Switzerland

Cultural Investigation: Switzerland

Geography:

Switzerland is a landlocked country located in South Central Europe and bordered by Austria, France, Germany, Italy, and Liechtenstein. It has a vibrant landscape noted for its mountains (The Swiss Alps), rolling hills, plains, and large lakes. Switzerland is 41,285 km² and has a population of 8.3 million (2015). The capital is Bern and the largest city is Zürich.

Language:

The four national spoken languages are German, French, Italian and Romansh. Certain languages are typically spoken in different regions (cantons) of the country. The breakdown of languages according to population is 62.6% German, 22.9% French, 8.2% Italian, and 0.5% Romansh (2017).

Religion:

Switzerland is a predominantly Christian country. According to 2018 data, the breakdown is 35.2% Roman Catholic, 23.1% Swiss Reformed, 5.6% Other Christian, 5.3% Muslim, 0.2% Jewish, 1.3%Other, 28% Unaffiliated, 1.4% no answer. Freedom of religion is a fundamental right and stated in the Swiss constitution.

History, Politics & Economy:

Switzerland, officially known as the Swiss Confederation, is a federal republic made up of 26 cantons (regions). Politics in Switzerland have three levels: The Confederation, the cantons, and the communes. Each level has its own autonomy but adhere to the principle of subsidiarity, a social organization in which social and political decisions are only made at the top level when the lower level is unable to resolve them. Each canton has it’s own constitution, legislature, government and courts. The federal government consists of a parliament (Federal Assembly), lower house (National Council) and upper house (Council of States).

Originally inhabited by Helvetic Celts, the territory of modern day Switzerland came under Roman rule from the 1st century BC until 4th century AD. Historic cities such as Geneva, Basel and Zürich were established at this time and were centers of trade and linked to military roads. After the fall of the Roman Empire, Switzerland was invaded by Germanic tribes, became part of Charlemagne’s empire and later passed under the dominion of the Holy Roman emperors. Eventually, the Swiss Confederates gained independence from the Holy Roman Empire in 1499 and became a union of 13 localities. The next two centuries were marked with great conflict and division between Protestants and Catholics across Europe, however the Swiss realized that their economy would profit far better if they were unified. They came together and created the federal state, Swiss constitution (inspired and modeled after the US constitution) and political structure we see today. Switzerland was an is still honored for their neutrality and independence by not being involved in either of the two World Wars. In fact, Swiss neutrality is one of the main principles of Switzerland’s foreign policy stating that they will not be involved in any armed or political conflicts between other states. This policy dates back to 1515 but was officially recognized in 1815.

Switzerland is one of the most developed countries in the world, has one of the highest nominal wealth per adult, and has the eighth-highest per capita gross domestic product. The World Economic Forum ranks Switzerland as the 5th most competitive country globally and the European Union ranks Switzerland as the most innovative country. The Swiss are also known for their banking and financial industries, in particular for their banking secrecy and client confidentiality. They are one of the largest offshore financial centers and tax havens. However, today we see adjustments being made in their banking systems as there has been an international push for regulation on banking secrecy laws.

Worldview, Culture & Identity:

Switzerland is home to a diverse, multiethnic and multilingual population. There is no nationalism based on ethnicity and it is home to four national languages. Switzerland can be considered a civic nation grounded in a shared democratic ideology and shared political institution with political allegiance and patriotism residing within the cantons (regions), not the federal level. This has led to a rivalry and competitive spirit between the cantons. The average Swiss person has a strong sense of belonging to their canton (region) which is home to their own unique culture, history and identity. A push for a federal “Pan-Swiss” national identity has been proposed in place of the regional or cantonal patriotism, referred to by the Swiss as Kantönligeist.

Referencing the Taiye Selasi TedTalk, she reminds us that countries are not absolute, they are invented as a sovereign statehood. Histories and cultures are real. Therefore, when considering Swiss identity, I would say they relate stronger to their local, regional identity, or Kantönligeist, more so than their allegiance to a “Swiss” identity. As Young Yun Kim state in his article Identity and Intercultural Communication, “The question of who we are as individuals is inextricable linked to people with whom we share a common identity.” Yet, it is still important to recognize that there is still a strong sense of national pride as well.

Swiss worldview is marked by their value for neutrality, tolerance and cooperation. They also value hard work, industriousness, attention to detail and material success. Punctuality, formality, and orderliness are expected in their business culture. There is also a deep concern for the environment. In fact, the Federal Council and Swiss people have enacted several environmental protection measures. Aspects of their environmental policy include: Inward urban development, protection of natural resources and a circular economy, contribution to combating climate change, preserving water, air quality, preserving biodiversity, utilizing healthy soil, and landscapes as a feature for economic success.

Close proximity to mountains has influenced Swiss leisure culture. Switzerland is a famous tourist destination and known for their ski resorts, mountaineering and hiking trails. There is also a strong art and architecture culture in Switzerland. They have a rich history of architecture ranging from Romanesque, Gothic, and Minimalism. In particular, they are know for their French-Swiss architect, Le Corbusier, and Pritzker Architecture Prize winner Peter Zumthor. The Swiss are also noted for their iconic, modernist influence on graphic design during the 1950s, focusing on design cleanness, readability and objectivity. Josef Müller-Brockmann is one such Swiss designer whose influential graphic design book titled Grid Systems in Graphic Design is still in use today and encourages elements of simplicity with minimal text. Additionally, some cultural icons they are known for are: Swiss chocolate, Swiss watches, Swiss army knives and Swiss cheese.

Communication Style:

Swiss people practice a direct, formal, restrained and low context communication style. Their communication is usually to the point and pays little attention to non verbal cues. It is also sensitive to position and age. Politeness is highly valued. Emotional displays are typically avoided. Their low-context style means that they are very explicit and leave little to be inferred; the addressee is likely to understand the information even if they are unfamiliar with the cultural context. Alternatively, a high-context communication style would leave information to be implied rather than explicitly explained.

Regarding non-verbal dynamics, Swiss people generally do not display a lot of gestures, prefer not to be touched, and recognize space and boundaries. It is common to greet each other with a handshake, even with children. However, it is important to note that in certain regions, such as Italian or French sections, they may display slightly more gestures and may even greet each other with a cheek kiss. The Swiss also value a sense of privacy.

Leadership Style & Business Culture:

Swiss organizations typically have a rigid top-down hierarchal structure. Although subordinates are generally not monitored closely, managers are expected to provide order, direction and structure. Leadership roles tend to be autocratic in nature and expect loyalty and respect. In return, subordinates expect a high level of competence and charismatic leadership in their superiors. Opinions and discussion are welcomed among subordinates and will be heard, but decisions are made at the top of the hierarchy structure and expected to be followed and obeyed once a consensus is reached.

Customer relationships are very important. Swiss businesses and leaders make sure their customers are pleased with the quality of their services and products. There is a very strong drive for quality and continuous improvement in their products. The Swiss take great pride in their work and have high standards. Perhaps this is why Swiss Design is so successful, iconic and world renowned. Consider the following:

• Helvetica - a typeface created by Max Miedinger in 1957

• Mondaine - a class Swiss railway clock design by Hans Hilfiker in 1944

• The Landi Chair designed by Hans Coray, which later inspired iconic American husband and wife designers Charles and Ray Eames

• Architecture and design of Le Corbusier

• More cult classic designs can be found in the House of Switzerland website.

When a foreigner interacts with a Swiss business representative, it is advisable to greet with a strong handshake and stable eye contact. Dress conservatively and formally. Do not make too much small talk, ask personal questions or make jokes. Instead, be serious, direct and stick to business talk or safe subjects such as the weather or global news. Stick to using surnames, unless invited to use first names and include titles such as Herr/Frau, Mosieur/Madame, Signor/Signora, etc. Be sure to be on time for meetings. In fact, being earlier is even better. Remember, Switzerland is known for their clockmaking (the mondaine) and punctuality is highly valued in their culture.

Switzerland is ranked 20th out of 189 countries in the Ease of Doing Business Index. However, when negotiating a business deal, the process may be slow and formal. Once a decision has been made, it is important to note the conditions will be considered fixed, unlike in other countries such as China or in the Middle East. Swiss business culture is characterized by risk aversion, strict planning and tend to be extremely cautious when taking long term decisions into consideration.

References:

Kim Y. (2018).  Identity and Intercultural Communication: In The International Encyclopedia of Intercultural Communication. Medford, MA: Wiley Blackwell.

Shin, Y. and Hecht, M. (2018). Communication Theory of Identity, In The International Encyclopedia of Intercultural Communication. Medford, MA: Wiley Blackwell.

Ted. (2015, Oct 20). Don’t Ask Where I’m From, Ask Where I’m a Local | Taiye Selasi [Video]. YouTube. https://www.youtube.com/watch?v=LYCKzpXEW6E 

Switzerland. (n.d.). Retrieved September 02, 2020, from https://www.nationsonline.org/oneworld/switzerland.htm

Switzerland. (2018, April 13). Retrieved September 02, 2020, from https://www.iorworld.com/resources/switzerland/

Difficulties & Differences through Switzerland's Language Diversity. (n.d.). Retrieved September 02, 2020, from https://www.internations.org/go/moving-to-switzerland/living/difficulties-differences-through-switzerlands-language-diversity

Key aspects of environmental protection in Switzerland. (2020, May 29). Retrieved September 02, 2020, from https://houseofswitzerland.org/swissstories/environment/key-aspects-environmental-protection-switzerland

SWISS DESIGN: Nine objects that have acquired cult status. (2020, April 06). Retrieved September 02, 2020, from https://houseofswitzerland.org/swissstories/history/swiss-design-nine-objects-have-acquired-cult-status