste water systems that cleaned up our lakes and life and it became accepted that way. The beneits can be seen
rivers and streams long before other countries did this. As a in having less pollution, which people value even if it might
society, we have a strong attachment to the countryside. A lot of raise the cost of certain kinds of production. The overall effect
people still have personal connections to rural areas. I think that is positive and the country itself was appreciated around the
when people went and saw that the water was getting so much world as a place where people valued the environment and were
cleaner they saw the results of the policies and were able to thinking about the future.
support doing even more for the environment.

32
We understand Sweden is working toward a net zero status with The idea of using trash to create energy, especially in our case
regard to carbon. Is it possible? heat for buildings, has been around for a long time. Many
countries now do it including Norway, Belgium and Germany. It
Sweden is good at recycling, at collection and treating our
is a viable alternative to fuels like coal and wood chips, but it is
waste, that’s true, but we have a very important challenge:
also a kind of commodity that people recognize. You cannot say
to reduce the amount of waste. This is where the largest
that we were alone in understanding this.
environmental beneit is to be found, in reducing the extracting
of raw virgin materials. Our vision is zero waste. What can other countries learn from Sweden’s approach to
recycling, sustainability, and global citizenship?
Who is responsible for good global citizen ship? The people?
The government? Business and industry? Well, I think they can learn that it is possible. I visited Moscow
once and we talked about environmental programs, especially
Everyone is responsible. It cannot work if it isn’t everyone.
recycling, and they said, `Well, Russians would never do this.’ I
don’t think that’s true. Yes, we are an example of a country that
Where did the idea to import trash from other countries come
has had some success, but people are people everywhere. If you
from? How did it become something so successful that other
can have everyone participate, you can accomplish it.
countries are now competing to import trash?

33
Q&A
with the Royal
Netherlands Embassy
in the United States

34
In a few words, how would you describe the Netherlands’ A nation’s reputation is similar to a brand. Does the Netherlands
reputation internationally? have a nation brand?

The Netherlands maintains a strong commitment to effective Compared to people of other countries, the Dutch embrace
multilateralism, both out of necessity and principle. It promotes challenges and explore both the beaten and less-traveled
institutions of worldwide cooperation, most notably the United path to reveal possibilities. By creatively combining these
Nations, while making connections with nations that have possibilities, and through collaboration with others, the Dutch
diverging views. The Dutch stand out in certain areas, including ind original and meaningful solutions. These characteristics are
trade, openness, innovativeness, resourcefulness, pragmatism, part of the Dutch DNA, and can be traced throughout history. For
stability, globally inclusiveness, international legal order, and example, since the Netherlands is a low-lying country in a delta,
managing life below sea level. its age-old relationship with water has shaped its people. Along

“The Kingdom of the Netherlands is internationally minded and

outward-looking. Thanks to its many personal, political, economic
and cultural ties with other countries, it is an active member of the
international community.”

- Minister of Foreign Affairs, Bert Koenders

35
 the way, the Dutch developed proven expertise for meeting many and now that curiosity has created clothing that collects energy
of the challenges that face the world today: climate change, from the sun and concrete that heals itself.
urbanization, food supply, security, and health. That experience
has led to a uniquely Dutch recipe to solve problems — equal If the Dutch have a personality, it’s the person whose eyes are
parts collaboration, creativity, and pragmatism. wide open, and whose mind is always turning and thinking of
ways to improve society.
The Dutch are eager to share their experience, creativity, and
drive to achieve future-proof results that make a better world. What does “global citizenship” mean to you?
These qualities carry over seamlessly into the international
Global citizenship means taking responsibility for the common
arena where this mind set, cultivated by centuries of
global good by strongly supporting international legal order
pragmatism and the deep awareness that we’re all in this
and contributing a fair share of inancial resources toward
together, is regarded by the Dutch as not only a moral imperative
humanitarian aid.
but as essential to survival.

The Netherlands supports international legal order and the rule

The Netherlands’ brand is innovation, and the Dutch personality
of law by serving as the host nation to numerous international
is born of a natural curiosity to create, design, collaborate, and
legal institutions. The Dutch are also the eighth largest donor to
share techniques that beneit humanity.
humanitarian aid, the eighth largest contributor to the UN, and
The Dutch have always been deined by exploration. They participate in UN peacekeeping missions, with a particular focus
question everything, and believe there is no such thing as a on de-mining and women’s rights.
dumb question. Dutch curiosity created the irst stock exchange,

36
What are the effects of a country being a global citizen, like the Netherlands, citizens have both an opportunity and
domestically and internationally? responsibility to ensure accountability of its government to
its citizens, which also goes for the country’s role as a global
When you are a global citizen, you take your responsibility to
citizen. The Dutch do this through a transparent political system,
work to improve society on an international and local scale. The
and a rather vibrant, vocal press, and civil society.
Kingdom of the Netherlands strongly believes in its partnership
with the UN for peace, justice, and development. This is why the The Netherlands is now pushing to establish a 100 percent
kingdom is a candidate for the Security Council for the 2017- wind-powered railway. What does this say about the need for
2018 term. We are a contributor to UN peacekeeping. We are the greener, more sustainable infrastructure?
host country for international institutions that help sustain the
The Dutch government owns NS, the Netherlands’ major rail
international legal order. We are a major donor of development
company, and is aiming to run all the trains fully on wind power
and humanitarian aid and one of the top ten contributors
by 2018. This will guarantee a constant demand, and stimulate
to the UN. So we are ready to serve on the Security Council,
the development of renewable initiatives.
ready to join in working for peace, justice and development, in
partnership with the International Community.
Since infrastructure takes up a lot of space, and space is scarce
in a small, busy country such as the Netherlands, combining
We believe in inding long-term solutions to international
uses is preferred. One such example is the Solaroad, a pilot
challenges and our foreign policy reflects this belief, in both
project in which a bike-path generates solar energy. This project
multilateral and bilateral partnerships. As a water partner, for
is in its early stages, but the Dutch imagine a future when
example, we don’t just help design and build levees in flood-
highways generate energy from noise barriers and solar panels,
prone areas and leave. No, we help build resilience, assess water
thus infrastructure becomes an energy producer.
management systems, and work with governments and local
partners to ind lasting solutions to the threat of flooding.
How will the Netherlands beneit, economically and socially,
after having completed the restructurings of its railway?
What is the responsibility of a country’s people to hold their
government accountable for being a global citizen?
The railway initiative will mean a signiicant reduction in CO2,
and serve as a great stimulant to the renewable sector because
In a country with a strong civic and democratic tradition

37
 of the steady demand it will create. Less CO2 emissions will What can other countries learn from the Netherlands’
mean less pollution. The Netherlands also expects job creation homegrown approach to global citizenship?
in the renewable sector.
They can learn that only together can we overcome the huge
Will this initiative become a model for reforming other aspects challenges of our time, much like the Netherlands has done for
of the Netherland’s infrastructure? And will this have an impact centuries as a small trading nation ighting for survival against
beyond the borders of the country? the sea.

The railway project could have an impact and serve as a The Dutch have had to work together to ind pragmatic
showcase on the potential of wind energy. solutions, through collaboration and compromise, that were vital
for peace, justice, development, and the well-being of everyone.
The Netherlands is a living lab where it is easy to implement
This approach is imperative in today’s increasingly connected
innovative techniques in sustainability. Based on previous
world, which is facing pressures on the population and the
experience, many nations look to the Netherlands, and the Dutch
planet that have never been seen.
believe they can set an example for other countries interested in
harnessing the power of renewable energy.

38
The Netherlands is a living lab where it is easy to implement
innovative techniques in sustainability. Based on previous
experience, many nations look to the Netherlands, and the Dutch
believe they can set an example for other countries interested in
harnessing the power of renewable energy.

39
CASE STUDIES

THE WATER BOTTLE YOU CAN EAT JORDAN BRINGING RENEWABLE

ENERGY TO 6,000 MOSQUES
Made from a seaweed membrane, Ooho!
Jordan is taking advantage of its 300 REFUGEES RUN NEWSPAPER IN
is the world’s irst edible water bottle.
DENMARK
The British brainchild of Rodrigo Garcia days of sunshine a year by installing solar
Gonzalez, Guillaume Couche and Pierre panels on the 6,000 mosques across With the topic of Syrian refugees
Paslier, Ohoo! was recently recognized the country. With the goal of providing permeating the press and political
at the EU Sustainability Awards for their 10 percent of the country’s power from conversations, Dagbladet Information
efforts to make manufacturing more renewable sources by 2020, Jordan is allowed 12 journalist refugees to share
sustainable. Ooho! is part of a stream of a leading nation in sustainability in the their perspectives on the crisis, bringing
innovations in renewable industry, a ield Middle East. attention new issues, such as the dangers
that is worth over $214 billion worldwide. Kurdish women who are left behind face
at home and the myths that surround
refugees and the crisis. The newspaper’s
efforts earned the attention of
organizations like Amnesty International.
Most importantly, it showed a more
human side of the refugees by giving them
a voice.

40
PINK TAXI PROVIDES SAFE TRANSIT
FOR EGYPTIAN WOMEN

Reem Fawzi founded a limousine service

called “Pink Taxi,” operated exclusive by FROM THE HIGHLANDS OF
AND THE NOBEL PEACE PRIZE GOES GUATEMALA, EMELIN VISITS NYC TO
female drivers. Providing a safe way for
TO… TUNISIA TALK TO U.N. AT 15 YEARS OLD
women to travel in Cairo, where sexual
harassment and assaults have become Born in a rural town in the highlands of
Beating out Pope Francis and Angela
increasingly common in the city. Women Guatemala, Emelin addressed the U.N.
Merkel, the Tunisian National Dialogue
must send a scan their ID and order cars alongside Ban Ki Moon and Melinda
Quartet was awarded the Nobel Peace
in advance “for the safety of the driver” Gates on March 10, 2015. Presenting at
Prize for their collective effort to build
All vehicles are equipped with an internal the “Every Woman Every Child” program,
democracy in the instability that followed
camera and microphone that record she spoke about how she persuaded
the Jasmine Revolution of 2011. Including
each ride. the Mayor in her town, Concepción
a labor union, a trade confederation,
a human rights organization and a Chiquirichapa, to fund policies to help girls
lawyers group, the group established a in her community.
constitutional system of government in
Tunisia to ensure fundamental rights for
all citizens.

41
ECO-REFUNDS DRIVE SUSTAINABILITY DOMINICAN REPUBLIC ARTS SCHOOL
IN SOUTH KOREA WELCOMES STUDENTS FROM ALL
BACKGROUNDS
Rewarding energy users for the amount
of greenhouse gas they save, the Seoul JOHANNESBURG LEADING GREEN Altos de Chavón is a picturesque arts
CITIES school perched atop a hill with a campus
Eco-Mileage system has enrolled over one
million subscribers in four years. During A member of the C40, a coalition of the designed by a Paramount Pictures set
this time, the government has issued over world’s largest cities working together to designer to replicate a 16th Century
seven billion won in refunds to households create sustainable solutions for today’s Italian village. Closer inspection reveals
and commercial properties alike. urban environments, Johannesburg is an innovative effort to solve the education
leading the group in its commitment to gap that has impacted the Dominican
climate reporting. They are also pioneering Republic for years. Here, students from
in green investing. In June 2014, they all socio-economic backgrounds are
became the irst C40 city to issue a green accepted, bringing the nation’s poorest
bond on its stock exchange. easel-to-easel with its wealthiest. The
students share dorm rooms, class projects
and even business ventures after they
graduate, united by this creative approach
to education.

42
 BACKED BY BILL GATES, CANADA OPENS A PLANT THAT
TURNS CARBON INTO FUEL
Canadian clean tech irm Carbon Engineering opened an
experimental plant that has the ability to suck carbon straight
from the air using fans, and processes it into pellets. This
REDUCE YOUR CARBON FOOTPRINT WITH AN APP revolutionary technology combines hard-to-reach carbon
molecules with hydrogen to produce net zero emission fuels. With
A wearable app called Worldbeing tracks an individual’s carbon
a unique design, this technology can also be scaled up quickly and
footprint. Created by Benjamin Hubert of the U.K. design studio
affordably to industrial size.
Layer, users can monitor their consumption of everything
from food to clothes to travel to see the real-life impact on the
environment. The idea is to create a sense of accountability that
will lead to the irst steps of carbon responsibility.

43
Chapter 3

ENTREPRENEURSHIP
RANKINGS:
1. Germany
2. Japan
3. United States
4. United Kingdom
5. Canada
6. Sweden
7. Netherlands
8. Australia
9. Singapore
10. Denmark

Entrepreneurship accounts for 19% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
BACK TO CONTENTS
44
He was so successful, at such a young age – one million dollars system that encourages a level playing ield free of corruption and
earned by age 20 – that you might think that Joel Neoh is a born cronyism makes entrepreneurs and investors “super comfortable.”
entrepreneur. In fact, he was an inquisitive child and he admits
that he “must have annoyed people” as he constantly challenged Is Neoh talking about Silicon Valley in the United States, or

conventional wisdom about the way the world works. Luckily, perhaps the high tech community in greater London? No, he’s

technology was upending the status quo all around him. Neoh talking about Singapore. The smallest country in the top tier of

earned a huge paycheck when he sold his popular retailing website our Entrepreneurship rankings, Singapore is recognized as a

to a global competitor. He then jumped right back into the risk- powerhouse of tech expertise, innovation, and entrepreneurial

taking pool with a business that sells customers subscription spirit. Long the number one country for “doing business,” according

access to thousands of itness centers. He soon dominated the to the World Bank Group, this country of ive million is one of the

market. Now, at age 32, Neoh is taking on the role of mentor, only Asian countries in the top ten (World Bank Doing Business

supplying capital and advice to entrepreneurs who remind him of Index). Our decision makers and highly-informed respondents rank

himself in younger days. Singapore ahead of Australia, France, South Korea and China.

At irst glance, Joel Neoh’s rocketing journey to the heights of All of the leaders in our Entrepreneurship category score highly

success might make a case for the importance of an individual’s in a range of traits that span labor skills, capital formation,

intelligence, temperament, and innate abilities. These factors legal stability and education. At the top, Germany, despite being

all contributed to his success. However, Neoh credits, in great manufacturing versus start-up led, is perceived for “innovative”

measure, the business environment where he operates. In his thinking across its culture while having infrastructure and a solid

home country “there is ample inancing,” and a stable regulatory legal system. Of course, the 2015 scandal at Volkswagen, where
executives ordered the manipulation of pollution controls, dented

The recent Volkswagen scandal shocked the German people and the oficials in my country. The
government expressed its dismay and shock and disappointment in the intent behind it. We are
concerned that there be total transparency. There’s a government investigation and a criminal
investigation. Volkwagen has pledged full cooperation with authorities here. While the impact is
huge on VW over time, the company is very strong and they will survive it and learn from it.”
- Peter Wittig, German Ambassador to the United States

45
 DEVELOPING MARKETS PROGRESS ON “EASE OF
DOING BUSINESS”

From June 2014 to June 2015, the World Bank’s Doing

Business report documented 231 business reforms
worldwide, including 122 improvements to local regulatory
framework to beneit entrepreneurs. Sub-Saharan Africa
made the largest improvements, representing approximately
30% of the regulatory reforms. The top 10 Improvers include
Costa Rica, Uganda, Kenya, Cyprus, Mauritania, Uzbekistan,
Kazakhstan, Jamaica, Senegal and Benin.
(World Bank Doing Business 2016 Report)

46
the German image. However, the country enjoys a deep reservoir
of international esteem, which increased thanks to its generous ENTREPRENEURSHIP SURVEY ATTRIBUTES
THAT WENT INTO THE RANKING:
response to the crisis caused by refugees arriving in vast numbers
from the Middle East and Africa.
Skilled labor force
The next two countries in the top 10 – Japan and then the United
States – were highly regarded in many areas but suffered from
comparatively low marks in a few key aspects. Respondents judged Transparent business practices
Japan’s legal system to be less pro-business than all the other top
10 nations. The United States was found lacking in education.
Well developed infrastructure
Although the world’s opinion of America’s education system
should give policy-makers pause, the United States is judged to
be extremely friendly to businesses seeking access to capital,
Connected to the rest of the world
an entrepreneurial spirit, innovative thinking and worldwide
opportunities. Some of these traits may be associated with Educated population
national character and culture. America’s entrepreneurial spirit
was observed by Alexis de Tocqueville when he toured America
in the 1830s. However, government can set conditions that Entrepreneurial
allow for innovators to thrive by creating a strong infrastructure
(transportation, utilities, etc), strong social institutions (schools,
courts etc.) and publicly-funded science. In the United States, Innovative
federal research in energy, space exploration, defense and other
areas of science and technology have produced enormous
Provides easy access to capital
economic beneits. On a much smaller scale, the Israeli government
has done the same thing, through the Ofice of the Chief and other
agencies that support the innovation described in the book Start- Technological expertise
Up Nation by Dan Senor and Paul Singer.

The private and public contributions combine to aid the creation Well developed legal framework
and growth of small and medium sized enterprises, which are

47
 THE POWER OF A BLANK AGENDA:
‘UNCONFERENCING’ ON THE RISE

What can happen when you give top creative thinkers several hours together with no set agenda, a whiteboard
and an embargo on slide presentations? Innovation. The kind that exists outside of daily thinking patterns and
conventional wisdom. WPP’s Stream exempliies this “unconferencing” approach where the lack of structure
welcomes discussion on our digital future, from communications to creativity to businesses.

engines of growth and job development in the modern global

BEST COUNTRIES VIDEO INTERVIEW Click here to watch economy. Generally deined as companies with fewer than 250
employees, small and medium-sized enterprises (SMEs) are
typically more nimble and flexible and can adapt to changing
conditions that might stymie very large ones. Accounting for 90
percent of businesses and 50 percent of employment worldwide,
SMEs offer sustainable opportunities for businesses that are
locally owned and operated (International Finance Corporation
Small and Medium Enterprises Brief). In many countries, small and
medium size enterprises (SME) are promoted by special incentives
and programs. The World Bank’s Development Finance Project is
helping Nigeria build inancial infrastructure through a $500 million
International Bank for Reconstruction and Development credit
“A country that achieves economic success, by its deinition, (World Bank Development Finance Project). The Irish government
is a country that allows a very high degree of innovation, uses the SME Online Tool to digitally connect SMEs with the
creativity, improvisation under certain elements, as well €2 billion in government funding available (Irish Department of
as certainly a high degree of education to enable their Finance), while the Singaporean government recently committed

citizens to achieve whatever the citizen wants to achieve the 500 million Singaporean dollars to the ICT for Productivity and
Growth program to improve high-speed connectivity for SMEs
economic sphere.”
(Singaporean Government).
- Zev Furst, Chairman & CEO, First International

48
As a country that is friendly to SMEs, Germany has long nurtured
small- and medium-sized (a.k.a. Mittelstand) businesses Robert Collymore, CEO of Kenya’s top wireless
with strong support for education and apprenticeships. In provider, Safaricom, envisions a future where
past decades, much of this activity revolved around precision mobile communication system M-PESA can
manufacturing and this business remains strong; however, since be used to beneit society on a larger scale.
Angela Merkel’s election as Chancellor in 2005, both the public
and private sectors have focused more on innovative technologies
and web-based enterprises. Germany captures the number four
spot for Innovation in our survey and is ranked sixth for Innovation
by the World Economic Forum (World Economic Forum Global
Competitiveness Index, Innovation Top 10). Liberal immigration
policies have contributed to Germany’s economic growth and
business development as the government’s “Make It In Germany”
program recruits highly educated professionals and even offers a
hotline for immigrants with questions about settling in Germany.

Cosmopolitan Berlin, with its vibrant cultural scene, has attracted

the bulk of the newcomers who have made the city younger and
more creative. Indeed, Berlin has more than 20,000 companies
engaged in creative industries and these employ more than
170,000 people. Berlin is also home to “Silicon Allee” with its
hundreds of new startups aided by events such as Tech Open Air
and Startup Camp Berlin, which brings innovators and investors
together. The fertile scene in Berlin, which is a magnate for creative
entrepreneurs, persuaded Google to open a business incubator
called The Factory. It is now one of more than 20 centers that
provide space, access to capital, and collaborating partners to
Berliners with start-up ideas.

49
The incubator network is just one part of the highly developed The shift in Japan’s reputation, from conformist to creative, has
support system that won Germany a number one survey ranking occurred as the children of post-war Japan, who were themselves
in our infrastructure category. Germany also came in irst when more adventurous, taught their own sons and daughters to risk
our well-informed leaders considered whether a country offered failure in the pursuit of their dreams. In a country where tradition
businesses a reliable legal system. A fair, consistent legal system taught the strict avoidance of shame, start-ups needed a bit
that is free of corruption will maintain a level playing ield for of coaxing, which is what Prime Minister Shinzo Abe has done
competitors. In the absence of such systems, which allow for with programs to reverse the NIH – Not Invented Here – style of
the protection of property and for disputes to be settled fairly, a Japanese business. We saw evidence of a change in a visit to
country falls out of favor. For example, according to perceptions Japan after the 2011 tsunami caused three meltdowns, and a
in our survey, Argentina ranks 53rd in “legal framework,” 60th in contamination crisis, at the Fukushima nuclear complex. In the
“transparency” and an overall rank of 35th in entrepreneurship. midst of the disasters, young Japanese created instant start-up
This score reflects Argentina’s 15-year decline from from charities including one that provided shelter along the lines of the
relative prosperity to laggard status when compared with other commercial AirBnB service. A young serial entrepreneur named
high-income states outside the Organization for Economically Yosh Kanematsu explained that younger adults in his country are
Co-operation and Developed (OECD) countries (World Bank Gini striving to replace dull ”rice work” with ”life work” which adds
Index). The crossover occurred at the start of the millennium and purpose and meaning to their existence (The Athena Doctrine, Wiley
Argentina hasn’t been able to recover since. Publishing 2013).

In contrast, Japan has transformed itself to such a degree that it Innovation unleashed in an entrepreneurial environment can imbue
came in second overall when our respondents were asked about a nation with a sense of purpose, too. It is no coincidence that the
nations that support entrepreneurship. Japan scored top numbers most highly-regarded countries in this subset of our survey are
in every category from education to tech expertise to innovation often found at the top of global assessments for quality of life,
to skilled labor. But for lower scores on transparency and access political stability, and a belief in the individual’s role in charting his
to capital, Japan could have surpassed Germany. However, these or her own success. Where nations provide the right environment
minor drawbacks did not diminish the positive overall impression for entrepreneurs to make the most of their innovations, people
Japan makes on leaders and well-informed observers. feel the sense of purpose that comes with empowerment. This
state is no guarantee of success, but it is the promise the whole
world seeks.

50
According to Japanese serial entrepreneur Yosh Kanematsu, “rice work” provides long-term
security. With fewer opportunities for such predictable work, his generation wants ”life work”
instead. This is work with a purpose, something that gives meaning to your life. It brings people
together in the pursuit of a series of goals that include proit and employment but also new
relationships, improved communities, and, if possible, a better world.

51
ENTREPRENEURSHIP
Perceptions that went into this ranking include:
Skilled labor force, Transparent business practices, Well developed infrastructure, Connected to the rest of the world, Educated
population, Entrepreneurial, Innovative, Provides easy access to capital, Technological Expertise, Well developed legal framework
THE TOP 10 COUNTRIES FOR ENTREPRENEURSHIP

1. Germany 6. Sweden
ASIAN COUNTRIES
2. Japan 7. Netherlands ARE “MOST INNOVATIVE
3. United States 8. Australia PER DOLLAR”
A ratio of Innovation to GDP
4. United Kingdom 9. Singapore Per Capita (PPP) brings 6 Asian
5. Canada 10. Denmark countries to the top of the list
1. China
THE TOP 10 ENTREPRENEURSHIP NATIONS ACCOUNT FOR 2. India
3. Japan

31 %
of GDP
4. South Korea
5. Vietnam
6. Pakistan
(Based on 2014 Purchasing Power Parity per capita GDP)

START UP NATION
Dynamic countries where experts see higher levels of Business Transparency, Entrepreneurialism and Tech Expertise

1. Singapore 4. Malaysia 7. Canada 10. United States

2. India 5. New Zealand 8. Hungary 11. Germany

3. United Kingdom 6. Israel 9. France 12. Uruguay

RURAL RICHES
Despite having more than half of their population in non-
urban areas, these countries score well for Connectivity, THE TECH-PORTERS
Access to Capital and Developed Infrastructure
Countries producing the most Tech Exports
% Population in Non-Urban Areas (as % of GDP) for their level of Tech Expertise
Argentina 85%
High-tech exports (current US$)

Brazil 68% 1.Panama 193,087,960,652

2.Portugal 560,058,333,865
Czech Republic 68% 3. Canada 112,999,509,750
4. Romania 105,075,614,374
Hungary 66% 5. Dominican Republic 60,371,906,718
6. Egypt 135,601,531,429
Thailand 56% 7. Peru 130,460,427,536
8. Azerbaijan 29,752,353,792
9.Malaysia 45,418,666,690
ROI: RETURN ON INNOVATION 10. Vietnam 33,901,233,425
Entrepreneurialism, Tech Expertise and Innovation are more
correlated to FDI and Exports than traditional business
considerations such as Skilled Labor Force and Cheap
Manufacturing Costs

Average Correlation to FDI & Exports (USD)

DREAM IT, 68% of our global sample –

71 68 65 % % % DO IT especially those in the Americas and

Asia – believe that “Imagination is
the key to the future”

Entrepreneurial Technological Innovative

Expertise

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, World Health Organization population living in urban areas,
2013 World Bank high-technology exports, 2013 Foreign Direct Investment, net inflows (BoP, current US$), CIA World Factbook Merchandise Exports, IMF Purchasing Power Parity per Capita GDP
Q&A
with Peter Wittig
German Ambassador to the United States

54
How would you briefly describe Germany’s international A nation’s reputation is similar to a brand. Does Germany have a
reputation? nation brand? If so, what is its personality?

Our reputation is good and sometimes even very good. I say this The balance seems to be very good. It’s based on a strong,
based on my work here, the feedback I receive, and conversations healthy economy. We survived the shocks of the inancial crisis
with people from all walks of life. First and foremost as a leader much better than others. We have been stable, the locomotive
in politics and business - the world is looking to Germany of growth in Europe. This healthy economy is something that
for leadership. Back in the 1990s, when we had to digest our impresses people. We have a high degree of political stability
uniication, it meant a lot of economic reform and sacriice. We combined with solid wealth and social peace.
were called the “sick man of Europe.” Now in The Economist we
The mindset of the German people is well reflected in the
are called the “hegemon of Europe” – and they added a reluctant
Chancellor. She’s a very cautious, very rational leader. She
hegemon – a power that has no ambition.
doesn’t make important decisions in an emotional or passionate
We were propelled into this leadership position and an increased way. Her understanding of leadership is based on the fact that
sense of responsibility that our leaders have felt particularly we are irmly embedded in Europe and the Western alliance. You
in the last year. We have to play a more extensive role. The could see that in Ukraine crisis – the Chancellor insisted that
various crises since 2014 – Ukraine in February, the annexation France was on board.
of Crimea, then the Greek crisis, which was a challenge for the
Her humanitarian response is a watershed moment – one of
Eurozone, now the refugee crisis. Afghanistan and Isil where we
the most dramatic moments in the history of the European
are stepping into a hot war zone with a military contribution. All
project and the biggest challenge since German reuniication.
that propels us into that leadership role. That has changed the
She has decided to follow humanitarian standards, but also in
role of our country and the perception of our country.
accordance with our historical legacy.

55
 We have a liberal asylum law as a result of the Nazi regime that We do it in a different way. We call it the social market economy.
is ingrained in the law and in the judiciary. This is a lesson our We are capitalist, but it’s embedded in high social standards.
founding fathers prescribed to us after the Second World War. The state sets that standard. In the American model, people
Had she reacted differently, it would have been a disaster. She ight about healthcare. This is something we take for granted.
has led by setting the standard. The state has to provide a framework for social insurance.
This element of welfare state in our model deviates from pure
How does innovation and entrepreneurship contribute to
capitalism, where the government role is as small as possible,
Germany’s nation brand?
but it leaves enough room for innovation and creativity.

We are at least in some spheres very innovative. We call it

Is a nation’s innovation driven by its government, its businesses
The Land of Ideas …There’s a speciic German interest in
or its citizens?
manufacturing. Whereas, the Dot Com Boom intoxicated some
people, Germany never followed that model. The backbone is All are involved. One example is that of vocational training of
still manufacturing and, in particular, the small and medium skilled labor. It’s a partnership. The enterprises train the trainees
enterprises. They account for 99 percent of our irms and for at their own expense. The state provides the community college.
more than 50 percent of our economic output. Individuals can choose from 350 specialized professions. They
get a two-year certiicate and it usually gets everyone a job. Most
What factors do you believe are necessary to drive innovation
people, in turn, stay with the enterprise that trained them. More
and entrepreneurship within a country?
than 50 percent of our high school graduates choose that track.

56
When it comes to innovation and entrepreneurship, how should Would you credit Germany’s Mittelstand as a major force in the
governments help entrepreneurs and facilitate innovation? country’s ability to create and apply innovative technology and
business practices, respectively? If so, how?
We have one model with our Fraunhofer societies, which are
research hubs partially funded by government. There are sixty- Our businesses invest in innovation for the long term. This is
seven of these named after an engineer from the 19th century. our trademark. We have major companies, yes. But it is often the
They do applied research that drives development of industry, small enterprises that are world market leaders in their niches.
the service sector, and public administration. We have 1,300 market leaders from the small and medium sized
enterprises.
We don’t have the kind of venture capital scene like in Boston or
the Silicon Valley but we are trying to create funding and set the They are mostly family owned, which means they are not hooked
conditions for the start-up scene. Berlin is a destination where on shareholder values. Their policies are long term. Most engage
that is happening quite fast. We have also set up incubators in dual professional training and train their own laborers. All of
and accelerators in San Francisco, New York and Boston, where this favors innovation for the long-term.
young Germans working on start-ups can spend three or four
What can other countries learn from Germany’s example?
months. This is something America is a leader in. We cannot
emulate it, but we’re eager to entice that culture.
We have a grand coalition, with the two main parties ruling
together. This is something unimaginable in many countries, but
What is your opinion on the concept that some companies are
we have a more consensual approach to politics. It helps us to
simply “too big to fail”?
maintain stability in the face of the many crisis we are facing.
Too big to fail is less of an acute problem for us. We have Siemens Even internationally, we believe we should never be leading alone.
and Bosch, which are global, but our structure is different. We
would not subscribe to the concept that the government has to
save the big guys. It’s not part of our experience.

57
Q&A
with Joanna
Founder and CEO of Vibe Israel
Landau

58
How would you briefly describe Israel’s international reputation? However, casting aside the heavy veil of the conflict, and
exposing Israel’s true characteristics and advantages, Israel’s
The inevitable associations with the Middle Eastern conflict
brand can be summarized as “Creative Energy”. There is an
heavily influence Israel’s international reputation. Israel is
energy to Israel that is literally palpable and is absolutely
considered a strong leader, with a daring and conident spirit,
linked to the fact that its citizens live in a state of conflict. As
but at the same time, it is perceived to be a very militaristic
a place embroiled in a conflict, with limited natural resources
society, dominated by men, religion and war. Very little is known
and unstable conditions, Israelis have had to be very creative,
about its many attractive and relevant qualities. Having said
resilient and active in order to ensure their survival. As a result,
this, Israel’s strength and resilience seeps positively into its
the Israeli people are extremely innovative and entrepreneurial.
economic reputation, drawing also on its ability to withstand
economic turbulence, making it attractive for economic If Israel were a person, its personality would be: informal,
purposes and as such, it is considered a good place to invest energetic, spontaneous, straight-talking, argumentative,
in and do business with. This is also a direct result of its analytical, outgoing, warm, fun.
innovation-based economy, which is strongly apparent in its
How does innovation and entrepreneurship contribute to Israel’s
high tech sector.
nation brand?
A nation’s reputation is similar to a brand. Does Israel have a
Innovation and entrepreneurship are key components of Brand
nation brand? If so, what is its personality?
Israel. The world is desperately seeking nations that are able
There is a distinct gap between perception and reality, where to constantly think out-of-the-box and ind solutions to global
Israel is concerned. Israel is in the unique and unfortunate challenges, and when such solutions arise, to act upon them, be
position of a nation brand about which many people think they fearless in the face of potential failure, and see things through.
know a lot, but in fact, their knowledge is quite limited to its This is what Israel can offer the world, which increases its brand
actions relating to the Israeli-Palestinian conflict. Therefore, value tremendously. For Israel, which as previously mentioned,
Israel’s current nation brand is very much related to and limited has a controversial and complicated brand, innovation and
to the conflict. entrepreneurship are important positive components that
improve its global reputation.

59
 What factors do you believe are necessary to drive innovation Is innovation driven by a country’s government, businesses or
and entrepreneurship within a country? its people?

To drive innovation and entrepreneurship within a country, some A country’s innovative spirit either exists or not. Certainly,
basic factors need to be present: innovation can be encouraged and developed by the government
• A flourishing economic environment with less government where a country’s innovative spirit is not very developed, but
control and involvement; some countries simply have it as part of their national character.
Government can support innovation by providing the necessary
• A multi-cultural society, more often than not influenced
infrastructure, which in turn encourages businesses to invest
by the degree of immigration it allows (higher and more
and for people to thrive. Where incentives exist, entrepreneurship
varied immigration leads to variety within the types of
abounds. That being said, if the people themselves – like in the
people that make up a country’s society – the more varied
case of Israel - have a spirit of entrepreneurship that transcends
it is, the more creativity abounds);
their geographic deinition and limitations, then even if the
• A can-do spirit that often rests upon the country’s history
government does not provide the necessary infrastructure, it will
and heritage;
happen by inertia.
• An acceptance of failure as an integral component of
break-throughs and new ideas; How has Israel’s approach to innovation changed over time?

• Signiicant government and private sector investment (but Innovation has always been a part of Israel’s very existence.
not, as aforesaid, control) in industries where innovation When the state was established, it had to deal with almost
and entrepreneurship are a necessity – such as high tech. impossible conditions, such as waves of immigration following

60
the Holocaust, or coming from Arab countries and of course Israel sees its brand as the Startup Nation to be one of
numerous wars. This required an out-of-the-box-thinking its biggest assets and therefore I expect to see continued
approach from the top down. government investment in industries in which this spirit can be
developed further.
In the 1990s, Israel’s government invested heavily in its high
tech sector, not least as a result of the influx of Russian Local government has also in recent years taken an active part
immigrants fleeing Soviet Russia. These immigrants were highly in creating the necessary conditions for businesses to thrive
skilled and contributed tremendously to Israel’s capabilities in and develop, and – like the global urbanization phenomenon - I
the ields of engineering, medicine, science, mathematics and expect this will continue to grow. I expect social philanthropy
much more. In the ‘90s, the government recognized Israel’s in Israel to grow, and social enterprises as well. Israel’s
potential to become a global leader in high tech and invested a government has to invest a signiicant portion of its annual
signiicant portion of its budget in research and development, budget in security considerations, and therefore I do expect
patents and more. the private sector, and the philanthropic sector to bolster their
investment in innovation.
Israel’s army, the Israel Defense Forces, which in the early
days was busy defending the country from aggression by its How does social innovation contribute to Israel’s competitive
neighbors, also – over time – developed its intelligence and advantage as a country?
cyber units and ensured that the connection between industry,
There is an enormous amount of social innovation in Israel,
the army and academia remains strong, and today serves as a
probably because the government does not invest enough in it,
driver of innovation in Israel.
and because where innovation is part of a national psyche, it
How do you see Israel’s approach to innovation continuing to necessarily manifests itself everywhere. Social entrepreneurship
change in the future? in Israel thrives, and makes up a signiicant part of the term, the
“Startup Nation”.

61
“Closing companies is part of the process. If
you are not willing to assume that it is, then it is
impossible to succeed at all. The elements I want
to see in a company have to do with the people.
It’s about the virtues of the people. They have to
be top talent, this is quality number one. Second,
I want them to be nice people because your mood
and happiness depend on the people around you.
Third, I want the entrepreneurs to be very careful
with money and very responsible.”
-Yossi Vardi, Israeli Entrepreneur

62
These contributions add to Israel’s competitive advantages 2. Army: If other countries treated their soldiers who come
well beyond its innovation-based economy, its rich heritage back from combat or are leaving their military careers, as
and history, and its multicultural society. Especially for the Israel treats its young men and women who inish their army
millennial generation that greatly appreciates social justice and service, their economies will beneit greatly. Israelis recognize
involvement, if they were to know about Israel’s contributions in that military training can contribute signiicantly to a person’s
this regards, Israel’s brand would be ininitely stronger and more business capabilities, whereas in other countries, there is more
attractive to them. appreciation for educational prowess over military experience.

What can other countries learn from Israel’s example of 3. Failure: In Israel, if you have failed, you are more likely
innovation? than not to succeed in the future. This spirit is integral to the
development of an innovative eco-system. Failure in Israel is
1. Immigration: laxer regulation on immigration (putting aside
embraced, talked about and even celebrated. Other countries,
the current refugee crisis in Europe, which is a different matter
especially in Asia, where failure is a four-letter word, would
altogether) and the development of an aggressive integration
beneit greatly from developing this kind of approach. It will
system for immigrants upon arrival;
allow for a much more creative society, where new ideas and the
willingness to take the necessary risks to turn these ideas into
reality, are the norm.

63
CASE STUDIES

INCLUSIVE ENTREPRENEURSHIP IN REINVENTING THE WHEEL…

AFRICA LITERALLY

African countries are encouraging An Israeli farmer has igured out how to
innovation among women and young make his wheelchair work harder with
entrepreneurs. The continent-wide “SoftWheel.” Transforming what can be a
Anzisha Prize rewards 17 to 22-year- bumpy ride that wastes 30 percent of the
olds who solve social problems through user’s energy due to lack of suspension,
innovative businesses or projects. TRANSFORMING JAPANESE GOLF this new design absorbs shock before it
Ethiopia is offering incentives for women GREENS INTO GREEN ENERGY
reaches the rider, increasing eficiency
through loans and microinancing; and ride quality for wheelchair users.
Japanese manufacturer Kyocera is
Namibia and South Africa have abolished
capitalizing on the country’s 40 percent
all legal barriers for women to become
decline in golf participation. Offering
entrepreneurs. With the help of overnight
large greens that are cleared of trees,
successes like mobile phone giant
golf courses are an ideal environment
Safaricom and mobile payment system
for solar panels. The pilot course for this
M-Pesa, Nairobi has risen as a start-
idea, Kagoshima, is set to be completed
up hub known for its ability to adapt to
in 2017 and will provide electricity for
existing infrastructure and regulations
8,100 households.
throughout Africa.

64
 E-RESIDENCY IN ESTONIA FROM “MOST DANGEROUS” TO “MOST
CREATIVE”: A TALE OF COLOMBIA’S
Estonia has opened up its digital borders RECREATION
to Singaporeans in 2016. “E-Residency”
When asked where Facebook’s irst
allows entrepreneurs to start companies in
international town-hall meeting was held,
Estonia and run them from abroad, without
chances are Bogota, Colombia, is not
paying taxes there. Bringing a government
the irst city that comes to mind. Mark
service beyond the country’s borders by
Zuckerberg hand-picked the city for its
SOUTH AMERICA’S INNOVATION HUB: taking it online, will this start a trend of
growing entrepreneurial culture. Colombia’s
‘CHILECON VALLEY’ offering government as a service remotely?
emphasis on diversifying its economy
Known for its copper production, Chile and foreign direct investment, along with
is looking to make a name for itself in a a growing middle class, have made the
new export: innovation. The government- country increasingly attractive for business.
led Start-Up Chile initiative provides Combined with the country’s young,
capital, including a visa, for international thriving sprit of creativity, it is a rising South
entrepreneurs. Three years after founding American haven for innovators.
the program in 2010, Chile earned the
second spot on WIPO’s Global Innovation
Index for the region.

65
TURKISH AGRICULTURE: THERE’S AN APP FOR THAT

Farmers in Turkey have been battling climate change as rain

becomes less predictable in their arid part of the world. The
Turkish government is promoting sustainable agriculture by
bringing real-time agricultural updates to farmers’ tablets through
a free intranet service. From wind speed to rain predictions, the
app provides information powered by 1,200 ground stations using
sensors to pick up on the natural elements.

INDONESIA GETS INTERNET FROM BALLOONS

Google’s Project Loon will start testing in Indonesia this year,

bringing internet to 83 percent of the population
that does not have access. Following the successful model
piloted in Australia, Brazil and New Zealand, Google will work
with local network operators to provide connectivity from the
sky via balloons that hang in the earth’s stratosphere, well
above airplane trafic and weather complications.

66
CAN BEER BE THE NEXT BIOFUEL?

The quest for alternative fuel sources has revealed an interesting

solution in New Zealand: a biofuel made with yeast left over
from beer brewing. DB Exports Brewtroleum not only prevents
this yeast from going to waste but also helps limited gasoline
resources go farther. We’ll drink to that!

THE PHILIPPINES IS THE MOST ACTIVE COUNTRY ON

SOCIAL MEDIA

Last year, 86 percent of mobile web page views in the

Philippines came from social networking sites, representing
a 62 percent year-over-year increase and making it the most
active nation in the world for social media usage. Driven
by the rise of smartphones in the Philippines (55 percent
of the population had one in 2015), social media provides
connectivity, especially on Facebook, the preferred network
for Filipinos.

67
Chapter 4

QUALITY OF LIFE
RANKINGS:
1. Canada
2. Sweden
3. Denmark
4. Australia
5. Netherlands
6. New Zealand
7. Germany
8. Austria
9. United Kingdom
10. Luxembourg

Quality of Life accounts for 19% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
BACK TO CONTENTS
68
When Britannia ruled the waves, the monarch’s subjects may proposition that they had little agency when it came to improving
have felt a sense of satisfaction or even superiority based on their lot. By this measure, they were the most optimistic than
their nation’s might. Today’s leaders and citizens do not equate people in our survey.
might with right in the same way. They admire, instead, societies
that offer safety, stability, and support for families; in other words, Europeans also show a strong sense of self determination, with

quality of life. The best countries in this measure provide for the only 5.8 percent strongly agreeing that there is little they can do

health and education of their people in ways that inspires the kind to change their futures. This may seem like a paradox considering

of conidence that is the foundation for economic growth. the assumption, at least among some Western economists, that
the high taxes required to maintain welfare states drain national
A case in point is Denmark, which occupies third place in our economies of essential capital and could erode people’s work
quality of life rankings and provides citizens with universal ethic. Although the taxes required to provide these supports
healthcare, heavily subsidized day care and free education through consume, in Denmark’s case, almost half the national income,
university. The main appeal in the Danish model seems to be that the system does not seem to make people less willing to work, as
it provides a secure base for individuals and families who face the some economist might predict.
uncertainty of global economic competition and worries about
the current costs of health care and what the future holds for their “There is little I can do to change my life.”
children. The sense of peace enjoyed by Danes satisies a basic
human desire for security. As they responded to our questions
about their outlook on life, we found a bit more than 80 percent
of people in all regions agreed, to one degree or another, with the Strongly Strongly
statement, “I would like things to be certain and predictable.” Agree Disagree
Middle East
Perhaps not surprisingly, desire for certainty was greatest in the 10.6% 29.3%
& Africa
region where predictability is in short supply, the Middle East.
Respondents in this region also seemed most pessimistic about Americas 5.5% 30.4%
their ability to improve things for themselves. More than 10
percent agreed strongly with the statement, “There is little I can Asia 7.4% 14.1%
do to change my life.” In the Americas, only 5.5 percent were so
pessimistic. In fact, they were on the other end of the scale, with
Europe 5.8% 18.0%
more than 30 percent saying they strongly disagreed with the
(BAV Nation Brand Study, 16,200 respondents, Aug 2015)

69
 The kind of quality of life in Copenhagen is probably an important part of the image of the
country abroad. Copenhagen is pushing the green agenda and is known for promoting green
issues. People have asked for urban spaces that beneit everyone. The politicians listened
and this is the picture of Copenhagen and Denmark that people know.”
- Andreas Røhl, Former Minister of Cycling, Copenhagen, Associate at Gahl Architects

70
In fact, throughout this century, Danes have far outpaced
Americans when it comes to the percentage of prime working- QUALITY OF LIFE SURVEY ATTRIBUTES THAT
WENT INTO THE RANKING:
age adults who are employed (Federal Reserve Bank of St. Louis).
Obviously the Danish economy has performed well enough to
create these jobs. Income equality
As in many of our best country categories, wealthier developed
nations cluster in the higher range of the ratings. However, a A good job market
comparison with the world’s top ten countries by per capital wealth
inds that none of them are among the ten best in the quality of life
section of our study (International Monetary Fund 2014 GDP based Economically stable
on PPP). For example, the United States’ position as an economic
powerhouse (irst in overall GDP and 10th on a per capita basis)
Family friendly
was not enough to earn a quality of life ranking higher than 14th.
The United States score was dragged down by its poor standing
when it comes to affordability (44th) and safety (20th). Politically stable
Is the United States as expensive or dangerous as our respondents
fear, or are these rankings the result of the picture of American Safe
life the world sees on video and movie screens? These questions
are almost irrelevant because, when it comes to national image,
perception is synonymous with reality. If the world believes that Well developed public
a country offers a high quality of life to a typical citizen, then it education system
will beneit from this esteem. This reputation-is-reality dynamic
holds for Canada, which claimed irst position for quality of life.
In every subcategory exception cost-of-living, Canada places no
Well developed public health
lower than fourth. Its job market is rated best in the world, as is its system
education system. These two traits surely contributed to the high
scores given to Canadian society for political stability, which is
Affordable
essential to those who would seek to immigrate or to invest in new
or existing businesses.

71
 like public health and safety, and opportunity for the individual
BEST COUNTRIES VIDEO INTERVIEW Click here to watch through education, employment, and economic security. When the
United Nations set an agenda called Global Goals for Sustainable
Development at its last general assembly, all 17 goals were aimed
at encouraging a high quality of life for the greatest number of
people. Gains in the battle against poverty suggest that hundreds
of millions of people who once struggled for subsistence have
reached a level of basic economic security that permits them to
consider broader concerns (The World Bank World Bank Forecasts
Global Poverty to Fall Below 10% for First Time). And thanks to the
mass media and the Internet, information about global conditions
are always at hand, with a few clicks, busy parents in Pakistan
can discover that schools in Portugal care for kids until 5:30
“We’ve seen that the entire world now put a spotlight on the PM. Parents in the United States, where daycare varies greatly in
access to education, especially for girls and women, the quality and cost – often higher than housing – can learn about
inequalities in education around the world and what that Australia’s national minimum standards.
ends up meaning for a country and for people as a whole.
The great thing is people are talking about this. You have As they seek to balance robust private development with the
public demand for community services, leaders in Australia and
the hashtag “62 million” which recognizes that there are 62
many other countries win favor by supporting quality of life for all.
million girls who want to be in school and aren’t in school
France, for example, gets poor marks for its job market and high
right now, which is huge. The impact of that on every country,
cost of living, but a highly-regarded public health system (rated
on the GDP of those countries where they don’t have equality
8th best in the world by our respondents) improved its overall
– gender equality in schools – is really, really large.”
ranking. Similarly, Malaysia, Thailand and Vietnam don’t break into
- Anna Blue, Deputy Director, Girl Up at United the top 60 in the United Nations “human development index,” but
Nations Foundation they occupy 22nd, 23rd, and 24th place amongst the 60 nations in
our survey for quality of life (United Nations Human Development
Quality of life is one of the three big elements in our global Index). These three countries beneit extremely from affordability
assessments of national reputations, equal to innovation and and they are also credited in our survey with remarkably strong job
citizenship. It consists of a combination of social supports, markets. These views are informed, no doubt, by media reports on

72
the GDP growth in these countries and across Southeast Asia.
Although developing countries often depend on labor intensive MALAYSIA LEADS EFFORTS TO BRING CUSTOMIZED
industries such as manufacturing to drive job growth, leaders
ENERGY SOLUTIONS TO RURAL VILLAGES
in these societies are turning to more advanced technologies to Two Malaysian universities have teamed up to make
improve quality of life more rapidly. In early 2015, the Academy the United Nations’ Sustainable Development Goal of
of Sciences of Malaysia organized a regional symposium on a energy access for all by 2030 a reality. In conjunction
with a UK-based team, the Smart Villages Initiative is
so-called “Smart Villages Initiative” that would use solar and hosting workshops across Africa, Asia and Latin America
other forms of power generation to create self-contained electric to urge community members in rural areas to create
and communications grids in rural areas. In Kenya, private solutions to their unique energy issues. Because each
community faces its own issues when it comes to access
enterprise has transformed inancial life for millions of people
to electricity, the input of its citizens is imperative for
with an instant cashless payment system based on cell phone developing custom, functional solutions.
technology. M-Pesa (mobile combined with the Swahili word for
money) enables secure payments for goods and services even in
the most remote places. In a nation ill-served by traditional banks,
the M-Pesa aids entrepreneurs and consumers, and even helps
farmers complete sales of their crops.

Essentially a secure and reliable form of instant data transmission,

M-Pesa turns information into economic activity. Leaders in other
countries are using technology to educate people so that they can
better themselves and better the societies they inhabit. China and
the World Bank are collaborating on a virtual learning center –
called the e-Institute – to provide practical education to millions
of urban poor. Now available in eighteen provinces, this training
is essential for residents of small and medium sized cities where
new arrivals ind limited options for schooling. Without job skills
to match the needs of employers, people are more likely to seek
opportunities in major metropolises, which are already straining
under the pressure of population growth.

73
On a smaller scale, the Danes, who already enjoy a much-envied

25 %
quality of life, are embracing an environmentally friendly project
under the banner of an organization called Stop Wasting Food.
Founded by a young woman named Selina Juul, Stop Wasting Food
shifted responsibility for waste from farmers and food sellers, who
often come in for criticism, to consumers, who actually account the amount the Danes reduced
for the largest share of waste. Many Danish chefs have joined food waste from 2009 to 2014
Juul’s initiative and it has been endorsed by former Prime Minister
Poul Nyrup Rasmussen. A 2014 poll found that half of all Danes (NPR Denmark Might Be Winning the Global Race to Prevent Food Waste)

think more carefully about the food they buy and consumer and
countries and communities are providing people everywhere
one-third believe they are wasting less food today than they did
with the means to make rough judgments about the conditions
ive years ago (NPR Denmark Might Be Winning the Global Race to
where they live. These ratings may not be scientiic but people
Prevent Food Waste).
everywhere would prefer to see they are living in, say, one of the
Danish food conservation, Kenya’s M-Pesa and China’s e-Institute world’s happiest places (Bhutan often tops such lists) and will
show that quality-of-life improvements can be initiated by expect their leaders to do something about it should their nation
actors in every corner of a given society. Relatively new global land in the bottom tier in any important measure. It may be
assessment scales, like the Program for International Student enough, for most people, to maintain a place in the middle of the
Assessment, which measures schools and press efforts to rate pack but few will long tolerate coming in last.

CAN YOU GUESS THE RATE OF HUMAN PROGRESS?

Despite improvement in recent years, people perceive conditions in low-income
countries to be much worse than they are. The truth is:

Over the last 13 years, average 80% of global 85% of children are 90% of girls are in
life expectancy has increased population has vaccinated against primary school
from 65 to 70-71 years electricity at home measles

(World Economic Forum Human Progress is Faster Than You Think)

74
 SPENDING ON SOCIETY
Across the OECD, public social spending is worth 22 percent of GDP.
These are the countries with the most momentum in social spending,
showing the highest growth from 2014 to 2007.
4.13
5.25

3.87
7.36

5.42

3.68
4.05
4.43

4.40

3.55
23.67

31.04

21.35

26.77

25.43

30.69

18.64

23.07

16.59

20.99

26.01

30.14

19.48

23.54

24.77

28.64

20.04

23.72

12.71

16.26
d

ain

um

ark

ly

nia

ia
rg
lan

pa

lan

Ita

ton
ou
Sp

ve
nm
lgi

Ja
Fin

Ire

mb

Es
Slo
Be

De

xe
Lu
2007 2014 Difference
(OECD Social Expenditures)
75
QUALITY OF LIFE
Perceptions that went into this ranking include:
Income equality, A good job market, Economically stable, Family friendly, Politically stable, Safe,
Well developed public education system, Well developed public health system, Affordable
THE TOP 10 COUNTRIES FOR QUALITY OF LIFE

1. Canada 6. New Zealand

2. Sweden 7. Germany

3. Denmark 8. Austria
THE PEACE MAKERS
4. Australia 9. United Kingdom
Countries with the most Safety,
5. Netherlands 10. Luxembourg Gender Equality, Concern for Human
Rights and Religious Freedom

THE TOP 10 QUALITY OF LIFE NATIONS ACCOUNT FOR 1.Canada 6. New Zealand

31 %
of GDP
2. Sweden 7. United Kingdom
3. Netherlands 8. Luxembourg
4. Australia 9. Austria
5. Denmark 10. France
(Based on 2014 Purchasing Power Parity per capita GDP)

FIVE STAR FARMERS MARKET

Countries that rank in the top 30% for both Health Consciousness and Has Great Food
Japan Italy Singapore
France Spain Portugal
 LIFE IS GOOD
Top 5 countries for Quality of Life relative to income level

TH CANADA
P
EH
APPY SHO
SWEDEN

DENMARK
CHINA
Countries that experience the most NETHERLANDS AUSTRIA
happiness in relation to their productivity
GUATEMALA VIETNAM
NIGERIA
1.Brazil 6. Sweden COSTA RICA THAILAND
PHILIPPINES
PANAMA MALAYSIA
2. Italy 7. Netherlands
3. New Zealand 8. Portugal INDONESIA
4. Australia 9. Canada
5. Spain 10. Costa Rica
$$$ $$ $$

MILLENNIAL POTENTIAL
Countries where Millennials Want to Live,
THE CONNECTION EFFECT
compared to the general population
Quality of Life is
1. Austria
2. Chile
3. Peru
79.6% correlated to Being
Connected to the Rest of the World
4. Costa Rica
5. Czech Republic

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, World Economic Forum Global Competitiveness Report 2015 – 2016,
Gallup’s Global Well-being Index, World Bank Level of Income, IMF Purchasing Power Parity per Capita GDP
Q&A
with Lars Gert Lose
Danish Ambassador to the United States

78
How would you briefly describe Denmark’s international this year, Apple decided to establish one of the world’s largest
reputation? data centers in Denmark. The new data center will be powered
by renewable energy, and surplus heating will be recycled
Denmark is known as a free-market democracy with a high
in the local district heating system, thereby minimizing any
degree of social security that prioritizes human rights and the
negative environmental impact. Because of Denmark’s long-
ight against climate change. Denmark is a creative nation,
term investment in sustainable technology we are attracting
built on social engineering to create one of the world’s richest
foreign investments, and at the same time the global community
countries. We are also known to take seriously our international
is looking to Denmark for inspiration on how to grow their own
responsibilities. To give you a couple of examples, Denmark
renewable energy mix.
stands with the global community to counter terrorism and
has joined the ight against ISIL, and we remain one of only ive How does quality of life contribute to Denmark’s nation brand?
countries to meet the UN’s target of spending 0.7 percent of its
First, a high ‘Quality of Life’ score is great publicity for us!
GNI on the world’s poor.
Second, and on a more serious note, it contributes to the better
Denmark ranks in the top 10 of the most competitive nations understanding of our social welfare model. Obviously, there
in Europe and in the top 13 of the most competitive nations is a cost to this. Taxes are high. However, the combination
in the world, according to the World Economic Forum (World of a dynamic, competitive and liberal society where it is the
Economic Forum Global Competitiveness Report 2014-2015). obligation of the government to create an environment for
We rank in the top 5 of the most creative nations in the world, businesses to thrive, and where citizens, within reason, are given
according to Global Creativity Index 2015 (Martin Prosperity the freedom to create their own individual happiness, has proven
Creativity Index 2015). to be a good foundation for a high quality of life.

A nation’s reputation is similar to a brand. Does Denmark have a Is a nation’s quality of life driven by its government, its
nation brand? If so, what is its personality? businesses or its citizens?

Denmark’s personality is built on the guiding principles I believe that the quality of life of a country is a joint-venture.
of modesty, egalitarianism, democracy and sustainability. Private-public partnership is paramount and a key to success.
Denmark’s brand attracts foreign investments. For example, Denmark is one of Europe’s most competitive industrial
because of our strong brand as a sustainable country, earlier countries with the best public sector in the world. And, from the

79
 recent OECD and Global Competitiveness rankings, I believe we marketing. The three largest Danish cities – Copenhagen,
must be doing something right. Aarhus and Odense – have all carried out large branding
campaigns that put cyclists in a positive light on advertising
What factors do you believe are necessary for any country to
billboards, on the internet and by actively including cyclists
provide a high quality of life to its citizens and residents?
in new bicycle projects. The result is an increasing number of
cyclists and cleaner, healthier and more live-able cities.
Denmark has a lot to offer in terms of how we organize our
society. The factors necessary, in my opinion, for a country to
Is there a culture that has evolved from the widespread usage of
provide a high quality of life, are a politically stable society with
bicycles? If so, what does that culture look like?
a competitive economy, where citizens are given a great deal of
freedom to pursue their own dreams and goals. 45 percent of people in Copenhagen bike to work and school
every day, according to a new study by the Municipality of
The latest OECD ‘How’s Life’ report says that Danes are the
Copenhagen (Copenhagen City of Cyclists: The Bicycle Account
happiest with their lives (OECD How’s Life? 2015 Report).
2014). So you can imagine what Copenhagen looks like during
That is a good measure of how good Danes perceive their
the morning rush. The city literally comes to life. Men in
quality of life to be.
business suits, women fashionably dressed in the latest styles
down to their high heels, and parents carrying their children in a
Danes have a special relationship with their bicycles. Can you
cargo bike, all hop on their bikes and set off for work or school.
explain how it has become a major form of transportation in
Including even the royal family. A photo of Crown Princess Mary
Denmark’s capital?
and her twins on a cargo bike coming back from kindergarten
went viral just a few weeks ago.
In the 1960s, cars were threatening to displace bicycles in the
Aside from a great workout, how has the Danish population
main Danish cities. But the oil crisis and the environmental
beneited from its widespread use of bikes?
movement reversed that trend. Danes associate bicycles with
positive values, such as freedom and health, and in recent
Danes, in general, are fairly it and, of course, biking helps. But
years cycling has actually become a symbol of personal energy.
cycling is also the preferred means of transport because it’s the
The bicycle has become very modern again, aided by societal
quickest and easiest way to get around.
development, successful political initiatives and conscious

80
81
 “Biking puts you in contact with all sorts of people, face to face. You
are on the street with a lot of different kinds of people and not within
your own car. It may affect the way you think about your fellow
citizens. You share a social sphere with different kinds of people and
that’s a positive thing.”
- Andreas Røhl, Former Minister of Cycling, Copenhagen & Associate at Gahl Architects

82
Biking has also become part of what keeps our lives together – Creating viable infrastructure and policies is important, but
allowing us to better connect our everyday tasks. While this tells these are only some of the elements in developing a more
us a bit about the Danish mind-set it also demonstrates that sustainable and live-able city. As long as the common
given the right support, cities around the world can be modelled understanding of mobility is connected to the concept of driving
to be more sustainable. a car, the road towards sustainable urban mobility through
cycling will not be an easy one.
What can other countries learn from Denmark’s afinity
for biking? Therefore part of the challenge is to change public perception
of which kinds of mobility carry the greatest beneits for both
How do you create a city of cyclists? More than anything, you
citizen and society. Fortunately, cycling leaves plenty of facts
need to make cycling safe and competitive with other modes
on the advocate’s side – to be used in campaigns and other
of transportation, and a great point of departure is having city
communication activities. Performing over the long haul has
planners armed with political will who make access for bicycles
been the essence in the Danish capital.
in public spaces a priority.
Copenhagen – as a city of cyclists – wasn’t designed and
In Copenhagen there is a coherent network of designated bike
constructed overnight. It has been decades in the making, and
lanes all over the city. That means you can ride from one part of
the consistency in prioritizing cyclists on the city’s street goes a
Copenhagen to another almost without ever having to leave the
long way to explaining why there are more bikes than citizens in
bike lanes. Not only is biking made safer that way, in most cases
Copenhagen today.
it also means less travel time than going by car or bus.

83
Q&A
with Shai Reshef
President of University of the People, the world’s irst
tuition-free, non-proit online academic institution

“I believe there is no greater use for the invention

of the Internet than spreading knowledge.”
84
What is the mission of the University of the People? I believe there is no greater use for the invention of the Internet
than spreading knowledge. UoPeople uses the Internet to serve
The mission of University of the People is to open the gates
as an equalizer, offering access to high quality education to
to higher education by offering affordable, quality, online,
all qualiied students, even as other factors divide them. In the
accredited degrees to any qualiied student around the world.
online classroom, there is room for all – nobody needs to sits in
the back of the lecture hall.
What role does education play in the quality of life for the
citizens in their countries? How does providing education make
Where is UoPeople headquartered and which regions have the
people stronger contributors?
highest enrollment of students?

When you educate one person, you can change a life, but
We are headquartered in Pasadena, California. We have
when you educate many, you can change the world. Nothing
enrolled students from over 170 countries. UoPeople has
is as important as education. Higher education is a key
attracted many irst-generation college students, single moms,
ingredient in the promotion of world peace and global economic
undocumented immigrants, Rwandan orphans and survivors of
development. Higher education should be a basic human
the genocide, Haitian earthquake survivors, refugees from Africa
right for all, and not a privilege for the few. Education can both
and Syria, and a plethora of others who have been inancially,
transform the lives of individuals and be an important force for
geographically or socio-culturally denied the opportunity for one
societal change, strengthening respect for human rights and
reason or another, to access a quality higher education degree.
fundamental freedoms, and in promoting understanding and
Most students are enrolled from the US, followed by Nigeria,
tolerance.
Canada and Haiti.

Your institution is not hindered by borders or limited by tuition.

With students from 170 countries, how are classes adapted to
How do students get access to quality education material and
various cultural customs and societal norms around the world?
learn at a competitive pace?
We put students in small online classes of 20-30 students, often
We have enrolled students from over 170 countries. As an
representing as many countries from around the world. They
online university, naturally, having a basic internet connection is
learn from each other, and learn to respect each other. Our peer-
essential for studying at UoPeople.
to-peer pedagogy makes students be aware, opens their mind,
and shifts attitudes towards other cultures and perspectives.

85
 Can you explain UoPeople’s “global village” approach? How The right to a quality education mustn’t be a matter of one’s
does it empower students to make change in their communities? geographical or inancial situation. In Africa in particular, online
education can be more accessible than traditional education
Peer-to-peer learning is at the center of UoPeople’s interactive
and utilizing it can mean the difference for millions of individuals
instructional model. It is built on the belief that studying as
to successfully attain education or remain shut out of education,
part of a global learning community is highly motivating and
as is the status quo.
that mastery is facilitated through actively applying one’s
newly-acquired knowledge and skills. After reading the relevant How does UoPeople empower students in crisis situations, such
material for the week, students are expected to contribute to as refugees, migrants and victims of natural disasters?
the class discussion and comment on one another’s entries.
Reaching out to the least upwardly mobile population is very
Through the give-and-take of the discussion forum, students
much in line with the university’s mission, to open the gates to
build on the contributions of others, and collaboratively
higher education to qualiied students and those most in need
generate knowledge and understanding. With classmates from
of education in order to overcome other barriers. The hardships
so many different countries, cultures and backgrounds, peer
that these people have experienced cannot be reversed; through
learning and assessment also broadens students’ appreciation
education, however, their futures can be transformed. UoPeople
for differing ideas and global perspectives and ideas. Course
has experience with providing refugee assistance programs with
Instructors participate in discussion forums as co-learners,
UNHCR, whereby a special policy, approved by the university’s
and also to facilitate interaction and monitor assessment
US accrediting agency, DEAC, has been established in order
outcomes. Every time a student takes a class, s/he meets
to admit refugees and asylum seekers in cases where oficial
20-30 students often from as many different countries, which
transcripts and documents cannot be obtained. In addition, we
fosters a unique global perspective.
set up computer centers following the Haiti Earthquake of 2010,
How has the UoPeople made an impact speciically through in addition to special scholarship funds for survivors of the
its initiatives in Africa? Can you share an example of how a Haitian disaster. We have special scholarship funds for refugees
UoPeople student has gone on to improve his or her community from around the world and we believe that in spite of their
in this region? transitory circumstances, whether the students remain in their

86
host countries, relocate again, or return home, these students deprived of a higher education simply because there will not
will be able to continue their online studies and qualify for their be enough seats available for them (UNESCO Director-General
chosen degree through UoPeople. For this reason, we have been Irina Bokova, quoted in UNESCO Debates Uses and Misues of
called a “University in a box”. We’re with the students wherever Rankings). University of the People is not only servicing those
they go. The only way to make a lasting difference in the future who are currently constrained from attaining higher education,
lives of the individuals, their families, communities and host but also, and perhaps even more important, it is building a
countries, is through education. model for governments and universities worldwide to emulate
in order to educate even greater numbers of individuals in
How can other institutions, public and private in other countries,
need. We are willing to show them how to do it. The UoPeople
learn from the example of the UoPeople?
model shows that every single qualiied person in the world
can get an affordable, quality higher education opportunity.
Governments, instead of spending millions on building brick-
What a great leap this would be for not only the individuals, but
and-mortar universities with resources they do not have, can
for their families, their communities, their countries, and for the
educate every qualiied student online, tuition-free. In 2025,
world at large.
UNESCO has stated that nearly 100 million people will be

87
CASE STUDIES

RELIGIOUS CROSSROADS IN PAKISTAN’S SCRABBLE GENIUS

AZERBAIJAN
In last year’s International Youth
Bridging Europe and Asia, Azerbaijan Scrabble Championship in Sri Lanka,
has long been a cultural crossroads of 9-year-old Hasham Hadi Khan scored
the East and West. With a predominately a whopping 878 points. The Pakistani
Muslim population, the country has made national team placed second in the
strides to make those from other religious MOROCCO EMPOWERS WOMEN BY championship overall, a result of the
backgrounds feel at home. The President EDUCATING THEM TO BE SPIRITUAL
country’s recent focus on youth players.
GUIDES
allocated approximately 2.8 million USD Parents appreciate the intellectual
to the Religious Culture Development The Moroccan government is educating stimulation this “indoor sport” allows
Fund in 2015 to continue the country’s women to become spiritual guides, or and kids enjoy making a name for their
efforts to promote education as a “Mourchidat.” While the role of prayer country on the international stage.
foundation for understanding. leader, or “Imam” is still reserved for men,
this initiative trains women alongside men
to travel the country, spreading religious
messages and combatting sexism and
extremist thought.

88
 BOLIVIA’S POP-UP PLAYGROUND

Urban green spaces are hard to come by

in Bolivia’s El Alto, the world’s highest
major city. The solution? A mobile HAVE YOU WALKED A MILE IN
playground on wheels that travels the ANOTHER PERSON’S SHOES?
city. Designed by the International Design
E-BIRTH CERTIFICATES IN TANZANIA The world’s irst Empathy Museum opened
Clinic, the park was brought to life by a
in London at the 2015 Thames Festival,
group of American and Bolivian design
In a country where 90 percent of children allowing attendees to literally walk a mile
students over three summers.
do not have birth certiicates, mobile in someone else’s shoes. Guests are
technology is bringing new life to families. given a pair of shoes and accompanying
Local carrier Tigo and UNICEF have audio narrative of their owner’s life story
created an SMS system that provides the and are invited to walk a mile and listen.
baby’s name, gender, date of birth and Bringing a whole new meaning to the
family details via text. Parents can now world “perspective”, the Empathy Museum
receive birth certiicates free of charge, plans to bring understanding around the
within days of the birth. world with a traveling exhibition of “A Mile
in My Shoes.”

89
THE SECRET BEHIND KAZAKHSTAN’S MYSTERIOUS
SLEEPING DISEASE

A strange illness struck villages in northern Kazakhstan, causing

people and animals alike to fall asleep suddenly, sometimes for
a period of more than ive days, waking with fatigue and memory
loss. A government analysis revealed the cause: nearby uranium
mines that, despite being closed for several decades, still emit
‘TINY LIVING’ IS THE NEXT BIG THING IN NEW ZEALAND
high levels of carbon monoxide. Both villages are being evacuated
with the government help to relocate families to new towns. Whether a small trailer fully-equipped with modern amenities or
a more primitive tent-like yurt on a communal plot of land, Kiwis
are seeing the inancial, social and environmental beneits of
downsizing. To accommodate a rising trend of “living small”, they
are asking oficials to revisit policies such as limiting the number
of dwellings that can exist on a property and regulations for
locating mobile homes.

90
 WORLD BANK OPENING DOORS TO INCLUSIVE HEALTHCARE

Since 2005, the World Bank has invested in improving access to healthcare through the Universal Health Coverage Studies Series (UNICO).

ARGENTINA CONNECTS UNINSURED REVOLUTION DRIVES FOCUS

NEW MOTHERS AND CHILDREN ON HEALTHCARE FOR THE POOR
TO TREATMENT IN TUNISIA

The Provincial Maternal and Child Health Since the revolution of 2011, distribution
Investment Program (“Plan NACER”) of healthcare has become a top priority
works with local governments on the DIFFERENT AGENCIES COME in Tunisia. Funded through central
treatment of uninsured pregnant women TOGETHER TO IMPROVE HEALTHCARE government transfers, the Free Medical
and children under ive. Leveraging IN INDIA Assistance Program has expanded to
existing social frameworks and strategic reach about twenty-seven percent of
Two new initiatives are showing promise
investment points, Plan NACER uses the population. As the country makes
for restructuring India’s approach to
“results-based inancing” to reward strides towards improving inancing for
medical funding. The government-led
clinics based on enrollment and inclusive healthcare, next steps include
National Rural Health Mission allows
improvements in health performance increasing eficiency of programs and
public health facilities to retain autonomy
and care quality. The program has seen targeting of recipients.
in funding, creating unprecedented
success in the form of rising prenatal
flexibility for these institutions.
visits, number of vaccinations and
Meanwhile, Government Sponsored Health
ultrasounds, birth weight and well-baby
Insurance Schemes are using output-
checkups among the uninsured.
based incentives to motivate private
hospitals as opposed to the traditional
input-based systems.

(World Bank Universal Health Coverage Studies Series for Argentina, India, and Tunisia)

91
Chapter 5

CULTURAL INFLUENCE
RANKINGS:
1. France
2. Italy
3. United States
4. Spain
5. United Kingdom
6. Japan
7. Brazil
8. Australia
9. Sweden
10. Germany

Cultural Influence accounts for 14% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
BACK TO CONTENTS
92
There was a time, not so long ago, when many Americans believed
that Italian cuisine was something inexpensive and perhaps CULTURAL INFLUENCE ATTRIBUTES THAT WENT
scooped out of a can on an evening when they didn’t have time
INTO THE RANKING:
to cook something else. Today, they join the rest of the world
in ranking Italian food, and the rest of its culture – art, design, Fashionable
fashion – as the second most influential. Who comes in irst?
Americans and the world agree that it is the French. Judged to
be extremely fashionable, prestigious and perfectly on trend, the
Happy
French edged past the Italians because our respondents also
viewed them as more modern. Has an influential culture
What is a country’s cultural influence? Simply put, it’s a measure
of a nation’s power to influence the vast areas of our daily lives Modern
outside the realms of geopolitics and economic might. At its base
level, cultural influence tells us whether, to use an Italian term, a
nation cuts a bella igura on the global stage. Do people around Prestigious
the world smile and get warm feelings when they consider the
culture of the United States, Spain, the United Kingdom, Japan,
and Brazil? These countries, which vary widely when it comes to Trendy
art, cuisine, or climate, stand together in the top rankings. Brazil is
regarded as a genuinely happy place while Japan is considered the
Culturally signiicant in terms of
most high-tech society on Earth.
entertainment
In our study, which seeks to measure the so-called “soft power”
influence of nations, we discovered that cultural influence
global esteem. China, in the eyes of the world, is unfashionable
accounts for fourteen percent of a country’s overall status. It is
and quite unhappy. Indeed, China scores 53rd place in the
vastly more important than more traditional forms of power and
happiness category. The places ranked happiest are, in order, New
influence and slightly more valuable than business readiness. In
Zealand, Australia, Brazil, and Italy.
this arena, a commercial behemoth like China, with the second
largest gross domestic product in the world, struggles to attract

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 a sense of agency, that you can be effective in changing your
BEST COUNTRIES VIDEO INTERVIEW Click here to watch circumstances matters, and so does connectedness.” Mogliner’s
work has established that stereotypes people hold about others can
have a signiicant and lasting effect (Knowledge @ Wharton What
Makes You Happy? It Depends on How Old You (Think) You Are).

Positive stereotypes, which are generated in classical art, literature,

entertainment and mass media, reverberate and gain power across
time and space. Five of the top six countries with cultural influence
can claim powerful artistic traditions that are more than a thousand
years old. In this same time period, the cultural products of Japan,
the United Kingdom, Spain, France, and Italy came to determine
regional and global ideals. The greats of the European Renaissance,
for example, established artistic and intellectual standards that
“Think about what a difference it makes for people
remain influential today. The current economic effects can be
everywhere in the world to see movies made in the United
seen in the tourism industry, where Western Europe and especially
States about the United States. About experiences here. And
France, dominates global trade. France, Italy, Spain and the United
how that shapes our attitudes about them. Think about India
Kingdom attract more than 220 million travelers per year. This
and the ilms that come out of Bollywood, as it’s known, and
igure is three times greater than the number who visit the United
how that shapes what we think we know about what life in States, which is vastly bigger in both territory and population,
India is like and what being Indian is all about. You can just than those nations combined (United Nations World Tourism
go right through every country.” Organization Tourism Highlights 2015).
- Don Baer, Worldwide Chairman & CEO, Burson Marsteller
Besides tourism, cultural influence energizes exports of services
and goods ranging from fashion to intellectual properties sold
People agree, in a rough way, on what makes for a happy life. by what can be called the “creative industries” which includes
University of Pennsylvania Professor Cassie Mogliner, who studies television, ilm, literature, music, video games, software,
happiness with a focus on organizations, notes that “people get architecture, design and visual arts. The value in these enterprises
this from a variety of experiences which range from excitement and can be seen in the efforts that nations use to protect them, through
novelty when they are young to calm, acceptance, and appreciation copyright regulations and enforcement and active efforts to
when you they are older. Happiness also comes from having promote these industries. In Great Britain, the 2015 report of the

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“I think that Italy’s appeal is Cultural but not Cultural as in museums or monument, but living culture: The Italian lifestyle. That is the
real brand that Italy sells. The lifestyle is a combination of Identity, traditions, aesthetics and ethics. Italy breathes culture on the streets.
Churches are not museums but part of the society; Restaurants are not only about the food, terroir and ingredients but also about
socializing and being part of a community.”
- Massimo Bottura, Italian restaurateur and the chef patron of Osteria Francescana

95
Warwick Commission on the Future of Cultural Value highlighted Technology development is a key component of much of the media
the long term social and economic values of a culturally educated produced by the creative industries, especially in ilm, television,
and creative people. “Culture and creativity” established “a sense and video games. The research, development, and deployment of
of identity, place, and community across the country,” noted new machines and methods requires substantial capital investment
the commission. They also generate “economic growth and and an education infrastructure that supplies people with the base
opportunity” (The University of Warwick Enriching Britain: Culture, of knowledge and skills to accomplish the creative, scientiic, and
Creativity and Growth 2015). technical work required to keep up with global competition. The
special effects that make fantastic worlds seem real on the screen
In fact, Britain’s cultural and creative industries, which exports can require armies of engineers and artists working with costly
substantial amounts of content, add over $115 billion to the equipment. The United Kingdom government supports this activity
national economy every year. The products of these activities with tax credits for ilm, animation, television, and game production.
include everything from British Premier League football broadcasts A seven-year program of relief was cleared with European Union
seen via satellite to digitally-delivered Beatles songs. This activity oficials, and will be in place until 2021. In the United States, similar
employs more than 2.6 million people, or more than eight percent tax beneits are offered by states and cities as they compete to host
of all workers. When the report was released, the United Kingdom’s everything from production studios to ilm crews seeking locations
minister for culture and the digital economy (yes, there’s a minister for shooting.
with this portfolio) noted that this sector “is growing three times
faster than our economy, at almost ten percent per year” (United Like other countries, the United Kingdom invests in cultural
Kingdom Department for Culture, Media & Sport Creative Industries influence by pouring money and intellectual capital into festivals
Economic Estimates January 2015). and sporting events. Although citizens still debate the wisdom of

UNITED KINGDOM OF CREATIVITY

In 2013, the British Creative Economy accounted for:

2.26 5% 9.9% 9.8%

million jobs of the United Kingdom increase in Gross of total United
economy (valued at Value Added from Kingdom service
$118.6 billion) 2012-2013 exports

(United Kingdom Department for Culture, Media & Sport Creative Industries Economic Estimates January 2015)

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subsidizing stadium construction of Olympic Games, communities
and nations still commit to these activities because, over the long
run, they value the esteem the world offers to a successful effort.
The 2012 Summer Olympics in London required the construction
of a sprawling Olympic Park and public spending on the games far
exceeded original estimates. However, the events were a success
and the opening ceremony, which amounted to a sprawling pageant
of culture, attracted an enthusiastic global audience. The value
added to the brand that is the United Kingdom was immeasurable.

Governments see more than economic beneits from their

partnerships with cultural producers. In the summer of 2015,
culture industries help Britain reached the top of The Soft Power
30, an index developed to reflect a concept of international status
developed Joseph Nye of Harvard University. Nye, who coined the
term “soft power,” studies the way that nations use their political,
cultural, and philosophical appeal to influence world affairs (The
Soft Power 30 Index Results). Distinguished from the “hard” power
of military might or inancial inducements, soft power depends
on winning the admiration of others. In the case of Great Britain,
the Soft Power 30 survey found an unmatched combination of “I would say the combination of the reminder of the global
strengths. Key assets included the BBC World Service radio and TV gift, if you will, that was William Shakespeare, plus the
networks and Britain’s higher education system. In another study Olympics, plus the Paralympics, plus the role of the royal
of soft power, produced with Nye’s help by the Monocle media family – their extraordinary popularity not just in Britain
group, the United States took irst place thanks to the popularity but around the world – all this helped with the image,
of American-made entertainment and the enormous impact of the brand of Britain at a time when our economy was
technologies developed by Silicon Valley and other research hubs emerging from a recession.”
(Monocle Soft Power Survey 2014-15). America’s support for the
- Sir Peter Westmacott, British Ambassador to the
free flow of information and its spirit of innovation wins admirers
United States
around the world.

97
 Modern measures of soft power, which are weighted in a way that
JAPAN IS EXPORTING “GROSS NATIONAL COOL” allows for countries to advance rather quickly, give credit to newer
powers like South Korea and Brazil. In our cultural influence data,
In 2002, the Japanese Ministry of Economy, Trade
we saw Brazil make a strong showing as the only Latin American
and Industry formed the “Cool Japan” initiative that
emphasized the country’s “soft power” through its country in the top 10. Our respondents rate Brazil as the number
cultural exports, including food, fashion and creative one country in culturally signiicant entertainment, number three
outputs like anime. The initiative supports small and
in happiness and number six in fashion. Clothes and accessories
mid-sized Japanese businesses, both domestically
and abroad. Cool Japan projects have reached many represent a vital form of self-expression in every socio-economic
countries abroad, like the United States, France, China, strata and trendy fashions can signal a wearer’s sophistication
South Korea, Singapore, Brazil, Italy, and India. and sensitivity to changing norms. Information technology permits
such rapid and wide distribution of information that trends are no
longer set by a handful of people working in fashion capitals. This
dynamic allowed Brazil to emerge as a trendsetter in clothes while
South Korea, with its K-pop sound, can make inroads in music.

South Korea, which was rated highly in our survey for its modern
society, proves that countries can follow many different avenues
to earn cultural influence. Chinese leaders have embarked
on a formal effort to raise their nation’s cultural impact with
investments, media, communications and cultural production.
Whether this centrally planned campaign will let China compete
with Bollywood, or Hollywood, remains to be seen. Creativity may
not be a top-down endeavor. In the meantime, Italy, France, Spain
and the United Kingdom demonstrate that a long and deep history
of cultural achievement can lend a nation lasting influence. These
nations lost their conventional empires long ago, but their cultural
influence endures.

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“The basic values of India such as diversity and democracy have helped in encouraging India’s thirst for creativity which is best reflected
in India’s ilm industry. However, it can be seen in many ields such as business, sports, media, Indian CEOs on the global stage, Indian
music, dance, yoga and inally our all-inclusive democracy. India receives the world with generosity and treats the world as one family. In
our strife-torn world, India is an example of celebration of civilizational values like peace, harmony and holistic progress.”
- Mr. Dnyaneshwar M. Mulay, Consul General of India to the United States

99
CULTURAL INFLUENCE
Perceptions that went into this ranking include:
Fashionable, Happy, Has an influential culture, Modern, Prestigious,
Trendy, Culturally signiicant in terms of entertainment MILLENNIALS CRAVE ASIAN CULTURE
80% of the countries Millennials rank more
THE TOP 10 COUNTRIES FOR CULTURAL INFLUENCE highly for “Place I’d Like to Live” than the general
population are in the Asia-Paciic region
1. France 6. Japan

2. Italy 7. Brazil
1. Singapore
3. United States

4. Spain
8. Australia

9. Sweden
80 % 2. New Zealand
3. Portugal
5. United Kingdom 10. Germany 4. Sri Lanka
5. Vietnam
THE TOP 10 CULTURAL INFLUENCE NATIONS ACCOUNT FOR

25 %
of GDP
(Based on 2014 Purchasing Power Parity per capita GDP)

CHEAP CHIC
Countries with the highest Cultural Influence despite below average per capita GDP

1. Brazil 4. Thailand 7. Russia

2. China 5. Mexico 8. Argentina
3. Greece 6. India 9. Turkey

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LIGHTS, CAMERA, CULTURE! SHOES, SAMBA & K POP
60% of the top 10 countries for Cultural Influence are Regional perspectives on Cultural Influence
among the biggest feature ilm producers in the world
Number of Movies Made Americas Asia
South Korea South Korea
India 1724
Italy Italy
United States 738
France France
China 638
United States United States
Japan 591 Thailand Thailand
France 270
Europe Middle East & Africa
United Kingdom 241
Italy Italy
Spain 231 France France
Germany 223 Spain Spain
South Korea 207 United States United States
Argentina 168 United Kingdom United Kingdom

Indicates top 10 country for Cultural Influence

ALL ACCESS PASS A CULTURE OF INNOVATION

Accessibility and connectivity are drivers of Which came irst: the hip entrepreneur or the cool coffee
Cultural Influence shop where he works?

Correlation to Cultural Influence

Connected to the Rest of the World 89%
The correlation between
Well-Developed Infrastructure 79% Cultural Influence &
Strong International Alliances 77% Entrepreneurship
Open Travel Policies 75%

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, World Bank Level of Income,
Institute for Statistics Feature Films – Cinema Infrastructure, size, IMF Purchasing Power Parity per Capita GDP
Q&A
with Massimo Bottura
Italian restaurateur and the chef patron of Osteria Francescana,
a three-Michelin-star restaurant based in Modena, Italy

“Today a country’s cuisine is everything. It is

history, geography, identity and innovation all
in one. Many of a country’s values can be seen
through the food. Language isn’t necessary or
description. This is the power of food.”
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How would you briefly describe Italy’s international reputation? always pleasantly surprised at the diversity, at the quality of the
food and also how healthy and fresh it is. Culinary discoveries
Italy has a reputation for being an authentic place, a place
are a part of anyone’s journey to Italy and something that can
people love to visit and often return to again and again. I have
easily be brought back either in the form of an ingredient, a
asked myself why time and again. I think that Italy’s appeal is
recipe or even just a great story.
about a very rare and precious sense of Identity. There may be
a general idea about Italian Identity but the reality is that Italy is A nation’s reputation is similar to a brand. Does Italy have a
speciic with each region of Italy, each town having something nation brand? If so, what is its personality?
unique to offer.
I think that Italy’s appeal is Cultural but not Cultural as
Language - The oficial language of Italy is Italian but there are in museums or monuments but living culture: The Italian
hundreds of dialects that are still spoken in Italy that safeguard lifestyle. That is the real brand that Italy sells. The lifestyle is a
the character and particular customs of each region. combination of Identity, traditions, aesthetics and ethics. Italy
breathes culture on the streets. Churches are not museums but
Geography - The diverse geography of Italy and the
part of the society; Restaurants are not only about the food,
microclimates mean a wide variety of ingredients and
terroir and ingredients but also about socializing and being part
artisan products that render each area unique in flavor and
of a community. Every town has something unique that the next
culinary traditions.
town over envies. It could be an ingredient, a church, a museum,
and a patron saint. The people in that town identify with that
Architecture - A wide range of architectural styles, from the
unique object but do whatever they can to encourage others to
Greek architecture to Fascist architecture, and more recently
see it, taste it, visit it.
contemporary buildings in cities like Milan, Rome and Venice
but also small and very beautiful projects in small towns, like
How does a country’s cuisine impact its culture and its
the Calatrava train station in Reggio Emilia. These monuments
international reputation?
to culture are moments of discovery that make each landscape
memorable and encourage a desire to discover more. Today a country’s cuisine is everything. It is history, geography,
identity and innovation all in one. We know about places by the
Culinary - The rich culinary history of Italy from east to west,
restaurant and chefs we hear about on social media, television
from north to south, has become a trademark. Travelers are
shows like “Mind of a Chef,” or documentaries like Netflix’s

103
 “Chef’s Table.” The public becomes aware of a place because Contemporary Italian cuisine is not re-inventing the rules or the
of a face or a name – it is easier to identify with a detail than a recipes but bringing the best of the past into the future. Then
large picture. Culinary travels are a way of looking at a country and only then can we guarantee that the traditions that have
or a culture through a very basic need. Many of a country’s been passed on to us remain fresh, interesting and alive.
values can be seen through the food. Language isn’t necessary
Why did you choose to build a culinary icon, Osteria
or description. This is the power of food.
Francescana, in the medieval town of Modena? Has this
How would you characterize typical Italian fare? How are you contributed to its success?
reinventing the space?
I am from Modena, born and raised. Although I have traveled the
Italy has a diverse culinary history and each region boasts world and worked in New York, France and Spain, my dream has
traditions that are unique to that part of Italy, at times, even always been to bring people to Modena. When I opened Osteria
unique to that town. Francescana in 1995, I was already dreaming about Michelin
stars and hoping that someday Modena would become a foodie
Culinary traditions are sacred in Italy and hard to budge or move
destination. This dream is coming true year after year, and
forward; however, I have been working for the past 20 years on
recipe after recipe. The gastronomic pilgrimages that our guests
a concept I call: Tradition in Evolution. This idea is not about
make to dine at Osteria Francescana are better than any award,
breaking with tradition but allowing traditions to breathe and
stars or rankings.
evolve with the times. This concept is cornerstone of my kitchen.
If culinary traditions are placed under glass and frozen in time, Modena is a rich culinary region with key Italian ingredients
they lose their meaning and context. In order to be safeguarded such as Parmigiano Reggiano, Prosciutto, Mortadella, Balsamic
and to have a place in the future of Italian gastronomy, they need Vinegar, as well as rich farmland that produce excellent
to be modiied, adapted to a contemporary palate, to changing vegetables and fruits. We are centrally located and have access
state of ingredients, to new techniques and today’s lifestyle. to all of Italy by train and car. Modena was a crossroads for
Frying a piece of Cotechino sausage in the 15th century was travellers from north to south, from east to west and these
okay. People worked the ields and needed those calories. Today trade routes are responsible for the dynamic and rich culinary
it is improbable for many reasons. traditions in the area.

104
Now that it is established, how has the innovation at Osteria As for impacting other countries, it is hard to say. I do travel
Francescana impacted the culture of Modena, Italy and and cook abroad often. I talk and demonstrate our ideas and
other countries? our recipes. What we try to do as a team is stimulate young
chefs to think about their culinary traditions and their cultural
Innovation has always been our platform alongside tradition.
institutions from a fresh point of view. As I have learned from the
Tradition in Evolution we call it in fact or rather, Tradition seen
Chinese artist Ai Wei Wei – art is not an end but a beginning – I
from 10 kilometers away. The idea that you need to take a step
feel the same way about making a recipe – it is not an end but a
back in order to see things clearly, like when you look at a Monet
beginning of a new tradition, a new path, a new way of thinking
painting, a Turner landscape or the sculptures of Giacometti, is
about an ingredient, technique, or tradition. Breaking with the
a meditation on Perspective. In order to innovate, one needs to
past is necessary to forge the new. Learning to bring the best of
know everything and then forget it. That is the only way that you
the past into the future is a very dificult task but can be applied
can keep a window of poetry open and natural changes occur.
to all cultures.

I do believe that our 20-year struggle to go against the grain,

Can you explain your role as “Ambassador for Food in the Year
swim upstream, and move the Italian kitchen into the 21st
of Italian Culture in the United States”?
century has had an enormous effect on the area, the energy
around the contemporary kitchen, and a renewed enthusiasm
Absolutely! During the year 2013 we cooked in many cities and
for gastronomic curiosity. Modena is on the map for several
promoted Italy through a menu designed to surprise, inform and
important factors: an 11th century Romanesque Unesco
stimulate the imagination. It was called, “Come to Italy with Me”.
World Heritage site Cathedral; Enzo Ferrari and the fast car
Each plate addressed a particular region, tradition or ingredient
phenomenon of Ferrari, Maserati and Lambourghini in Modena
in an unusual way to take our guests on a flavor adventure. From
and the vicinity; Luciano Pavarotti and the attention to Opera;
Los Angeles to Washington DC we cooked, talked and told stories
and Osteria Francescana.

105
 “Safeguarding the future of food with sustainable
ideas and ethical practices will become standard
practice for future generations.”

106
about our culture through the recipes. It was a marvelous trip in Africa and I believe that it could be the new frontier of flavor,
and a great way to rouse our guests’ curiosity about Italian food ethics, sustainability, and storytelling. There is still so much
that most people love and adore but never want to question. to discover and uncover there. But like anything, change takes
When you question the things you think you know, you are taken time, and positive change even longer.
out of your comfort zone and then and only then are there an
What is important is that chefs become more aware of their
opportunity to learn something new. That is why breaking with
social responsibility to their communities, their artisans, their
expectations is so important, especially when it comes to food.
farmers and cheese makers. All the lights are on culinary stars
What countries do you think produce the most influential cuisine these days that means that it is time that we chefs take a stand
around the world? What can other countries learn from Italy’s and ight for those who have less of a voice than us. Without our
example of re-examining its cuisine? artisans and our farmers, we would be nowhere.

Today many countries are re-examining their cuisine – both Safeguarding the future of food with sustainable ideas and ethical
the historical kitchens and those that evolved after the practices will become standard practice for future generations.
industrial revolution, or 20th century economic boom. Many
And Culture and the Arts are really the motivational force
Latin American countries are inally realizing what incredible
behind the evolution of our kitchen at Ostoria Francescana. The
resources they have and beginning to re-discover them and
lessons I have learned and shared with my staff from artists,
praise them after years of copying the American or International
musicians and literature, have given so much to our kitchen.
Culinary model. This is positive.
The Arts are the absolute pinnacle of society. We Chefs are not
Asian Culinary Traditions have always been very strong and now artists but artisans but we can become cultured informs our
contemporary chefs are beginning to fuse Western techniques ideas, our traditions and our kitchens. As I have often said and
and ideas, with Asian traditions. This is very interesting and repeat again and again, “Food is not only about the quality of the
always breeds new ideas and flavors. I am personally interested ingredients, but the quality of the ideas.”

107
Q&A
with Mr. Dnyaneshwar M. Mulay
Consul General of India to the United States

108
How would you briefly describe India’s international reputation? architecture and literature. Indian heritage views life in holistic
manner as could be seen in Ayurveda and Yoga.
India, which is the largest democracy, has emerged as a global
leader. India encourages pluralism, inclusiveness and equal Would you say a nation’s ability share its culture is driven by its
opportunity to all its citizens. It has strong soft power of long government, its businesses, or its citizens?
heritage, diverse forms of arts and culture and strong values
A nation’s ability to share is essentially driven by the people
such as respect for all and non-violence.
and their cultural and civilizational values. The Governments,
A nation’s reputation is similar to a brand. Does India have a business houses and people with strong personality such as
nation brand? If so, what is its personality? Vivekananda, Mahatma Gandhi and Jawaharlal Nehru have been
able to articulate these values to the world.
India as an ‘idea’ has existed for over two millennia. It has a
strong spiritual character which is manifested in its music, India’s Bollywood is the largest producer of moves in the world.
dance, theatre, yoga and vast body of ancient and modern How does India capture and/or reflect the many aspects of its
literature. By character, India is a place that has absorbed complexed mix of cultures in its ilms?
and accommodated different cultures and streams over
Bollywood is one of the manifestations of Indian creativity and
several centuries. As a result, today, India is diverse not only
culture. Besides being the world’s largest, it is also among the
geographically and environmentally, but also in terms of
leading ilm industries in the world. It has already completed
heritage, culture and faith. Slogans like ‘Incredible India’, ‘Unity
over 100 years of history. It has evolved its own character and
in Diversity’ and ‘Continuity and Change’ broadly are the brands
has a global brand appeal known as Bollywood that has earned
that India is known for.
acclaims and awards globally.
How do values and heritage contribute to India’s nation brand?
Just how far do Indian movies reach, geographically? And which
Indians by and large cherish values that enrich humanity. These countries or regions are they the most popular in?
include respect for everybody, strong sense of charity towards
Indian movies are popular on all continents covering almost the
underprivileged, emphasis on character and good education.
entire planet. The Indian Diaspora spread over 120 countries
In terms of heritage, the diverse Indian heritage has no parallel
has helped in popularising the Bollywood. However, there is
in the world. It has a strong tradition of music, dance, theatre,

109
 universality of appeal to Indian movies which are received Compared to Hollywood, despite being the largest producer
with equal enthusiasm in the Muslim world, former Soviet of movies, the inancial size of Bollywood is about 1/6th of
Union and East European countries as well as Africa and Latin Hollywood. Indian ilms have won awards in all international
American nations. The increasing trend of cooperation between ilm festivals and are often an attraction. Films like Gandhi and
Hollywood and Bollywood has created an audience in the Slumdog Millionaire are globally known. However, new genres
western world too. Joint productions like Bend it Like Beckham, of ilms with Indian themes such as The Hundred Foot Journey,
100 Foot Journey, The Monsoon Wedding are also strengthening Million Dollar Arm, The Best Exotic Marigold Hotel, among
Bollywood’s presence. others, are the ilms of an entirely new style and category that
are also becoming popular. India is known globally as a country
What drives Bollywood’s popularity? And are the cultures of
with quality ilms. Directors like Satyajit Ray, Mira Nair, Shyam
international audiences in various regions influenced by the
Benegal and Deepa Mehta are known worldwide.
culture of Indian movies? If so, please elaborate.
What can other countries learn from India’s example?
Bollywood’s popularity is driven by universality of themes,
prominence to love stories and happy endings, the spice of The basic values of India such as diversity and democracy
life (music, dance, melodrama) being presented in an have helped in encouraging India’s thirst for creativity which is
entertaining manner with technical reinement. Global best reflected in India’s ilm industry. However, it can be seen
audiences are being influenced by Indian movies and, as a in many ields such as business, sports, media, Indian CEOs on
result, there is more cooperation between Hollywood and the global stage, Indian music, dance, yoga and inally our all-
Bollywood in terms of themes, technical collaborations, studio inclusive democracy. India receives the world with generosity
work and inancial arrangements. and treats the world as one family. In our strife-torn world, India
is an example of celebration of civilizational values like peace,
How has India’s international reputation been affected by the harmony and holistic progress.
widespread viewing of its movies? Has India been able to enjoy
political or social beneits that are a direct result the
ilm industry?

110
111
CASE STUDIES

LINGERIE FOR A CAUSE IN COLOMBIA MEET THE “HIJABERS“

The Naja lingerie factory not only A group of young Indonesian fashion
beneits women through its message designers is joining the ranks of the
of self-acceptance but also employs “Hijabers” who are transforming
single mothers and offers incentives traditional perceptions of the Muslim
for childcare. The Underwear for Hope fashion staple by adding their own trendy
program contributes two percent of all GRAFFITI REVOLUTION IN KIEV, twists on the traditional garment. Their
UKRAINE
purchases to entrepreneurial efforts in efforts to promote cultural acceptance
sewing foundations, empowering stay-at- Celebrating traditional deinitions of beauty, through fashion are becoming so popular
home moms with work and income. Kiev’s street art revolution shows portraits that non-Muslim designers are picking up
of women wearing “vyshyvanka,” the East on the trend.
Slavic embroidery technique. A sign of
respect to the country’s age-old customs,
the purpose of this artwork is to bring unity
to the country in a time of strife.

112
 CZECH REPUBLIC TAKES CENTER
STAGE FOR FILM PRODUCTION IN
EUROPE

Known as “Hollywood East,” the Czech

NIGERIA’S NOLLYWOOD IS THE FROM SNAGGLETEETH TO FAKE
SECOND LARGEST FILM MARKET IN Republic is where movies such as
BRACES: DIFFERING DEFINITIONS OF
THE WORLD Casino Royale and Mission Impossible DENTAL BEAUTY IN SOUTHEAST ASIA
were ilmed. New amendments to the
A 2014 report by the Nigerian government In Japan, crooked teeth – or “Yaeba” –
government’s Movie Act aim to increase
reveals that the ilm industry in Nollywood are considered beautiful. Men ind these
the country’s already high tax incentives
is worth $3.3 billion, surpassing imperfections attractive and endearing,
for ilm-makers. The government is also
Hollywood as the second largest global which has led to a trend of installing fake
increasing funding to support domestic
movie production spot. Second only to snaggleteeth. In other Southeast Asian
ilm production, giving Czech ilmmakers
Bollywood, the Nigerian ilm market is nations, the high price tag associated
more opportunities to shine on the
known for churning out 50 movies each with straight teeth is making fake braces
international stage.
week, which brings in some $600 million a status symbol. Teens order stick-on
in annual revenue to the country. The orthodontia with designs like Hello Kitty
industry is still battling issues of piracy and Mickey Mouse as a fashion accessory
and production quality, but its meteoric to be worn out on a Saturday night.
rise shows Nigeria’s potential to become
a long-term player on the international
moviemaking stage.

113
 YOU KNOW WHAT THEY SAY
(IN INDONESIA): BIG FEET...
ATTRACTIVE WOMAN

The Karo Batak people who live on the

Indonesian island of Sumatra admire
THE SOCIAL NATIONS CHOLITAS MAKING STATEMENTS IN
ladies with large feet. In this agricultural
BOLIVIAN FASHION
Ecuador (@Presidencia_Ec) and the community, it is a sign of strength that
United Kingdom (@Number10gov) top implies she might be more capable A term previously associated with middle-
the OECD’s list of central government of working in the ields and thus a class maids, Bolivia’s “cholitas” are
Twitter accounts with the most followers more productive member of society. recognizable for their brightly colored full
as a percentage of their population. Diverging signiicantly from many other skirts, bowler hats and shawls. Dating
With almost ive million followers, the cultures who prefer small feet on a back several hundred years, the fashion
United States (@whitehouse) has the woman, this cultural norm suggests staples of the Aymara Indian women of La
highest following overall. The United that “attractive” qualities can be learned Paz are taking South American runways
Kingdom (@Number10gov), Turkey (@ based on one’s surroundings and are by storm. The cholitas’ rise in popularity
tccankaya), Japan (@Kantei_Saigai), not necessarily innate. is also helping them overcome years of
Russia (@KremlinRussia) and Mexico (@ discrimination and stereotyping.
PresidenciaMX) all break one million.

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YOUTUBE TESTS IN VIETNAM FILIPINO “ANTI-MALL” IS A
DESTINATION FOR CREATIVITY
Vietnam is among the few emerging
markets where YouTube tests new ideas. Located in Manila’s Makati City, The
Like many emerging markets, the majority Collective is an abandoned warehouse
of Vietnamese people access the Internet turned trendy hang out dedicated
with smartphones at limited WiFi access to diversity and art. Here, shoppers
points. YouTube is testing an Offline can ind the latest fashions at a girly
Viewing tool that allows boutique specializing in custom jewelry;
I’LL HAVE SOME CORAL WITH MY
users to download content to view when HUNGARIAN SOUP, PLEASE take turntable lessons at the nearby
they are outside of these zones. The video vinyl specialist; ind inspiration at a
Halászlé is a traditional Hungarian young artist’s exhibition; or visit a pasta
giant also recently-added “.vn” local video
isherman’s soup prepared on the banks bar offering noodle dishes from around
site that enables users to focus only on
of the Danube and Tisza rivers. Made the world.
Vietnamese content. With a rising young,
from boiling ish stock in a cauldron over
entrepreneurial population, How-To videos
an open ire for several hours before
have been particularly popular.
adding spicy paprika, carp roe and coral,
preparations vary slightly by region. Like
all good chefs, Hungarian ishermen guard
their halászlé recipes closely.

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Chapter 6

OPEN FOR BUSINESS

RANKINGS:
1. Luxembourg
2. Sweden
3. Canada
4. Denmark
5. Panama
6. New Zealand
7. Netherlands
8. Singapore
9. Australia
10. Thailand

Open For Business accounts for 13% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
BACK TO CONTENTS
116
Poised between its authoritarian past and the promise of a quadruple its economy by 2030 while adding roughly one-third
democratic future, Myanmar’s 50 million people also dwell to its population (McKinsey & Company Insights & Publications
between the powerhouse economies of China, on its eastern Myanmar’s Moment: Unique Opportunities, Major Challenges).
frontier and India, across the Bay of Bengal. The 2010 dissolution Recent reforms that make it more business ready could place it on
of the junta that ruled the county since 1988 freed Nobel Peace a par with modern Vietnam, Thailand, or Malaysia as an emerging
Prize winner Aung San Suu Kyi, who had long lived under house regional economic force.
arrest. The November 2015 election saw her party sweep to power
and added to the hope that the country would continue to open Although Myanmar was not included in our survey of nations,

itself to the world. Thailand came in 10th in the “Open for Business” category,
scoring fourth-best in the cost of manufacturing and ninth in
Long driven by armed internal conflict and subject to repressive a measure of bureaucracy. Thailand also rated highly (10th)
governments, Myanmar’s thaw has produced a relative boom in when it came to taxes on business and development. Similarly
tourism, and with it an increase in the number of visitors who high scores for taxes and low-cost manufacturing helped
bring both hard currency and foreign attitudes to the country.
When New York Times travel writer Ceil Miller Bouchet spent 36
CULTURAL INFLUENCE ATTRIBUTES THAT WENT
hours in Yangon (historically called Rangoon), she found a city
INTO THE RANKING:
buzzing with energy and eagerness to recover the status it once
knew as an outpost of the British Empire. Writing last summer on Not bureaucratic
the promising business prospects in Myanmar, Sir Martin Sorell,
Founder and CEO of WPP, noted that global brands like Heineken
are returning to the country and foreigners are making big Cheap manufacturing costs
investments, especially in telecommunications.

In Sorrell’s analysis, Myanmar is, along with Iran and Cuba, a Not corrupt
country that is coming in from the cold of international isolation.
Although these nations had longstanding rifts with Western
powers this history “will not deter companies from investing,” Favorable tax environment
noted Sorrell (The Telegraph Iran, Cuba and Myanmar Offer
Rare Opportunities for New Business). In fact, the growth likely
Transparent government practices
to accompany economic changes in these nations will entice
investment. McKinsey and company estimates that Myanmar, will

117
 Malaysia earn a rating as the 14th most business ready country.
“The Luxembourg government has, over the past Vietnam ranked 21st on the strength of its extremely low cost
three years, launched an intensive effort to deine and of manufacturing. Low manufacturing costs, due mainly to low
communicate its “nation brand”. It is articulate around wages, also propelled Peru, Sri Lanka, the Philippines into the top
three core values that the country stands for, both 20 for business readiness, ahead of both Japan and the United
traditionally and in current practice: reliability, openness States, which ranked 22nd and 23rd respectively.

and dynamism. Its key promise is “further together”, since

Low wage countries can be seen as winners in a race to the
as a small nation it has always worked together with allies
bottom when it comes to the competition for certain kinds of
and has traditionally been at the vanguard of progress,
investment, especially from those interested in manufacturing
both in terms of technology and social development.” goods that require lots of hands-on work. However, a wide-angle
- Jean Louis Wolzfeld, Luxembourg’s Ambassador to view of our indings suggests something more is going on. Four
the United States very high-wage countries – Luxembourg, Sweden, Canada and
Denmark – claimed the top four business readiness spots. These
highly developed countries are considered to be comparatively
free of the bureaucratic obstacles that limit business investment
and growth. Most are also credited with transparent governments,
minimal corruption governments and favorable tax rates. Well-
informed people around the world seem to agree that a positive
government approach to business can help overcome high costs.

Number one in business readiness, Luxembourg has long been

regarded as a reliable inancial center where a coherent legal
system and strict standards provide security for conidential
transactions. This tiny country has more recently become known
for its dynamic role in the enormous economy of the European
Union. A government sponsored branding campaign organized
around the slogan “further together” emphasizes Luxembourg’s
status as a multilingual state with strong ties to its neighbors and
a history of forward-looking social and commercial practices. Its
extraordinary trade agreement with Belgium and the Netherlands

118
119
 “The New Zealand government has developed the ‘New Zealand Story’ which is an initiative that deines the distinctly Kiwi attributes
that make us unique and provides a framework to help us better communicate our value to the world.
Underpinning our story are three core values that shape who we are as people and reflect the way we act. These values are:
• Kaitiaki – meaning care of people and place.
• Integrity – we value trust, honesty, humility and reciprocal respect.
• Resourcefulness – we have a fresh, outward-looking way of thinking.
The New Zealand story was created with extensive input from over 200 leaders from New Zealand’s primary sector, manufacturing,
Māori, export industry, education and wider government services; through a series of collaborative and robust private and public sector
workshops. The Story was then tested for relevance and authenticity in a range of international markets across both business and
consumer audiences.”
- Peter Crabtree, General Manager of Science, Innovation and International, Ministry of Business, Innovation & Employment

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– the Benelux Union – pre-igured the EU and established businesses. It ranks ifth from the top in government transparency
Luxembourg as a country of extraordinary diplomatic and economic and is regarded as one of the least corrupt places on Earth.
expertise. Today it is home to numerous high tech enterprises
including some of the most advanced global data centers. New Zealand’s reputation seems to be based on the world’s
long-running, positive experiences with the Kiwi government. In
On the opposite side of the globe, but also in the top ranks in our the World Bank’s annual assessments of nations New Zealand
survey, New Zealand shares much in common with Luxembourg. has scored consistently high marks for its fair and open business
Both countries enjoy a reputation for offering businesses a permitting process and transparent inancial system. People the
culture of integrity and resourcefulness. In Luxembourg’s case, world over believe they will get an honest deal in New Zealand,
these traits emerged from its political isolation as a neutral even if they are small ish. The most recent World Bank survey
state. New Zealand is geographically remote and its geography found New Zealand to be the very best place for access to credit
has encouraged its people to be inventive and sophisticated (World Bank Doing Business Index).
in their approach to business. Most importantly, New Zealand
presents itself to the world in an open and honest way. New The United States is also very friendly to borrowers, according

Zealand is considered to be the very least bureaucratic country for to the World Bank, but nevertheless suffers from some image
problems in our survey. For instance, the United States is perceived

LOW TAXATION NATIONS

These are the countries with the lowest tax revenue as a % of GDP:

Chile

United States

Korea

Turkey

Switzerland

(OECD Total Tax Revenue as a Percentage of GDP Data)

121
as a high tax country. This image persists even though individual
Americans pay taxes at a rate below the OECD average. (KPMG BEST COUNTRIES VIDEO INTERVIEW Click here to watch
Individual Income Rates Table 2015). And unlike many countries,
the United States does not tax commerce with either a Value
Added Tax (VAT) or a national sales tax. When the Organization
for Economic Cooperation and Development measured taxes as a
share of Gross Domestic Product in 2012, the United States came
in near the bottom, at 24.3 percent (OECD Total Tax Revenue as
a Percentage of GDP Data). Why then does the world believe that
the United States is a high tax locale for business? The answer
may lie in a high oficial corporate tax rate, and a complex tax law
system that makes it dificult to determine, in advance, the tax any
enterprise will ultimately pay. This complexity is no doubt a factor
in the world’s assessment of the United States as a business- “For many years, people outside of the United States of
ready place. America wanted to have something “Made in USA” because
you are buying part of what we called “The American Dream”,
The good news for the United States can be found in the iner
details of our respondents’ attitudes. Business decision-makers the American excellence, the American innovation…Today, if

rank America irst among countries they have done business we look at the African continent, Africa has to create African
with and irst, too, among the countries they would do business champions. Africa needs champions in many industries, like
with again. Consumers also rank the United States irst when it the Gap of Africa, like the Zara of Africa, if we think just about
comes to the question of making repeat purchases. This compares the clothes industry. Maybe one day to have an automotive
favorably with export superpower China. The Chinese came in industry made in Africa, like you have great cars made in
irst to America’s second when we asked consumers if they had Eastern Europe or even in China or in Korea.”
purchased goods or services from certain in nations. However, the - Richard Attias, Founder, Attias & Associates
Chinese fell to number eight when we asked whether respondents
would purchase from them a second time. This reticence could Of course world opinion is based as much on impressions
indicate unhappiness with the quality China delivers. India shows as facts. Brazil, for example, is a notoriously bureaucratic
a similar decline in trust, with world consumers voting against country where more than one hundred days worth of effort is
repeat business with Indian irms. required just to register a business (World Bank Doing Business

122
Increasingly we see a rise of feminine power that we wrote about in
our book, The Athena Doctrine, is emerging in China which is home
to half of the world’s self-made women billionaires. (Quartz 2013)
123
Economy Rankings). In the United States, the igure is about four order to encourage their participation in the economy. Also,
days. However, in our survey, Brazil was judged to be far less Israel’s focus on the tech sector aligns with the best practices
bureaucratic than the United States. Brazil got a big bump in its recommended by global opinion. Worldwide consumer brands are
overall ratings from our respondents in Asia who judged it higher considered another key to international esteem, however these
overall than respondents in any other region. This favored status must be developed with a focus on consistent quality.
may be traced, perhaps, to Brazil’s status as the only state in the
Americas to be considered an emerging economic superpower. Best countries will follow Nordic nations in the quick adoption of

People everywhere seem to know that Brazil’s economy is on the business-friendly practices like cashless transactions. (Denmark

rise and they view this record favorably. will soon drop the requirement that retailers accept cash for
clothing, gasoline, and restaurant meals.) Leaders will also help
The greatest agreement, when it comes to region-by-region views their countries if they move nimbly toward new manufacturing
of business readiness, can be found at the bottom of our rankings. processes that help high-wage countries compete with low-wage
Russia’s reputation was consistent, with three out of four regions ones, and if they exploit the science that produces better materials
putting it at the bottom, in 60th place. The exception was our pool and the technology that delivers services across borders. The good
or respondents in the Middle East and North Africa who counted news for those who would be the best is that vast store of natural
Russia as 58th, just ahead of Israel and Iran. resources, which once deined business readiness in the global
economy, are no longer required of those who would be great. The
Israel boasts one of the most technologically advanced economies bad, or rather daunting news is that this truth holds for us all. In
in the world. As one might expect, respondents in the Middle East the race to be best, even giants like China and the United States
and North Africa, where large Muslim populations focus on the must hustle against the Luxembourgs and New Zealands.
Israeli/Palestinian conflict, opinion of Israel is lowest, at 60th.
However, the numbers from the rest of the world should concern
Israelis too. Americans rate them 38th, sandwiched between
Mexico and behind Columbia. Europeans and Asians place in the
mid-forties among sixty countries.

Considering geopolitical realities, there’s only so much a country

like Israel can do in order to improve its reputation and leaders
there are making an effort. For example, Israel, Singapore and
Spain provide a speciic tax credit or deductions to women in

124
 WOMEN IN THE WORKFORCE
According to the World Bank’s Women, Business and the Law 2016 report, 55% of economies
covered provide inancial support to parents with children under primary education age

TAJIKISTAN MALAWI & OMAN

now has a law on preschool education, introduced free and compulsory primary
including direct public childcare. education.

MEXICO TURKEY
enacted legislation that makes payments enacted a new law introducing one year of
for childcare tax deductible. publically provided pre-primary services
for 4-5 year-olds.

BELARUS ISRAEL, SINGAPORE & SPAIN

introduced state allowances for families provide a speciic tax credit or deduction
with children under the age of 18 years. to women.

(World Bank Report: Women, Business and the Law 2016: Getting to Equal)

125
OPEN FOR BUSINESS
Perceptions that went into this ranking include:
Not corrupt, Cheap manufacturing costs, Not bureaucratic, Favorable tax environment, Transparent government practices
THE TOP 10 COUNTRIES FOR OPEN FOR BUSINESS
AFFORDABLE ASIA
1. Luxembourg 6. New Zealand 80% of the top 10 countries
2.Sweden 7. Netherlands for Affordability and Cheap
Manufacturing Costs are in Asia
3. Canada 8. Singapore

4. Denmark 9. Australia Cheap

Manufacturing
Affordable Costs
5. Panama 10. Thailand
Thailand 1 4
Vietnam 2 3
THE TOP 10 OPEN FOR BUSINESS NATIONS ACCOUNT FOR Philippines 3 6
India 4 2

30 %
of GDP
(Based on 2014 Purchasing Power Parity per capita GDP)
Malaysia
Indonesia
China
Mexico
5
6
7
8
7
5
1
11
Sri Lanka 9 8
CORPORATE WONDERLAND Peru 10 16

%
80 of the top 5 countries for Business according to
Business Decision Makers are in Asia

1. Japan 3. India 5. France

2. China 4. South Korea 6. Singapore
 MARKETS OF OPPORTUNITY
N FOR
Countries where elites see the most potential for lifestyle, innovation, and business
OPE S ES
BUSBuIsN
iness Re
ady
Most e level
arkets by Incom
m

$$$
1. Luxembourg 4. Denmark
2. Sweden 5. New Zealand
3. Canada 6. Netherlands
$$
1. Algeria 4. Bulgaria
2. Azerbaijan 5. China
3. Brazil 6. Colombia
$
1. India 5. Egypt 9. Indonesia 1. Bolivia 4. India
2. Thailand 6. Turkey 10. Peru 2. Egypt 5. Indonesia
3. Brazil 7. Mexico 11. South Africa 3. Guatemala 6. Morocco
4. Greece 8. Morocco 12. Panama

According to business decision makers, these are the markets

PROMISING PARTNERS with the biggest difference between “having done business in
the past” and “desire to do business in the future”

1. India 3. Singapore 5. New Zealand 7. Germany 9. Israel

2. Pakistan 4. Sweden 6. United States 8. Canada 10. Ireland

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, IMF Purchasing Power Parity per Capita GDP
Q&A
with Jean Louis Wolzfeld
Luxembourg’s Ambassador to the United States

128
How would you briefly describe Luxembourg’s international What makes a country strong center for a business investment?
reputation?
Business investment is attracted to Luxembourg for a number
Luxembourg generally suffers from low recognition value of reasons:
outside Europe: it is often thought to be a city in Germany • Location: The country is located at the center of the
or confused with Liechtenstein. Even though they exist, no world’s largest integrated market, the European Union
consumer products are readily linked to Luxembourg, unlike and wedged between the two largest economies on the
Belgian Beer or Swiss chocolate. When it is known, then it is continent, Germany and France, which are easily served
often for its inancial center and thought to be a tax haven for from a Luxembourg base.
multinational companies or wealthy individuals. Its industrial
• Labor force: With three oficial languages
heritage and current excellence, its multiculturalism and
(Luxembourgish, German and French) and English
engagement in development aid and multilateral diplomacy are
universally spoken, a very multi-cultural (46 percent of
too often ignored.
residents are international) and highly-skilled workforce, it
A nation’s reputation is similar to a brand. Does Luxembourg is an ideal location to service larger markets in their own
have a nation brand? If so, what is its personality? language.
• Political stability: Governed by coalitions based on
The Luxembourg government has, over the past three years,
consensus, there are no policy swings that make business
launched an intensive effort to deine and communicate its
planning dificult. The government has traditionally been
“nation brand”. It is articulate around three core values that the
business-friendly, understanding that wealth needs to
country stands for, both traditionally and in current practice:
be created before some of it can be redistributed. It is in
reliability, openness and dynamism. Its key promise is “further
constant contact and dialogue with the private sector
together”, since as a small nation it has always worked together
in order to enhance the regulatory landscape and foster
with allies and has traditionally been at the vanguard of
innovation and economic expansion.
progress, both in terms of technology and social development.

129
 Why is climate change an important issue for businesses? Challenges will be privacy and data protection issues where a
How should countries work with the private sector to tackle balanced approach needs to be found under EU regulation and
this issue? domestic law.

As a small country, Luxembourg cannot expect to make a Can you explain Luxembourg’s plans for “the third industrial
signiicant contribution to the reduction of the threat of climate revolution”?
change all by itself. It works in international organizations and
The Luxembourg government, together with the private sector,
shares its part of the burden, but also works with business to
has recently contracted the famed economist Jeremy Rifkin in
bring new technology to its national market in order to reduce
order to study the avenues for the country to exploit its potential
energy consumption, for example, in building technology and
in the light of the third industrial revolution. The documents
the automotive sector. A small and comparably wealthy market
should be available in Q4 2016 and will build upon existing plans
of “early-adopters” is an ideal testing ground for advanced
(such as smart meters, open data and high-speed connectivity)
technology, fostered by government initiatives through regulation
as well as explore future avenues for growth.
(move towards energy-passive housing) or inancial incentives
(renewable energy, smart grids, low-emission vehicles).
Luxembourg recently announced that it is deploying the Sigfox
Internet of Thigs (IoT) network across the country. What
What is “distributive capitalism” and how will it impact future
does this mean for the country’s citizens? How will it impact
generations?
investors - both foreign and domestic - who utilize the country
Distributed capitalism is technological innovation through the as a business hub?
cooption of ever-larger numbers of creators, maybe similar to
The current IoT initiative is linked to the plan (established about
biological evolution or genetic mutation. As a leader in cloud-
ive years ago) of the national utility, Enovos, to roll out smart
based technology and ultra high-speed broadband connectivity
meters in order to improve energy eficiency through a better
available to nearly 100 percent of the population, innovation will
management of power load on the grid infrastructure as well as
accelerate and the previously untapped potential of available
a better integration of renewable energy sources and prepare
data can be connected and completely new ways to improve
for challenges of the future like a wider use of electric vehicles.
eficiency in society (government and business) can emerge.
The data generated will provide numerous opportunities for

130
business applications (B2B & B2C) and the development of new integrating all those pieces of hardware into the network is,
technology. We do already see domestic startups developing given universal broadband, quite low, only the smart meters will
soft- and hard-ware tailored to this environment and there is an have to communicate through the cellular network, which is a bit
increasing demand by foreign corporates to use Luxembourg as harder to achieve but solutions have been found in consultation
a testing ground for technology that would be harder to integrate with the domestic cellular operators.
in the presently somewhat aged networks of larger markets. The
What can other nations learn from Luxembourg’s example
impact will also be felt by companies in unrelated ields since
of adopting innovative technology to drive prosperity for
it will lower their energy cost and allow them to market their
businesses?
“green values”.

Luxembourg is certainly hard to compare to other jurisdictions,

Is Luxembourg prepared for all of the implications of nationwide
be it only because of the size of the country and its politics
IOT? How will the country scale the technology?
of stability. The main lesson could be in a culture of dialogue
The irst step towards an IoT, smart meters for electricity and mutual understanding between government, labor and
consumers has been in the planning for over ive years. Smart enterprise in the interest of economic development and future-
meters will be installed with all consumers and paid for by prooing the social model.
the utility company. Given the comparatively small size of the
In larger countries, there is often a disconnect between parties
market, roll-out time is manageable and the cost has been
and competing visions of how the creation of value should
provisioned. This irst step will without a doubt encourage
happen. Luxembourg’s political parties have always understood
consumers, who are known as early adopters of new technology
that “there are not 100 ways to run a small country” and
and have comparatively high spending power, to acquire other
that business needs security and stability in order to invest
hardware that will integrate into a wider IoT. The hurdle of
sustainably and create wealth.

131
Q&A
with David Downs
General Manager New Zealand Trade and Enterprise

132
How would you briefly describe New Zealand’s international These are:
reputation?
1. Resourcefulness: our determination and independence of
New Zealand is a country with a strong international reputation thought allows us to be creative, innovative and often ingenious.
for its honesty, integrity and reputable business practices
2. Integrity: trust, honesty, humility and reciprocal respect. We
and legal systems. It is a country of open spaces - a unique
have a reputation as ‘down to earth’ and ‘good to work with’.
landscape on the edge of the world, whose remoteness has
bred into its people a unique open-minded inventiveness and
3. Care of the land and sea have shaped us: We’re proud of our
innovation. This remoteness has created a strongly trade-
role as guardians of the land and its people – not just for now,
oriented society with sophisticated infrastructure and policies
but for future generations.
to support companies do business internationally. We are
well connected by eficient technology and logistics, and have What makes a country a strong center market for testing
a reputation for creating high quality, innovative products new ideas?
and services. We are travelers, and explorers, and, we love to
welcome people from around the world to see who we are and New Zealand is ‘small, but perfectly formed’. We may only have

what we are about. 4.5 million people, but we are a irst world country, with cities,
rural areas, infrastructure, and all the other moving parts of a
A nation’s reputation is similar to a brand. Does New Zealand major economy. We’re remote, but well connected. We embrace
have a national brand? If so, what is its personality? multiculturalism, and have strong ties to the Paciic and Asia.
Our small size makes us the perfect ‘petri dish’ and our curiosity
New Zealand’s story is best told through a framework of
and hunger for new ideas makes us a great test bed. New
three chapters - Open Spaces, Open Hearts and Open Minds.
Zealanders are used to being early adopters and enthusiastically
Underpinning our story are three core values that shape who we
flock to new ideas as diverse as online payment systems, Uber,
are as people and reflect the way we act.
and extreme sports. If you’ve got a great idea and want a
mature & savvy market to test in – bring it on!

133
 According to the OECD, New Zealand has the second most Large tech companies such as Microsoft, Facebook and Yahoo
competitive tax system in the world. How does the government use New Zealand as a development lab. How has this built the
ensure this level of competition? What beneits does it provide country’s credibility as an international test market for tech?
for local and international companies with ofices in What actions has New Zealand taken to foster and promote
New Zealand? this reputation?

New Zealand has a simple tax structure that is business- The Government recently launched the New Zealand Investment
friendly and supports capital expansion, R&D and investment. Attraction Strategy to encourage more foreign direct investment
The corporate tax rate is 28 percent with no payroll tax and no in New Zealand through direct investment in companies,
capital gains tax. Recent tax initiatives include the reduction investment in R&D, and encouraging investor migrants. New
in the rate of company taxation; progression of initiatives Zealand also beneits from technology talent in its ilm industry
under the international tax review with respect to controlled which has iltered through to some fantastic innovation across
foreign companies (by providing an exemption for real business other technology sectors. This talent, the concentrated multi-
income earned by overseas subsidiaries); and tax credits for cultural proile of New Zealand users and the attractive business
research and development. Other beneits for international environment has created interest among the large corporate
companies are New Zealand’s culture of entrepreneurship and tech companies, which can speed test new ideas.
risk-taking, which encourages individuals to seek out new
opportunities. Access to capital, a skilled workforce and a fertile
public research base that can provide resources also allows
businesses to succeed.

134
New Zealand also encourages small start-ups and nimble Meanwhile, the focus in education is on ensuring there are
innovation. For example, the country’s irst female founder innovation skills in the workforce. Innovation hubs and precincts
accelerator program, Lightning Lab XX, is scheduled to open contribute to innovative activity by physically bringing industry,
in March 2016. How does the government foster inclusive education providers and researchers together. Collaboration
business ideals? Is this the responsibility of the government, between industry and public research organisations can help
businesses or its citizens? to create scale and depth in the innovation system by bringing
together different combinations of knowledge, expertise and
One thing to point out right at the beginning – the New Zealand
resources. An excellent example of such an innovation hub is
government has a strong tradition of support female disruptive
the Enterprise Precinct Innovation Centre (EPIC) in Christchurch,
thinkers. Kiwi Kate Sheppard lobbied for and ultimately won the
which connects high-tech entrepreneurs with each other and
right for all women to vote in 1893 – irst in the world!
their counterparts around the world. EPIC now has 20 ICT/
high-tech focused companies, with between 250 and 300 FTEs
Inherent in New Zealand’s DNA is a ‘can-do’ attitude, which
engaging in active collaboration with each other each day.
inspires us to be innovators and global leaders in our chosen
Google was instrumental in the design of the campus, Cisco took
ields. The Government encourages and enables business-led
care of itting out all of the networking infrastructure and video
innovation (especially through R&D) to improve
conferencing facilities, and Weta Workshop supplied most of
business productivity.
the amazing artwork on display. Co-location makes it easier for
This requires a multi-pronged approach. As a start, New Zealand R&D-performing irms to seek tacit knowledge and skills from
wants to ensure that all of its people can fully participate in a research activities performed by universities, and to bridge the
digital world, with online access and digital literacy programmes. gap between concepts, production and markets. Our focus will
be to ensure that hubs and precincts are emerging that attract
private investment with the right scale and characteristics to be
suficiently attractive to multi-national investors.

135
 “For New Zealand our approach is to focus on high value
exports and niches. By choosing a niche and being the
best in the world at it, we can be successful.”

136
How do small businesses and start-ups impact global politics? at it, we can be successful. For example, we can take what we
have learned from our ability to provide a high quality healthcare
With innovation and disruptive thinking. Start-ups can
system at a reasonable cost and sell that to the rest of the world.
disrupt industries, and change the nature of legal and policy
We can we take our world-leading knowledge of grass genetics,
frameworks, through great ideas executed well. Companies such
animal genetics, farming and harvesting systems, food safety
as New Zealand online accounting company Xero can conceive
technology and expertise, and apply it internationally.
and launch new ideas from anywhere, and the exponential
growth offered through online channels allows anyone’s New Zealand is currently on the Security Council of the United
messages to be heard. Nations, initiated the talks that led to the TPPA – and looking
further back, NZ was the irst in the world to give Women the
As Margaret Mead (who married a kiwi!) said: “Never doubt that
Vote. Small doesn’t mean immature, it often means we can be
a small group of thoughtful, committed citizens can change the
nimble where others can’t and can pivot easily.
world. Indeed, it is the only thing that ever has.”
What can other nations learn from New Zealand’s example as a
Small businesses are also instrumental to economic
test market for new ideas?
growth, and form a major part of the New Zealand business
demographic. 97 percent of all enterprises in New Zealand It is important to have a regulatory environment that supports
employ less than 20 people, and one in three workers are entrepreneurship and business development. New Zealand’s
employed in a small business. eficient regulatory system (for example, intellectual property
rights and system of resource management), government
How can small countries like New Zealand make a splash on
policies (both iscal and monetary policies) and market and
such a large global stage? What are the advantages small
inancial systems do not burden business unnecessarily. We
countries offer big business?
support R&D through research institutes, universities and
tax credits for business. We believe that businesses need to
For New Zealand our approach is to focus on high value exports
be allowed the flexibility to allocate resources to their most
and niches. By choosing a niche and being the best in the world
productive use in order to be competitive internationally.

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CASE STUDIES

MEET THE 13-YEAR-OLD ON FORBES’

MOST POWERFUL MEXICAN
WOMEN LIST

“The world’s youngest psychologist” is

one of 13-year-old child prodigy Dafne
Alamazan’s many accolades. Other
IS PANAMA THE BEST COUNTRY TO hobbies include teaching Mandarin to DENMARK EMBRACES A CASHLESS
RETIRE AS A MILLIONAIRE? ECONOMY
gifted children, playing the piano and
Panama’s tropical climate and low cost sharing projects in global competitions. Wallets are becoming a thing of the
of living have long made the country The next stop for this young genius? A past in Denmark, where more than
a haven for retirees. But a growing Master’s degree in education, which she 2.5 million citizens (almost half of the
economy (Panama was ranked among hopes to use as a springboard to improve country’s population) use the cashless
the top 5 Latin American countries for Mexico’s education system and enable app MobilePay. The government is
doing business in 2015) is drawing a new more kids to be as successful as she is. encouraging this progression, citing
audience: wealthy entrepreneurs seeking increased security for businesses and
to grow their fortunes in this increasingly shorter transaction times as reasons
business ready country. to adopt the proposal to remove the
obligation for stores to accept cash at all.

138
PAKISTAN’S FIRE WOMAN

Shazia Parveen is defying gender stereotypes in her small

Pakistani village, becoming the irst female ireighter. After
passing training as the only woman among 600 men, Shazia
has been valuable to her unit in situations where women need to
be rescued and prefer the assistance of a fellow woman in their
conservative society.

BRINGING SEX APPEAL TO PORTUGAL’S SHOE INDUSTRY

In hopes of competing with fashion-giant Italy, Portuguese shoe

manufacturers are increasing brand provenance with their newest
tagline “The Sexiest Industry in Europe.” In recent years, even
Italian manufacturers have shifted production to Portugal where
they can ind quality at lower prices. Will this new campaign make
Made in Portugal the next must-have tagline for European shoes?

139
 6
DAYS

REGISTER PROPERTY IN SAUDI ARABIA IN ONLY 6 DAYS

Saudi Arabia is making it easier to do business with the launch

of a new digital system to expedite the registration of property,
causing the country to rise a full 18 spots for this metric in the
World Bank Doing Business Rankings. Using this new system,
it takes only 6 days to register property at no cost, compared to
the regional average of 30 days to register and a payment of 5.6
percent of the property value.

DEVELOPING ECONOMIES SEE THE “GLASS AS HALF FULL”

Optimism is more prevalent in developing economies, where

more than half of the population believe that their children will
have a better future (compared to only 28 percent of developed
economies). 71 percent believe that most are better off in a free
market economy (compared to 63 percent of people in
developed nations).

140
SOUTH KOREA LEADS THE WORLD IN ROBOTS PER
EMPLOYEE

With almost 500 industrial robots per 10,000 employees, South

Korea is among the top ive markets for robot sales worldwide.
Japan and Germany follow South Korea with 315 units per
10,000 employees and 292 units per 10,000 employees,
respectively. The United States and China round out the top ive
countries in the world for robot sales, but have room to grow,
with only 164 robots per 10,000 employees in the United States
and 36 per 10,000 in China. RACE TO LUXURY IN KAZAKHSTAN’S AUTO MARKET

One of Maserati’s newest showrooms has opened its doors

in Almaty, riding the growing trend of luxury consumption in
Kazakhstan. Demand for high-priced cars is expected to grow
more than nine percent a year through 2020 in this frontier market,
which is good news for Bentley and Rolls-Royce, the other top
luxury car brands in the country.

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Chapter 7

POWER
RANKINGS:
1. United States
2. Russia
3. China
4. Germany
5. United Kingdom
6. France
7. Japan
8. Israel
9. Saudi Arabia
10. South Korea

Power accounts for 8% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
BACK TO CONTENTS
142
With wealth and power, history’s strong leaders built empires of
territory (ancient Rome) and influence (modern America) that POWER INFLUENCE ATTRIBUTES THAT WENT
INTO THE RANKING:
yielded even more empire. Today, nearly two-thirds of a nation’s
prestige is determined not by imperial strength but by its quality of
life, global citizenship, culture and innovation. However, our study A leader
revealed that old fashioned power still matters. Eight percent of
a nation’s reputation flows from these traditional measures of
dominance, and the world knows who possesses them.
Economically influential

First in traditional power is, not surprisingly, the United States.

At nearly $640 billion, America’s military spending accounted
Politically Influential
for 34 percent of global military spending in 2013 (Stockholm
International Peace Research Institute Trends in 2013 Military Strong International alliances
Expenditure 2013). This spending exceeds the military budgets
of the next eight top-spenders combined. It permits the United
States to play the world’s policeman, a role that wins America Strong military
a combination of respect and resentment. Those who welcome
America’s security effort appreciate the safety it provides in a
Second ranked in our survey, Russia spends about $60 billion
sometimes dangerous world. Those who reject it consider it
annually on its armed forces, which have recently engaged in
empire-building by another name.
conflicts with Ukraine and in Syria (Global Firepower Rankings).
The United States security investment does come with territorial Third-place China devotes $145 billion to its military, which has
elements as it projects an American presence to military embarked on a costly modernization of its forces. China has
installations outside North America. Like the British empire of yore, projected its strength recently with its efforts in the disputed
the sun never really sets on the United States military. However, Spratly islands, which are mainly unoccupied reefs and shoals in
America’s top standing in “power and influence” stems more from the South China Sea. Dredging has permitted the construction of a
its leadership, alliance-building, and economic influence. Clearly, the military airstrip and other facilities. Although this development is
world sees America as a geopolitical powerhouse in every sense. opposed by other powers, it has contributed to China’s reputation
as an effective power.

143
 In our modern measure of
nation brands, aggressive
military moves don’t necessarily
translate into global esteem

144
In our modern measure of nation brands, aggressive military similar sentiments expressed by Western powers, he said, “We can
moves don’t necessarily translate into global esteem. Among engage in a good and constructive negotiation with other powers
the top eight countries ranked for power and influence, Germany only when we are powerful and capable” (Daily Times Pakistan
(fourth) and Japan (seventh) are essentially absent from the Rouhani Says Only Powerful Countries Can Guarantee Peace).
world military scene. Japan spends one percent of its GDP on
defense, which puts it on a par with Latvia and Sierra Leon. Our survey found the world does respect Iran’s military, ranking it

Germany spends only slightly more (CIA World Factbook Military sixth in the world. This score represents Iran’s strongest showing

Expenditures). However, both countries are recognized by our by far in our entire survey. However, Israel is also one of six

respondents for their leadership in world affairs, their economic countries in that echelon of power and influence that cannot be

influence, and their alliances. found among the overall “best countries” in the eyes of the world.

The value of a security umbrella was noted by Iranian President

Hassan Rouhani after the 2015 negotiations lifted sanctions and
froze Tehran’s pursuit of weapons-grade nuclear materials. Echoing

GLOBAL FIREPOWER: MILITARY EXPENDITURES AROUND THE WORLD

$1747 80% 14% 8.3% 22.9

global military of military increase in Saudi increase in spending million men reached
expenditure in 2013 expenditures were Arabian military across Africa, military age in 2013
made by 15 countries spending raised it making it the region in India, followed by
from 7th to fourth with the largest China (19.5 million)
4th globally growth in military
expenditures

(Stockholm International Peace Research Institute Trends in 2013, Military Expenditure 2013, GlobalFirePower Manpower Reaching Military Age)

145
 peace through normal relations and negotiated resolutions to
BEST COUNTRIES VIDEO INTERVIEW Click here to watch conflict. War is a sign of a political failure and sanctions, while
less directly lethal, are unproven. According to world-renowned
experts on economic boycotts, they are rarely effective and, even
when they are, their impact is felt the least by the power elite.
Sanctions can also backire as they inspire patriotism in target
countries. “In these circumstances it’s a very dificult task to
gauge the sanctions correctly so that they don’t exacerbate the
problem that they are designed to address,” says Adam Roberts of
Oxford University (BBC Analysis: Do Economic Sanctions Work?).

For most countries, the best alternative to military action and

punishing sanctions can be found in restrained military and
“There are lots of forums in which people can gather, consult economic persuasion. Here, South Korea strikes an admiral
and talk, at the government level and at the business level… balance with a strong modern military that stays close to home
One of the vehicles is the institution for which I believe this is and an economic model that it shares with other nations through
being created – or at least one of them – which is the World growing foreign aid programs and diplomatic outreach. “When
Economic Forum. You do have a lot of formal and informal South Korea went through the war with the North, the country’s
channels of communication, both at a government level, at slogan was Rich Country, Strong Army,” notes Charles Armstrong,
a business level, at an NGO level, and between those levels. PhD, a Korea expert at Columbia University. “That was useful when
That’s been a hallmark of the World Economic Forum for a the country had to defend itself against a threat that was real.”
long time. It’s to the credit of Klaus Schwab that he’s been
“Now South Korea is more interested in projecting soft power
able to create that environment.”
in the form of technology, culture, and development,” adds
- Jeffrey Rosen, Deputy Chairman, Lazard Financial Services
Armstrong. “I think the Korean elites feel they have a model of
sorts. It’s a small country that came from dire poverty and became
an affluent society in a generation. By showing how it’s done,
Because war power and economic might can affect events in Korea can win favor in the world without asserting military might.”
direct ways, our respondents harbor deep concerns about both.
Given the higher value that global citizens place on qualities such
as citizenship and cultural influence, the world clearly prefers

146
“Now South Korea is more interested in projecting soft power in the form of technology, culture, and development. I think the Korean
elites feel they have a model of sorts. It’s a small country that came from dire poverty and became an affluent society in a generation.
By showing how it’s done, South Korea can win favor in the world without asserting military might.”
- Charles Armstrong, PhD, The Korea Foundation Professor of Korean Studies in the Social Sciences at Columbia University

147
POWER WHO’S ELITE AMONG THE ELITES
Perceptions that went into this ranking include: Countries experts rank more highly
A leader, Economically influential, Politically influential, on Power than the general population
Strong military alliances, Strong international alliances
THE TOP 10 COUNTRIES FOR POWER 1. India
2. Israel
1. United States 6. France 3. Spain
2. Russia 7. Japan 4. France
5. Singapore
3. China 8. Israel
6. Brazil
4. Germany 9. Saudi Arabia 7. Romania
5. United Kingdom 10. South Korea 8. Indonesia
9. Denmark
10. Sweden
THE TOP 10 POWER NATIONS ACCOUNT FOR

24 %
of GDP
EMPATHY BUILDS REPUTATION
“Caring about human rights” is

(Based on 2014 Purchasing Power Parity per capita GDP) 79.6% correlated with “Prestige”

EXPORTING INFLUENCE
Countries with high volumes of exports are also seen as influential
“Economic Influence” “Strong Alliances” “Political Influence”
Correlation to Correlation to Correlation to

GDP GDP GDP

Exports Exports Exports
% %
83% 43 76% 21 73% 3%
 THE ATHENA DOCTRINE
Countries with the most women in power compared to their
RETURN ON TRUST overall Power & Influence scores
According to experts, Trust % Women in Parliament
and Transparency are Sri Lanka 45
highly correlated to GDP
Costa Rica 39
Morocco 37
Correlation to GDP Argentina 37
Trustworthy 75% New Zealand 39
Transparent Business Practices 75%
Denmark 39
Transparent Government Practices 73%
Romania 29

THE POWER BROKERS

Income classiications according to World Bank Income Level data

(OVER?) SPENDING ON INFLUENCE RUSSIA

UNITED KINGDOM UKRAINE
Countries that score in the top 30% for both
GERMANY
Power and Public Debt
FRANCE
UNITED STATES
Public Debt (as % of GDP)

Germany 80.2% IRAN

TURKEY
CHINA
EGYPT
Sweden 95.5% JORDAN VIETNAM
PAKISTAN INDIA
74.7% BRAZIL
Netherlands

$$$ $$ $$

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, CIA World Factbook Public Debt as % of GDP,
CIA World Factbook Merchandise Exports, World Bank proportion of parliament seats held by women, The Athena Doctrine, Wiley Publishing 2013, IMF Purchasing Power Parity per Capita GDP
Q&A
with Charles Armstrong
PhD, The Korea Foundation Professor of Korean Studies in the
Social Sciences at Columbia University

150
How would you briefly describe South Korea’s international It has gone from being a place no one knew much about to a
reputation? place that produces very high quality products, from ships to
cars to cell phones, that everyone wants. It’s also quite strong
Younger people see it as a kind of cool place. They are into the
as a cultural brand with music, K-pop, leading the way.
technology and tend to know it through its popular culture. With
them the view of South Korea is generally quite positive. The That kind of took off on its own around 15 years ago and the
older generation associates it with the war and the United States government has been consciously trying to exploit it ever since.
military presence and security issues. Among this audience, it is
According to the World Bank, South Korea’s GDP per capita
remembered as a very poor country.
in 1961 was $2.6 billion and has risen to $1.4 trillion today,
Does South Korea have a nation brand? If so, what is its representing 2.27 percent of the global economy. What do you
personality? believe caused this meteoric rise?

Korea is associated with good manufactured products. South Korea is the one non-communist country that developed
Hyundai cars used to be kind of a joke; now they are reliable multi-year economic plans and stuck with them, successfully.
and desirable. Samsung is the world’s biggest producer of cell This involved the government nurturing certain key industries,
phones. On the other hand, people have negative views of Korea which it sought to develop very strongly, and everyone buying
as well. It has an image of a closed society, which is partly true. into it. This was a much more assertive policy than you would
Immigrants who work in South Korea, many from South and see in most other countries. The model was what Japan did in
Southeast Asia, ind it rather closed and not very welcoming. the post war years. This is how the country has gone from poor,
to a quite high standard of living.
Koreans are known as very hard working and ambitious.
Koreans play very hard, as well. That can be good and bad. How have “hard power’ elements, such as increased military
Foreigners are struck by how much they party and drink. They strength, impacted South Korea’s rise on the global stage?
don’t like to relax and take it easy. When Koreans say good-bye,
Korea is known for having an effective military and all males are
they say “sugo haseyo,” which means “work hard.”
required to do 18 months of service. It used to be three years.
How has South Korea’s reputation, or nation brand, evolved over But this is not an aspect of the society that leaders emphasize.
the last 50 years? They downplay the possibility of conflict and South Korea is not

151
 known as the kind of country that wants to dominate others. are trying to open up culturally in order to continue growth
I would say that this kind of hard power is not important to and development.
Korea’s image.
And there’s an interest in promoting Korea as an international
How have “soft power” elements, including cultural exports like country. The Secretary General of the United Nations is Korean
K-Pop, beneitted South Korea? and “Global Korea” is a popular slogan. Also, parents are very
concerned about giving their children a good education and
It has been very signiicant. K Pop is a way of connecting Korea
many make sure their kids study in an English-speaking country,
to young people around the world. This is something you could
often from as early as middle school. That idea, and promotion
call part of Korea’s soft power. The government is aware of it
of education that encourages more creativity and innovation, is
and trying to exploit it to present a more positive view of Korea
on their minds. They admire America for these things, but so far
and promote interest in the country. Some of the techniques
are still working to ind the best ways to implement these ideas
used to promote cars and manufactured steel are transferred
into their own societies.
to the promotion of Korean pop culture. It’s purposeful. Big
companies promote pop stars and cultural centers attached to What can other nations learn from South Korea’s example of a
consulates that push music, TV drama and dance. Korea has holistic approach to power?
also become a signiicant donor of foreign aid, especially in Asia
I think South Korea is open to learning from others and is both
and Africa.
very proud and very self-critical. The two things work together.
How will South Korea continue to grow its power and influence? They have a model of sorts. It’s a small country that came from
dire poverty and became an affluent society in a generation.
There’s a big effort to make Korea into a more multi-cultural
The Koreans can say, “We did it ourselves with a combination
society, to have it be more open and accepting and integrate
of planning and commitment and stubbornness.” [South]
people from other countries. South Korea is one of the
Korea shows that you can be a kind of neutral country with no
most rapidly aging countries in the world. The need for labor
ambitions to dominate others and yet make a lot of progress in a
is great, which is something the country is grappling with. They
short time.

152
“K-Pop is a way of connecting Korea to
young people around the world.”
153
Q&A
with Stephen Sestanovich
George F. Kennan Senior Fellow for Russian and Eurasian Studies at the
Council of Foreign Relations, professor at Columbia University’s School
of International and Public Affairs, and author of of Maximalist: America
in the World from Truman to Obama (Knopf, 2014)

154
Are Russia’s leaders acting to build any particular image in Russia’s business climate is not ranked highly by our
the world? respondents. The nation scores below the median on questions
related to taxes, property rights, and corruption. Do these views
Russia’s leaders are speaking to different audiences as they try
strike you as the product of stereotypes rooted in reality or are
to re-shape their country’s image. Russia has put signiicant
they false?
resources into reaching the so-called “Russian world” beyond
its borders. In trying to appeal to those who share some kind If you doubt the problems faced by honest businessmen in
of common cultural heritage, Russia’s leitmotifs are language, Russia today, you have only to listen to president Putin’s
religion, national identity, and history. When we look at Russian description of the situation in his speech to the federal assembly
outreach to a broader audience, there’s an additional theme on December 3. He has made his own personal contributions to
that’s worth noting. That’s a semi-angry contrarianism— these problems, but he at least described them well.
Russia’s readiness to stand against what it sees as the negative
Russian society suffers, in the view of our respondents, from a
direction taken by Europe and the United States. It wants to
reputation for environmental pollution, bureaucracy, and other
present itself as an alternative to an allegedly decadent west.
problems that make daily life more dificult. Russia ranked
That may be the single most important recent element in the
43rd out of 60 nations, as “a place where I’d like to live.” Do our
evolution of Russia’s “brand”.
respondents, who were chosen for a higher education level and
When we asked which countries are more culturally signiicant “decision-maker,” status have a fair view?
– as represented by art, history, literature etc – Russia scored
Many visitors to Russia would be surprised to discover how much
higher than both China and the United States. Do you have an
the standard of living has improved in the past 10 to ifteen years,
idea about the sources of this positive regard?
especially in the biggest cities. Still, Russians will tell you that your
It’s no mystery—think of the great Russian writers and picture of their country is very fair. Take just one problem: oficial
composers. Also singers, choreographers, comedians, painters, corruption. Putin has often commented on the decay of Russian
literary critics, mathematicians, scholars, and scientists. There’s state institutions that occurred in the 1990s. He considered it his
no denying the contributions to world culture of Russian artists job to restore the powers of the state bureaucracy, but in so doing
and intellectuals. Russia has not always treated them well, of he re-created an army of oficials that prey upon the rest of society.
course — but it does take pride in them. It’s possible that even he recognizes that he went too far but doesn’t
know how to change things.

155
 What trends in Russia’s relationship with the global community Can you imagine a turnaround in Russia’s global image, which
strike you as most important? much of the world associates with unhappiness and constraint?
If this were to happen, what kind of role would you imagine
Obviously the most important trend is Russia’s isolation. I can’t
Russia’s leaders are seeking for their country in terms of global
think of any country in the world that has experienced as sharp
security and world trade?
a decline in “soft power” in the past decade. By this, I mean a
decline in the respect that people elsewhere feel for Russia’s It’s not hard to imagine an improvement in Russia’s image.
leaders, for their policies, for the way they go about dealing with We’ve seen it happen several times in recent decades.
their problems, for the way they treat their own citizens. Yes, Remember, Gorbachev took a losing brand and made it much
Russia’s hard power — its military might and its material wealth more attractive. For a time Yeltsin did even better — he seemed,
— went up, and that has created some new opportunities for its with all his limitations, to embody the possibility of a real break
leaders. But the decline of Russia’s reputation is a pretty serious with the past. And Putin himself had a good reputation for a
problem. It has closed off opportunities. This is a terrible setback while. So did Medvedev. I think Europeans and Americans are
for Russia — and a setback, too, for governments that would like actually eager to think well of Russia’s leader, but they do seem
to be able to work with Russia in addressing common problems. to have given up on Putin himself. If his successor presents
a different face to the world, if he (or she) can drop the tough
Are recent global events, including those related to terrorism and
guy style, can stop picking on neighbors, can get over Putin’s
conflict involving ISIS, raising Russia’s proile in a positive way?
zero-sum obsessions, Russia’s global standing could be quickly
repaired. When they see how quickly this transformation could
Some people may have a higher opinion of Putin because of
occur, Russians may ask themselves why they stuck with Putin
his intervention in Syria. My guess, however, is that there are
for so long. What has he gotten them?
just as many who have a lower opinion—who have been put off
by his claim that he’s in Syria to ight ISIS when it seems clear
that his real purpose is to prop up the Assad regime. Putin often
hurts his own cause in this way. He doesn’t understand western
governments and societies very well.

156
“The most important trend is Russia’s isolation. I can’t
think of any country in the world that has experienced as
sharp a decline in “soft power” in the past decade.”

157
CASE STUDIES

NOW YOU SEE IT, NOW YOU DON’T: THE CHANGING FACE OF LEADERSHIP:
DARPA SETS SIGHTS ON VANISHING CANADA ELECTS MOST DIVERSE
SUPPLY VEHICLES PARLIAMENT EVER

DARPA is extending its Vanishing Canada’s elections in fall 2015 not only
Programmable Resources Project brought the landmark shift from the
(VAPR) to include devices that can carry Conservative Party to the Liberal Party GERMAN PRISONS REHABILITATE
YOUTH WITH BUNNIES
resources to intended areas and then with the election of Justin Trudeau as
disappear. Beneitting soldiers in remote prime minister (who also appointed half At Nuetralitz Prison, bleak cells and
and war-torn areas, these vanishing of the seats on his cabinet to women), handcuffs are replaced with white
vessels also have the potential to help but this year also marks the most diverse cottages and rabbits (useful for “animal
victims in the wake of natural disasters or parliament in the country’s history. therapy”). Housing some of Germany’s
other crises. Women claimed 88 seats in the Canadian most dangerous young prisoners, this
House of Commons, representing 26 facility aims to tap into the potential of
percent of MPs, while Muslim and youthful minds to recover quickly from
Indigenous citizens each claimed 10 their crimes and become rehabilitated.
seats, respectively. Offering
a second chance to individuals ages 19
to 25, this facility challenges traditional
models of imprisonment.

158
 Pole
North

THE WORLD’S COLDEST REAL ESTATE BATTLE: RUSSIA AND

DENMARK FIGHT OVER THE NORTH POLE

With the potential to be a lucrative source of oil. Russia laid claims

to land in the Arctic, directly contradicting Denmark’s proposal
for ownership of the North Pole. After extensive research, both
countries have submitted proposals to the UN’s Commission on
the Limits and the Continental Shelf (CLCS) for review. Russia
claims that the Arctic land mass is connected with their country
through underwater ridges, while Denmark claims the land ROMANIA SUES THEIR OWN PRIME MINISTER FOR
CORRUPTION
belongs to them by way of their autonomous territory, Greenland.
The United States, Canada and Norway have all also put in bids for The youngest premier ever to take ofice in Romania, Victor Ponta
this land. was also the irst prime minister to stand trial and be indicted
while in ofice. Pushed forward by Romania’s National Anti-
Corruption Directorate, the charges against Ponta included tax
evasion and money laundering. After several months of denying
the claims, Ponta and his cabinet resigned in November 2015.

159
COLOMBIAN WOMEN EMPOWERED IN THE FACE
OF ADVERSITY

Though the 50-year armed insurgency in Colombia has created

many challenges for women, many have gone from viewing
themselves as victims to afirming their rights as citizens.
They are banding together – with the support of Colombia’s
Constitutional Court – to ight for their rights and tell the stories
of abuses they faced in order for change. Women are also
demanding more representation in parliament and involvement in
peace negotiations. US AND SAUDI ARABIA BRING SOLAR POWER TO SOUTH
AFRICA

Working with the Overseas Private Investment Corporation (OPIC),

the United States has approved $400 million in funding for a solar
farm in South Africa. Two companies are leading the project – one
from the United States and one from Saudi Arabia – which is part
of President Obama’s $7 billion plan to “Power Africa.”

160
COSTA RICA: A COUNTRY WITHOUT A MILITARY

When foreign dignitaries arrive in Costa Rica, they are greeted,

not by armed men in uniform, but by school children dressed
in the colors of their home country. It has been 67 years since
President Figueres abolished the country’s military to redirect EMPOWERING THROUGH EDUCATION IN AFGHANISTAN
funding to education, healthcare and preserving the nation’s
biodiversity. Today, the country provides free, high-quality When Sakena Yacoobi founded an underground school for
education, healthcare, social security, and lead the world in women despite the turbulence in her country, she never guessed
renewable energy use. that her best students would end up being 19 armed young men
from the Taliban who threatened to stop her. Once convinced of
Yacoobi’s school, they left the Taliban demanding to be educated,
too. Today, they are among Yacoobi’s best teachers, guides
and guards as she continues to expand her education practice
throughout Afghanistan.

161
Chapter 8

ADVENTURE
RANKINGS:
1. Brazil
2. Italy
3. Spain
4. Thailand
5. New Zealand
6. Australia
7. Greece
8. Costa Rica
9. Portugal
10. Mexico

Power accounts for 8% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
BACK TO CONTENTS
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In this age of virtual reality, it turns out that people all over the
world value actual experiences, especially adventure and time ADVENTURE INFLUENCE ATTRIBUTES THAT
WENT INTO THE RANKING:
spent in beautiful natural environments, more and more. In our
study, a country’s reputation for adventure and natural beauty
accounted for four percent of its national brand. How important
Friendly
is this factor? Consider the roughly $263 billion per year spent by
adventure travelers and you get some idea about the monetary Fun
value that can be attached to excitement and pleasure (George
Washington University & Adventure Travel Trade Association
Adventure Tourism Market Study 2013). Pleasant climate
In a time when international travel has never been cheaper and
communication has never been easier, a pristine, accessible Scenic
and beautiful natural environment is a huge draw for tourist
dollars. Perhaps no country on earth has done more to cultivate
Sexy
this resource than Costa Rica where, in the past 40 years, a new
national park system has doubled the number of acres devoted to
natural jungle wilderness. This effort was spurred by government
The Costa Rican example begins with a society where eight
programs that use fees for water use to pay landowners who give
percent of government spending must, by law, be devoted to
up their development rights.
education and school is both free and mandatory for all children.
“We have made a BIG bet on our natural environment,” explains Costa Ricans gave themselves a “peace dividend” by disbanding
Román Macaya Hayes, Costa Rica’s ambassador to the United the nation’s armed forces in 1949 and they were among the irst
States. “We have also bet on renewable energy. In the irst half of nations in the world to adopt both universal free health care and
2015, we generated 98.55 percent of our electricity from carbon a maximum 40 hour work week. These practices have contributed
free renewable resources. Approximately 70 percent came from to the country’s high quality of life as reflected in life expectancy
hydroelectricity, 15 percent from volcanoes, and 15 percent from (79 years) and its number one rank in the annual Happy Planet
wind. By 2100, we want to have departed completely from oil, even Index published by the London-based New Economics Foundation
in transportation. We want an economy based on (World Health Organization Life Expectancy, Data by Country;
renewable resources.” Happy Planet Index 2015).

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 Our 16,500 respondents recognized tiny Costa Rica, with its 4.8
million population, as a top 10 country for climate, fun and the
ineffable quality we called “sexy.” Not surprisingly, the number
one country for sexiness was Brazil, which also came in irst as
the most fun nation on Earth and irst overall for adventure and
beauty. Italy and Spain followed in the number two and three spots.
Many of the countries that did well in other measures of national
esteems, including the United States, Japan, Germany and the
United Kingdom fall well behind these nations and others, such as
the Dominican Republic and Peru.

Countries perceived as less adventurous in our survey would do

well to study growth of the global adventure travel sector which
has grown at a double digit rate in recent years. Whether they
are rock climbing in Australia or touring India on horseback,
adventure travelers are big spenders who immerse themselves in
the countries they explore. Many also look for opportunities to get
close to the nature as part of the so-called “eco-tourism” trend.
African nations are well-positioned to develop this industry and
many are seeking to catch up with leaders such as Zimbabwe,
Kenya and South Africa where established preserves and parks
have supported generations of visitors. In Gabon, where equatorial
forest covered 90 percent of the land, the government is stepping

“In a nutshell, I think Brazil is renowned by its exuberant up wildlife and habitat protection efforts. Gabon was the irst

nature and welcoming people, as well as its multiethnic African nation to submit plans for climate change mitigation prior

society, vibrant democracy and influential culture.” to the recent Paris summit and, with aid from France, leaders are
preserving three wilderness areas close to the growing city of
- Luiz Alberto Figueiredo Machado, Brazilian Ambassador
Liberville. Gabon’s president has also begun a marine habitat and
to the United States
isheries protection project called Gabon Bleu.

164
 36 %
BEST COUNTRIES VIDEO INTERVIEW Click here to watch

of total wealth in developing countries

is driven by natural capital

(World Bank Natural Capital Accounting)

However, as a sparsely populated country of 1.8 million, Gabon

in one of the few nations where a well-managed forest could
produce more valuable products. “Out of 23 million hectares of
“When one country wanted to put in some drilling into the
woodland we’re currently exploiting less than two million,” says
ocean, it was discovered that it was going to affect where the
Tanguy Gahouma-Bekale, permanent secretary of the National
great whales mate. Treasures are there for everybody in the
Climate Council, “…we don’t intend to leave our forest under a
world and there has to be sensitivity and appreciation, and a
cloche. We need to exploit it, with due restraint, because we’re
value that is unquestionable.
keen to achieve emerging-economy status very soon” (The
Guardian Gabon: Protecting Vital Forests, and Communities). - Nancy Kamel, US National Commissioner, UNESCO

Tropical forests hold enormous value as natural chemistry flow into others, and this truth has diplomatic implications. For
labs that produce compounds useful to science and medicine. decades much of the world watched with deep concern as satellite
Ingredients in human birth control pills and treatments for malaria, images showed the Brazilian rainforest retreating under the
multiple sclerosis, and various types of cancer have all come from onslaught of farmers, miners, developers, and lumber harvesters.
compounds discovered in these jungles. Wild places are also Last June, the country took a step in the other direction, pledging
sources of food, especially in developing countries, and they help to restore 12 million hectares of oxygen-producing forest by 2030.
provides clean air and water for human populations. Of course the The area to be returned to wilderness would equal the size of the
beneits of protecting the natural environment are not conined by American state of Pennsylvania (The Guardian Brazil Announces
national borders. Air and water produced in one country naturally Massive Reforestation and Renewable Energy Plan with US).

165
Although Costa Rica has shown that the wilderness can be society is known for welcoming gay, lesbian, and transgendered
restored to the beneit of all species, including homo sapiens, some couples. Spain was the third nation in the world to make marriage
older, highly-urbanized nations may struggle to expand nature equality the law, which it did in 2005, and it ranks second in tourism
preserves. However, much can be done, even in older societies with revenues from gay travelers (behind only the United States),
great population density, to make the adventure accessible through making approximately $6.8 billion USD in revenue from inbound
a hospitable culture. Spain sets a good example. Despite the strong LBGT tourism (LGBT Capital Estimated LGBT-GDP Tourism Impact
presence of the socially conservative Catholic Church, the Spanish 2015). Worldwide, the LGBT population numbers more than 300
outlawed discrimination against LGBT people in 1998 and their million and is estimated to possess as much buying power as the
entire nation of Germany (LBGT Capital).

Travelers, potential investors, and even immigrants seeking fun,

friendly, scenic and sexy destinations are better informed than ever.
New services including specialized travel websites and peer-to-
peer services like the room-rental service Airbnb make it possible
for people to connect to countries in a more direct way and on a
human scale. Once a scheme for saving money, Airbnb became a
way to make friends in faraway places. Transport services such as
Uber provide the same side beneit, and places that make it easier
for them to function have an advantage over others that do not.
When Airbnb came under pressure from regulators in New York
City, oficials in the United Kingdom saw an opening. The United
Kingdom embarked on a program to encourage the development of
HAVE SMARTPHONE, WILL TRAVEL the so-called sharing economy which would make a pricey city like

Mobile travel bookings are expected to London friendlier to budget travelers.

account for 25% of total global online
travel bookings by 2019 The United Kingdom has also beneited greatly from the enormous
(increasing from 12.5% in 2014). brand equity created by the 2012 Olympic Games in London.
A showcase for British style and ingenuity, the games were a
popular success and the opening ceremony, a showcase of British
(Euromonitor From the Online to the Mobile Travel Era)

166
culture devised by the Oscar-winning ilm director Danny Boyle,
was viewed by an enormous TV audience around the world. Brazil
will attempt a similar feat with its 2016 games. The mayor of Rio
de Janeiro has already said that the hoped-for clean-up of local
waters won’t be realized (The Guardian Olympic Chiefs to Order
Testing for Viruses in Rio’s Sewage-Polluted Waters). The chairman
of the organizing committee said that the games represent a
“chance for one region of the world. And this chance is to start an
enormous legacy ... to show to the world what we can do” (SBS
The 2016 Rio Olympics Will Change the Perception of Brazil, says the
President of the Organising Committee for the Olympic Games).

With less than a year to go, some in the press noted the various
crises afflicting Brazil, including downgraded bond ratings,
rampant inflation, and political corruption scandals, and predicting
troubles for the 2016 games. Should pollution, trafic snarls,
and subpar venues mar the games, Brazilians already enjoy the
goodwill of a world that considers them the some of the friendliest,
sexiest people on earth occupying a beautiful environment. Their
country has a great distance to fall before it seems as bad a place
for fun and pleasure as say, the United States.

167
ADVENTURE THE FRUGAL TOURISTS
Countries ranked based on a Place
I’d Like to Visit, Affordable, Has Great
Food and Cheap Manufacturing Costs
Perceptions that went into this ranking include:
Scenic, Fun, Sexy, Friendly, Pleasant climate
THE TOP 10 COUNTRIES FOR AVENTURE 1. Thailand 6. Vietnam
2. India 7. China
1. Brazil 6. Australia
3. Mexico 8. Philippines
2. Italy 7. Greece 4. Malaysia 9. Sri Lanka
3. Spain 8. Costa Rica 5. Indonesia 10. Turkey

4. Thailand 9. Portugal
ADVENTURE IS OUT THERE
5. New Zealand 10. Mexico

THE TOP 10 ADVENTURE NATIONS ACCOUNT FOR

$
3K
Average budget for
$
46.8K
Average Annual Income
an 8-day Adventure of an Adventure Tourist

17 %
of GDP
(Based on 2014 Purchasing Power Parity per capita GDP)
$
48K
Average cost to
57%
Adventure Tourism will be in
climb Mount Everest emerging economies by 2030

FUN GETAWAYS
Countries that offer a great time based on being a Place I’d Like to Visit, Fun and Sexy

1. Brazil 4. Thailand 7. Argentina

2. Italy 5. Mexico 8. New Zealand
3. Spain 6. France 9. Australia
 5 OF THE Aruba: Dutch (oficial), Papiamento (oficial), English, Spanish
WORLD’S MOST Luxembourg: Luxembourgish (oficial), French (oficial), German (oficial), English
MULTILINGUAL
Singapore: English (oficial), Mandarin Chinese (oficial), Malay oficial), Tamil, (oficial)
COUNTRIES
Malaysia: Malay (oficial), English, Manglish, multiple Chinese dialects
South Africa: English, Afrikaans, isiNdebele, isiXhosa, isiZulu, Sesotho saLeboa, Sesotho,
Setswana, siSwati, Tshivenda, Xitsonga, Indigenous dialects – 11 oficial languages

SMALL EXPLORERS

TOURIST NATION Countries with the highest ratio of

Adventure to land area
Countries in the top 30% for both tourism
spend and Place I’d Like to Visit 1. Singapore
2. Luxembourg
Tourism Spend (USD millions) 3. Costa Rica
1. France 63,530 4. Netherlands
2. Spain 63,198 5. Dominican Republic
3. United Kingdom 45,966 6. Denmark
4. Italy 43,036 7. Ireland
5. Thailand 37,740 8. Portugal
6. Turkey 32,249 9. Greece
7. Malaysia 20,251 10. Panama
8. Japan 16,197

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, World Bank International tourism, number of arrivals,
CIA World Factbook Land Area in Square KM, Mother Nature Network, UNWTO Global Report on Adventure Tourism, BBC, IMF Purchasing Power Parity per Capita GDP
Q&A
with Luiz
Alberto
Figueiredo Machado
Brazilian Ambassador to the United States

170
How would you briefly describe Brazil’s international reputation? many challenges, has accomplished a great deal in the areas
of economic and social development. A focus on sustainable
In a nutshell, I think Brazil is renowned by its exuberant nature
development has helped Brazil achieve over the past decade one
and welcoming people, as well as its multiethnic society, vibrant
of history’s most successful processes of social inclusion. More
democracy and influential culture. The cherished values of
than 36 million people were lifted out of extreme poverty, while 42
democracy and tolerance are embodied in Brazilian international
million Brazilians ascended to the middle class.
standing, serving as guiding principles for the country’s foreign
policy. I believe that Brazil’s international reputation as a How does a sense of adventure and beauty contribute to Brazil’s
peace-loving country, fully committed to the strengthening of nation brand?
multilateralism, international law and the peaceful settlement
A sense of adventure and beauty has always been part of a
of disputes, spring from a genuine feeling of brotherhood with
certain vision of Brazil, one that combines its cultural diversity
other nations and reflects the virtues of the Brazilian citizens
with its varied and stunning landscapes. First-time visitors
themselves and their common national identity.
to the Iguazu Falls or to the Brazilian Amazon rain forest will
A nation’s reputation is similar to a brand. Does Brazil have a certainly have unforgettable experiences to share. But so will
nation brand? If so, what is its personality? those who go deeper into the country. With its 8,000 kilometers
of coastline, Brazil offers hundreds of different beaches as
It would be hard to name a single brand to Brazil, due to its size,
holiday destinations. Baía do Sancho (Sancho Bay), on the
complexity and inherited diversity. When one thinks of Brazil, the
island of Fernando de Noronha, for instance, was for the second
irst elements that come to mind might be soccer, samba, the
consecutive year nominated as Best Beach in the World in the
rain forest or its beaches. These stereotypes notwithstanding,
2015 edition of Traveler’s Choice. A sense of adventure and
what someone who comes to Brazil for the irst time will
beauty is also deinitely present on many national parks across
deinitely remember is its people, their openness to the world
the country, and there is an overall awareness of the importance
and their happiness. We like to think of ourselves as a young,
of promoting sustainable and green tourism in Brazil. Rio de
creative, artistic, diverse and energetic people, with strong
Janeiro (the “Marvelous City”) is still the main postcard and
cultural values in favor of conciliation and tolerance.
port of entry to Brazil, and by no coincidence it was chosen
to host the irst Olympic and Paralympic Games in South
Beyond that, Brazil now projects the image of a large, democratic,
America. An estimated ive billion people will be watching the
and peaceful developing country that, even though still facing

171
172
competitions in 2016, and they will probably witness the most Mass deforestation is currently a big issue affecting the natural
beautiful games ever held. This exposition will certainly add still beauty and health of the Amazon rainforests. What are the
more value for a Brazil’s nation brand, promoting its image, its negative effects that Brazil is seeing today as a result?
business, its people.
Though deforestation remains a problem, this is an area in which
Would you say a nation’s ability to offer adventure and beauty is Brazil has been making a remarkable progress. From 2004 to
driven by its government, its businesses, or its citizens? 2014, deforestation in the Amazon fell by 82 percent, thereby
reducing signiicantly the negative effects of CO2 emissions and
The openness, joy, tolerance, and warmth of the Brazilian people
biodiversity loss. This is a result of a persistent and coordinated
were the most remarkable traits noted by visitors during the 2014
effort by both government and civil society. The problem of
FIFA World Cup.
deforestation has made the government invest in its capacity to
detect deforestation, including with the use of satellite and radar
I would not like to underestimate the role the government and
images, and to expand, consolidate, and maintain conservation
businesses play in promoting a nation’s brand, but in the case
units and indigenous lands, which today correspond to
of Brazil one should recognize that the Brazilian people are our
approximately 45 percent of the territory of the Brazilian Amazon.
best asset. Many agree that the soccer World Cup in Brazil was
Besides, the Brazilian government is committed with the goal of
probably the best ever in history, and this is not only due to
reaching zero illegal deforestation by 2030.
the quality or to the organization of the games, but especially
because tourists enjoyed the hospitality of the Brazilian
This year, Brazil’s government made a sustainable energy deal
people and the festive atmosphere that engulfed the country.
with the US that includes repopulating the destroyed rainforests.
The estimated 400,000 visitors expected in Rio next year will
Can you tell us more about this initiative and how the country
certainly see this pattern repeated at the 2016 Olympic and
will beneit? How will other countries beneit from restoring the
Paralympic Games.
rainforest?

Building on the personal commitment of both President Dilma

Rousseff and President Barack Obama on climate change,
Brazil and the United States have adopted an important Joint
Statement on Climate Change during President Rousseff’s

173
 visit to Washington D.C. on June 2015. In this document, our The impulse for the recovery of the Bay will be one of the most
Presidents announced a joint commitment to reaching a share important legacies of the 2016 Olympic and Paralympic Games.
of 20 percent renewable sources other than hydropower in In the past years, the amount of wastewater that undergoes
the electricity mixes of Brazil and the United States, by 2030 treatment in this region increased ivefold. We are committed to
(The White House United States-Brazil Joint Statement On continuing the investments in wastewater treatment and in solid
Climate Change). In that document, Brazil also anticipated its waste management.
commitment to restoring and reforesting 12 million hectares of
During the games, additional measures, such as the installation
forests by 2030. Brazil and the United States will work together
of eco-barriers along the rivers that flow into the Guanabara
to promote investments in sustainable forest management
Bay, will guarantee that the waters are in accordance with
and forest restoration, encouraging the provision of ecosystem
international standards. As the test events have already shown,
services, building resilience, mitigating climate change, and
the water sports competitions will be a great success.
contributing to improved income streams for farmers.

Once the rivers are cleaned, what are some of the beneits that
Brazil’s rivers have also been heavily polluted and have become
Brazil might be able to enjoy regarding tourism?
a major concern for the approaching Olympic Games. How does
Brazil intend on tackling the problem? The Guanabara Bay is already a stunning natural scenery.
Further improvements in the quality of the water will allow
There are 15 municipalities along the Guanabara Bay, a region
residents and tourists to enjoy an even wider range of leisure
with approximately 8 million inhabitants.
and sports activities.

174
What can Brazil do to balance the need for agricultural land and What can other countries learn from Brazil’s example?
protecting the beauty and integrity of its natural equity?
Other countries can see that Brazil is a country that is taking the
Since 1984, 70 percent of Brazil’s increase in agriculture challenge of sustainable development - in its economic, social and
production has been due to continuous increases in yield, environmental dimensions - seriously. Brazil is open to share its
and not to the expansion of agricultural land. Brazil has experience in areas such as forest monitoring systems; biofuels;
been developing comprehensive policies to guarantee that low carbon and resilient agriculture; restoration and reforestation
agricultural production and environmental protection coexist activities; management of protected areas; increased resilience
in a sustainable way. One of those policies is the new Forest through social inclusion and protection programs.
Code, which requires that private landowners set aside areas
for protection inside their properties. The areas along the
rivers, water springs and mountain tops, for example, will
be permanently protected. In the Amazon, 80 percent of the
properties have to be set aside for conservation.

175
Q&A
with Román Macaya Hayes
Costa Rica’s Ambassador to the United States

176
How would you describe Costa Rica’s international reputation? How does a sense of adventure and beauty contribute to Costa
Rica’s nation brand?
A lot of people know we are a nation of peace, we are the oldest
democracy in Latin America, we are stable and we are green. Costa Rica offers the adventurous traveler many exhilarating
Many know we abolished the army in 1948. However, many options, from white water rafting, zip-lining through the forest
people may not know the speciics, or more recent trends. For canopy, mountain biking through mountain trails, hiking to
example, we have implemented very successful environmental volcanic craters and waterfalls, suring the perfect wave, or
and conservation strategies with which we became the irst scuba diving among schools of very big ish. These activities
tropical nation to have dramatically reversed deforestation and awaken the senses to our natural wonders of our country and
with which we generated 98.55 percent of our total electricity strengthen our strong brand in eco-tourism.
from carbon-free renewable resources during the irst half of the
Would you say your nation’s ability to offer adventure and
year. In addition, many people may now know that our economy
beauty is driven by its government, its businesses, or its
is undergoing a fundamental change, with high value services,
citizens?
hi-tech manufacturing and innovation leading the way. Our
number one export product class is medical devices.
Government, businesses and citizens are all involved and their
roles change over time, but citizens are where the ultimate
A nation’s reputation is similar to a brand. Does Costa Rica have
power resides in a true democracy. We have a very robust civil
a nation brand? If so, what is its personality?
society with complete freedom of speech and a highly educated
Our brand is multidimentional: we are a peaceful, democratic, population of people who know their rights. We also have had
green and sustainable country with educated, healthy and happy enlightened leaders, but they are supported, politically, by
people that have a strong work ethic. The Happy Planet Index our citizens. There is broad support for Costa Rica’s goals of
ranked Costa Rica as the happiest country in the world in 2014 becoming a carbon-neutral country by 2021, of conserving our
(Happy Planet Index 2014). Visitors are initially attracted to environment, and of moving away from fossil fuels. This citizen’s
Costa Rica´s natural beauty, but once they arrive, they quickly support has allowed the Government of Costa Rica, through
appreciate the warmth and openness of our people. different administrations, to implement ambitious and creative
programs to promote our sustainability as a nation. Some of
our conservation policies have been quite successful. Back in

177
 the 1970s, we were promoting agricultural commodity exports, Costa Rica has a strong tourism industry, particularly
such as beef, which unfortunately involved clearing forests. We ecotourism. Can you tell us about what ecotourism is and what
realized we had to save our forests by creating national parks. sets it apart from other forms of tourism?
Our new national parks soon protected about 25 percent of our
The term eco-tourism was virtually coined for Costa Rica,
territory. However, creating additional national parks became
since most visitors come to experience nature without
very expensive as the value of land started to increase. We
damaging it. Costa Rica´s eco-tourism started in the 1980s
needed to ind a way to encourage private landowners to enter
with backpackers, surfers, and birdwatchers seeking a different
the conservation effort. To this end we established a carbon
type of tourism based on having the lightest footprint possible
tax – on gasoline and diesel – and water fees that every user
on the environment. Eco-tourism depends on a commitment
pays. The money collected is distributed to landowners to
to environmental sustainability by both the service providers
compensate them for setting land aside for conservation. Now,
(hotels, tour guides, etc.) and the tourists themselves.
instead of having forest cleared for cattle, we have forests
people tour. With this policy, forest coverage increased from 21
Though Costa Rica makes up only 0.03 percent of the earth’s
percent to 52 percent of our territory in 26 years.
surface, it is home to about 4 percent of the species on Earth.
How does this biodiversity contribute to the country’s economy
What makes Costa Rica so attractive to the adventurous?
and culture?
One thing is probably the fact that we have such a diverse
Our biodiversity is not theoretical. You experience it personally
environment in an area the size of West Virginia. Therefore,
with all the different forms of life you encounter. It is not dificult
Costa Rica offers lots of unique adventures that the adventurous
to see many types of birds, mammals, trees and flowers. Take
traveler can experience in a relatively short visit of one or two
hummingbirds: in all of the United States east of the Mississippi,
weeks. While other tourism destinations often advertise “sun and
there is one species. In Costa Rica, we have 52 species. Look
beach”, Costa Rica’s offering is much more diverse. Costa Rica
at trees: Brazil has six species of trees per 10,000 square
is a destination where people visit several different sites, each
kilometers. Colombia has 35. Costa Rica has 295. After a few
of which offers a unique experience. People learn while in Costa
days seeing wildlife and plants that you have never seen in
Rica, and probably return to their home with a stronger sense of
person, you will quickly realize that God was very generous with
adventure and personally more committed to conservation.
Costa Rica. It is our duty to protect this gift.

178
What do the inhabitants of Costa Rica do to protect and preserve The point is not that every country can do the same thing,
the natural beauty of the country? emphasizing eco-tourism, for example. The key is to identify
what your country has that is special – history, cities, art,
Laws and regulations govern where and what you can build. You
landscape, you name it – and then protect and build on
cannot build on wetlands, or too close to the beach. We regulate
that strength.
access to sensitive environments. Cocos Island, which is way
out in the Paciic, is only inhabited by park rangers and only a Of course, this is not done overnight. In Costa Rica we bet
certain number of boats can visit each year. It is an amazing heavily on education over 150 years ago. We made education
place with the best scuba diving in the world, where there are for both boys and girls mandatory, free and paid for by the
schools of hammerhead sharks, big turtles and big sailish. State in 1869. That was a big bet and it paid off. In the 1940s,
Another environment where access is regulated in sea turtle we also made a big bet on universal health care, and later
nesting sites, such as the beach where the leatherback turtles did something no other country had ever done: abolish its
lay their eggs at night. You cannot simply go and wait for the own army. The budgetary savings from not spending money
leatherbacks to come onto the beach. You must follow trained on a military allowed for further and sustained investment in
guides who know what they are doing and who use special red education and health. You need a sustained effort to create a
lights that won’t disturb them. Places like this are recognized for peaceful, democratic, and educated society that you can build
their value and protected. on. Our policies have been aimed at fulilling the aspirations
of our citizens, not necessarily following some model used in
What can other countries learn from Costa Rica’s ability to
another country with a different reality. Every time a majority
beneit from and protect its natural beauty?
of our citizens agreed with the goals we set for our country, we
achieved them, regardless of the size of our economy.

179
CASE STUDIES

WILDLIFE THRIVES BETWEEN NORTH HOW JORDAN IS USING DRONES TO

AND SOUTH KOREA BOOST TOURISM

The Korean Demilitarized Zone (DMZ) is a After the success of movies such as
strip of land no bigger than 1,000 square Indiana Jones, Jordan is turning again
kilometers that divides the peninsula in to ilm as a way to boost tourism in
two – North and South. Without human the region. Flying drones are capturing
occupation, the land’s natural wildlife has airborne footage of the country’s most
PRAGUE IS THE BEES KNEES
thrived, making it home to thousands of beautiful landscapes and sacred sites
With over 50,000 registered beekeepers, unique plant and animal species. South to bring awareness to the region and
the Czech Republic is a destination for Korea has an oficial tourism site called attract tourists.
honey. The Intercontinental hotel in the “Peace-Life” zone that highlights the
Prague offers a one-of-a-kind experience, untouched beauty of the region.
where guests can enjoy honey produced
right on the spot from beehives on the
hotel’s roof.

180
 THE BATH THAT MIGHT GIVE YOU A HANGOVER

The Czech Republic is leveraging one of its oldest resources

– dark beer – for a new type of experience: bathing. The liquid
is said to open pores and exfoliate skin in a 20-minute soak,
followed by 20 minutes wrapped in fleece blankets. Most beer
spas offer a different kind of beneit as well – all you can drink
beer while you bathe.

SHEEPDOGS SAVING PENGUINS IN AUSTRALIA

When a penguin population on a small Australian island dwindled

down to 10, threatened by a group of foxes, farmers called on
territorial sheepdogs to protect the birds. The stuff of local legend,
the story of the penguin population’s comeback can now be seen
on the big screen in the movie Oddball.

181
THE ECONOMY OF SEA AGRICULTURE

Aquaculture – the agriculture of the sea – is seeing remarkable

success in Greece, which produces almost half of the sea bass
and sea bream in the Mediterranean and provides more than
15,000 jobs in the ish farming industry. The Mediterranean region
has seen huge growth in the industry, surpassing the EU annual
growth rate average by 16 times.

LEBANESE SPICES IN MEXICAN TACOS

Unrest in the Middle East after World War I drove migration to

Mexico by way of the Yucatan Peninsula and, with it, an afinity
for roasted lamb with a special combination of spices from Beirut.
This tasty dish was quickly paired with a Mexican favorite, tacos,
to create the “taco Arabe” that is today known as tacos “Al Pastor.”

182
ROMANIA IS NUMBER ONE

Lonely Planet named Romania its number one country to visit

this year. The country is building its modern amenities – such as
nightlife, art and transportation – while maintaining its historically
mysterious environment that is home to vampires and lynxes
alike. Now you can climb the foggy mountains surrounding
Dracula’s castle and hail an Uber to take you back to the city.

BEAUTY OFF THE BEATEN PATH IN INDIA

Located deep within the Ranni rainforest, Gavi is an up and coming

tourist spot. Humble cabins and minimally-invasive infrastructure,
accessible only by jeeps with four-wheel drive, make it a scenic
destination for the more adventurous outdoor traveler.

183
Chapter 9

HERITAGE
RANKINGS:
1. Italy
2. Spain
3. Greece
4. France
5. Mexico
6. India
7. Japan
8. Thailand
9. Portugal
10. China

Heritage accounts for 8% of our total rankings:

19% 19% 19% 14% 13% 8% 4% 4%

CITIZENSHIP ENTREPRENEURSHIP QUALITY OF LIFE CULTURAL OPEN FOR POWER

INFLUENCE BUSINESS

ADVENTURE

HERITAGE
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Which countries win the world’s admiration for their history,
culture, and food? It turns out that they are the ones that gave ADVENTURE INFLUENCE ATTRIBUTES THAT
WENT INTO THE RANKING:
us Cervantes, democracy, Leonardo da Vinci, and champagne.
Despite their standing as “Old World” nations rooted in centuries
gone by, Italy, Spain, Greece and France hold the top positions Has a rich history
in our survey indings related to national values and heritage.
Respect for the contributions these countries have made is
Has great food
consistent in all regions of the world, and is unmatched by any of
the nations associated with more modern measure of influence
such as dominance in trade, technology, or innovation. People in Many cultural attractions
the Middle East and North Africa love Italian food almost as much
as people in Europe. People in Asia and the Americas agree on the
value of Greece’s cultural attractions. Culturally accessible

Global afinity for the nations where Western art, culture and
cuisine were born, suggests that many people identify with The diversiication of values and blurring of cultures have been
values beyond those granted by the places where they were stimulated by global communication and travel trends, which bring
born. Writer Pico Iyer pointed to this dynamic in a much-viewed more people into contact with each other than ever before.
TED (Technology, Entertainment and Design) lecture in which he This exchange increases the chance that people of the world will
described his complex identity as a man of Indian heritage who ind understanding and meeting points where conflicts can be
was born in England, and has spent much of his life in Japan resolved. However, the trend can also contribute to the anxieties
and the United States. Iyer insists he is an example of a growing and even outrage that harden differences. The ongoing crisis
trend. “Most of the kids I meet are much more international and posed by Islamic terrorism is seen, by some experts, as partly a
multicultural than I am,” Iyer notes. “They’re whole life will be response to Western involvements in the Muslim world and the
spent taking pieces of many different places putting them together effects of powerful Western ideas, art, and culture in societies
in a stained glass whole” that permits many “upgrades and around the globe. Extremists found justiication for their acts in
improvements and corrections” drawn from varied countries and a radical interpretation of religion, which permits them to push
cultures (TED: Where is Home?). back violently against the West.

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 Nowhere is the push-pull-effect of cultural globalization more
“Syria has become deined by conflict and the refugee evident than it is in conflict-torn countries where important art
crisis. ISIS [Islamic State militants] sees culture, especially works and antiquities have been demolished by forces intending to
archaeological wealth, as a resource to be exploited. Selling impose draconian religious views on regions they come to occupy.
items on the black market or destroying things is a kind of The destruction of architectural columns at the ancient city of
asymmetrical warfare. It causes maximum damage and Palmyra, by Islamic State jihadists, ruined part a World Heritage
shakes up people.” Site designated by the United Nations. This act followed the
- Dr. Amr Al-Azm, Head of the Syrian Heritage Task Force, destruction of a giant Buddhas of Bamiyan by Taliban forces in
Professor of Middle East Studies and Anthropology at Afghanistan. The bitter irony of these events can be found in the
Shawnee State University fact that both sites had been preserved as part of the cultural
wealth of poor countries – Syria and Afghanistan – and their
destruction harmed local communities most of all (PBS The
Evolution of Islamic Terrorism: An Overview).

Visitors at museums across Western Europe or at the world’s oldest

wooden structures at the Horyuji Temple in Japan experience,
irsthand, the reverence many societies attach to their cultural
treasures. Even in the world’s poorer countries such as Peru (Machu
Picchu) and Guatemala (El Mirador), societies generally recognize the
value of national artistic and archeological wealth and take pains to
protect this heritage. This process can be cultivated with education
and programs that connect people to their own culture, encourage
participation, and inspire pride. The positive cycle of education,
participation, and preservation can be seen in countries where people
are more likely to visit museums than sporting events and historically
signiicant sites are preserved and protected.

The key to effective cultural preservation and presentation may be

the passionate experts who can make art and object relevant. In
a recent lecture, Thomas P. Campbell, director of the Metropolitan
Museum of Art in New York, explained, “We live in an age of

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ubiquitous information, and sort of “just add water” expertise,
but there’s nothing that compares with the presentation of BEST COUNTRIES VIDEO INTERVIEW Click here to watch
signiicant objects in a well-told narrative, what the curator does,
the interpretation of a complex, esoteric subject, in a way that
retains the integrity of the subject, that makes it – unpacks it for a
general audience.” It’s the general audience of both local citizens
and visitors from a broad, who transforms values and heritage into
cross-cultural understanding and economic development (TED:
Weaving Narratives in Museum Galleries).

Barcelona and its region Catalonia may represent the best modern
example of culture and heritage at work. Beginning with the
city’s stunning architectural wonders, including Gaudi’s Sagrada
Familia cathedral and others, Barcelona’s leaders embarked on a
“When you have on the one hand the desire to feel like you can
deliberate campaign to make their city attractive to international
live anywhere, but you also have threats that are coming from
travelers. Policies adopted to encourage local businesses helped
groups who feel basically like this new modernity is itself a
keep independent merchants and restaurateurs in business and
threat to what they represent. These are two different realities
preserved local art, crafts, and cuisine. (Building on the appeal of
that are going to have to be sorted out in the coming years.”
authentic Catalan food, Barcelona became a culinary destination
with a boom in restaurant openings.) In the 1980s and 1990s, - Ambassador Dennis Ross, The Washington Institute for
infrastructure investments, including many that were built to Near East Policy
accommodate the 1992 summer Olympic Games, made it easier
for the world to visit burgeoning Barcelona and many who came As Barcelona’s experience with Gaudi’s cathedral shows,
stayed long enoughto explore the region. The payoff has been monumental religious sites stand as important cultural
substantial. The city and region have become magnets for foreign attractions. No visitor to Sagrada Familia will fail to notice the
investment. As local pride surged, Catalans have pressed for spiritual elements of the architecture and the Catholic Church
greater independence from Spain, which some see as a negative preserves its religious purpose. Visitors ind similar experiences at
development; however, this impulse is an outgrowth of successful churches, mosques, shrines, and other religious sites worldwide.
initiatives which should inspire more emulation than fear (The The reverence people feel at these places afirms local values but
Atlantic Catalonia’s Winding Road to Secession). can also inspire understanding in people of different faiths.

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According to the highly-respected Pew Research center, religion The countries that earned our respondents’ highest level of
will maintain its position at the heart of world culture. The number respect for their cultural assets are generally more diverse and
of Muslims will grow fastest in coming decades, exceeding cosmopolitan. Italy, Spain, France and Greece each built empires in
Christians as the world’s largest formally organized faith group. the past and became central, in their turn, to global trade. People
However, the religiously unafiliated will also increase in number. who met at these centers of activity exchanged ideas and values,
The opportunities and perils implicit in religion will challenge and generally discovered that their differences were small when
leaders seeking to have more valuable nation brands that would compared with what they shared. This contact can provoke fear
appeal to the largest number of global citizens (Pew Research and anxiety in times of crisis, as the world has witnessed after
Center The Future of the World Religious: Population Growth terrorist attacks in cosmopolitan places like Beirut, and Paris.
Projections 2010-2050). After dangerous moments, societies that manage these crises
well, calling upon their highest values, win the world’s admiration.
Those that respond poorly risk further conflict and enmity.

RELIGION ON THE RISE

By 2050, Pew predicts that all major religious groups with the exception of Buddhists will grow:

2.92 billion Christians 25% growth

2.76 billion Muslims 42%

1.38 billion Hindus 25%

490 million Buddhists 0%

450 million Folk Religion 11%

20 million Jews 50%

(Pew Research Center The Future of the World Religious: Population Growth Projections 2010-2050)
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Over time, culture and experience evolve into the histories we write Kingdom, it also conserves a vast art collection, much of which
about our own nation and the world. “History matters,” observed has been acquired with properties.
the writer Bill Bryson, “because it reminds us who we are, what
we’ve done and what we might do better” (The Guardian Heritage: As an example of a national cultural endeavor with broad support,
Why We All Have a Part to Play). Indeed, it is history, both ancient the national Trust may have no equal. Its annual budget, which
and recent, that shape a nation’s self-image and the image it is in excess of $600 million USD, is provided largely through
presents to the world. subscriptions purchased by the public, bequests, and revenues
from its activities. This rate of public participation, for an agency
A clear-eyed approach to history can help a nation, and its with the motto “For ever, for everyone” may be the key element of
brand, recover from almost any injury. Germany’s ongoing self- its success. Writing for The Guardian, former trust director Fiona
examination in the wake of World War II and the Holocaust Reynolds recently credited the shared effort of public and private
contributed substantially to a modern society that is so admired sectors. “Britain has a grand history of civic society stepping in
around the world it was judged best country overall in our survey. to ill the gap between free market and state action,” she wrote.
In the subcategory of Heritage, where history weighed most However, she added that there is no substitute for the role played
heavily, Germany nevertheless ranked 16th overall. This score by government, “which it must not duck and that is the wider
was hurt a bit by German food, which doesn’t seem very popular, climate that it sets: whether it recognizes the importance of quality
but helped by international respect for “cultural accessibility.” of life as well as the economy; whether it values the historic and
Germany, it turns out, is regarded as a friendly place to visit. irreplaceable alongside the need for progress.”

Cultural development that yields beneits to a nation’s brand

is a project that requires time and broad popular support. The
United Kingdom, which comes in 12th in this category, began to
protect its historically important sites in the late 19th Century.
Near the end of the century, the National Trust was formed to
protect treasured places including structures and landscapes.
Its irst acquisition was made to protect a 14th century house
in East Sussex. From its early devotion to the preservation of
country houses, the organization moved on to protect land, urban
buildings, and geological treasures such as the Giant’s Causeway
in Northern Ireland. The largest private landowner in the United

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 SMALL POPULATION, BIG REPUTATION

HERITAGE Countries with the highest ratio of

Heritage to population

Perceptions that went into this ranking include: 1. Luxembourg 6. New Zealand
Has a rich history, Has great food, Many cultural 2. Ireland 7. Singapore
attractions, Culturally accessible 3. Greece 8. Israel
THE TOP 10 COUNTRIES FOR HERITAGE 4. Austria 9. Uruguay
5. Portugal 10. Denmark
1. Italy 6. India

2. Spain 7. Japan

3. Greece 8. Thailand 8%
Asia Paciic
4. France

5. Mexico
9. Portugal

10. China 10%

North America
and Europe

THE TOP 10 HERITAGE NATIONS ACCOUNT FOR 33%

15% Africa

16 %
of GDP
(Based on 2014 Purchasing Power Parity per capita GDP)
Latin America
and Caribbean
33%
Arab States

INCOGNITO COMPETITORS
Countries in the top 30% for number of Olympic Medals winners,
but are not globally perceived as Athletically Talented ENDANGERED HERITAGE
1. Japan (1228 medals) 4. Sweden (1021) 7. Denmark (491) Regional distribution of the 48
UNESCO World Heritage Sites in
2. Hungary (1053) 5. Netherlands (782) 8. Bulgaria (331) Danger around the world
3. India (1053) 6. Jordan (704)
PLACES OF FAITH THE VALUES CREW
Countries where religion resonates in society based on Countries that are the most Religious, Modern, and
Religious and Has an Influential Culture Culturally Influential

1. India 6. Italy 1. India 6. France 11. Turkey

2. Egypt 7. Iran 2. Italy 7. Saudi Arabia 12. Germany
3. Israel 8. Pakistan 3. Japan 8. Spain 13. Iran
4. Saudi Arabia 9. Jordan 4. Israel 9. United States 14. China
5. Turkey 10. Morocco 5. Egypt 10. United Kingdom 15. Jordan

MILLENNIAL NATION PYRAMIDS TO SKYSCRAPERS

Countries that Millennials rate more highly for Countries that score highly for Having a Rich
Heritage than the general population History and Being Culturally Influential in
relation to the urban population percentage
1. Singapore 6. South Korea
2. Saudi Arabia 7. South Africa 100

3. Morocco 8. Tunisia 90

80
4. Brazil 9. Philippines
70
5. India 10. Argentina
60

50
VINTAGE NATION 40

Countries in the top 30% for both Culturally Influential and 30

number of UNESCO World Heritage Sites 20

10
1. Italy (51 UNESCO 5. Germany (40) 10. United States (23) 0
World Heritage Sites) 6. Mexico (33) 11. Japan (19) Italy France Japan Spain United Russia
Kingdom
2. China (48) 7. India (32) 12. Brazil (19) 2012 Pop in Urban Areas (%)
3. Spain (44) 8. United Kingdom (29) 13. Greece (17) Culturally Influential and Rich History
4. France (41) 9. Russia (25) 14. Turkey (15)

BAV Nation Brand Study, 16,200 respondents, Aug 2015, International tourism, receipts (% of total exports) World Bank, CIA World Factbook Land Area in Square KM, World Bank Urban Population (% of
Total), UNESCO List of World Heritage in Danger, The Guardian - Olympic medal winners: every one since 1896 as open data, World Bank 2014 Total Population, IMF Purchasing Power Parity per Capita GDP
Q&A
with Deborah Lehr
Founder and Chairman of the Antiquities Coalition, senior fellow at the
Hank Paulson Institute at the University of Chicago

& Amr Al-Azm

Ph.D, Head of the Syrian Heritage Task Force and professor of Middle
East Studies and Anthropology at Shawnee State University

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How would you describe Syria’s international reputation? quite valuable but these resources have to be protected and
monetized for the local communities. It can’t just be for the
Arm: There is Syria before war and a Syria after. Before, there
crony capitalists.
was a hope that Syria was going through a positive and
transformative process. Expectations were high. People were Amr: Some practices are very negative. Because they are
recruited to go back to Syria to help with the opening up of lucrative, these assets become target of the predatory practices.
the country. They were positioning themselves to turn cultural Crony capitalism in Tunisia allowed certain people to take over
heritage into an economic powerhouse, a generator for jobs the tourist industry. This is why these places become targets. By
and contact with other countries. Tourism was on the increase. hitting tourist sites, ISIS is targeting the regime.
Then, there was the Damascus Spring in March 2011. People
What is the role of international organizations like the United
started to really embrace reform, to open a new era. Within a
Nations and UNESCO in protecting cultures?
year it was crushed.

Amr: International agencies are struggling because they were

How did the war shift perspectives?
set up to deal with countries and here the problem cannot be
Arm: Syria has become deined by conflict and the refugee handled that way. Syria has seven world heritage sites. At least
crisis. ISIS [Islamic State militants] sees culture, especially three have been damaged signiicantly. Aleppo’s old city and
archaeological wealth, as a resource to be exploited. Selling Palmyra are damaged beyond real recovery.
items on the black market or destroying things is a kind of
Deborah: The political will about the need to do something is
asymmetrical warfare. It causes maximum damage and shakes
building. Political energy is building because it’s front page news.
up people.
The world is also recognizing that looting and selling antiquities
What do you believe is the role of government in protecting a is a resource to fund ISIS. Intelligence services and foreign
country’s heritage during a time of war? ministers are acting to shut down the trade. Military forces are
also trying to help Syrians protect antiquities with targeted
Deborah: Looking at countries across the Middle East, you
military air strikes when ISIS is headed toward heritage sites.
can see the revenues of the nations coming from tourism are

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 When people are uprooted from their country, do their values Wars often leave scars that can shape the values of people
and heritage follow them? Do they leave pieces of it behind? in the short run and heritage in the long run. What do you
anticipate in the future?
Amr: Refugees always try to preserve the intangibles and Syrians
are doing that. Syrian cuisine is very famous and accepted in Amr: Syrians do generally understand the value of their heritage.
countries where people settle as refugees or immigrants. Certain People on all sides risk their lives to preserve it. The problem
aspects will be lost, but some perhaps should be lost. It may be now is that Syria is in the worst refugee crisis the world has
traditional for Syrian value that a woman is not equal to a man. seen since the Second World War. Forty-nine percent of the
Perhaps that should be lost. population is displaced. But my own take on this is that this
conflict will end one day. Then Syrians are going to have to ind
What more can be done to protect Syrian heritage?
common denominators to reunite them. One of them is our
history. We all can agree that Zenobia was the queen of Palmyra.
Deborah: Efforts are being made to close the markets for
That’s a start. And perhaps by saving Syria’s past means we can
antiquities. The International Criminal Court has taken up
start to save its future.
their irst heritage destruction case, so that may become an
avenue that can be followed. Many big museums are pushing
the concept of safe havens but they are sometimes opposed
because people get concerned about the inal disposition of
items. It’s a long, and complicated process even when people all
want to help.

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“Syria has become deined by conflict and the
refugee crisis. ISIS [Islamic State militants] sees
culture, especially archaeological wealth, as a
resource to be exploited. Selling items on the
black market or destroying things is a kind of
asymmetrical warfare.”

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Q&A
with Arturo Franco Hernandez
Undersecretary for Strategic Priorities and Delivery Unit, Nuevo León State
Government, & Professor, The Future of Cities at Tec de Monterrey

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How would you briefly describe Mexico’s international How do values and heritage contribute to Mexico’s nation
reputation? brand?

Mexico has always been known as a beautiful, enjoyable and Mexico is a privileged country, with thousands of years of
friendly country. incredible history, an awfully fortunate geographic location, and
a mix of cultures that have created a truly unique blend.
Like any emerging economy, Mexico needs to work hard
to improve its global standing to regain its attractiveness I’ve just asked a Polish barista in London what comes to his
as a tourist and investment destination, to generate better mind when I say Mexico: “Mundial 86, Corona, and hats,”
relationships with other countries, and to increase cultural and he said. But we are much more than tequila, tacos and big
commercial opportunities. sombreros. We are family (for good and for bad), solidarity,
resilience and justice. We are courage, humility and ingenuity.
A nation’s reputation is similar to a brand. Does Mexico have a
nation brand? If so, what is its personality? We are starting to show this to the world, through our Oscar-
winning ilms and ilmmakers like Iñarritu, through our role-
Mexico has been trying for many years to come up with a more
model soccer superstars like Chicharito Hernandez, through our
structured marketing and positioning strategy, to increase the
hard-working immigrants and our dreamers in the United States,
value of our nation brand. Learning from successful examples
but we need to do more of that.
(like Colombia’s passionate re-branding), our leaders have tried
to move our country “beyond margaritas and Mariachis,” and Would you say a nation’s ability share its values and heritage is
“beyond beaches and bullets,” into other realms: natural beauty, driven by its government, its businesses, or its citizens?
adventure, luxury, sophistication, innovation and modernity.
In my view, sharing Mexico’s values and heritage with the rest
For instance, during the last administration, foreign media was of the world is a task that involves all of us. The private sector
invited to ilm the President of Mexico diving into the cenotes of is trusted by the global business community, but often lacks
the Yucatan Peninsula, and rappelling down the beautiful Cave consistency; the media, which is really there to uncover the
of Swallows in San Luis Potosi. truth of things, often has a negative bias.

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 Yet, in a world where globalization moved from being country- country has 11 cities with over one million inhabitants, and more
led, to company-led, to people-led, citizens themselves play than 100 cities surpassing 100 thousand people. There is no
the most important branding role. More and more, Mexico’s easy way to generalize on what a Mexican city looks like today,
international reputation is built on us, the Mexicans who live except to say, we have everything from futuristic Santa Fe, a
abroad, the foreigners who come our way, the diaspora that 21st Century suburb of Mexico City, to cities in Oaxaca that have
shares our traditions, values, and heritage around the globe. been trapped in time for many years.

What makes Mexico so attractive to the adventurous is search What lessons can other countries learn from Mexico’s example?
of history and heritage?
A 2013 cover article in Wired magazine featured a Mexican
“Discovering” ancient Mayan pyramids in the middle of the primary school teacher that had innovated in the way he taught
jungle; trekking down a Canyon you’ve never heard of, but that his group of students, and unleashed a group of genius kids,
is actually deeper and larger than the Grand Canyon; going on a who scored in the top of the country’s standardized test. This
callejoneada with a Mariachi band around the Colonial town of story went around the world as an example of the famous
Zacatecas; these are easy ways to answer the question. “flipped classroom” theory (Wired A Radical Way of Unleashing
a Generation of Geniuses). Most importantly, it had a bigger
But the magic of Mexico lays in its enchanting contrast. We
splash in helping Mexico’s brand and sharing our values of
have always been a country of contrast: old and new, Spanish
innovation, creativity and empathy, than the millions of dollar the
and indigenous, worldly and extremely local, simple and
government has spent on their “Live it” campaign. What Mexico
sophisticated. That is where the real adventure is.
can teach the world is simple.

What does a Mexican city look like today? What does it say
about Mexican values and heritage?

Mexico is big enough to it 35 European countries in its territory,

including all of Greece, Portugal, Hungary and Ireland. The

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 Our leaders have tried to move our country
“beyond margaritas and Mariachis,” and “beyond
beaches and bullets,” into other realms: natural
beauty, adventure, luxury, sophistication,
innovation and modernity.

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Q&A
with Iván Espinosa de los Monteros
Leader of Vox, a new conservative party in Spain

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How would you briefly describe Spain’s international reputation? How does culture and heritage contribute to Spain’s nation
brand?
A nation’s image abroad varies over time, and Spain recently
went through years of hardship that affected its reputation. Culture and heritage are central to Spain’s nation brand. They
Fortunately, Spain’s overall international reputation is currently both help explain why we receive over 65 million tourists a year.
either good or very good, depending on how well Spain is known Spanish is the native tongue to 400 million people around the
in the country where the issue is raised. This is not a personal world, second only to Mandarin. Spain is probably the oldest
opinion, but rather the conclusion of several research projects nation in Europe, boasts a very rich History, is one of the top
conducted by the Elcano Royal Institute, the Spanish institution three countries with the most UNESCO World Heritage Sites,
that has historically tracked this metric over time. What varies has some of the world’s greatest museums, has produced some
in different countries is the degree of awareness of Spain itself, of the world inest artists and at present is at the forefront of
which is very high in Europe, OECD countries in general, and the international culinary and restaurant scene. So there is no
Latin America. However, it is still low in Asia, except for sport- question about it; culture and heritage play a very signiicant
related matters. role in the perception of who we are.

A nation’s reputation is similar to a brand. Does Spain have a Who would you say is responsible for protecting and preserving
nation brand? If so, what is its personality? the value of a country’s heritage and culture? The people, the
government, businesses?
It certainly does. Spain is at the same time traditional and
innovative, diverse and creative, supportive and caring, I think we all share some degree of responsibility in portraying
committed and responsible. It also embodies fun and joie de our heritage and culture; it is a shared challenge and a common
vivre, which coupled with sunshine and a high quality of life, is goal, because we all beneit from it, both Spaniards and
a pretty unbeatable proposition. This is why Spain consistently foreigners who visit or live in this country.
ranks as one of the top countries in the world to live in, visit,
work, study and retire.

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 How has globalization affected Spain’s cultural identity? And Having to set up new frontiers and customs, losing free trade
what aspects of Spain’s identity have endured without change? within Europe, and becoming a new, isolated state with what
would become a presumably hostile neighbor such as Spain, does
No country is immune to globalization. The key is integrating it
not seem to make much sense to anybody. Deep-rooted Catalan
gracefully, melding it with what is unique and worth protecting.
pragmatism or seny is in itself a barrier to any mad political
I would perhaps remark how well we have preserved the quality
adventures that would be so detrimental to people’s livelihood.
of our way of life, the strength of family ties, the capacity to
integrate our own diversity and immigrants who come looking The rest of Spain, however, has to make an effort to ensure that
for better opportunities, our solidarity with the less fortunate Catalans, like all Spaniards, are more aware of our common
peoples around the world, and, last but not least, our proven heritage, and of the fact that there is much more in common
know-how and determination to enjoy life to the fullest. than sets us apart.

Culture and language differences, and economic stress, between Many other regions enjoy a different culture and language from
Spain and Catalonia have made secession a major domestic Castille in peace within Spain. After 600 years of being together,
issue. What are the implications if Catalonia succeeds in why do Catalans still feel so disconnected from the country? Are
becoming an independent state? there ways that Catalan and Spanish cultures can be bridged to
create harmony?
As mentioned earlier, Spain has very rich History. All of the
territories currently contained in Spain have been part of the There can be no “bridging Catalan and Spanish cultures”,
nation for at least ive centuries. However, Spain is unique in because being Catalan is itself a way of being Spanish, just
that it is also a very diverse nation, with several regions and like being Texan is a way of being American. A generation
territories having speciic cultural traits and languages that are of nationalist politicians, however, have used the education
not common to other regions. Catalonia is one of those regions. system and public media to irresponsibly influence the way
Catalans perceive themselves in the context of Spain. In 1978,
Independence will simply not take place. It would be not only
for instance, over 90 percent of Catalans voted in favor of our
legally impossible and openly contrary to the Constitution, but
then-new Constitution. Today, perhaps only half of them would,
also irresponsible for all parties involved, and would not make
regardless of the fact that they have the highest degree of
much sense. Catalonia presently enjoys the most complete self-
autonomy they have ever had.
government it has ever had, just like all the other regions in Spain.

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This process took them 40 years, and will take at least an equal Should values and heritages adapt to the changing times? Or
amount of time to reverse. So Catalonia will remain an issue does this idea contradict the purpose of values and heritage?
in Spain for decades in the future, much like it has been for
Values in fact do evolve over time. Much is lost along the way,
decades in the past; but my forecast is that the issue will be
but hopefully this creative destruction can add some new values
toned down with a new tax distribution model that will favor the
as well. For instance, solidarity is a relatively new value in Spain
region even more than it already does.
which we all feel proud of. Our past is full of wars and violence,
How does the younger generation today differ from the previous but we are now one of the safest countries in the planet.
generation in their desires to break from Spain? How do the Becoming the world leaders in organ donations only recently
youth from other regions of Spain see the issue? became even possible thanks to progress in Medicine. So much
has changed, but we have often adapted for the better.
Again, this would be a non-issue if not for the way the Catalan
politicians took over Education. Obviously, if you allow the As to heritage, the whole point is that you can’t change your
nationalists to re-write text books for Catalan schools and past, so I would argue it doesn’t change so easily.
falsify History for decades, you are going to see generations of
What can other countries learn from Spain?
Catalans raised hating the rest of Spain. On top of that, the local
media outlets depend heavily on the regional government’s ad
I think the last few years of severe economic crisis have made
spending and grants, so you can imagine how public perception
a case study out of Spain. The government leaves room for
is shaped in Catalonia.
improvement, but the Spanish people have risen to the occasion
and shown their mettle. While politicians have undertaken
But let’s put things into perspective: the desire to secede from
virtually no sacriices themselves, Spaniards have proven their
Spain is limited both geographically and sociologically. It is the
capacity to shoulder the burden by assuming the reforms and
exception, not the rule. For most of our youth, secession is a
austerity measures applied to them. The Economic recovery
non-starter, and quite incomprehensible.
we are beginning to show has only been made possible by this
extraordinary behavior, a product of our undefeatable optimism
and hard work as a nation. Spain is back!

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CASE STUDIES

INDONESIA: A LAND OF TRIBES AND TWEETS

Amongst the Indonesia’s collection of islands built from the

ruins of several European empires, fragmented influences have
produced a rich variety of cultures that reflect dichotomy and
co-existence of history and modernity. Jakarta, the world’s
Twitter capital is just a stone’s throw away from a tribe of hunter-
gatherers living in the rainforests of Sumatra that still practice the
“MONKEY MAN” MAKES COSTA RICA’S OLDEST same rituals they did thousands of years ago (sans hashtag).
TREASURES ACCESSIBLE

Donald Perry earned the nickname “Hombre Mono,” or “Monkey

Man”, when he took his exploration of Costa Rica’s rainforests to
new heights in the 1970s. His pioneering rope climbing method
opened access to the highest layer of trees in the canopy, where
40 percent of all life on Earth is found. He received the Rolex
Award for Enterprise and used the prize money to create a network
of ropes that became the world’s irst ever zip line to the treasures
at the tops of the trees.

204
IS THE WORLD’S FIRST STAIRWAY TO HEAVEN IN SRI
LANKA?

Long before Buddhism reached the region, the mountain of

Sri Prada was considered to be the home of Samanta, a local
mountain god. A footprint that some call “Buddha’s Footprint at
the top of the mountain is said to date back to 100 BC. Today,
travelers come in droves to “walk in Buddha’s shoes,” climbing the
mountain overnight to watch the sunrise over the footprint. AN INNOVATIVE APPROACH TO APPRECIATING ARMENIAN
CULTURE AND HERITAGE

Working with the Smithsonian Institute and USAID, the United

States launched an innovative four-year initiative in 2015 to
increase appreciation of Armenian culture through tourism.
Focusing on traditional arts, music and culture, the program draws
visitors outside the capital of Yerevan and into the country’s more
rural areas through research, scholarship and engagement with
local communities.

205
 THE WORLD’S OLDEST MANSION DISCOVERED IN BULGARIA

Archaeologists found what they believe to be prehistoric Europe’s

largest stone building near Bulgaria’s Durankulak Lake. Home
to many archaeological treasures, artifacts dating back more
than 12,000 years have been found at the site. It is also home
to an ancient necropolis with 2,600 graves and believed to be a
prehistoric salt production center.

SICILIAN TOWN IS SELLING HOUSES FOR ONLY ONE EURO

As the population of Gangi, one of Sicily’s oldest villages, dwindles,

so too does its ability to preserve its long-standing history.
To encourage renovation, the town is selling houses for less than
a euro with the promise that houses must be restored within four
years of purchase.

206
50,000 YEARS OF TRADITION IN AUSTRALIA

For more than 50,000 years, the Aboriginal and Torres Strait
Islanders have been passing down cultural traditions. Despite
shifting political influences, these people have retained key values
of observing the sanctity of land and a system of kinship to guide
relationships, from marriage to daily interactions, in accordance
with Aboriginal Law.
THE WORLD’S NEWEST WONDERS

Which pieces of heritage are worthy of joining the Great Pyramid

of Giza and the Hanging Gardens of Babylon as Wonders
of the World? Founded by Swiss-born Canadian ilmmaker,
New7Wonders set out to answer this question to expand respect
for the world’s heritage. Global voting elected seven new world
wonders: the Christ Redeemer in Rio De Janeiro, Brazil; the
Great Wall of China; Machu Picchu in Peru; Petra in Jordan; they
Pyramid at Chichen Itza in Mexico; the Colosseum in Rome; and
the Taj Mahal in India.

207
Chapter 10

CONCLUSION
Before there were nations, as we know them, kings, queens, emperors and warriors were known by
their reputations. Their stories were told and retold until they became legendary. Cleopatra, Julius
Caesar, The Crusaders, Conquistadors – even Genghis Kahn developed brands that were so strong
they endure today.

In our time, nations also depend on reputation to establish their standing in political and economic
affairs. But legends are no longer enduring. Information flows so freely that a nation can be revered
one year and reviled the next. To build a secure and prosperous nation that the world will trust and
admire, consider these take-aways:

BACK TO CONTENTS
208
 A NEW GDP: GROSS DOMESTIC PURPOSE.

In today’s world, people expect national leaders to be both

innovative and compassionate as they seek to create a better
life for their citizens and the world at large. (In fact, caring about
human rights is 79 percent correlated with “prestige.”) Beyond
NATIONS ARE BRANDS driving positive perceptions, our data show that these are “soft”
attributes that most relate to tangible outcomes. Innovation is 74
Corporations have long emphasized and marketed the value of percent correlated to GDP per capita PPP, while citizenship and
their brands. Nations should view themselves the same way quality of life are each 72 percent correlated.
because their policy decisions impact perceptions and, in turn,
investment and future GDP.

I would scratch beneath the surface on the

Best Countries and say, “not only what are
Nations have to think of themselves as brands the best countries, but what are the good
because audiences all over the world, no matter countries?” What are the countries which have
what sector they’re in or what kind of decisions not just GDP and value creations, but values
they’re trying to make about how they’re going creation as creation as well?”
to use their resources, their time, their money,
- Michael Lomax, Ph.D, President & CEO, United Negro
whatever it happens to be. They’re going to be College Fund
responding to the brand of those countries that
they are making decisions about.”
- Don Baer, Global Chairman & CEO, Burson-Marsteller

209
 ROI MEANS RETURN ON INNOVATION

In addition to driving entrepreneurship and advancement,

innovation is essential for building a reputation on the
international stage. It is also the main element of the Fourth
Industrial Revolution, which is reshaping all commerce.
Technology creates a level-playing ield where many more people
and organizations can conceive and develop new technologies,
businesses, and social paradigms. But governments must create
policies that encourage a ‘start-up nation’ culture. Our data
reveals that being economically influential is highly correlated to

EACH GOVERNMENT HAS 7.3 BILLION CONSTITUENTS foreign direct investment and exports (68 percent, 71 percent and
65 percent, respectively).
Traditionally it is thought that ‘all politics are local.’ This is only
partly true. Our study shows that governments are also obliged BEING ECONOMICALLY INFLUENTIAL IS:
to act with sensitivity to the larger world. Policies aren’t created
in vacuum. Human rights standards, immigration practices,
environmental protection and even labor laws all have cross-
90% correlated to a country’s tech expertise

border implications and affect investment, tourism, and national

esteem. Policies created in the Rotunda, Abbey, Great Hall or 88% correlated with entrepreneurialism
Kremlin must be considered not just in political terms, but also in
the context of a world view.
85% correlated with innovative attitudes

210
LOOK FORWARD OR FALL BEHIND

Perceptions of 21st century power are a departure from

traditional metrics of power, economic output and military
strength (e.g. ‘banks and tanks’), which represent only 8 percent
of our overall model. Countries that rest on their laurels of
these traditional attributes without a vision for the future while
encouraging modern, responsible economic development will
realize a steep rise in reputation.

THE RISE OF THE GLOBAL CITIZEN

Being connected to the rest of the world improves a country’s

reputation as well as its economy. The top ive countries from
which people would buy products are also the top ive for
connectivity. Economic influence overall is 75 percent correlated
to connectivity. Meanwhile, cultural influence and quality of life
“There are disproportionate beneits if you are seen are 89 percent and 79.6 percent correlated, respectively, to being
as changing. You don’t always have to produce an connected to the rest of the world. The Nordic countries that
immediate success as long as you’re showing that perform strongly on perceptions of global citizenship convey
you’re addressing a problem and it’s changing. a new type of ‘soft power’. Today, leadership is about solving
Addressing it and having the perception that in fact the the problems that matter in the world, from the environment,
way you’re addressing it is producing change, that will to poverty, peace and social prosperity. It also demands
give you almost a disproportionate pay-off.” consideration for the growth of the middle class, which is the
engine of prosperity in all the so-called BRIC countries (Brazil,
- Ambassador Dennis Ross, Counselor at the
Washington Institute for Near East Policy Russia, India, China) as well as rising nations such as the
Philippines, Vietnam, Egypt, Mexico, Nigeria, Colombia, and Peru.

211
 TO LEARN AND GROW, THINK G-206

In the past the world was dominated by a small number of leaders

– the G-8 or the G-20 – and everyone else followed. In a world
that prizes creativity and original thinking this old dynamic is
fading. Power is spreading around the world, into Latin America,
Africa, Asia, Eastern Europe, and the Middle East. Indeed,
UNIVERSAL VALUES, LOCAL SOLUTIONS leadership and inspiration can now be found in any one of the
206 sovereign nations around the world. A mobile phone-based
The data show that people worldwide share a common yearning
transaction system has made Nigeria a shining example of how
for a high quality of life reflected in safety, economic stability, good
innovation can unlock an economy. Indonesia’s experiment with
healthcare, access to education, a well-protected environment
balloon-based internet service points the way to connectivity
and a sense of purpose. This consistent view can be seen in the
for every off-the-grid community in the world. From technology
fact that our respondents’ assessments of “best countries” were
to education, to human rights and more—the performance of
consistent from one region of the world to another. On the other
nations casts a wide net of potential learning and application
hand, our respondents and the experts we interviewed agreed
for the country whose leaders can see potential across cultures,
that nations can and will follow distinct paths to the common
economic, ideological and other borders. In the global village, we
goal. Burdened by history, Germany has emphasized domestic
have a lot to learn from each other.
consensus and generosity abroad. The United States has stressed
individuality and creativity. Vietnam is opening itself to the world
for investment.

212
 ‘BEST’ COUNTRIES STATUS IS NOT STATIC

Countries have the ability to improve their standing in the eyes

of the world through active government leadership and policies
which can be used not only to reverse negative perceptions but
also to build positive ones. By understanding current perceptions
and their drivers, countries can begin to diagnose the actions
necessary to become a Best Country.

EVERY COUNTRY HAS CLOUT

I think there is a great opportunity for
Migration, trade, web-based communication and ever-rising
countries that wish to elevate themselves
tourism trends are producing constant contact between cultures.
– and when they elevate themselves in the
Dining fads are occurring at an ever faster rates with new cuisines
eyes of the world it’s almost cyclical. As
– Peruvian is a recent example – accepted by people all over
they elevate themselves, they attract more
the world. The world is also hungry for all forms of art, music,
investments. They attract more partnerships.
literature and these cultural riches, when shared, are the currency
They attract more growth.”
that buys esteem. Every nation and locale possesses cultural
- Nancy Kamel, US National Commissioner, UNESCO
assets, like the architecture of Barcelona or and spirituality of
Bhutan, that can stimulate pride, development, and global prestige
which all contribute to quality of life.

213
214
 John Gerzema, CEO of Professor David J.
WPP’s BAV Consulting, Reibstein’s research
is a pioneer in the focuses on competitive
use of data to identify marketing strategies,
social change and help marketing metrics, and
companies anticipate product line decisions,
and adapt to new trends among other issues.
and demands. An author, His recent research
strategist, speaker and offers companies insight
[email protected]
consultant, his books into ways to anticipate
[email protected]
have appeared on the best seller lists of The New York Times, competitors’ reactions
Wall Street Journal, USA Today, Fast Company, The Washington to marketing actions and use them as a part of strategizing.
Post, Bloomberg Business Week, The WEEK Magazine, and His recent book, Marketing Metrics: The Deinitive Guide to
many others. A frequent analyst on television and radio, John’s Measuring Marketing Performance, 2nd ed, links marketing
TED talks have been viewed by hundreds of thousands of metrics to inancial consequences. Professor Reibstein is the
people. John’s writing was included among “The Fifty Classic Immediate Past Chairman of the Board of Directors of the
Management Articles of The Decade” by Strategy & Business, American Marketing Association. A former Executive Director
and his research has been presented at The World Economic of the Marketing Science Institute, he consults with companies
Forum and cited in publications like The Journal of Consumer worldwide, including Google, GE, Pizer, Johnson & Johnson, IBM,
Psychology and Marketing Management textbooks. A Fellow at and HP. He has been published in top-tier academic journals
Barnard College, John was named “The Top 100 Thought Leaders including Marketing Science, Journal of Marketing Research, and
in Trustworthy Business”, and “Must-Follow Marketing Minds the International Journal of Research in Marketing. Professor
on Twitter” by Forbes Magazine. As CEO of BAV Consulting, Reibstein is the author or co-author of numerous books on
he guides a global management consultancy with expertise subjects including competitive marketing strategy, global
in corporate, brand and marketing strategy and innovation by branding, and marketing performance measurement. Professor
harnessing BrandAsset Valuator, the world’s largest consumer
®
Reibstein received his PhD from Purdue University and his BS and
survey with data on over 16,000 consumers quarterly and 50,000 BA degrees from the University of Kansas.
brands in ifty countries.

For more information on our data and rankings or to get copies of this book, please contact Abbey Lunney at
[email protected]
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