A high-impact publicity campaign 

Denis Pittet, President of the Geneva Financial Center

The Banking Monitor published recently by gfs.bern and commissioned by the Swiss Bankers Association (SBA) confirms that the general public is increasingly taking an interest in economic issues in view of the current international turmoil. A large majority view banks as a cornerstone of the global economy. Their trustworthiness and support for small and medium-sized enterprises in financing matters are especially valued, as is their role as employers.  

After reaching a high of 75% in 2021, approval of Swiss banks was 53% in 2025, in line with the level of trust seen before the 2008 financial crisis. Taking a closer look, we can see even more pronounced erosion in certain sociodemographic categories. While the banking sector’s reputation remains good in the German- and Italian-speaking parts of Switzerland, it’s less stable in the French-speaking region, where satisfaction barely reaches 40%. 

The picture is similar when it comes to the Swiss financial centre’s international competitiveness. Some 91% of the population believe that a competitive financial centre is important for the Swiss economy, but perception of its current positioning has worsened considerably. Back in 2015, 54% of people taking part in the survey thought that the Swiss banking sector was more competitive than its international rivals. Ten years later, this figure had fallen to just 27%.  

This clearly vindicates the decision to launch a publicity campaign. Just as a river meanders to and fro, public opinion fluctuates as a result of financial crises, economic tensions and global uncertainty. Above all, nothing is guaranteed! Raising the profile of the work banks do is more important than ever. They manage assets worth almost CHF 9,300 billion and employ around 160,000 people. Thanks to their strong international focus, they account for 16% of Swiss service exports.  

That said, the financial centre’s about much more than numbers. Banks support their customers through the various phases of life and are also a source of innovation. “The River” brings these aspects to the fore, but it also addresses specialist topics that are vital to the sector’s competitiveness. Access to the European market is just such a topic. Relations with the European Union have to be stable and geared to the long term as it’s Switzerland’s most important trading partner. We have to make sure that jobs, skills and tax revenues stay in Switzerland. 

“The River” presents figures that prove how crucial banks are to our country’s prosperity and opens up a dialogue on key issues – you could say that it’s providing a public service.