DCMS sectors soft power evidence review and theory of change
Evidence review and framework exploring how DCMS sectors generate soft power and contribute to the UK’s economic growth and national security.
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Between October 2025 and May 2026, the Department for Digital, Culture, Media and Sport (DCMS) commissioned Ipsos to undertake an evidence review and develop an initial framework and Theory of Change to understand how DCMS sectors contribute to the UK’s soft power, and how this could contribute to economic growth and national security.
The research identifies a two-stage process through which soft power can generate influence. DCMS sector activities can first shape international audiences’ perceptions through affinity, legitimacy and trust, which can then influence behavioural choices, such as decisions to consume, trade and invest, align and partner, or study in the UK.
Building on this framework, the research identifies three broad pathways through which DCMS sectors can generate soft power: cultural reach, utility and values. These pathways are applied across seven sectors: culture, creative industries, heritage, sport, civil society, the visitor economy and media. The research also identifies limitations in the existing evidence base and priorities for strengthening the future measurement of soft power.
This research was funded by the Central Research Fund at the Department for Digital, Culture, Media and Sport. It was developed and produced according to the research team’s hypotheses and methods. Any primary research, subsequent findings or recommendations do not represent government views or policy, nor the views of individual academic contributors.