Migros is the most popular with the people – CS the least popular
Credit Suisse had a bad image even before the takeover. This ranking shows how other banks and major companies perform among the Swiss.
Works for the most popular large company in Switzerland: a saleswoman serves customers at Migros.
Photo: Michael Buholzer (Keystone)
On March 19, the bombshell burst when the Federal Council announced the takeover of Credit Suisse (CS) by UBS. CS was threatened with bankruptcy because it could not stop the massive outflow of customer funds. Many customers had lost confidence in the big bank, which had only written negative headlines for a long time.
One shows how bad the reputation of CS was Survey by the market research institute GFK, which was carried out in January and February: In the reputation ranking of the 50 most important Swiss companies, the bank came in last place. UBS and Postfinance are not rated well either. The Raiffeisenbank and the cantonal banks enjoy significantly more credit among the population.
Migros is currently the most popular after the retailer was pushed out by Victorinox last year. The pocket knife manufacturer is now back in second place, followed by the food manufacturers Zweifel, Ricola and Lindt & Sprüngli.
Migros owes its leading position above all to people under 30 years of age who care about the topic of sustainability. Younger consumers have the feeling that the company is particularly concerned with the issues of the environment and climate. “In terms of socio-moral reputation, Migros is more than four percentage points ahead of the next best company,” says Anja Reimer from GFK.
The big competitor Coop cannot keep up here, but has improved by four places compared to the previous year to 7th place. Denner is another grocer in the middle of the ranking. The opinions on Aldi and Lidl were not queried.
Women and men evaluate companies differently
Age, gender and language regions play a role in the evaluation. Cantonal banks, Swisscom and Hirslanden are among the most popular companies among younger people, while Swatch, Landi and Suva are more popular among the over-50s. In addition, older people see Victorinox at the top instead of Migros.
All companies in the top 10, with the exception of Lindt & Sprüngli, are rated better by men than by women. Logitech and SBB in particular owe their good placement to the men. For women, on the other hand, Hirslanden and Landi are among the best-performing companies.
There is also a Röstigraben: The German-speaking Swiss rate Migros significantly better than the French-speaking Swiss, the same applies to Victorinox, Zweifel, Lindt & Sprüngli, Geberit, Logitech, Rivella and the SBB. In French-speaking Switzerland, Coop, Ricola, Rolex, the cantonal banks and Landi are more popular. Migros doesn’t even make the top ten here.
In addition to commercial companies, non-profit organizations, so-called NPOs, were also evaluated. In this category, the Rega Air-Rescue is leading the ranking for the sixth time in a row. But the Paraplegic Foundation and Doctors Without Borders also have a good reputation in the eyes of the population. Both were able to move up a rank. The Salvation Army, Greenpeace and the euthanasia organization Exit are comparatively unpopular.
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