Survey of Over 75,000 Respondents Ranks New Zealand Top and US Bottom for Combatting COVID-19

As part of the Global Soft Power Index – the world’s most comprehensive research study on perceptions of nation brands – Brand Finance asked 75,000 respondents from the general public and 750 from specialist audiences about the handling of COVID-19 by 105 nations worldwide. The respondents were asked to rate the nations’ efforts in terms of stimulating the economy, protecting the health and wellbeing of citizens, as well as cooperating on the international stage and providing aid. The full results of the Index will be revealed at the Global Soft Power Summit on 25th February 2021.

New Zealand versus the US

Hailed as a global success story in the combat of COVID-19, New Zealand has been rated by the general public as the country that best handled the pandemic, with a net score of +43%. The net score is the difference between ‘handled it well’ and ‘handled it badly’ responses across the three measures (economy, health & wellbeing, and international aid & cooperation). Prime Minister Jacinda Ardern’s swift response and clarity of communication in handling the crisis has been widely praised by the media and recognised by people the world over.

At the other end of the spectrum, ranking bottom among 105 nations globally, the United States has a regretful net score of -16%, certainly a contrast to how strongly the US performed on other metrics in last year’s Global Soft Power Index 2020 survey. President Donald Trump’s response to the pandemic has been causing controversy both at home and abroad, with the president repeatedly refusing to acknowledge and act on the severity of the situation. With the most cases and COVID-19-related deaths globally, the world’s largest and strongest economy has encountered harsh criticism and questioning on the global stage.

David Haigh, CEO of Brand Finance, commented:

“The stark contrast between the public’s perceptions of how New Zealand and the US handled the pandemic, epitomises the two nations’ contrasting visions of the world, spearheaded by almost polar-opposite leaders. On the one hand, we have Ardern’s open, liberal, and compassionate policies versus Trump’s often combative, protectionist, and isolationist approach. With President-Elect Joe Biden getting ready to take the reins of power next year, all eyes will be on him to kickstart recovery across the nation.”

Disappointing performances with reputations under threat

Other Western powerhouses’ weaknesses have also been displayed for the world to see during the pandemic, and their failings have not gone unnoticed by the general public respondents.

France (+15%), United Kingdom (+14%), Spain (+4%), and Italy (-1%), all record particularly low net scores. The UK in particular has struggled to negotiate the ongoing repercussions from the pandemic, including the fallout from the sharpest economic contraction on record – 20.4% in April this year, leaving the nation in a state of turmoil. The UK, Spain, and Italy are currently within the top 10 highest mortality rates per 100,000 in the world, with Italy recording the highest mortality rates per 100,000 among the three at 102.16.