The survey by the Campaignfit company, based in Zurich, found that the residents of mountain cantons are often stigmatized as having an “old approach to life” and narrow-minded views.
The Cantons of Zurich and Geneva are perceived as snobby and arrogant, while also fiercely independent.
The Ticino region in the Italian part of the country and the Canton of Geneva are considered “young, open and hip,” the company said, and Ticino also holds the record for “most beautiful canton,” together with Canton Graubünden and Valais.
All the cantons are considered to have enough 'Swissness', with quality services and safety, while urban cantons such as Geneva, Zug, Basel and Zurich are not perceived as child-friendly.
According to the company, a total of 7,135 Swiss men and women took part in the on-line survey between the end of March and the end of May this year.
“The Swiss have a strong sense of belonging to their cantons. The so-called 'cantonal spirit' is everywhere,” Campaingfit said on its website, which also features a 'canton image monitor' summarizing the questionnaire results.