Time to act: Swiss population urges companies, policymakers, and consumers to make the country more sustainable

Media coverage reflects just how much sustainability has come to dominate public debate, from stories about climate activists gluing themselves to roads to reports of record high temperatures and coverage of Switzerland’s Solarexpress initiative to meet seasonal surges in energy demand with new Alpine solar generation plants. Sustainability has such a prominent media profile because it is an issue that affects every single group in society.

Many different stakeholder groups have a part to play in helping make the country more sustainable: consumers through their lifestyle and purchasing habits; companies through their business activities; policymakers through their measures; the media through their reporting; and non-profit organisations and non-governmental organisations (NPOs and NGOs) through their campaigning activities. But which of these groups has the greatest responsibility to make Switzerland more sustainable? And which specific measures are most appropriate and most effective? To explore public opinion in these areas, Deloitte Switzerland conducted a representative online survey of 1,900 individuals living in Switzerland.

Focus on companies, policymakers, and consumers

When asked who should do most to make Switzerland more sustainable, most survey respondents cited companies, policymakers and consumers (see Chart 1). Two-thirds (66%) see companies as having the main responsibility, followed closely by policymakers (61%) and, lagging somewhat, consumers (53% of respondents). Around a quarter of respondents cited the media (28%) and NPOs/NGOs (25%).

These findings are broadly consistent across variables such as age, gender, and region. The outlier is the French-speaking part of Switzerland, where an above-average 72 per cent of people believe that companies and policymakers should do most. This suggests that the French-speaking cantons expect more of these stakeholders than those

Companies: pressure to act, but no clear focus

Companies – the core stakeholder group cited by survey respondents – can take various measures to contribute to Switzerland’s sustainable development (see Chart 2). A majority of those surveyed (57% of respondents) believe that companies should use more sustainable materials, including raw materials. A similar proportion (51%) think that they should take steps to reduce their CO2 emissions or that they should develop more sustainable products and services. Respondents also urge companies to ensure that their suppliers and business partners comply with relevant sustainability criteria and become more energy efficient (48% and 47% of respondents respectively).

These findings show that there is no clear majority among the population as to which measures companies should prioritise in their sustainability efforts. As Chart 1 illustrates, respondents want companies to act but do not agree on where those efforts should be focused. Instead, the findings identify a range of measures that businesses could choose to improve their sustainability performance.

Policymakers: public wants carrots, not sticks

As the second most frequently cited stakeholder group, policymakers also have several possible measures at their disposal (see Chart 3). The majority of respondents (53%) prefer subsidies for sustainable action, such as tax reductions for those who cycle to work, over other measures. This is particularly popular in French-speaking Switzerland (63%).

Just under half of all respondents (46%) believe that policymakers should support research and development in sustainability, with slightly fewer (42%) supporting investment in education and awareness-raising on sustainability issues. Additional sustainability regulations, in the form of stricter standards and norms, or the taxation of less sustainably produced goods and services receive far less support, 29% and 27% respectively. Overall, respondents prioritise policy measures that provide positive incentives, such as tax concessions for sustainable behaviours, over disincentives, such as higher taxes on less sustainable behaviours.

Consumers: far from sustainable but with aspirations

The third stakeholder group that respondents identified as having a responsibility to do more to make Switzerland sustainable are consumers – in other words, the survey participants themselves. However, other research reveals that consumers have a long way to go before they can be described as living sustainably. Switzerland’s per capita carbon footprint is around 12 tonnes a year. That’s about twice the global average (around six tonnes a year) and 20 times more than the figure that scientists say the planet can cope with – just 0.6 tonnes.

The survey findings show that a majority of the population is well aware of the need for action. Around three-quarters of those surveyed plan to make changes in at least one area of their life to ensure they live more sustainably (see Chart 4). Young people (those aged between 18 and 34) are more likely than those aged 65 and over to express such an intention (89% and 59% respectively). There is also a significant difference between those living in large towns and cities and those living in rural areas (83% and 68% respectively).

In response to a question about the specific areas in which they plan to be more sustainable, most respondents (57%) cited food, for example, eating less meat. Around half of those surveyed (51%) plan to reduce their consumption of goods and services. And 48% plan to live more sustainably, including reducing their energy and water use. Fewer respondents plan to change their mobility arrangements, such as cycling more (40% of respondents). And just 30% cite finance as an area in which they could be more sustainable, for example by investing in stocks and shares that take ESG (environmental, social and governance) into account.

The sustainability dilemma

These findings suggest that the three stakeholder groups – companies, policymakers, and consumers – face a dilemma. The public wants them to act to help Switzerland become more sustainable. However, there is no clear agreement among respondents on the specific actions these groups should be taking. Instead, responses merely highlight certain trends, leaving stakeholders without a clear mandate for action.

The dilemma is particularly great for companies: they have the resources and capacity for innovation to drive sustainable development, yet without clear demand from consumers or policy, they risk jeopardising their competitiveness and profitability. Policymakers can create incentives and regulation for more sustainable actions. However, they also need to ensure buy-in from companies and consumers as well as balance conflicts of interest – for example, between the demands of the current and future generations – to ensure that policy requirements are met. Ultimately, consumers also face a dilemma: their lifestyle and spending patterns could help drive sustainable development but this requires effort to change their behaviour and habits.

An action plan for companies and policymakers

Solving this dilemma does not require one of the three groups to act alone or before the others. The best way to achieve sustainable development is to have all stakeholders acting at the same time and in a coordinated way. Unlike consumers, companies and policymakers can take coordinated action, so the following action plan is particularly suitable for them, although it can of course also be applied to consumers.

1. The first step is to conduct an audit of the sustainability measures listed. This needs to focus on the current situation and, for companies, will include questions such as what proportion of the materials or raw materials they use is sustainable (renewables or sourced from the circular economy), what the company’s CO2 emissions are, and how many of their own products and services are sustainably manufactured or delivered. For policymakers, meanwhile, questions they face centre on which subsidies create incentives to act sustainably, what funding and grants currently exist for research and development on sustainability issues, and what education and awareness programmes are there for these issues.
2. The second step is to set targets in these areas. The targets may vary widely, depending on the context. Key influences on companies include the sector in which they operate, their business model, and the progress they have made to date in becoming more sustainable. For example, the use of sustainable raw materials and other materials is likely to be more central to a manufacturing company than to a service provider, which primarily uses human resources to create value. The key factors for target-setting by policymakers are the level of government (federal, canton or municipality) and the specialist area it covers in each case. For example, subsidies and incentives play a different role in transport policy than in domestic or foreign policy.
3. The third and final step is to formulate specific action points and plan for their implementation to ensure targets are met. Put simply, how can a company or policymaker turn good intentions into practical achievements? Regarding companies, it is important to stress that investment in sustainable innovation and technologies can not only contribute to environmental or climate protection but also have a positive impact on companies’ profitability. When a company is evaluating specific measures to help it reach its targets, sustainability and profitability need to be considered together rather than separately. Similarly, policymakers should see spending on sustainable development, such as subsidies and funding, not only as a cost but also as an investment in Switzerland as an economic hub.