The end of full employment fear: Why we politicize differently today

As I dug through the last seven years of Swiss worry-barometer reports for a current project, one thing became crystal clear: we are in the middle of a massive paradigm shift that is completely turning our political work upside down. These developments are so exciting that I absolutely have to share them with you.

From “Income” to “Outgoings”

Do you still remember the time when the biggest fear of the Swiss was losing their job? “Will I still have work tomorrow?” – that was the burning question. The worry about unemployment, which in the 1990s still dominated the worry barometer with values of up to 90 %, has almost completely disappeared from the scene in 2025, at just 6 %. This existential fear is almost entirely gone. Instead, everything today revolves around the wallet, but in a completely different way: it’s no longer about what comes in, but what goes out.

Health insurance premiums, at 45 % in 2025, are the undisputed number one worry. Together with exploding rents and the general cost of living, this forms a package that I call “wallet politics.” For us campaigners, this means: abstract economic figures no longer interest anyone. We have to address people’s concrete monthly fixed costs if we want to mobilise them.

The Trump Shock and the New World Disorder

For a long time, geopolitical topics were more of a distant murmur for the Swiss. That has changed radically. The war in Ukraine and the presidency of Donald Trump have stormed the worry list.

Particularly striking: concern about Trump as US president shot up from rank 41 to rank 8 in 2025 (19 % of respondents). That is the biggest change since the coronavirus pandemic. We notice: Switzerland is no longer an isolated safe haven. Trust in the USA has literally plummeted and is now at a similar level to trust in China.

The Trust Vacuum as an Opportunity

What really jolts me awake as a campaigner: the feeling that politics is failing has reached a new historical high. A full 57 percent of eligible voters accuse politics of failing “often” in crucial matters. Trust in the Federal Council has collapsed massively.

This is a dangerous vacuum, but also a huge opportunity for progressive movements. When established institutions no longer deliver, people look for new ways of participation and orientation.

AI: Between Everyday Use and Scepticism

Finally, a look at my favourite topic: tech. The use of AI tools like ChatGPT has exploded in everyday life – from 30 % in 2023 to 57 % in 2025. But: the initial euphoria is limited. People use it, but increasingly see the risks.

For us, this means: stay pragmatic. Use AI as a tool to become more efficient, but never forget that real change comes from people and real trust.

Best regards, Andi