5 / 2013 Bulletin The world’s oldest banking magazine – since 1895. Identity - Who We Are and What Defines Us Including results of the major survey, the 2013 Swiss Worry Barometer T h e Art of progress. The new Audi A8. The art of breaking new ground in design and dynamics with lightweight engineering. Experience the technique of reducing the weight of wheels using new materials and thereby realising new potential savings. The 20" technology wheel* of the new Audi A8. More at www.audi.ch/a8 * optional feature — Editorial — Identity Is a Many­Faceted Thing 1 2 3 4 hether for individuals or groups, to build up a sense of self or differentiate from others, the act of defining identity strikes a chord with everyone and opens the emotional floodgates. The struggle to define the self is at the heart The following people contributed to this issue: W of every personal biography and, for better or worse, has shaped global history. his issue of Bulletin examines identity in Switzerland. 1 Yves Genier Knowing that a country cannot have one single identity, The Swiss business journalist is experiencing we explore various aspects of what it means to be Swiss. the upswing in the Lake Geneva region, up For example, what is still Swiss about the emigrants who were close and personal. Genier, 47, has always T lived between Geneva and Lausanne. His driven out of the country for economic reasons more than 70 report on Arc Lémanique starts on page 28 years ago and settled in northern Argentina (see page 56)? How are the economic recovery and internationalization changing the 2 Monika Bütler Arc Lémanique, the booming region on Lake Geneva (page 28)? The economics professor at the University of On page 20, we look into the phenomenon of how social insur­ St. Gallen and head of the Swiss Institute for Empirical Economic Research writes about ance, AHV or Old Age and Survivors’ Insurance, plays a major the role of retirement planning in creating role in the country’s cohesion. And of course we are also inter­ identity – with a personal perspective, “My ested in how others see our country (page 68). Anyone who con­ grandmother was widowed with three small siders themselves a model Swiss citizen should try their hand at children during the war. When she received a the citizenship exam (page 78). It’s amazing how many correct modest AHV retirement pension for the first time in 1948, she broke down in relief and answers are needed to be granted a Swiss passport. gratitude.” Page 20 he Credit Suisse Worry Barometer is featured in the middle of the issue. What concerns the Swiss? What is 3 Marco Vernaschi important to them? The survey, which has gathered sen­ The Italian photographer has been living in timents on voters’ worries and their perception of identity since Argentina since 2005. He has worked for T 1976, once again produces some astonishing results. More than many of the world’s largest publications and won the World Press Photo Award in 2010. half of respondents are optimistic about their own financial situ­ For Bulletin he traveled with author Andreas ation, and nine out of ten think that things will get even better. Fink to northern Argentina, where they This proportion has never been higher. Faith in the country’s im­ visited a Swiss colony. They returned to Bue­ portant institutions and stakeholders is also at an all­time high. nos Aires with their suitcases stuffed with The government, media, police and Federal Supreme Court have Bündnerfleisch, cervelat, raclette cheese, and cornichons. Page 56 never been more trusted. The analyses and interpretations of the report start on page 37, and the entire report is available for down­ 4 Urs Willmann load at www.credit­suisse.com/worrybarometer. Swiss journalist Urs Willmann left Zurich 15 years ago and moved with his family We would like to thank you for placing your trust in us. to Hamburg, where he now works for Die Zeit. The longer he’s away, the more patri­ Your editorial team otic he becomes. See page 68 for Willmann’s perspective on his homeland. Bulletin 5 / 2013 — 1 — Contents — Bulletin: Identity CREDIT SUISSE 4 More Than the Matterhorn 2013 WORRY BAROMETER 56 Switzerland – Suiza Looking Beyond Postcard Visiting Swiss Emigrants in Vistas: Some Unusual Swiss Argentina, Who Commute Landscapes. between their Old and New 37 Worry Barometer Countries. 16 Me, Myself and I What Worries Every Person Has Multiple the Swiss? Identities. Why It’s Good to Be Aware of this Fact. 20 Three Magical Letters 44 % Unemployment,(-5) AHV and health The AHV Means More Than care have become37 less % threatening, Just a Retirement Pension wage worries have(+0) increased. to the Swiss. 29 % (–7) 22 The Future of Banks Urs Rohner on the Swiss Mentality, Credit Suisse and 66 Nature versus Nurture His Favorite Movie. New Developments in an Old 28 Debate. Is Human Nature On the Upswing Unemployment Immigrants prov. Retirement Predetermined or Malleable? The Economic Boom in the Arc Lémanique, the Buzzing 68 New Love Region around Lake Geneva. How a Swiss in Germany Sees 44 The Voice of the Economy His Homeland in a New Light. Valentin Vogt, President of the Confederation of Swiss 69 Elisabeth Kopp Employers. Switzerland’s First Female Federal Councilor Admires 46 Identity Barometer Today’s Female Politicians What Makes the Swiss What They Are? 72 “Swiss Made” What the Seal of Quality 51 Focus on Trust Means. And How Swiss SMEs Swiss Institutions and Maintain these High Standards. Stakeholders Have Never Been so Popular. 78 Did You Know? A Quiz with Questions from 52 The Voice of Politics the Naturalization Exam Ruedi Lustenberger, for the Canton of Aargau. the New President of the National Council. 80 The Specter of Unemployment Illustrated by Jörn Kaspuhl. 54 Focus on Financial Institutions Call for More New in the App Store Self-confidence. The News & Expertise app, Cover: including Bulletin and other current Multiple Identities, illustrated by Zohar Lazar publications of Credit Suisse. (article on page 16). www.credit-suisse.com/bulletin PERFORMANCE Publishing details: Published by: Credit Suisse AG, content strategy, articles: Ammann, Brunner & Krobath AG neutral (www.abk.ch), design concept, layout, production: Crafft Kommunikation AG (www.crafft.ch), photo editing: Printed Matter Studio Andreas Wellnitz, Berlin, pre-press: n c ag (www.ncag.ch), printer: Stämpfli AG, circulation: 150,000, No. 01-13-483641 Ð www.myclimate.org © myclimate The Climate Protection Partnership contact: [email protected] (content), abo.bulletin@credit­suisse.com (subscriptions) Photos: Dan Cermak, Crafft, Marco Vernaschi Bulletin 5 / 2013 — 3 More than the Matterhorn Switzerland at its peak: Every Swiss child and every foreign tourist knows the Matterhorn. And not just because of the postcards it’s on. It is one of the world’s most­photographed mountains and serves as the scenic symbol of the Alpine Re­ public, as it is popularly known. Typical Switzerland! But the country is not so small that it can be reduced to a single monument. So here are some pictures of landscapes that may not be so typical. But they are totally Swiss. Les Diablerets in the Vaud Alps. Photo: RaffaelWaldner Caumasee near Flims, in the canton of Graubünden. Photo: Noë Flum Creux du Van in the Jura, between Neuchâtel and Vaud. Photo: Mark Niedermann The earth pyramids of Euseigne in the Val d’Hérens in Valais. Photo: RaffaelWaldner Monte San Salvatore in Ticino; Lugano is to the right. Photo: Roland Tännler The Greina Plateau in the canton of Graubünden. Photo: Mark Niedermann — Identity — Self­Perception is a Picture Book Every person is made up of multiple personalities. It’s not schizophrenia – it’s completely normal. People who are aware of their own multiple identities are more tolerant of others. By Simon Kuper (Text) and Zohar Lazar (Illustration) One day in 1944, when Amartya Sen was Muslims and Hindus rather than fellow Swiss, Muslim, a woman, a Basler, an eth­ a boy in Dhaka – then still an outpost of Bengalis, Indians, poor people, neighbors, nic Turk, a Justin Bieber fan and a bank British India – a bleeding man came stag­ contemporaries or indeed just humans? employee. Sen – a respected philosopher gering into the Sen family garden. The “Who are we?” has become a hot topic in as well as an economist – might just have man turned out to be a Muslim day labo­ the West in recent years, prompted by hit on a solution for our times. rer named Kader Mia, who had just been anxieties over immigration, globalization knifed on the street by Hindu sectarians. and terrorism. “Identity Can Kill” “I shouted for my parents, while fetching Identity is a powerful feeling. It can arouse some water for him,” recalls Sen, now a feelings of sympathy and solidarity. As a 79­year­old Nobel laureate in economics, Swiss, you might cheer on a skier you have in his book “Identity and Violence”. “As “Who are we?” has never met just because he’s descending the an eleven­year­old boy I could not do become a hot topic mountain in a red­and­white or Swiss­ much for Kader Mia as he lay bleeding cheese­themed suit. “And yet,” writes Sen with his head on my lap.” in the West in recent on the first page of “Identity and Violence,” Hindu and Muslim thugs in Dhaka “identity can also kill.” In 1944, he writes, had suddenly begun killing each other. years, prompted “I recollect the speed with which the broad “While he was being rushed to the hospi­ by anxieties over human beings of January were suddenly tal in our car,” writes Sen, “Kader Mia told transformed into the ruthless Hindus and my father that his wife had asked him not immigration, fierce Muslims of July.” Similar processes to go into a hostile area during the com­ happened in Nazi Germany, in Yugoslavia globalization and munal riot.