Credit Suisse Youth Barometer 2020

Credit Suisse Youth Barometer 2020 I 1

Youth Barometer 2020 Politicized youth taking a stand

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


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


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.


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)


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.


of commitment to

gender equality



actively supporting equality between men and women


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




political party

membership



political parties


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




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


of participation in

political demos



taking part in political demos


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



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."


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


per country)


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."



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


per country)


of countries political

failure"Do you feel that the politics of the

government and administration fail when it comes to important issues? Is this …"


Singapore between 16 and 25 years who feel that government and administration often fail



0

10

20

30

40

50

60

70

80

90

100

2010 2011 2012 2013 2014 2015 2016 2018 2020

Singapore

Brazil

USA

Switzerland


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?"


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


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)



personally?"


per year)


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


being committed

politically

having an interesting

personal online profile


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



personally?"

gfs.bern, youth barometer, september 2020 (N = approx. 1000)


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


being committed politically

having an interesting personal online profile

CH

USA

BRA

SG


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?"


per country)


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?"



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


per country)


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."


Singapore between 16 and 25 years, proportion "mentioned"


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


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"


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





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


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?"



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


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.


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 …"



0

10

20

30

40

50

60

70

80

90

100

2010 2011 2012 2013 2014 2015 2016 2018 2020

Singapore

Brazil

USA

Switzerland


Singapore between 16 and 25 years, proportion "fairly optimistically"


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


"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."


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?"


and 25 years


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


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


"In the list below you'll see several topics


personally feel are Americans’ greatest problems."

in % inhabitants of the USA between16


44

38

31

30

26

21

20

18

15

15


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



Top 10 concerns

in Brazil


In the list below you'll see several topics


personally feel are Brazil's greatest problems.

in % inhabitants of Brazil between 16


46

38

27

23

17

14

12

11

9

8

Unemployment


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




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


In the list below you'll see several topics


personally feel are Singapore's greatest problems.

in % inhabitants of Singapore between 16


40

34

28

27

21

19

17

15

14

13


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



Comparison of

optimism regarding

retirement pension

"How confident are you that you will have

enough money to live comfortably during your retirement?"



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


per country)


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?"



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


per country)


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"


Singapore between 16 and 25 years, proportion "would very much/prefer to beemployed there"


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?"


per country)


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


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


good wage

modern and creative


modern workplace



good reputation


involved in charity

flexible hours

home office


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



flexible hours

good reputation


modern and creative


modern workplace

home office


involved in charity


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


good reputation


modern and creative



modern workplace

flexible hours


involved in charity

home office


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


good wage



flexible hours

good reputation

modern and creative

modern workplace


home office



involved in charity

non-profit

men

women


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


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)"


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)

Instagram

Watching television on a TV

set

Games (via apps, consoles,

PC, etc.)

Facebook

Snapchat

Twitter

Tinder or other dating

platforms and apps


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



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)"


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


time



Amazon Prime Video)Facebook


set


PC, etc.)

Snapchat

Instagram

Twitter


platforms and apps


service

USA

0

10

20

30

40

50

60

70

80

90

100

2013 2014 2015 2016 2018 2020


time


service


set



Amazon Prime Video)Facebook


PC, etc.)

Instagram

Twitter

Snapchat


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


time


service

Facebook


set



Amazon Prime Video)


PC, etc.)

Instagram

Twitter

Snapchat


platforms and apps


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


per year

"How often do you use the media to inform

yourself about daily events?"


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


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


per year)

"How do you keep informed about daily

events?"



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

Facebook

Radio

social networks /

Twitter (other than

Facebook)

purchased newspapers

other sources

purchased weekly

magazines

blogs and mail services

Websites of companies

or the state


of information on

daily events



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?"


Singapore between 16 and 25 years, proportion "inform themselves daily or several times a day"


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"


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

WhatsApp

listening to music

YouTube

going on holidays in

foreign countries

Email

Netflix / other

TV- / Video

streaming services

watching TV series

Instagram

Spotify /

SoundCloud /

Music apps


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






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

Email

downloading music

watching television

Spotify / Soundcloud /

Music Apps

Instagram

watching TV series

cooking and eating good

food with friends

actively supporting

equality between men and

women

Top 10 trends Brazil






per year)

0

10

20

30

40

50

60

70

80

90

100

2010 2011 2012 2013 2014 2015 2016 2018 2020

WhatsApp

YouTube

Netflix / other TV- / Video

streaming services

Instagram

Email

listening to music


Music Apps

watching TV series

Wellness

actively supporting equality

between men and women


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






per year)

0

10

20

30

40

50

60

70

80

90

100

2013 2014 2015 2016 2018 2020

Whatsapp


Music apps

listening to music

Email

Youtube

Netflix / other TV- / Video

streaming services

Instagram

going on holiday by plane

going on holidays in

foreign countries

downloading music


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


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




Singapore between 16 and 25 years,in average "out and I don't do it/don't use them


Figure 39

Flop 10 all countries


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


taking drugs

Handwritten letters

downloading films

4x4 vehicles, SUV

Facebook

SMS


Telegram

taking drugs

going on holiday by overnight train

smoking

Skateboard



Winter sports such as snowboarding or skiing

WhatsApp

House Party

taking drugs

smoking

drinking alcohol


SMS

taking part in political demonstrations

Handwritten letters

having children



taking drugs

smoking



Skateboard


Electric vehicles

taking part in political demonstrations


Fussball




in average "out and I don't do it/don't use them



Switzerland

USA

Brazil

Singapore


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).


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)

[email protected]

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

[email protected]

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

[email protected]

Specialist areas:

Programming and evaluation of quantitative projects, modelling, visualization, qualitative data

analysis

Valentina Rötheli

Project Assistant, Administration

[email protected]

Specialist areas:

Desktop publishing, visualization, project administration, presentation administration

Daniel Bohn

Project Assistant, IT Specialist Application Development

[email protected]

Specialist areas:

Qualitative and qualitative data analysis, data preparation,

visualization

Roland Rey

Administrative Officer

[email protected]

Specialist areas:

Desktop publishing, visualization, project administration, presentation administration

mailto:[email protected]







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Credit Suisse Youth Barometer 2020