Omnicom Media Group: What is the mood in Switzerland?
Omnicom Media Group’s «Sentiment Barometer» analyzes the Swiss population’s sentiment regarding consumption, the economy, politics, the media, and working life. The results show that sentiment has improved—but it is not positive.
What is the current mood among the Swiss population? Omnicom Media Group Switzerland is getting to the bottom of this question with the "Sentiment Barometer" series of studies. The study is the continuation of a series of studies that started at the beginning of the pandemic.
The latest wave was conducted in November 2023, directly after the 2023 National Council and Council of States elections. On the one hand, the study reflects the population's expectations for the next four years. On the other hand, it serves as a situation analysis of the post
Pandemic time. In summary, it can be said that the mood in Switzerland has improved since the pandemic, but it is not really optimistic.
Immigration is a major, if not the biggest, problem, particularly among the older population. However, little impact on the labor market is expected. In contrast, younger people in Switzerland are far more optimistic about the future. Work, health, mobility and nature are all in the green, and economic security is not currently a problem for younger people either.
Switzerland lives more consciously
Online shopping has developed faster during the pandemic and barriers have been broken down. However, online food retailers are still struggling. The Swiss place more value on the haptic experience directly in the store. Not only to feel the quality, but also to save on delivery fees, which are considered very expensive in this country. As a result, the growth of online retail in the food sector is very limited.
Although the pandemic has had an economic impact around the world and in Switzerland, more and more people are now seeing the positive side of the situation and are using the current situation as an opportunity to live more consciously. More and more people are consuming and eating more sustainably, buying more consciously and being more economical. Larger purchases are being put on hold for the time being.
At the same time - and this is more evident in German-speaking Switzerland - many younger people are also striving for more hedonism, enjoyment and pleasure in life. Smaller purchases and, above all, experiences are becoming more important, and restaurants are being visited more often than before the pandemic. Despite all the sustainability and frugality, there are few restrictions when it comes to vacations. Half want to travel in winter, and air travel is very popular, with sustainability having to take a back seat to individual enjoyment.
However, while half of Swiss people plan swimming, family, city and sports vacations in winter, the other half stay at home, largely for financial reasons. "The study shows us that there is a certain fatigue and inconsistency among the population. People want to live more consciously and sustainably, but only do so in some areas, namely where it doesn't hurt so much," says Managing Partner Insights & Strategy Michael Selz.
