On 13 February, AIA Fellow Stuart MacDonald joined an expert panel at the Munich Security Conference to discuss one of the most pressing questions in contemporary international affairs: how Western nations are faring in the global competition for trust, influence, and young people’s allegiances.

Drawing on findings from his recent major comparative study of soft power projection across 25 jurisdictions, for the British Council, Stuart highlighted that Germany stands out among Western nations for the efficiency and coherence of its cultural diplomacy infrastructure, translating institutional investment into measurable outcomes abroad more effectively than many of its peers. That said, there remains significant room to strengthen Germany’s digital and youth-focused engagement, particularly in regions where Chinese and Gulf state actors are rapidly expanding their offer. At a moment when the United States is retrenching from longstanding multilateral cultural commitments, Germany’s leadership role in shaping a credible and values-driven Western soft power alternative has never been more consequential.

The panel discussion is available to watch in full via the recording below.