People on zebra crossing in Zurich. Daily life in Zurich.
The country is perceived worldwide as one of the best, if not the best, countries to live and work in.This worldwide recognition enjoyed is a result of the country’s hard work at maintaining an impeccable international reputation, Switzerland is regarded as honest, unbiased, neutral and trustworthy by most people. The international reputation that the country has is what gives it such high levels of recognition in international diplomacy.
What exactly is soft-power?
Soft power is the ability of a nation to exert pressure on an international level by using its economy or culture to effect change. This differs from hard power in that it doesn’t require any military action or other actions such as sanctions to effect change. Persuasion is the foremost tool used in the exercising of international clout.
How does the country use this power?
The Swiss use their soft power to promote the culture of neutrality and co-operation amongst nations. The country is seen as an excellent example of how to protect the interests of its own citizens while also working with other countries to improve living standards worldwide. Switzerland also uses its international clout to attract investment and money to its own economy, the Swiss economy ranks amongst the most stable worldwide. This stability serves as one of the countries strongest soft powers and it uses this to attract investment into the Swiss economy. The famous Swiss neutrality is another of the countries strongest tools of persuasion and is used to strengthen the countries global image of stability. The country has a highly developed financial services sector which thrives on the stable economy and highly developed social standards of the country. People are attracted to Swiss banks because of the sense of security that they offer, money in a Swiss bank account is safe.
In today’s changing world international influence is more important than hard power. Financial security and stability are enormously important in the creation of a politically and socially stable country. The country has used its stability as a marketing tool to attract more investment which ultimately makes the country even more stable. The Swiss have perfected the art of using a hard-earned international reputation to improve the lives of the country’s citizens.
Where does the excellent Swiss reputation come from?
The Swiss are famously neutral when it comes to international politics, especially where military action is concerned. The country has not participated in any world war or other conflict and offered sanctuary to those most affected by these conflicts. Swiss policy is mainly directed at creating a better country for its own citizens. This strong commitment to stability has made the country an enviable place to call home. Although the country is not big in terms of landmass occupied it is big on peaceful co-existence and working together to improve life for all. Many big international companies and organisations are headquartered in Swiss cities making it attractive to work and live there. The Swiss government is also known for its highly effective governance and is not plagued by excessive corruption as is seen in many other countries around the world.
World Economic Forum
This is certainly one of the most important ways in which the Swiss exercise their international economic clout. The annual World Economic Forum is held in the city of Davos and sees the world’s most important economic decision-makers come together. The fact that the event is hosted by the country further cements its role as a stable and progressive economic superpower.