US
United States
Care and compassion are highly recognized, while leadership, authority, and decision-making remain less visible.
Explore United States FindingsGlobal Research Findings
What are we learning about nursing’s brand image around the world?
Research across countries is revealing both important differences and striking similarities in how nursing is understood. While cultural context matters, several patterns are beginning to emerge.
Different Countries. Shared Patterns.
Different countries. Shared patterns.
Although nursing is understood within different cultural, healthcare, and social contexts, several cross-national patterns are emerging.
Most Consistently Recognized Strengths
CareCompassionTrustCompetence
Greatest Opportunities for Recognition
LeadershipInfluenceAuthorityAutonomyDecision-Making
These are not competing identities. They are all dimensions of the same contemporary profession.
Explore by Country
Explore the findings by country.
A growing body of cross-national research. Begin with the three countries studied to date—more will be added as the evidence grows.
CN
China
Care and compassion remain strong, while leadership and decision-making represent some of the less visible dimensions of nursing’s public image.
Explore China FindingsDE
Germany
Competence and expertise are strongly recognized, while professional identity and leadership distinctions reveal important opportunities for greater visibility.
Explore Germany FindingsOne Global Question
How do we align what the world sees with the full reality of contemporary nursing?
The goal is not to replace nursing’s highly valued caring image.
The goal is to create a more complete and accurate understanding of the profession.
CareCompassionCompetenceExpertiseLeadership
These are not competing images of nursing.
They are dimensions of the same contemporary profession.
Explore the Research
Behind the global findings.
The global findings presented above represent a simplified view of a growing body of international Brand Image of Nursing research.
Explore the detailed research to learn more about country-specific findings, measurement instruments, cross-national comparisons, and the evolving science behind nursing’s brand image.