According to the biennial survey conducted by gfs.bern on behalf of the Swiss Bankers Association, public opinion remains relatively stable and positive. A majority of Swiss people are clearly convinced of the importance of the role played by banks in the economy and society. Their reliability and their support for SMEs in terms of financing are particularly appreciated, as is their contribution as employers.
The reputation of banks is generally good. Older people, German and Italian speakers, and right-wing voters have a significantly more positive view of the banking sector than younger people, French-speaking Swiss and left-wing voters. On the positive side, services, capacity for innovation and credibility are highly rated. Conversely, three factors tarnish the sector’s image: the feeling that banks prioritise profit over their social responsibilities; the perception that their commitment to sustainability is not genuine; and a lack of transparency.
Only 27% (compared to 46% in 2023) of those surveyed consider Swiss banks to be more competitive than their international rivals, largely due to a decline in service quality and their sustainable practices. Sustainability, once an asset in terms of image, is increasingly coming under fire.
65% of Swiss people believe that digitalisation remains an opportunity, but concerns are emerging regarding security risks and job losses. In order to maintain trust, it appears essential to develop skills and set high security standards.
