credit suisse youth barometer 2020
TRANSCRIPT
Project team
Lukas Golder: Political and Media Scientist
Cloé Jans: Political Scientist
Thomas Burgunder: : Mathematician
Valentina Rötheli: Political Scientist
Daniel Bohn: IT Specialist Application Development
Roland Rey: Economist
Contents
1 Introduction 4
1.1 Database 4
1.2 Youth and generations – a discussion on terminology 5
1.3 Comparison of countries 5
2 Results of 2020 Youth Barometer 6
2.1 «Taking a stand» – politicized millennials 6
2.2 Values and aspirations 10
2.3 Covid 19- millennials’ perception of crisis and how they cope with it 12
2.3.1 Impact of crisis 12
2.3.2 Record of the coronavirus crisis to date 14
2.4.1 Old-age pensions 21
2.5 Demands on business and employers 23
2.5.1 Preferred sector for jobs 23
2.5.2 Preferred attributes of employer 24
2.6 Media and communications 26
2.6.1 Being informed about current affairs 28
2.7 Trends – what’s «in» & what’s «out» 30
2.7.1 Switzerland 30
2.7.2 USA 30
2.7.3 Brasilien 31
2.7.4 Singapur 32
2.7.5 Flops – what’s «out» 32
3 Synthesis 35
4 Appendix 36
4.1 gfs.bern team 36
Credit Suisse Youth Barometer 2020 I 4
1 Introduction
The CREDIT SUISSE YOUTH BAROMETER 2020 gives an insight into the lifestyle and
views of young people in the USA, Brazil, Singapore and Switzerland. The survey questions 16
to 25-year-olds in these countries on their hopes, their wishes for the future, their concerns
and their social life. It also examines what they consider to be “in” and what is “out”, how they
communicate and how they keep themselves informed about day-to-day events.
The youth barometer is designed with a long-term perspective and is conducted on a regular
basis (every two years since 2018). This allows conclusions to be drawn over the course of
time. Various information sources served as a basis for the first questionnaire in 2010, which
was based partly on individual elements from studies already conducted by gfs.bern and partly
also on input from the 15th Shell youth study (Germany) and numerous discussions both with
experts and with young people from Switzerland. The 2020 survey is the ninth since 2010.
The questionnaires for Brazil, the USA and Singapore were assessed by local experts and
adapted where necessary to take account of the cultural differences, political circumstances or
different customs in those countries. Particular importance was attached to maximum
comparability. The selection of the countries surveyed was determined by Credit Suisse as the
client and represents four socially and culturally different country types.
1.1 Database
The youth barometer data are obtained by means of an online questionnaire. The
survey was conducted in Switzerland by the gfs polling service. In the USA, Brazil
and Singapore, the international research organization CINT was commissioned to
gather the data.
The online questionnaires themselves were held in June and July 2020. The analysis
encompasses around 1000 inhabitants aged between 16 and 25 in each country. The Swiss
data were weighted for the analysis in order to optimize the sample structure with regard to
gender, language, age distribution and level of education. In the Swiss survey, aside from the
design weighting by language region, only a post-stratification weighting by age was
additionally undertaken. In the USA, Brazil and Singapore, quota sampling was used, so
weighting is not necessary.
We consider the quality of the responses to be high. A few interviews of questionable quality
were either already excluded by means of security questions in the programming or they were
deleted in the ex-post quality check on the responses. On the basis of the results and the
comparison with the Credit Suisse Worry Barometer, as well data and experiences from the
previous years, we can assume that the data are plausible and that real-life conclusions are
possible.
Client Credit Suisse AG
Population Resident population of Switzerland / USA / Brazil /
Singapore aged between 16 and 25 years
Data gathering Online
Type of sampling Switzerland: panel, snowball sampling, recruitment via social media
Survey period International: survey of national panels
Sample size June-July 2020
Sample error Total respondents CH N = 1029
Table 1: Methodological details
Credit Suisse Youth Barometer 2020 I 5
1.2 Youth and generations – a discussion on terminology
The social sciences offer various definitions of youth. As a rule, the age range of 13 to 21
years is regarded as “youth”. In our survey, we focused on young people within an age range
three to four years older, so some of the young people in the survey were slightly above the
upper limit of the range according to the usual social sciences definition of youth. This is
explained partly by the longer periods in education on average and partly by the focus of the
study on the time after compulsory schooling with training and career choices.
While the respondents in the 2010 survey were still exclusively from the much-cited
Generation Y (born between 1980 and 2000), more and more of the 1000 or so young
people surveyed in the country concerned are from Generation Z (born from 2000 onwards).
So, within the group of respondents, a slight generational shift is taking place. The term
“millennials”, by definition, is used primarily for representatives of Generation Y, and young
people from Generation Z are not usually counted as millennials. For the purpose of this study,
however, the term “millennials” is taken to include also respondents from Generation Z.
The youth barometer has remained a “millennial barometer” in the true sense of the
expression to this day: those born in 1985 were the oldest to be included in the 2010
survey. The youngest respondents in the 2020 survey were born in 2004. For the
purpose of this study, the term “millennials” refers to representatives of both
Generation Y and Generation Z
All those represented in the youth barometer are so-called digital natives, and most of
respondents can hardly remember a time without the internet. Technological change,
increasingly subsumed also under the watchword “digitization”, is decisively shaping the lives of
the millennials. Their growing-up coincides with the rapid global spread of the smartphone.
Generation Y is associated with a good education, high expectation of jobs, the reconcilability
of career and spare time and a strong focus on communities. It is a generation that has grown
up overall in a relatively high degree of economic, social and physical security. This applies less
to young people who belong to Generation Z. Their adolescence is marked by economic and
political crises, an increase in terrorism and a world of ever greater complexity. As Generation
Y gradually passes on the baton to Generation Z in the youth barometer, we expect to see also
a gradual change in the values and ideas measured in the survey. Whereas representatives of
Generation Y still accounted for 84 percent of respondents in the 2018 survey, the proportion
today stands at 69 percent, while belong 31 percent now belong to Generation Z (in 2018 it
was still 16%).
1.3 Comparison of countries
We confine the comparison of countries, based on Switzerland’s youth, to the most
conspicuous parallels and differences in the remaining three countries. The number of
countries is too small for an international comparative approach that would allow conclusions to
be drawn with any validity beyond that applicable to these individual countries. But the
selection of these four countries (Switzerland, USA, Brazil and Singapore) encompasses four
different cultural spaces.
Credit Suisse Youth Barometer 2020 I 6
2 Results of 2020 Youth Barometer
2.1 «Taking a stand» – politicized millennials
A cliché that has informed people’s perception of millennials for many years – or at least for a
long time – is that young people are not interested politics. But here and there at least, recent
years show that young people have found a new, more political identity. Equality, climate
change and racism are three of the issues that occupy young people today. Condensed to the
brevity of a hashtag, the following messages serves as anchor and identity points for many
millennials around the world: “MeToo”, “Fridays for Future”, “Black Lives Matter”. This is also
reflected in the results of the Credit Suisse 2020 Youth Barometer.
Compared with previous years, there has been an increase in the proportion of young people
who say taking a stand for the environment is “in” and something they would do themselves. In
Switzerland, the USA and Singapore, new highs have been recorded on this issue in 2020.
While a certain affinity for climate protection had already been observed as a value among
millennials since the start of the surveys in 2010, the issue has only succeeded in really
mobilizing the young in the last five years.
Figure 1
A very similar picture emerges with the second big issue to move the masses over the last few
years – gender equality. Here, too, the importance of the topic and the willingness to become
actively engaged on the issue have shown a marked increase among millennials in the last few
years. This is especially true of Switzerland and Singapore, but over the entire survey period is
also applicable to Brazil. Surprisingly, the least movement in the perception of this issue among
millennials is in the country where the MeToo movement was born, the USA.
Trend – Comparison
of commitment to
the environment
"We have once again listed some very
different activities/attitudes. State whether these are 'in' or 'out' in your personal circles and what your opinion of them is."
actively supportingenvironmental issues
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, "in and like to do it"
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Singapore
Brazil
USA
Switzerland
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
Credit Suisse Youth Barometer 2020 I 7
Figure 2
However, the newly emerging political awareness is hardly reflected in established,
institutionalized forms of political engagement: while the years since 2015 have shown a very
slight increase in the proportion of young people in Switzerland and Singapore who say they
are members of a political party, the changes barely pass the sampling error threshold, and the
percentage value (aside from the USA) is less than 10 percent.
Figure 3
By contrast, far greater movement is discernible in the willingness to engage in so-called
unconventional participation in the form of political demonstrations. The USA and Singapore
had already shown a corresponding trend in 2018 towards a growing readiness for
participation of this kind. The USA in particular assumed the role of trendsetter here and
probably also influenced the rest of the world in its drive for political engagement. Compared
with 2018, the rise in such activity is now discernibly strong in Switzerland and weaker in
Brazil.
Trend – Comparison
of commitment to
gender equality
"We have once again listed some very
different activities/attitudes. State whether these are 'in' or 'out' in your personal circles and what your opinion of them is."
actively supporting equality between men and women
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years,"in and like to do it"
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Singapore
Brazil
USA
Switzerland
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
Trend – Comparison
political party
membership
"We have once again listed some very
different activities/attitudes. State whether these are 'in' or 'out' in your personal circles and what your opinion of them is."
political parties
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years,"in and I'm a member"
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Singapore
Brazil
USA
Switzerland
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
Credit Suisse Youth Barometer 2020 I 8
Figure 4
Millennials not only support issues and values that are close to their hearts more frequently and
more visibly, but to a large extent also identify with the associated movements. Around half of
young people surveyed in all four countries say they feel a very or fairly strong affiliation to the
climate movement.
Figure 5
Trend – Comparison
of participation in
political demos
"We have once again listed some very
different activities/attitudes. State whether these are 'in' or 'out' in your personal circles and what your opinion of them is."
taking part in political demos
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years,"in and like to do it"
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Singapore
Brazil
USA
Switzerland
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
Comparison
affiliation to climate
movement
"For each of the social units listed, please list
whether you feel you really belong, belong a little, do not really belong or do not belong at all."
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years
45 47 4751
7
19 1715
48
34 36 34
CH USA BRA SG
I feel I do not really
belong/ do not belong at
all
don't know/ no comment
I feel I really
belong/ belong a litt le
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
Credit Suisse Youth Barometer 2020 I 9
More young people in each country surveyed, except Brazil, thus feel an affiliation
the climate movement than to a religious community. This is especially marked in
Switzerland, where more than twice as many millennials identify with the climate
movement than with a religion.
Figure 6
While millennials in all countries have clear opinions on individual issues that are relevant for
them – and demand change in these areas – they nevertheless tend to voice little fundamental
criticism of the policies of their governments and administrations – despite what in some cases
is a massive and in recent years growing political polarization in individual countries (especially
Brazil and the USA).
Figure 7
Current events and experiences around the coronavirus crisis likewise show that young people
– despite sharp criticism of the authorities on individual issues – do not in principle seek a path
of total opposition. On the contrary, 16 to 25-year-olds to a large extent are minded to fall in
line with the authorities on many issues (see also Chapter 2.4 on the Covid crisis). The
conformity is certainly also reflected in the political protests: an analysis of around 20,000
tweets on the climate strike shows that hashtags such as #climatestrikeonline,
#flattenthecurve and #stayathome are among those that are listed most frequently with the
hashtag #fridaysforfuture. So the protest goes on, but at the same time there are calls to
support the measures for combating the crisis and to show solidarity (see also Chapter 2.3 on
crisis perception around Covid-19).
Comparison
affiliation to religious
community
"For each of the social units listed, please list
whether you feel you really belong, belong a little, do not really belong or do not belong at all."
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years
21
42
56
4811
16
12
17
69
42
3236
CH USA BRA SG
I feel I do not really
belong/ do not belong at
all
don't know/ no comment
I feel I really
belong/ belong a litt le
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
Trend – Comparison
of countries political
failure"Do you feel that the politics of the
government and administration fail when it comes to important issues? Is this …"
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years who feel that government and administration often fail
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Singapore
Brazil
USA
Switzerland
Credit Suisse Youth Barometer 2020 I 10
Figure 8
2.2 Values and aspirations
The values and aspirations of millennials over the last ten years have been relatively stable –
aside from some minor fluctuations. Loyalty, an interesting job, health and a good qualification
are among the things that a clear majority of 16 to 25-year-olds consider important. These
factors also remain important in 2020, but in some cases their priority has fallen slightly in the
last two survey years.
Figure 9
A change – compared both with 2018 and with the first survey year in 2010 – is particularly
discernible when it comes to environmental protection and political engagement. While these
two topics were also important before, they have increased in urgency for respondents over
the last few years. This is associated with the growing weight of Generation Z in in the survey
group. Environmental protection was also an important value for millennials from Generation Y,
but it is the current political movement around the climate strike, heavily influenced by the
younger age cohort of Generation Z, that has given the issue a new boost and hence carried
the older millennials with it.
gfs.bern, youth barometer, september 2020
Twitter analysis "fridays for future"
Twitter data from 10 days: July 2 - 11, 2020
#FridaysForFuture: 22,138 tweets from 11,203 users
Trend – Ideas of life
Switzerland (1/2)
"Each individual person has certain ideas that
determine their life and behavior. When you think about what you strive for in your life, how important are the following things for you
personally?"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
in % inhabitants of Switzerland between16
and 25 years, proportion "extremly/veryimportant”
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
loyalty
having an excit ing job
balancing leisure t ime
and a career
living responsibly
tolerance
living healthy
getting a good
education and/ or
further training
protecting the
environment
being independent of
other people
having lots of money
Credit Suisse Youth Barometer 2020 I 11
Communications, sharing, self-expression and also the cultivation of friendships increasingly
happen through digital media. Millennials show a steady annual increase in the number of
hours they spend each day on social media. Especially in times of the coronavirus, social life in
many places around the world has moved online. The personal internet or social media profile
is correspondingly the window to an individual’s life. It is therefore becoming increasingly
important to have an interesting profile. It is not yet possible to say unequivocally to what
extent effects of the present pandemic will transition into longer-term trends or further
accelerate these trends.
Figure 10
It is striking that a successful career is regarded by young people in Brazil, Singapore and the
USA as much more important than it is by young people in economically successful
Switzerland. In Brazil, the quality of (public) education has been a challenge for years. In
Singapore, by contrast, access to education is increasingly guaranteed by the possibility of
parents to finance expensive supplementary offers for their children – the concept of so-called
parentocracy is widely established in Singapore and is also perceived as a problem. In
Switzerland, the good public education and dual education system have been regarded as a
success model for decades. The lower degree of importance attached to a successful career
may therefore also be explained by the fact that a good education - and on this basis an
individual’s career – is taken much more for granted in Switzerland than it is both in Singapore
and in Brazil.
Trend – Ideas of life
Switzerland (2/2)
"Each individual person has certain ideas that
determine their life and behavior. When you think about what you strive for in your life, how important are the following things for you
personally?"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
in % inhabitants of Switzerland between16
and 25 years, proportion "extremly/veryimportant
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
having a family with
children
having a good career
gaining sexual
experiences
being my own boss /
being independent
to move the world with
my actions
living according to my
religious / spiritual
values
having lots of money
being committed
politically
having an interesting
personal online profile
Credit Suisse Youth Barometer 2020 I 12
Figure 11
2.3 Covid 19- millennials’ perception of crisis and how they cope with it
2.3.1 Impact of crisis
In the last few months, the coronavirus crisis has changed and dramatically shaped day-to-day
life around the globe within a very short time. From one day to the next, new rules, modes of
behaviour and restrictions applied. This was not without consequences and adjustments for the
lives of the 16 to 25-year-olds surveyed. Yet not everything that the crisis brought with it is
seen by young people as only negative.
Most respondents, for example, take the view that the last few months have also shown them
that they can get by in their lives with less consumption. Likewise in all countries more than
half of respondents agree with the statement that, during the crisis, they liked the fact that
they did not constantly have the feeling they were missing out on something. Many
respondents (46% or more) also said their lives had become more relaxed as a result of the
measures to contain the crisis.
While a majority of young people in all four countries are convinced that the pandemic marks a
breakthrough for their societies in the sense of more people working from home, the
proportion of those who say they also want to work from home regularly after the pandemic is
much higher in Brazil and Singapore than it is in the USA and Switzerland.
Switzerland differs markedly from the other three countries regarding the importance young
people attach to cultivating relationships in analogue life. At just 24 percent, young Swiss
people says it makes no difference whether you meet your friends online or in real life. In the
other countries, the percentage is around twice as high.
Unlike in Switzerland (29%), a much large proportion of young people in the other
countries (52% or more) likewise say – partly also because of coronavirus
Comparison ideas of
life Switzerland
"Each individual person has certain ideas that
determine their life and behavior. When you think about what you strive for in your life, how important are the following things for you
personally?"
gfs.bern, youth barometer, september 2020 (N = approx. 1000)
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "extremly/very important
80
77
75
72
68
68
68
63
56
53
46
39
36
36
35
29
28
23
11
72
57
66
73
54
71
66
62
54
51
46
69
29
46
44
45
38
34
26
84
81
79
84
68
83
86
82
76
64
60
78
34
59
55
62
43
35
26
71
57
74
73
59
75
66
62
52
56
41
70
24
42
38
48
47
27
26
loyalty
having an excit ing job
balancing leisure t ime and a career
living and acting responsibly
tolerance
living healthy
getting a good education and/ or further training
protecting the environment
being independent of other people
seeing as much of the world as possible
having a family with children
having a good career
gaining sexual experiences
being my own boss / being independent
to move the world with my actions
living according to my religious / spiritual values
having lots of money
being committed politically
having an interesting personal online profile
CH
USA
BRA
SG
Credit Suisse Youth Barometer 2020 I 13
experiences – that they plan to buy even more online in future and less in physical
shops. It is therefore quite possible that the coronavirus pandemic is giving the
global economy a decisive push in the direction of e-commerce for the future.
Figure 12
The coronavirus crisis is evidently having an influence on how and how much young people
consume or want to consume. In line with this new perspective regarding consumption, a
majority of respondents in all countries also say the crisis has had an influence on how much
money they have spent each month. Most 16 to 25-year-olds say they have spent less money
than normal.
Figure 13
Sometimes there are marked differences between the four countries when it comes to the way
in which the coronavirus crisis has impacted the average personal situation.
In Brazil, there are far more respondents than in the other countries who say that their financial
situation has worsened and that they have cared more for their parents and grandparents
because of the crisis. In Switzerland, by contrast, the scale of change in young people’s
personal situation as a result of the coronavirus is less than in the other countries overall. In
particular, there is much less concern about becoming infected, and the personal situation is
also much more rarely perceived to have worsened. It should be pointed out, however, that the
number of new infections with the coronavirus during the survey period of the Youth
Barometer substantially flattened out in Switzerland after an initial strong wave – especially
Comparison of life
adjustments during
coronavirus crisis
"In the past months many people had to
reorganise their lives. To what extent do you agree with the following statements?"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "fully agree/tend to agree"
70
67
59
52
45
29
24
60
63
53
46
48
52
46
73
77
53
48
69
74
40
68
77
61
62
61
56
51
The last few months have shown me that I can get by with
consuming less
For our society, the pandemic means a breakthrough
towards working from home more
What I liked during the crisis was the fact that I didn't
constantly have the feeling of missing out
The measures taken to contain the crisis have made my
life more relaxed
I want to regularly work from home even once the
pandemic is over
I will do more online shopping in the future and buy less
in brick-and-mortar shops
The pandemic showed me that it makes no difference
whether I meet my friends online (Sykpe, WhatsApp etc.)
or in real life.
Switzerland
USA
Brazil
Singapore
Comparison of
saving behaviour
during coronavirus
crisis"What do you think: Do you believe that you
spent more money than usual during the lockdown in connection with the corona crisis?"
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years
30
20
31 30
37
26
19
29
17
2310
16
10
19
20
16
4
514
4
27 6 5
CH USA BRA SG
don't know/ no answer
spent a lot more
spent more
spent as much as always
spent a little less
spent much less
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
Credit Suisse Youth Barometer 2020 I 14
compared with the USA and Brazil. This is also likely to have left its mark in the data to a
certain extent.
Figure 14
2.3.2 Record of the coronavirus crisis to date
The measures that have been taken by the governments in the four countries covered by the
survey to combat Covid-19 were judged by the 16 to 25-year-olds as balanced and
appropriate on the whole. The measures were neither considered to have not gone far enough
(0) nor were they regarded as unnecessarily restrictive of personal freedom (10). The mean
values in all countries range between 4 and 6. The similarity of the assessment here is all the
more remarkable in that the four countries differ not only with regard to the scale of the
coronavirus outbreak, but also in the way they responded to the crisis with measures of
differing restrictiveness. However, surveys often show a tendency towards the mean – i.e.
towards ratings especially between 4 and 6 on a scale of 0 to 10.
When countries are compared according to mean values, therefore, the sequence is frequently
just as informative as the average value itself. In the USA, respondents on average gave a
value of 4.6 and thus tended mostly towards assessing the government’s reaction as too
hesitant. The second-lowest value was recorded in Brazil – like the USA a country where the
government has few restrictions to counter the coronavirus. By contrast, in Singapore, where
very decisive measures were taken against the pandemic, the view tends to be that it could
also have been managed with somewhat fewer restrictions. Switzerland lies in the middle
between laissez-faire and restriction – regarding both the scale of the measures taken and the
assessment.
Comparison of
personal situation
during corona virus
crisis
"In recent months, Switzerland/the USA/
Brazil/Singapore has been confronted with the corona pandemic. Which of the following applies to you personally? You may give more
than one answer."
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "mentioned"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
30
28
27
23
19
18
17
15
8
15
33
20
29
29
31
39
12
15
12
12
42
15
18
40
29
49
44
54
15
4
38
32
22
30
28
44
15
24
8
8
I avoid public transport as much
as possible.
I work from home more than
usual.
Being lonely was hard on me.
The Corona crisis makes my
financial situation worse.
The Corona crisis makes my
personal situation worse.
I am worried about catching
COVID-19.
I take more care of my
grandparents because of the
crisis.
I take more care of my parents
because of the crisis.
I consider myself to be in the
COVID-19 risk group.
None of these
Switzerland
USA
Brazil
Singapore
Credit Suisse Youth Barometer 2020 I 15
Figure 15
Also when it comes to judgments of freedom versus restriction or support versus laissez-faire
concerning individual aspects of society and the economy in relation to Covid-19, the young
attest to a good balance of measures in their countries overall. The average values in most
cases range between 4 and 6 on a scale of 0 to 10 (see Figure 22 below).
Compared with the other three countries, young people in SWITZERLAND tend slightly more
to feel that the measures taken prioritized the health of the population somewhat too heavily
versus the health of the economy.
In BRAZIL, however, young people tend to take the view - more than those in the USA,
Singapore and Switzerland – that there continue to be too many freedoms during the
lockdown.
Finally, in SINGAPORE, the scale of the government’s support for companies in difficulties is
considered ideal – in all other countries, however, young people tended to want more support.
When it comes to the trade-off between absolute safety (10) and absolute freedom (0), young
people in Switzerland see their preference pretty much exactly midway between the two, while
the 16 to 25-year-olds in the other countries tend towards a preference for freedom ahead of
safety.
With regard to the issues around contact tracing that are currently a focus of discussion, young
people in the USA would like to see the greatest balance in the choice between the best-
possible data protection and the best-possible health protection. In Brazil, however, young
people tend more towards greater health protection.
Comparison of
judgments on
coronavirus
containment
measures"On a scale from 0 to 10, what do you
generally speaking think of the measures that were taken to contain the corona pandemic and that caused the lockdown in the spring?
0 means: the measures did not go far enough at all and have placed insufficient restrictions
on personal and economic freedom. 10 means: the measures went much too far and have placed far too many restrictions on
personal and economic freedom"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
In average of inhabitants Switzerland/USA/
Brazil/Singapore between 16 and 25 years
5.5
5.1
4.9
4.6
Singapore
Switzerland
Brazil
USA
Standard deviation: 2.2
Standard deviation: 2.1
Standard deviation: 3.2
Standard deviation: 2.9
Credit Suisse Youth Barometer 2020 I 16
Figure 16
In all the countries surveyed, the judgment of young people regarding the pandemic is
surprisingly similar on the whole – despite the major differences in the way the crisis has
affected them and been handled by their respective governments. There are only a few
findings from the last few months where there is any discernible lack of agreement across all
countries.
In all four countries surveyed, a way of reading the crisis is discernible which suggests a
certain openness to the FOCUS ON NATIONAL AND GLOBALIZATION CRITICISM also
among the youth. The insight that garners the biggest majorities is that self-sufficiency in the
supply of medical products and foodstuffs must be better safeguarded in future. Most young
people are also of the opinion that economic globalization needs to be restrained. Strong
leadership figures in the crisis evidently not something most young people shy away from. On
the contrary: here too the majority of young people surveyed in all four countries take the view
that these figures are necessary and any measures decided upon should be acted on if
necessary even if there is resistance. This is all the more intriguing in that, with the USA,
Brazil, Switzerland and Singapore, the survey covers quite different political systems and in
some cases also quite polarizing government figures. In addition, support for the authorities
also comes from young people in the form of the opinion government and political measures
had not been an over-reaction. The closure of schools and universities is also not perceived as
a mistake in any of the countries.
A further aspect that is commonly discussed in relation to the coronavirus crisis is
SOLIDARITY: the question here is to what extent the pandemic leads to more or less
solidarity – solidarity across countries, within a country or also between generations. The
suggested preference for “America / Brazil / Singapore / Switzerland” first, as shown in the
section above, indicates that hardly any greater solidarity could be expected between nations.
In Switzerland, Brazil and Singapore, young people tend more towards the opinion that society
in their country has grown closer during the crisis. In the USA, that is not quite the case. There
is still somewhat more room for interpretation on the question of solidarity between
generations: while the most respondents feel that solidarity between the generations had been
strengthened during the crisis, it is also believed that people who belong to a risk group should
stay at home, because the great majority should not be restricted by the few. On the question
of pensioners – as a specifically relevant risk group – sharing in the effort to cope with the
damage through additional taxes and duties, this also meets with approval in the USA and
Singapore. By contrast, this is clearly not the case in Switzerland and Brazil.
When it comes to the changes arising from the coronavirus crisis regarding EVERYDAY
ROUTINE AND SOCIETY, the 16 to 25-year-olds are unanimous: it will result in a shift
towards greater digitization. This should lead to a reduction in stress and the hectic pace of
gfs.bern, youth barometer, september 2020 (N = approx. 1000 per country)
Balance sheet crisis as a balancing act "Every crisis is a balancing act. Considering the Lockdown in your country, what would you say about it in balance?
Please rate your opinion on a scale from 0 to 10."
10 too much
damage was
done to people's
health
10 Choice
absolute safety
10 Choice
the best possible
health protection
10 far too much
support for
companies in
difficulty
0 too much
damage was
done to the
economy
0 freedoms were
restricted too
severely during
Lockdown
0 far too little
support for
companies in
difficulty
0 Choice
absolute freedom
0 Choice
best possible
data protection
10 far too many
freedoms during
Lockdown
Switzerland USA Brazil Singapore Total
Credit Suisse Youth Barometer 2020 I 17
day-to-day life. The pandemic is also seen as a wake-up call for a more conscious interaction
with nature.
Figure 17
Comparison of
findings from the
coronavirus crisis"To what extent do you agree with the
following findings related to the corona pandemic?"
gfs.bern, youth barometer, september 2020 (N = approx. 4000)
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "completelyagree/tend to agree"
89
86
82
77
76
73
66
65
58
57
40
29
28
27
80
64
84
77
60
84
54
67
61
47
48
57
36
40
86
85
88
87
73
95
73
63
65
55
40
30
28
30
89
82
90
88
70
93
73
76
68
67
46
64
34
37
The self-sufficiency of my country in terms of medical
products and food must be ensured Economic
globalisation must be slowed down.
The pandemic gave a boost to digitisation.
A crisis calls for strong leaders who are able to implement
the measures even in the face of resistance.
The pandemic is a wake-up call for a more conscious
approach to nature.
The pandemic shows that everyday stresses and strains
can be alleviated permanently.
The wearing of face masks should be mandatory on public
transport, for example, if social distancing rules cannot be
observed.
Solidarity between the generations has been
strengthened.
People who are part of the risk group should stay at home.
The large majority should not suffer restrictions for the
sake of a small number of people.
Die wirtschaftliche Globalisierung muss gebremst werden
The pandemic has brought the society of my country
closer together.
Compared with a flu outbreak, the authorities and policy-
makers overreacted to the pandemic.
Pensioners should contribute to mitigat ing the damage in
the form of additional taxes and levies.
It was a mistake to close compulsory schools.
It was a mistake to close universities and vocational
schools.
Switzerland
USA
Brazil
Singapore
Credit Suisse Youth Barometer 2020 I 18
2.4 Ideas about the future
In Switzerland almost exactly half of 16 to 25-year-olds today view the future to some extent
with optimism. However, this proportion has successively fallen over the last few years, after a
temporary increase at the start of the survey in 2011 and 2012. This applies in particular also
to Brazil and – especially as regards the change since 2018 – to the USA.
Overall, therefore, millennials tend to be quite confident when it comes to their own future, but
the optimism is visibly declining. The lack of concern that Generation Y in particular is
repeatedly accused of appears to have disappeared in the last few years.
Figure 18
In line with the falling optimism in Switzerland with regard to the future, the leading concern of
young people in the country is also one that relates to their (distant) future: retirement
pensions are seen as one of the country’s five most pressing problems by 47 percent of all
respondents. Switzerland is the only country in which security in old age is one of the most
important concerns (see concerns highlighted green). Likewise differing from the concerns of
all other countries is the perception in Switzerland of foreigners and the question of
immigration as a problem, the concern around refugees and the asylum system as well as the
healthcare or health insurance.
Coping with the coronavirus crisis and its consequences is the second-biggest concern at
present for 16 to 25-year-olds in Switzerland. This perception is something that young people
in this country have in common with those in the USA, Brazil and Singapore.
Trend – Comparison
on view of personal
future
"In your opinion, what is the outlook for your
own future? At the present time, do you see the future …"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Singapore
Brazil
USA
Switzerland
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "fairly optimistically"
Credit Suisse Youth Barometer 2020 I 19
Figure 19
The reform of the old-age pension system is an ongoing issue in Switzerland not only with
regard to perception of the problem but also in the political arena. The high priority given to the
issue in Switzerland is likely to have been further accentuated by the coronavirus crisis. A
majority feels that the reform of the pension system has become even more urgent as a result
of the pandemic and that the pandemic will inflict financial damage on young people for many
years to come. Despite the urgency of the reform, however, they do not want to upset the
system of financing pensioners by those in employment even in times of crisis. As in the case
of political engagement around current political protests, a clear conformity with the existing
system and intergenerational solidarity is also apparent among millennials on this issue.
Figure 20
In the USA, management of the coronavirus crisis is actually seen as the top priority, followed
by concerns around crime and personal safety, as well as racism and xenophobia. The top
three concerns of young people in the USA appear to be a clear reflection of the current
political situation and hotspots in the country (coronavirus crisis and political protests around
Black Lives Matter).
Unlike the concerns which occupy all young people included in the survey as an average
across all four countries, the top ten concerns in the USA also include energy-related supply
security, extremism, terrorism and also – as in Switzerland – the healthcare system.
Top 10 concerns in
Switzerland
gfs.bern, youth barometer, september 2020 (N = approx. 1000)
"In the list below you'll see several topics
which have been discussed and written about a great deal recently. Read through the entire list and choose five points which you
personally feel are Americans’ greatest problems."
in % inhabitants of Switzerland between16
and 25 years who inform themselves at least rarely
47
35
29
24
23
23
19
18
17
16
Old age pensions / retirement provisions
Corona crisis and its consequences
Protecting the environment / global warming /
environmental disasters
Unemployment
Racism
Gender equality
Freedom of movement to / from other countries
immigrants / immigration
Fake news
Refugees / asylum issues
Health issues / health insurance / premiums
green: deviation from Top 10
Average across all countries
Current situation of
retirement pensions
in Switzerland
"To what extent do you agree with the
following statements about retirement provisions?"
in % inhabitants of Switzerland between16
and 25 years
gfs.bern, youth barometer, september 2020 (N = approx. 1000)
14
17
14
20
22
21
25
23
27
38
37
39
20
12
13
13
22
19
27
21
25
21
13
15
15
27
21
8
6
7
Younger generations financing pensioners
across the board through occupational
pension schemes (2nd pillar) must stop
immediately.
Given the rise in life expectancy, the
retirement age needs to be raised as soon as
possible.
During the crisis, the younger generation has
shown solidarity, and it is now for the older
generation to contribute to the costs of the
pandemic with a solidarity contribution.
The pandemic will cause long-term financial
damage to the younger generation.
Even in t imes of crisis the financing of
pensioners by the working population, should
not be compromised.
As a result of the pandemic, reforming the
pension system has become even more
urgent.
fully agree tend to agree don't know/ no answer tend not to agree do not agree at all
Credit Suisse Youth Barometer 2020 I 20
Figure 21
Management of the coronavirus crisis is the second-biggest concern in Brazil. Only
unemployment is a source of even greater anxiety among young Brazilians. A sign of the highly
pessimistic view of the economic situation is that the economy is the third-biggest concern. In
contrast to the average of the other three countries, the school and education system,
agriculture and also hatred and rabble-rousing in politics are seen as major problems.
Figure 22
In Singapore, young people share concerns around agriculture with their counterparts in Brazil.
In contrast to the other three countries, inflation is also one of the five biggest concerns of
young people in Singapore.
While the rate of inflation in Singapore was indeed relatively high at the start of the decade in
2010, it has been less so in recent years. However, Singapore is well-known for its very high
cost of living, which is likely to have been a factor in the frequent mention of this item
(“Inflation”).
Top 10 concerns
in the USA
gfs.bern, youth barometer, september 2020 (N = approx. 1000)
"In the list below you'll see several topics
which have been discussed and written about a great deal recently. Read through the entire list and choose five points which you
personally feel are Americans’ greatest problems."
in % inhabitants of the USA between16
and 25 years who inform themselves at least rarely
44
38
31
30
26
21
20
18
15
15
Corona crisis and its consequences
criminality / Personal safety / violence among young
people / violence in cities
Racism
Economic crisis / economic development / economic
activity
Fake news
Data protection online/ digital privacy
Gender equality
Energy issues / nuclear energy / security of supply
Extremists / Terrorism
Health issues / health insurance / premiums
green: deviation from Top 10
Average across all countries
Top 10 concerns
in Brazil
gfs.bern, youth barometer, september 2020 (N = approx. 1000)
In the list below you'll see several topics
which have been discussed and written about a great deal recently. Read through the entire list and choose five points which you
personally feel are Brazil's greatest problems.
in % inhabitants of Brazil between 16
and 25 years who inform themselves at least rarely
46
38
27
23
17
14
12
11
9
8
Unemployment
Corona crisis and its consequences
Tax burdens / federal finances / VAT
Economic crisis / economic development / economic
activity
Fake news
Racism
Schools and the education system / educational reforms
Agriculture
Hatred and polarization in politics
criminality / Personal safety / violence among young
people / violence in cities
green: deviation from Top 10
Average across all countries
Credit Suisse Youth Barometer 2020 I 21
Figure 23
2.4.1 Old-age pensions
Optimism for the future is falling slightly and, for young people in Switzerland, fear of an
inadequate old-age pension is seen as the country’s biggest problem. Only a minority of
millennials in all four countries surveyed are extremely optimistic that they will be able to live
comfortably during their retirement. Interestingly, it is young people in Switzerland, where the
social security system is comparatively well-developed, who feel most insecure about their
social security in old age. This is probably due in part to the fact that the state pension scheme
in Switzerland is a firm, institutionalized part of a “generational contract” between young and
old, that the issue has been highly politicized in recent years as a result of repeatedly failed
attempts at reform and that pressure in other areas, especially economic issues, is relatively
low in Switzerland.
The confidence of young people that they will have sufficient money in old age is highest in
Brazil.
Figure 24
It is consistent with the broad sense of insecurity over the future standard of living during
retirement that millennials in all countries surveyed are in agreement that they cannot rely on
institutionalized or external support when it comes to old-age pensions. They are quite clear in
Top 10 concerns
in Singapore
gfs.bern, youth barometer, september 2020 (N = approx. 1000)
In the list below you'll see several topics
which have been discussed and written about a great deal recently. Read through the entire list and choose five points which you
personally feel are Singapore's greatest problems.
in % inhabitants of Singapore between 16
and 25 years who inform themselves at least rarely
40
34
28
27
21
19
17
15
14
13
Corona crisis and its consequences
Fake news
Economic crisis / economic
development / economic activity
Data protection online/ digital privacy
Racism
criminality / Personal safety / violence
among young people / violence in cities
Agriculture
Gender equality
Inflation / currency devaluation / rise in
prices
Unemployment
green: deviation from Top 10
Average across all countries
Comparison of
optimism regarding
retirement pension
"How confident are you that you will have
enough money to live comfortably during your retirement?"
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years
813
17
10
19
20
20
20
19
2222
26
5
104
7
21
1519 22
16
8 10 9
CH USA BRA SG
quite doubtful
somewhat doubtful
don't know / can't decide
somewhat confident
quite confident
extremely confident
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
Credit Suisse Youth Barometer 2020 I 22
their view that they should take more individual responsibility for managing their savings to
provide for themselves in old age.
Figure 25
Comparison on
taking personal
responsibility for
retirement provision"Do you think individuals should take more
responsibility for managing their savings for retirement?"
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years
21
30
51
41
45
45
3346
15
12
6620
1410
7
CH USA BRA SG
don't know / can't decide
take on no additional responsibility
take on more responsibility
take on much more responsibility
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
Credit Suisse Youth Barometer 2020 I 23
2.5 Demands on business and employers
2.5.1 Preferred sector for jobs
In Switzerland, most 16 to 25-year-olds would like to work in the media (50%
very much/quite like to), teaching an education (49%) or administration (45%).
In the USA, the greatest preference among millennials is for a job in healthcare
(47%), followed by the media (41%) and tourism or travel (41%).
Brazil, most young people would prefer to work in a bank (58%), followed in
second place by the tech sector (57%) and finally in third place an NGO or an
aid organization (54%).
In Singapore, as in the USA, healthcare sector is the most popular sector for a
job among young people (51%), followed by the tech sector (49%) and
administration (47%).
Figure 26
50
49
45
41
40
39
39
38
38
36
34
31
28
26
22
18
41
40
30
41
32
47
32
36
27
36
38
38
31
22
24
32
52
49
50
52
58
51
54
57
50
43
38
26
34
24
32
31
45
43
47
46
45
51
40
49
41
38
40
41
40
28
24
29
media
teaching and education
government
tourism/ travel
banking
health
NGO / charity
IT / Tech sector
commerce
luxury goods
show business / culture
crafts business
pharmaceuticals
watches
construction
agriculture
Switzerland
USA
Brazil
Singapore gfs.bern, youth barometer, september 2020 (N = approx. 4000)
Comparison of
preferred
employment sectors
"Tell us in which industry you would like to
be employed"
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "would very much/prefer to beemployed there"
Credit Suisse Youth Barometer 2020 I 24
2.5.2 Preferred attributes of employer
Millennials overall have relatively high demands of their employers. Of 15 potential attributes of
an employer, 14 are described by respondents as very or fairly important. Only for a minority is
it considered important that a future employer is not profit-oriented – and this in all four
countries. The attributes perceived to be most important include being a good boss, generosity
and tolerance, as well as good pay. In the comparison of countries, young people in Brazil
appear to be the most demanding. Here, the proportion of respondents who find a particular
attribute very or fairly important is almost always higher than in the other three countries.
Figure 27
It comes as little surprise that female participants in the survey in all four countries find it more
important than their male counterparts that their employer offers good career opportunities for
women. This is where the biggest difference lies between genders. But young men show
solidarity with their female peers in that a majority of them also attach importance to career
opportunities for women.
Aside from the issue of career opportunities, the biggest differences between young men and
women lie in the possibility of part-time work, engagement in social projects, generosity and
tolerance, as well as environmental friendliness. For women, however, not only are the more
social or “soft factors” mentioned here more important than they are for men, but a good salary
is also named as very or fairly important by more young women than by men. This can also be
seen against the background of pay equality between the genders, which has still not been
achieved in any of the four countries.
Comparison of ideal
aspects of employer
"How important are the following factors in an
employer?"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "very/fairly important"
93
91
89
82
81
80
80
78
76
72
64
58
55
48
38
81
78
80
73
71
69
79
74
74
65
66
78
67
55
42
92
90
93
90
88
86
92
86
91
77
84
85
78
79
43
87
86
85
80
82
78
83
77
80
68
68
81
76
64
43
good boss
generous and tolerant
good wage
modern and creative
offers further training
modern workplace
career chances for women
environmentally friendly
good reputation
option of part-time work
involved in charity
flexible hours
home office
sponsoring of culture/ sport
non-profit
CH
USA
BRA
SG
Credit Suisse Youth Barometer 2020 I 25
Figure 28
Ideal aspects of employer by gender "How important are the following factors in an employer?"
gfs.bern, youth barometer, september 2020 (N = approx. 1000 per country)
in % inhabitants Switzerland/USA/Brazil/Singapore between 16 and 25 years
91
90
86
81
79
82
69
73
78
65
59
62
54
50
35
95
92
91
84
83
79
91
83
74
80
70
53
56
45
42
good boss
generous and tolerant
good wage
modern and creative
offers further training
modern workplace
career chances for women
environmentally friendly
good reputation
option of part-time work
involved in charity
flexible hours
home office
sponsoring of culture/ sport
non-profit
man
woman
Switzerland74
74
72
70
73
70
70
67
66
67
65
63
59
53
40
86
83
86
85
81
77
77
77
74
70
69
67
71
57
44
good boss
good wage
generous and tolerant
career chances for women
flexible hours
good reputation
environmentally friendly
modern and creative
offers further training
modern workplace
home office
option of part-time work
involved in charity
sponsoring of culture/ sport
non-profit
men
woman
USA
90
89
87
88
87
88
85
83
86
84
80
78
76
75
45
96
95
97
93
93
91
92
90
86
86
88
80
79
78
42
good wage
good boss
career chances for women
good reputation
generous and tolerant
modern and creative
offers further training
environmentally friendly
modern workplace
flexible hours
sponsoring of culture/ sport
involved in charity
home office
option of part-time work
non-profit
men
women
Brazil Singapore87
85
84
79
81
81
82
82
77
78
76
66
66
69
45
89
88
88
88
83
82
80
79
80
78
77
72
70
60
43
good boss
generous and tolerant
good wage
career chances for women
offers further training
flexible hours
good reputation
modern and creative
modern workplace
environmentally friendly
home office
sponsoring of culture/ sport
option of part-time work
involved in charity
non-profit
men
women
Credit Suisse Youth Barometer 2020 I 26
2.6 Media and communications
The change among the youth is driven by the technical possibilities that are available to them.
This thesis is supported by the development in the field of media and communication listed
below. The results of the first Credit Suisse Youth Barometer in 2010 were influenced by the
emergence of the smartphone. The first iPhone, which was launched in 2007, marked the
beginning of the widespread triumph of such devices. The classic text message was gradually
replaced by services, apps and programs based on permanent access to the internet. First,
WhatsApp, which requires a comparatively low data volume, and with the emergence of flat-
rate data packages as an integral part of mobile phone subscriptions, finally more and more
services that require more data volume, such as YouTube or Instagram. The age of streaming,
and with it the anchoring of "on demand" logic in the youth’s understanding of their everyday
lives, has arrived.
The very first social networks – especially Facebook – are also being replaced by new apps
that take better account of the increasing digital and global networking of millennials:
Instagram not only allows users to exchange information with friends, but also to participate in
the lives of role models, idols and stars. The message is fading into the background, images
are becoming more important.
In Switzerland today, over 70 percent of millennials state that they use streaming services such
as YouTube or Netflix for at least 1 to 2 hours a day. The proportion of 16 to 25-year-olds
who use Instagram and Snapchat or play computer games to this extent has also risen sharply.
Figure 29
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
Trend – Use of media
Switzerland
"On an average day, how long do you use the
following media for personal use? Please only list the approximate times in minutes per day for which you are active –
(reading, viewing or writing entries yourself)"
in % inhabitants of Switzerland between16
and 25 years, at least 1-2 hours
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Internet in general / total
time
WhatsApp or other chat
service
YouTube, other online TV /
video services (e.g. Netflix,
Amazon Prime Video)
Watching television on a TV
set
Games (via apps, consoles,
PC, etc.)
Snapchat
Tinder or other dating
platforms and apps
Credit Suisse Youth Barometer 2020 I 27
The picture that emerges with regard to media use in Switzerland is no exception. In the USA,
Brazil and Singapore, too, the triumph of the same platforms, services and applications can be
observed.
Figure 30
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
Trend – Use of media
"On an average day, how long do you use the
following media for personal use? Please only list the approximate times in minutes per day for which you are active –
(reading, viewing or writing entries yourself)"
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years,at least 1-2 hours
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Internet in general / total
time
YouTube, other online TV /
video services (e.g. Netflix,
Amazon Prime Video)Facebook
Watching television on a TV
set
Games (via apps, consoles,
PC, etc.)
Snapchat
Tinder or other dating
platforms and apps
WhatsApp or other chat
service
USA
0
10
20
30
40
50
60
70
80
90
100
2013 2014 2015 2016 2018 2020
Internet in general / total
time
WhatsApp or other chat
service
Watching television on a TV
set
YouTube, other online TV /
video services (e.g. Netflix,
Amazon Prime Video)Facebook
Games (via apps, consoles,
PC, etc.)
Snapchat
Tinder or other dating
platforms and apps
Singapore
Brazil
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Internet in general / total
time
WhatsApp or other chat
service
Watching television on a TV
set
YouTube, other online TV /
video services (e.g. Netflix,
Amazon Prime Video)
Games (via apps, consoles,
PC, etc.)
Snapchat
Tinder or other dating
platforms and apps
Credit Suisse Youth Barometer 2020 I 28
2.6.1 Being informed about current affairs
A majority of 16 to 25-year-olds in Switzerland still say that they obtain information about
current affairs in the media at least daily. However, this proportion has steadily decreased over
the past 10 years. Instead, there is a tendency for more and more young people to inform
themselves never or at most once a week.
Figure 31
Over the years, a clear change in the use of different sources of information can be observed.
The slump in printed free newspapers such as 20 Minuten or (earlier) Blick am Abend is
particularly striking. But classic (linear) media such as radio, television or paid daily newspapers
are also being used to an ever lesser extent. Facebook is entering the fold as a major source
of information in inverse proportion to its declining use as a social media platform by today’s
millennials.
This year, only social networks (excluding Facebook) and official websites of companies or the
federal government have managed to gain in importance as a source of information – the latter
undoubtedly also against the backdrop of the coronavirus crisis.
Trend – Information
on daily events
Switzerland
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year
"How often do you use the media to inform
yourself about daily events?"
in % inhabitants of Switzerland between16
and 25 years
2934 36 37 36
4137 38
30
42
43 40 3634
29
29 27
34
16
1414
1718 16
1615 17
53
3 3 5 6
6 8 8
5 4 4 4 5 67 7
8
2 1 1 1 1 13 4 31 1 2 2 1 1 2 1 1
2010 2011 2012 2013 2014 2015 2016 2018 2020
don’t know/ no
comment
never
seldom
once a week
several times a week
daily
several times daily
Credit Suisse Youth Barometer 2020 I 29
Figure 32
This trend toward a decline in the level of information about current affairs is currently
particularly pronounced in Switzerland. In the other three countries surveyed, however, this
trend is less evident.
Figure 33
Trend – Information
source Switzerland
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
"How do you keep informed about daily
events?"
in % inhabitants of Switzerland between16
and 25 years who inform themselves at least rarely
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
Internet: news pages /
newspaper pages
News apps on
Smartphone / Tablet
free printed
newspapers
TV
Radio
social networks /
Twitter (other than
Facebook)
purchased newspapers
other sources
purchased weekly
magazines
blogs and mail services
Websites of companies
or the state
Trend – Comparison
of information on
daily events
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year and country)
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
USA
Singapore
Brazil
Switzerland
"How often do you use the media to inform
yourself about daily events?"
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years, proportion "inform themselves daily or several times a day"
Credit Suisse Youth Barometer 2020 I 30
2.7 Trends – what’s «in» & what’s «out»
2.7.1 Switzerland
Trends in (digital) communication and entertainment remain at the forefront when it comes to
those things in the lives of young Swiss people that they consider to be particularly “in” and
actually do themselves. WhatsApp leads the top 10 biggest trends, followed by YouTube.
While downloading music used to be a big trend, respondents now prefer to simply stream
music rather than having it on their hard drive. The streaming age has thus begun. The rapid
rise of Netflix, Spotify and other streaming platforms over the past five years fits in with this
trend. Facebook is no longer among the top 10 trends in Switzerland and has definitely been
replaced by Instagram in terms of importance among 16 to 25-year-olds. Newer platforms
such as SnapChat or TikTok are not yet as important as Instagram.
Vacations abroad continue to be among the things that are most often referred to as
“in”. Compared to 2018, however, a significant decline can be observed in this
respect. The coronavirus crisis with all its effects is likely to be an important
explanatory factor for this.
Figure 34
2.7.2 USA
In 2018, “television” was still the item that was considered most “in” by young men. Compared
to two years ago, however, television as an activity has become significantly less important in
the USA as well (5th place). Netflix has overtaken TV, just like YouTube. Linear media
consumption is thus increasingly being replaced in the USA by an “on demand” logic.
Not everything is taking place in the digital space: Cooking and eating with friends
remains “in.” In addition, more than half of respondents say that they themselves are
committed to gender equality and also consider this to be “trendy”.
Top 10 trends
Switzerland
"We have put together a list of very different
things in life. Please judge whether these things are ‘in’ or ‘out’ in your personal circles and also what your own opinion of them is."
in % inhabitants between 16 and 25 years,
"in and I like to do it"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
cooking and eating good
food with friends
listening to music
YouTube
going on holidays in
foreign countries
Netflix / other
TV- / Video
streaming services
watching TV series
Spotify /
SoundCloud /
Music apps
Credit Suisse Youth Barometer 2020 I 31
Figure 35
2.7.3 Brasilien
In Brazil, the commitment to gender equality was already among the top trends in 2018. In
2020, this will remain the case – even to a slightly greater extent than two years ago.
However, as in the three other countries, the things that have grown significantly fall into the
digital sphere and to a large extent concern streaming services: Spotify, Soundcloud or other
music apps have more than doubled their share, but YouTube and Netflix have also become
more important.
Body modification is very important in Brazil. According to the International
Association of Esthetic Surgery, Brazil is the country with the most plastic surgery
procedures in the world. This is in keeping with the fact that wellness is not only
perceived as “in,” but is also one of the ten things that are pursued most.
Figure 36
Top 10 trends USA
"We have put together a list of very different
things in life. Please judge whether these things are ‘in’ or ‘out’ in your personal circles and also what your own opinion of them is."
in % inhabitants between 16 and 25 years,
"in and I like to do it"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
YouTube
Netflix / other
TV- / Video
streaming services
downloading music
watching television
Spotify / Soundcloud /
Music Apps
watching TV series
cooking and eating good
food with friends
actively supporting
equality between men and
women
Top 10 trends Brazil
"We have put together a list of very different
things in life. Please judge whether these things are ‘in’ or ‘out’ in your personal circles and also what your own opinion of them is."
in % inhabitants between 16 and 25 years,
"in and I like to do it"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2018 2020
YouTube
Netflix / other TV- / Video
streaming services
listening to music
Spotify / Soundcloud /
Music Apps
watching TV series
Wellness
actively supporting equality
between men and women
Credit Suisse Youth Barometer 2020 I 32
2.7.4 Singapur
Singapore is one of the countries with the largest percentage of inhabitants with internet
access in the world. YouTube, Instagram and WhatsApp are not only among the services that
are particularly “in,” they are also the most frequently used. Whereas WhatsApp has lost very
little of its popularity, YouTube is slightly less in vogue than in prior years.
Aufgrund der kleinen Grösse Singapurs liegt es auf der Hand, dass Ferien die
Befragten häufig ins Ausland führen. Auch Ferien mit dem Flugzeug gehören –
Klimabedenken zum Trotz – zu den Top-10-Trends in Singapur.
Figure 37
2.7.5 Flops – what’s «out»
Von den insgesamt 59 verschiedenen Dingen des Lebens ist der Konsum von Drogen am
meisten «out» und wird am wenigsten gemacht – gefolgt von Rauchen. Junge achten die
befragten Jungen mehrheitlich auf ihre Gesundheit (Alkohol trinken liegt mit 21% auf Platz 17
der Dinge, die out sind).
Obwohl die 90er Jahre aktuell insgesamt im Trend sind, bezeichnen 35 Prozent Skateboards
als out. Telegram, Tinder und die App House Party sind (aktuell) noch zu wenig bekannt, um
breit genutzt zu werden. Es gibt zwar durchaus ein Segment von Befragten, das diese
Angebote toll findet und selber auch nutzt, dieser Anteil Junger stellt aber im Moment
keineswegs die Mehrheit. Ebenfalls als out gelten von Hand geschriebene Briefe, die
Ausübung von Religion sowie die Reise mit dem Nachtzug und E-Bikes oder Bikes mit
Elektroantrieb.
Top 10 trends
Singapore
"We have put together a list of very different
things in life. Please judge whether these things are ‘in’ or ‘out’ in your personal circles and also what your own opinion of them is."
in % inhabitants between 16 and 25 years,
"in and I like to do it"
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per year)
0
10
20
30
40
50
60
70
80
90
100
2013 2014 2015 2016 2018 2020
Spotify / Soundcloud /
Music apps
listening to music
Youtube
Netflix / other TV- / Video
streaming services
going on holiday by plane
going on holidays in
foreign countries
downloading music
Credit Suisse Youth Barometer 2020 I 33
Figure 38
Young men in SWITZERLAND deviate from the international average in four areas regarding
their assessment of things that are “out.” Interestingly, downloading films is one of them,
although Switzerland has a comparatively relaxed approach to downloads. And – although
large, heavy cars (SUVs) are sold particularly frequently in Switzerland, almost 40 percent of
young Swiss people say that this form of mobility is “out.” Among young people, the new
political awareness surrounding the climate movement thus seems to have left its mark here
too. Older generations' means of communication are also considered to be out of fashion – in
addition to text messages, Facebook is apparently also part of this trend.
In contrast, the USA is a nation of motorists. Long-distance public transportation is a marginal
phenomenon of mobility in the USA. While the night train is currently being rediscovered in
Europe, 38 percent of young people in the USA describe it as “out” and something they would
not use themselves. Winter sports, a rather costly leisure activity, is also among the “Flop 10.”
Finally, WhatsApp has never had the same success in the USA as it has in many other
countries around the world. This is also reflected in the list of things that are considered “out”
and not used (31%).
Of all four countries, BRAZIL deviates the most from the overall ranking in the perception of
the “Flop 10.” Drinking alcohol and gaining many sexual experiences are also among the
things that are “out” and are not pursued by many respondents. They support the image of a
youth that does not think much of hedonism. However, young Brazilians do not seem to have a
clearly conservative view of values either: Besides practising religion, having children is one of
the things that are considered unpopular – at least at the moment. Despite, or perhaps
because of, the polarized political situation in Brazil, participation in political demonstrations is
one of the things that is particularly unpopular.
In small SINGAPORE it is extremely expensive to own a car with a parking space. In 2017,
the number of vehicles registered on the road was also limited. Cars (hybrid and electric cars)
are therefore among the things that are hardly considered trendy. Off-road vehicles and SUVs
are also not very popular and only just missed the “Flop 10” (12th place). Winter sports and
soccer are also not very well established.
Flop 10 all countries
gfs.bern, youth barometer, september 2020 (N = approx. 1000)
49
41
35
29
29
28
28
26
26
25
taking drugs
smoking
Skateboard
Telegram
Tinder / Dating-Apps
E-Bikes / Bikes with electric motors
Handwritten letters
dedicating yourself to religion
going on holiday by overnight train
House Party
"We have put together a list of very different
things in life. Please judge whether these things are ‘in’ or ‘out’ in your personal circles and also what your own opinion of them is."
in % inhabitants Switzerland/USA/Brazil/
Singapore between 16 and 25 years,in average "out and I don't do it/don't use them
Credit Suisse Youth Barometer 2020 I 34
Figure 39
Flop 10 all countries
gfs.bern, youth barometer, september 2020 (N = approx. 1000
per country)
51
50
47
46
41
39
39
37
35
34
47
40
38
38
36
35
34
32
31
31
49
43
22
22
18
17
16
15
14
13
59
52
43
40
39
38
35
35
34
33
Skateboard
Telegram
dedicating yourself to religion
taking drugs
Handwritten letters
downloading films
4x4 vehicles, SUV
SMS
Tinder / Dating-Apps
Telegram
taking drugs
going on holiday by overnight train
smoking
Skateboard
E-Bikes / Bikes with electric motors
Tinder / Dating-Apps
Winter sports such as snowboarding or skiing
House Party
taking drugs
smoking
drinking alcohol
gaining sexual experiences
SMS
taking part in political demonstrations
Handwritten letters
having children
Winter sports such as snowboarding or skiing
dedicating yourself to religion
taking drugs
smoking
E-Bikes / Bikes with electric motors
Tinder / Dating-Apps
Skateboard
gaining sexual experiences
Electric vehicles
taking part in political demonstrations
Winter sports such as snowboarding or skiing
Fussball
"We have put together a list of very different
things in life. Please judge whether these things are ‘in’ or ‘out’ in your personal circles and also what your own opinion of them is."
in % inhabitants between 16 and 25 years,
in average "out and I don't do it/don't use them
green: deviation from Top 10
Average across all countries
Switzerland
USA
Brazil
Singapore
Credit Suisse Youth Barometer 2020 I 35
3 Synthesis
We summarize the findings on the 2020 youth barometer in the form of the following
hypotheses
Millenials taking a stand
The values landscape of millennials in Switzerland, Brazil, Singapore and the USA has been
relatively stable over the last ten years. The desire for sustainability, equality, self-fulfilment and
security has been firmly anchored in the universe of so-called Generation Y since the start of
the Credit Suisse Youth Barometer survey. But now it is the social movements and political
protests of recent years (MeToo, climate strike, Black Lives Matter etc.), led by the younger
millennials of Generation Z, that serve as catalysts for certain values. Sustainability and gender
equality are thus gaining a new importance and are becoming mobilization and identification
pillars.
Selective political engagement
The political engagement of millennials does not fit into conventional political structures and
institutions. While they are prepared more than ever to take top the streets for their concerns,
only very few still choose to become a member of a party or opt for the path of political office.
“Ad hoc”, “selective” and “geographically diverse” describe the characteristics of the new
political movements.
Digital and global
Generations are influenced by technical developments and opportunities. This can be clearly
traced through the data from the Youth Barometer over the last ten years. The instruments of
the digital age help millennials to recognize their own strength, to lend weight to their political
and social demands and to spread their messages around the globe. The values landscape,
the concerns and also the wishes of millennials are surprisingly comparable in all four countries
surveyed despite widely differing economic, political and social conditions.
Download is dead
The early days of the Youth Barometer survey in 2010 were shaped by the advent of the
smartphone. This saw the start of the comprehensive triumph enjoyed by services, apps and
programs based on permanent internet access. The existing memory capacity of devices and
their internet capability explain what can be described today as the download age. With the
emergence of flat-rate data packages as integral components of mobile phone subscriptions,
we are now also seeing ever more services that need more data volumes, such as YouTube or
Instagram. The streaming age and with this the anchoring of on-demand logic in the everyday
understanding of young people has definitively begun. This is reflected in the media and
communications logic of millennials.
Conformity and solidarity
Despite their clear political and social demands, millennials largely conform to the system in the
countries surveyed. They support existing institutions, display a high degree of solidarity and
support official measures. Coronavirus is an excellent example of this.
Corona Virus Crisis: Measures are supported
Most millennials in the countries surveyed support the measures taken by their governments to
combat the coronavirus crisis. They see these measures as largely balanced and justified.
Despite the desire for good health protection, a high degree of importance is attached to
support for the economy. In all countries, the crisis shows there is a certain bias towards a
nationally centred narrative (boost self-sufficiency and curb globalization).
Credit Suisse Youth Barometer 2020 I 36
4 Appendix
4.1 gfs.bern team
Lukas Golder
Co-head and Chairman of the Board of gfs.bern, Political and Media Scientist, MAS FH in
Communication Management, lecturer at ZHAW (Zurich University of Applied Science and
Arts)
Specialist areas:
Integrated communication and campaign analysis, image and reputation analysis, media
analysis / media impact analysis, youth research and social change, voting, elections,
modernization of the state, health policy reforms
Publications in anthologies, specialist journals, the daily press and on the internet
Cloé Jans
Head of Operations, Political Scientist, CAS in Communications Management and Leadership
Specialist areas:
Image and reputation analysis, youth and social research, votes / campaigns / elections,
issues monitoring / accompanying research of political topics, media analysis, health policy
reforms and questions, qualitative methods
Thomas Burgunder
Scientific Associate, Mathematician
Specialist areas:
Programming and evaluation of quantitative projects, modelling, visualization, qualitative data
analysis
Valentina Rötheli
Project Assistant, Administration
Specialist areas:
Desktop publishing, visualization, project administration, presentation administration
Daniel Bohn
Project Assistant, IT Specialist Application Development
Specialist areas:
Qualitative and qualitative data analysis, data preparation,
visualization
Roland Rey
Administrative Officer
Specialist areas:
Desktop publishing, visualization, project administration, presentation administration