Michel Jordi landed a coup with his ethnic look in 1989. The products decorated with edelweiss, cows and coats of arms sold like hot cakes back then. In the meantime, Heidi and Barry the St. Bernard have colonized the product displays, and young people cheer on hand-singing rappers. Swissness is an important branding tool for many of its members, Caroline de Buman from the business umbrella organization Economiesuisse told the news agency SDA. The quality, precision and know-how associated with this is a major advantage across all sectors. However, there appears to be no single cause for the trend. Roland Huber, Managing Director of the market and social research institute Demoscope, sees one origin of the new Swissness in the eco-movement of the 1980s. Suddenly, good, healthy food from the region was in demand. This did not go unnoticed by the marketing departments. Coop was soon selling organic products from Switzerland under the Naturaplan label. Migros had to use Heidi. Heidi was a combination of organic, Swissness and health, Huber continued. Even the German retail giants Aldi and Lidl now adorn themselves with "Suisse Garantie".
But the Swiss are not only concerned about the environment. The study "Psychological climate in Switzerland" by Demoscope shows a progressive, outward-looking population until 2001. From 2001, the year of the attacks in New York, people began to look inwards again. In 2009, the wind changed for good: Switzerland became more conservative again. Huber goes on to say that since the financial crisis was well overcome, people have realized that they are obviously doing a lot of things right after all. Since then, opinion researchers have observed a rise in values such as modesty, rootedness and realism. But fears also play a role, according to Huber. Young people used to be afraid of nothing. Today, it is frightening how many young people are plagued by fears.
Switzerland has increasingly closed itself off in the wake of the terrorist attacks in New York, the banking and tax debate and, not least, protectionist tendencies within the EU, says Claude Longchamp from the research institute gfs.bern. It all began with a policy of opening up introduced by the Federal Council in the 1980s. In the course of opening up the market, the Swiss brand was actively managed. With success: Swiss products enjoyed an excellent reputation abroad. Switzerland was proud of its companies. Longchamp's research shows that this pride in Switzerland's achievements was reinforced during the financial crisis.
However, the politicization of Swissness has only emerged in the last year, says Longchamp. After the deportation initiative, the FDP and CVP had to realize that many of their voters supported SVP positions on these issues. Longchamp describes the new course of the bourgeois parties as "national-liberal". Political consultants have now turned this trend into "For the love of Switzerland", "My Switzerland, my family, our success" or "Swiss vote SVP".