Rüti was opened as a nursing home over 30 years ago. It offers residents with dementia and mental impairments an open form of living in a protected environment. The historic home was built in 1917 and is located on the outskirts of Sirnach, nestled in beautiful gardens.

The inspiration for the new logo was the secluded garden at Rüti. The result is a plant-based letter, an "R" as a monogram. In its visual appearance, the brand radiates seriousness as well as down-to-earthness and calm. The color concept in softened green, white and black rounds off the new design and runs consistently through all design and communication areas.

Responsible at Pflege-Daheim Rüti: Gabriela Figi (Managing Director, co-owner). Responsible at Schläfle Trittibach: Marcel Schläfle, Christoph Trittibach (Creative Direction).

According to a study by Robert Walters younger professionals - including Gen Z and millennials - prefer email and instant messaging for work-related communication. The study found that 59 percent of these younger workers prefer these methods to phone calls, and 50 percent admit to feeling uncomfortable making business calls.

For these younger generations, efficiency seems to be the key: Just 16 percent find calls to be an effective use of time, and only 14 percent use them as their primary method of communication. This preference for text-based communication has led to "phone anxiety" - a growing discomfort when making or receiving calls, the study authors are convinced.

In contrast, older generations such as Generation X and baby boomers continue to prefer direct, interpersonal communication. The study shows that 49 percent of these older employees believe that fewer calls and meetings could damage business relationships.

Christian Atkinson, Country Director of Robert Walters Switzerland, notes that while younger professionals are adept at using digital tools, this can sometimes come at the expense of meaningful face-to-face interactions. "Younger professionals, often referred to as 'digital natives', are adept at using technology to communicate, which increases productivity and convenience. The downside, however, is the potential loss of the personal connection that face-to-face or phone interactions can provide," explains Atkinson.

Understanding fear of the telephone and tackle

The increase in telephone anxiety correlates with the shift towards digital communication. People who suffer from telephone anxiety can experience stress, increased heart rate, nausea, trembling and difficulty concentrating when talking on the phone. This form of anxiety stems from the fear of embarrassing themselves or causing discomfort to the person they are talking to.

According to Atkinson, there are various strategies for overcoming the fear of the telephone and balancing communication preferences.

Young professionals should be given opportunities to practice in a controlled environment. This could help to reduce anxiety and build confidence.

By introducing mentoring programs, employees of different generations can learn from each other and understand different communication styles.

A balanced approach can also be effective: Digital communication is efficient, but integrating opportunities for phone and face-to-face interactions can build trust and relationships.

"Employers should consider employee preferences and strive for a balance that leverages the benefits of instant messaging while recognizing the value of face-to-face contact," advises Atkinson. By catering to different communication preferences and reducing the fear of using the phone, companies can create a more inclusive and effective working environment.

The Xeit agency surveyed the social media usage behavior of over 1000 people living in Switzerland. The study looked at questions such as: Which social media platforms are Swiss people active on and how much time do they spend there? Which target groups are reached by influencer marketing? Where are users particularly receptive to marketing content? What content do they prefer to engage with? And where do you meet Gen X, Y and Z most often?

Snapchat as the hidden champion of Gen Z

According to the survey, Instagram is by far the most popular platform across all generations, followed by YouTube and Facebook. According to their own statements, this is where users spend the most time.

However, when usage is broken down by generation, differences become apparent. Instagram is also the most used platform among Gen Z with 40%, closely followed by TikTok with 27% and YouTube with 15%. The stable usage figures for Snapchat are also noteworthy: as many as 12% of Gen Z say they spend most of their time there.

YouTube is underestimated

The use of social media in Switzerland is diverse and dynamic. New trends and developments are shaping the digital behavior of the Swiss population. As part of its study, Xeit also took a look at current developments.

The agency found that no other platform in Switzerland is as widespread and at the same time as underestimated as YouTube. In addition, every second Swiss person can be found on LinkedIn. They often also follow companies there. And while platform X is losing relevance, the Instagram platform Threads is well positioned to take over from the short messaging service. WhatsApp remains the most popular messenger. The instant messenger is also the most used app for stories - which are called "Status" on WhatsApp.

In terms of formats, short videos are still on the rise, with Instagram being the most important platform for this. Furthermore, video content is now just as popular as images, and more than half of Swiss people listen to podcasts. However, social commerce continues to struggle in Switzerland.

Xeit also found that one in four Swiss people take a short digital break every day by switching off their cell phone.

For its latest study, Xeit researched trends in the use of social media in Switzerland. To this end, the agency generated numerical findings on the use of Instagram, TikTok, LinkedIn, YouTube and the like in Switzerland and compared the platforms. This was done to find out where the most time needs to be invested and where the focus should be when it comes to social media and marketing. The participants were asked about social networking, social business, live communication, blogs, podcasts and influencers, generation check: Boomer to GenZ at a glance, and online vs. offline behavior.

The full report can be downloaded ordered here be

The claim of the current campaign "Safe, whatever comes" is tailored to the young target group and is intended to show that Mobiliar also understands and insures the special needs of young people.

The campaign is divided into several levels, with an important component being the "Gen Swap" social campaign: older Mobiliar employees immerse themselves in the world of young people together with young influencers and get to know the needs of Gen Z better. Each experience is illuminated from both sides.

"With this campaign, we are showing that we are also a reliable companion for young people on the threshold to adulthood and that we know their needs. We do this not least by listening to them carefully and taking them seriously," explains Sarah Pittet from Mobiliar.

The campaign uses a dynamic mix of two levels to appeal directly to young people via the visual world. The main subject shows Gen Z in authentic, everyday moments of their lives. The picture-within-a-picture shows a situation, a dream, a world in which they would prefer to be at the moment, thus creating a contrast to the real world.

The application starts with a positioning campaign characterized by a dynamic mix of above-the-line measures, performance and social campaigns. At the same time, "Gen Swap" is running with three experiences in German-speaking and French-speaking Switzerland, followed by a second wave in late summer.

Order: the furniture. Responsible Agency: Jung von Matt Limmat, Blish. External partners:inside: Sebahat Film + Foto (Production & Photo), Mediaschneider (Media), Nathistyle, Teodoranct (Creators).

Safety. Joie de vivre. Satisfaction. Everyone wants to have these elementary needs met - seniors included. For the residents of Tertianum, these feelings are part of everyday life.

Several guests from German-speaking Switzerland, Ticino and French-speaking Switzerland describe in videos of around two minutes how they experience pleasure in everyday life. As so often in life, it's the little things that make the difference: Honest attention, a brief conversation, a friendly smile.

An emotional campaign was created from short video clips. This motivates interested parties to pay a non-binding visit: seniors and caregivers can easily and quickly book an appointment on the respective landing page. The complete clips can be found on the Tertianum website.

Responsible at the Tertianum: Frank Nehlig (Head of Communications & Marketing), Nadine Stadelmann (Marketing & Media Planning Specialist), Cindy Hameed (Senior Digital Marketing & Campaign Manager). Responsible at Transformer: Sandro Kümin (creation), Gaby Neyer (consulting and media), Clara dos Santos Buser (text). Film production by Sascha Felix (kameramann.ch).

Yes, I have definitely learned a lot. But before I look back in the last column, here are my two cents on the overarching theme: "The clash of the generations.

One of the goals of the Future CEO Traineeship was to bring the perspective of a younger generation live and directly into the "executive suite". That's why I've spent the last few weeks talking about the topic not only with Roman Hirsbrunner, but also with many other people in the JvM universe.

And even without a Future CEO traineeship, it's hard to avoid the Gen Z discussion these days. And not just on LinkedIn. But it actually makes sense, since Gen Z people now make up a larger share of the labor market than the baby boomers.

The world is turning and we all need to keep up.

But back to the topic: I find the term GenZ really bad. Less because of the basic concept than because of its inflationary use. No matter what happens, everything is pigeonholed with the generation concept. It's just damn convenient - especially in the advertising industry. You want to reach a young demographic? Just advertise on TikTok!

Of course, TikTok can work extremely well - but only if you do it right. And the target group is viewed in a more differentiated way than via a simple generation concept.

And yes, certain trends and influences vary across age groups. GenZs grow up in an environment that is characterized by life-threatening crises. The hope for a better "tomorrow" - if one then only makes enough effort - is therefore no longer sufficient for motivation. That's why "today" is given much more weight. And that has consequences.

My unpopular opinion: The differences are significantly smaller than LinkedIn would have us believe. And if we talk to instead of about the generations, it will all work out - I'm sure of that. And now I have to go, there are TikTok ads to make.

* Sven Würgler reports on the trials and tribulations of the agency world at Jung von Matt as Trainee Future CEO for two months. In his normal life, he studies business administration at the University of Bern and works for his video production company Lymbus AG.

• #1: The trials and tribulations of everyday CEO life

• #2: Shine bright like a diamond

Instead of clichéd images about security or quality of life in old age, the campaign focuses on fun and big dreams that can be fulfilled after retirement thanks to private pension plans. Just as the fictional Frieda has already done in the commercials.

To ensure that the dreams on the bucket list do not fail because of money, a competition has also been launched in which someone can win up to CHF 7,056 for pillar 3a. This corresponds to the maximum amount that can be paid in with pension funds in 2023. The competition was advertised on Instagram in its own teaser film.

Responsible at Bank Cler: Gregor Eicher, Barbara Gürtler, Larissa Rihm. Responsible Agentuir: Home Zurich. Film production: Studio Nord, Nadja von Burg (producer), Valentin Kathriner (director).

Growing need for support

Despite the need to be there for their loved ones, relatives often lack the time, strength or knowledge to cope with these situations. In these cases, Pro Senectute is there to help: every year, more than 700,000 elderly people and their relatives count on the relief and visiting services as well as other concrete support for everyday life. In order to be able to meet the growing need for support at home, Pro Senectute relies on donations, which the Fundraising campaign with a television commercial, posters and an accompanying mailing.

Competition on Energy

The realistic fundraising campaign and declaration of love to all aging parents is also aimed at younger relatives. In a theme week, the presenters of all Energy stations will be looking for the most beautiful declaration of love to grandpa or granddad between October 6 and 14. The winner will receive a nice dinner with their favorite person.

Responsible for Pro Senectute Switzerland: Alain Huber (Director), Sandra Kathriner (Head of Marketing Services), Martine Olinger (Project Manager Fall Collection), Peter Burri Follath (Head of Communications), Tatjana Kistler (Media Officer). Responsible agency: Bold. Responsible at Stories: Michèle Seligmann (Executive Producer), Nathalie Maibach (Line Producer), Janic Halioua (Director/DOP), Christina Welter (1st AC), Caspar Brog (Gaffer), Jonas Stirnimann (Lighting), Julian Joseph (Sound), Emilie Fischer (AD/Styling/Mask).

Spatial Audio refers to three-dimensional audio technology such as Dolby Atmos or 3D Audio from Apple.

Before the survey, almost half of the respondents (49 percent) had heard of spatial audio. 51 percent, on the other hand, knew nothing about the technology or were not sure if they had heard of it. 50 percent see less progress in the development of live audio than live video.

Gaming, TV shows and movies

When asked in which setting spatial audio experiences play the biggest role, gaming came first with 24 percent. TV shows and movies came in second with 21 percent. Virtual shows and concerts followed with 14 percent in popularity. Audiobooks/podcasts, online presentations and virtual meetings each accounted for nine percent. At eight percent, virtual tours of a psychic space and, at five percent, shopping experiences in stores play the least important role.

79 percent would buy new headphones for a better listening experience. For 28 percent of respondents, the price would be secondary. 26 percent think that the new headphones should not cost more than $50. 25 percent would not be willing to spend more than $100 for them.

In terms of the metaverse, 60 percent of Gen-Z consumers would prefer to use a service with 3D Spatial Audio. This means that voices and sounds are heard in the virtual environment based on proximity to the sound source. At 34 percent, just over a third were neutral on this issue. Only six percent said they would not prefer such a service in the metaverse. Companies like Apple and Meta have already recognized the trend and are increasingly investing in this area. (pte/swi)

As part of the study, Agora surveyed more than 1,500 Generation Z consumers.  

This much is certain: financial brands are facing profound changes that may even threaten their very existence. Never before has the range of products on the market been larger and more diverse, never before has it been easier for customers to switch. While the older generation still chooses its bank(s) largely on a functional basis, Gen Y and Z are focusing on brands that match their needs, values, and lifestyle.

An interesting phenomenon can be observed here: Today, it is increasingly the younger generation that is introducing parents to new offers and financial service providers, such as Apple Pay, Twint and Revolut. This is a striking paradigm shift, as in the past it was always the parents who showed their children the way to financial services.

AI-based data analysis as a new approach

To understand these fundamental changes, the consulting firm BrandTrust researched the DACH financial markets using a novel approach: Instead of opinion polls, the brand strategy experts rely on Artificial Intelligence and Big Data.

More than 300,000 texts accessible on the Internet, such as corporate websites, forums, blogs or social media, serve as source material. A total of around 33 million data points were processed. Of the 240 financial institutions studied in DACH, 110 are from German-speaking Switzerland. French- or Italian-speaking Swiss banks were not examined, as the algorithms used are based on a German-language model.

This method of analysis provides in-depth insights into the needs and values of customers without survey bias. This is because the algorithms exclusively observe effective behavior on the web, such as comments or likes.

Holistic comparison of all financial service providers

Just as customers do not divide banks into categories - as the industry itself likes to do - this study also compared all types of banks holistically and together: These include digital banks, cooperative banks, big banks, private banks, neobrokers, robo-advisors and payment service providers such as the up-and-coming Klarna.

The reason for this is simple: customers have different decision-making criteria than banks, which like to divide themselves into categories. In the future, the classic "category" boundaries are likely to become increasingly blurred anyway.

Migros Bank scores with millennials

As the ranking of the most relevant Swiss financial brands shows, none of the traditional banks make it into the top 5 among the two younger generations. HSBC (6th place), UBS (8th) and Raiffeisen (12th) as well as Credit Suisse (14th) follow far behind specialized financial service providers such as Google Pay, Klarna or Revolut.

Only one bank stands out: Migros Bank takes first place among Millennials. How is that possible? According to Benedikt Streb, co-author of the study, Migros Bank has successfully rejuvenated its brand in recent years and has a clear focus among Millennials on its Facebook and Instagram social media platforms. "Migros Bank manages to make difficult financial topics such as buying a house, self-employment or starting a fmail business accessible on its social media channels. It speaks the language of Millennials, hits their topics and shows itself to be true to life and human," says brand expert Streb. Central brand values such as cooperativeness, credibility and authenticity would be translated into the community in a modern way, whereby Migros Bank would enable identification and belonging - two highly relevant longings of this generation.

Gen Z in a consumption frenzy

For Generation Z, the themes and style of Migros Bank would be far too serious, says Benedikt Streb. This generation is looking for fun and simplicity; the focus is on the infinite world of consumption. So it's nothing but consistent that payment service providers such as Google Pay, Mastercard and Klarna are high on the list. They all know how to present themselves as part of consumer life. The focus is always on the benefits for customers, not on the technology or the products.

And what about Twint? You look in vain for the Swiss high-flyer among payment apps in the ranking of the younger generation; only among Generation X does it make it onto the ranking list. "While Twint offers a very valuable service, it runs into the typical banking trap when it comes to communication: the payment service provider wants to appeal to everyone from young to old, which means the profile ends up being too vague," Streb explains. In addition, although Twint uses a young visual language, it engages in rather classic product marketing.

For the younger generations, however, the focus should be on the customer (hero) and not on the bank or the function. The older generations (Generation X and baby boomers), for their part, prefer niche banks with a regional focus; there are greater differences between the various cantonal banks, which were consolidated in the study and thus landed in 12th place (Gen X) and 10th place (baby boomers).

What does "relevant" actually mean?

The relevance of a financial brand describes its ability to attract potential customers and convert them into true fans. To turn first-time contacts or interested parties into fans, a financial brand must precisely understand the needs and desires of its target group and address them skillfully and consistently. On the other hand, there is no wow factor at all in attempting to serve all target groups - establishing closeness to life with the younger generations, who are critical to success, is thus practically impossible.

Conclusion

The study shows that each generation has its own attraction drivers. New financial service providers with a clearly defined range of services and a contemporary, consumer goods-oriented image are ahead of the game among the younger generations. One example of success is Migros Bank, which has the courage to focus clearly on millennials and knows how to demonstrate its relevance to everyday life.

* Benedikt Streb is a partner at BrandTrust and specializes in measuring brand success. His motto, loosely based on Galileo Galilei: "Make measurable what cannot be measured".

The financial brand study completed in the summer of 2022 "Money or love? Why financial brands need to become more human" by BrandTrust is based on data analysis using artificial intelligence (AI). A total of 240 financial brands were examined, including 124 German, 110 Swiss-German and 32 Austrian financial institutions and service providers. More than 790 publicly accessible sources on the Internet were sifted through, such as forums, blogs, comparison portals, social and linear media, stores and corporate websites. A total of over 33 million data points were analyzed and 300,000 text analyses were conducted, with the study period covering the last 8 years to the present. In parallel, the three study authors Benjamin Streb, Sebastian Schäfer and Bernhard Scholz from BrandTrust conducted an online survey to secure and validate the results of the AI data analysis.

In the music video, TV actor Vincent Leittersdorf dances light-footedly through everyday snapshots - reflecting the target group's carefree attitude to life. Concrete contents of the product are part of the lyrics. The agency realized the song, music video and the entire campaign in-house.

"The song idea convinced directly, the funny music video with actor Vincent in top form fits seamlessly into our brand communication. The team harmonized throughout the project and we are all convinced that Stuiq's digital expertise gives the campaign the scope it deserves" says Daniel Mutz, Head of Sales and Marketing at Pax Insurance.

The music video is used at target group-specific touchpoints on social media as well as in programmatically purchased display and video placements on premium websites - in three languages and throughout Switzerland. Stuiq is responsible for the complete digital strategy along the sales funnel. A longer-term approach is taken to make the product known and position it sustainably in the target group of best agers.

Responsible at Pax: Daniel Mutz (Head of Sales & Marketing), Perry Streit (Head of Brokercenter German-speaking Switzerland), Diana Stocker (Head of Direct Sales), Rafael Eigenmann (Products & Pricing PV), Susanne Breuer (Content & Channel Marketing), Darija Trcak (Content & Channel Marketing), Ismael Lopez (Content & Channel Marketing). Branding: Ehingerbc. Strategy, creation, implementation, music, film production: Stuiq. Media: ZipMedia (push measures and retargeting), Sidekicks (SEA).

Girls between the ages of 13 and 16 who are interested in technology are also invited to apply for the mentoring program. Here, successful women offer them insights into their professional world as personal mentors. The participants attend workshops and get to know girls from all over Switzerland. After completing the program, they receive a certificate and become a member of the Swiss TecLadies network.

Taking aim at role clichés

To draw attention to the campaign, Swiss TecLadies and the Lucerne agency Rocket are launching a nationwide campaign. Former mentees with an eye for scientific connections in their everyday lives are portrayed on social media, posters and flyers.

The young women show that technology affects every area of life. The campaign also uses juxtapositions and drawings to make it clear that STEM professions are no longer nerdy - and also takes aim at gender-specific role stereotypes. For example, mentee Julia explains in a handwritten headline that baking is more about experimenting with states of matter than a sweet pastime.