6. How Scotland sees itself

6.1 In the 2010, 2012, 2014 and 2016 NBI SM surveys, Scotland was included as a core panel country (a country where fieldwork was conducted to explore that country's views of other countries) as well as one of the rated countries (countries respondents are asked about).

6.2 As figure 6.1 illustrates, the score for how Scotland viewed itself increased each year between 2010 and 2014 across the six dimensions of reputation. However, this is followed by a decrease across all six dimensions between 2014 and 2016 by an average of nearly 8 percentage points. The least affected dimension was Governance, which experienced a decline of less than 3 percentage points, while the dimension which experienced the greatest decrease was Exports, falling by nearly 11 percentage points.

Figure 6.1: NBI SM How Scotland sees itself (score) according to the six dimensions of reputation 2016 [10]

6.3 In terms of rank, Scotland consistently ranked itself 1 st overall between 2010 and 2014. For individual dimensions, Scotland ranked itself 1 st for Governance, People, Tourism, Immigration and Investment, and 2 nd or 3 rd for Exports and Culture every year between 2010 and 2014. However, in 2016, Scotland did not rank itself 1 st on any of the six dimensions. In addition, each dimension fell by an average of 3 rank places (see Table 6.1).

Table 6.1: NBI SM How Scotland sees itself in terms of the six dimensions of reputation 2010-2016

2010 2012 2014 2016 Exports 68.3 (3) 71.8 (2) 74.3 (2) 63.7 (5) Governance 66.6 (1) 68.2 (1) 69.7 (1) 67.5 (4) Culture 65.2 (3) 67.8 (3) 70.7 (3) 64.6 (8) People 73.7 (1) 78 (1) 81.5 (1) 71.3 (4) Tourism 77 (1) 80.4 (1) 82 (1) 73.3 (3) Immigration and investment 69 (1) 72.6 (1) 75.7 (1) 66.6 (3) Favourability 85.7 (1) 90 (1) 91.4 (1) 78.6 (3) Average 69.9 (1) 73 (1) 75.7 (1) 67.8 (3)

6.4 Favourability towards Scotland was also consistently ranked 1 st between 2010 and 2014. However, in 2016, Scotland ranked itself 3 rd overall behind the United Kingdom (1 st) and Canada (2 nd). These changes were not due to changes in the sample of evaluated countries as both the scores and ranks changed proportionally in the same direction.

Table 6.2: NBI SM How Scotland sees itself disaggregated by the 23 attributes 2010-2016

2010 2012 2014 2016 Exports Contribution to Innovation and Science 5.1 (4) 5.3 (4) 5.4 (4) 4.7 (10) Products and services 5.3 (2) 5.5 (1) 5.6 (1) 5 (2) Country as a creative place 4.9 (4) 5.1 (4) 5.3 (4) 4.7 (9) Average 68.3 (3) 71.8 (2) 74.3 (2) 63.7 (5) Governance Competent and honest 4.9 (3) 4.9 (4) 4.9 (8) 4.9 (8) Fair and respectful of citizens' rights 5.2 (1) 5.3 (1) 5.4 (5) 5.3 (3) International peace and security 5.3 (1) 5.3 (1) 5.4 (1) 5.3 (3) Environmental protection 4.8 (1) 5 (1) 5.1 (1) 5 (4) Efforts to reduce global poverty 4.7 (1) 4.8 (2) 5 (1) 4.8 (3) Average 66.6 (1) 68.2 (1) 69.7 (1) 67.5 (4) Culture Excellence at sports 4.2 (17) 4.4 (14) 4.7 (12) 4.4 (15) Cultural heritage 5.5 (1) 5.6 (1) 5.7 (1) 5.34 (6) Contemporary culture 4.9 (3) 5.1 (2) 5.3 (3) 4.8 (4) Average 65.2 (3) 67.8 (3) 70.7 (3) 64.6 (8) People Make you feel welcome 5.5 (1) 5.8 (1) 6 (1) 5.2 (5) Friendly 5.3 (1) 5.5 (1) 5.8 (1) 5.1 (4) Valuable employee 5.4 (2) 5.6 (1) 5.8 (2) 5.4 (3) Average 73.7 (1) 78 (1) 81.5 (1) 71.3 (4) Tourism Would visit if money were no object 5.6 (2) 5.9 (1) 6.1 (1) 5.4 (8) Natural beauty 5.9 (1) 6.1 (1) 6.2 (1) 5.6 (2) Historic buildings and monuments 5.7 (1) 5.9 (1) 5.9 (1) 5.4 (6) Vibrant cities and urban attractions 5.2 (3) 5.4 (3) 5.4 (4) 5.1 (7) Average 77 (1) 80.4 (1) 82 (1) 73.3 (3) Immigration and investment Willingness to live and work 5.6 (2) 6 (1) 6.2 (1) 5 (2) Quality of life 5.2 (5) 5.3 (5) 5.5 (4) 5.1 (9) Educational qualifications 5.5 (2) 5.6 (1) 5.7 (2) 5.2 (4) Business to invest in 4.5 (2) 4.6 (1) 4.9 (1) 4.4 (5) Equal opportunity 4.9 (1) 5.2 (1) 5.4 (1) 5.2 (2) Average 68.9 (1) 72.6 (1) 75.7 (1) 66.6 (3)

6.5 If the dimensions are disaggregated by their underlying attributes, the pattern of lower scores and ranks is consistent across all 23 attributes. Scotland's view of itself was higher between 2010 and 2014 on every attribute besides views regarding the competency and honesty of the Scottish government. However, between 2014 and 2016, Scotland's perception of itself was lower in terms of score across all attributes. The attributes which declined most were willingness to live and work in Scotland, how welcome people feel in Scotland, and how friendly Scottish people are.