U.S. · NATO · Fortune Technology
. It must not lose that advantage
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Experienced CEOs know that brand equity can be a company’s most valuable asset, one that often doesn’t appear on the balance sheet.
Key facts
- According to NAFSA, international students contributed $43.8 billion to the U.S. economy and supported almost 380,000 jobs during the 2023-2024 academic year
- Pew Research Center’s 2026 survey of 36 countries found that a median of 37% of respondents expressed a favorable view of the United States, compared with 57% who held an unfavorable view
- Separately, Gallup polling found that global approval of U.S. leadership fell from 39% in 2024 to 31% in 2025
- New international student enrolment at U.S. colleges and universities fell 17% in fall 2025, according to the Institute of International Education
Summary
But as any chief executive knows, the strongest brands are rarely destroyed by their competitors. Recent global polling suggests that America’s reputation has weakened. Separately, Gallup polling found that global approval of U.S. leadership fell from 39% in 2024 to 31% in 2025. It’s clear that U.S. reputation has taken a hit.