ZHAW Study Reveals Geopolitical Shift Among Swiss Companies
The Swiss Managers Survey 2025 reveals a significant shift in geopolitical orientation among Swiss business leaders: there is growing distance from the United States, while strategic openness toward the EU and Asia—especially Southeast Asia—is on the rise. The representative survey was conducted by the ZHAW Center for Geopolitics and Competitiveness, in collaboration with SUPSI and HE-Arc, and provides new insights into how Swiss companies are rethinking their global positioning.
The results of the Swiss Managers Survey 2025 show increasing scepticism toward the United States: 64% of respondents report a more negative perception of the country, while only 2% say their view has improved. This shift is already translating into action. Nearly one in four companies is actively reducing—or planning to reduce—their dependence on U.S. software and cloud services, signalling a clear move toward strategic autonomy.
At the same time, the European Union is becoming more attractive, as is the growth region of Southeast Asia. The ZHAW Center for Geopolitics and Competitiveness interprets this as a clear trend toward geopolitical diversification. The data shows that Swiss companies are preparing for a multipolar global order.
The survey, which included 280 managers from across Switzerland, also reveals that despite the negative impact of U.S. tariff policies—about 70% of respondents report economic harm—a majority opposes retaliatory measures. Swiss business leaders remain committed to the principles of open and rules-based global trade.
With the Swiss Managers Survey, the ZHAW Center for Geopolitics and Competitiveness provides a vital snapshot of how the Swiss business community assesses global political developments. The findings offer valuable insights for business, policymakers and researchers navigating an increasingly complex international economic landscape.