This article was originally published in the Brand Finance South Africa 100 2025 report
Chairman,
Brand Finance Africa
Back in 2012 Harvard Professor Joseph Nye came up with the concept of ‘Soft Power’, focussing on the carrot rather than the stick in influencing opinions. A term today on everyone’s lips. A more formal definition would be along the lines: a nation’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, the public etc) through attraction and persuasion rather than coercion. To achieve your communication objectives the channels to the various publics used to be relatively simple, but not today.
South Africa is making strides in strengthening its position on the global stage, reflected in its improved position in the Global Soft Power Index 2025, rising two spots to 41st. As a regional leader in Sub-Saharan Africa, South Africa has experienced statistically significant advancements across five out of the eight key pillars including Business & Trade and People & Values. This upward trajectory underscores strategic efforts to enhance South Africa’s global standing and build a stronger, more competitive global presence.
As Africa’s most industrialised economy, South Africa continues to play a crucial role in international Business & Trade, having risen six places to rank 50th for the pillar and now ranking ninth globally for its perceived ‘future growth potential.’ Its membership in BRICS since 2010 has further reinforced its economic influence, while its expanding tech sector, renewable energy initiatives, and financial services industry continue to contribute to its growing global Influence.
Additionally, South Africa has climbed 24 ranks for the People & Values pillar, including a 22-rank jump in ‘trustworthiness.’ These gains suggest that efforts to address long-standing challenges are yielding results, marking a positive shift in global perceptions.
Historically, governance, safety, and public trust have posed challenges for South Africa’s nation brand. However, the 2025 Index shows significant progress in the Governance pillar, with improvements in key areas. The country has risen eight spots for ‘respects law and human rights,’ 17 spots for ‘high ethical standards and low corruption,’ and 31 spots for ‘safe and secure.’
South Africa’s perceived cultural impact is also noteworthy, particularly in the realm of sports. Ranking 21st globally as a ‘leader in sports,’ the nation continues to showcase its sporting excellence. This is evidenced by the success of national teams such as the Springboks, who represent a powerful symbol of the nation’s unity and resilience. Their historic achievements, including several Rugby World Cup wins, have bolstered national pride, fostered social cohesion, and enhanced South Africa’s international standing.
As a diverse and transformed team, the Springboks are known to inspire young athletes, promote inclusivity, and serve as ambassadors of South Africa’s strength. They also promote economic benefits such as tourism and investment, making them a key asset to the nation’s brand.
The road ahead
South Africa’s progress in transparency, security, and economic competitiveness is encouraging. While challenges remain, the country’s improving global perception signals that it is on the right path. By continuing to build on these strengths, South Africa has a real opportunity to solidify its reputation - not only as a regional leader but as an emerging Soft Power strength on the world stage. When it comes to future potential, few countries can match South Africa.
