Not so long ago, two years ago to be precise, Austrians were more confident than they had been for a long time. Since 1989, the population has not been so optimistic about the coming year. This mood changed fundamentally in 2020 and will continue in 2021: The pandemic shows the continuation of the most significant shift in the basic mood since 1972, i.e. the first empirical measurement of the New Year's mood. The ongoing loop of the pandemic is even worsening last year’s depressed mood. Confidence is now at an all-time low of 26 percent.

Go to the Report...

The Austrian population primarily associates three aspects with customer orientation: the need orientation or individualization, the friendliness of employees and the good advice. In the eyes of the population, expectations of companies will increase significantly in the following areas: digital access (e.g. online shops), delivery service, easy ordering, short delivery times and good financing options.

Go to the Report...

The great importance of environmental protection is undisputed, almost every second Austrian considers it very important (score 1 on a 5-part scale), just under 8 out of 10 consider environmental protection to be at least somewhat important (score 1+2). Interesting: This is particularly firmly anchored in the mentality of the generation 60+ (top box). The topics of sustainability, environmental protection and regionality are currently booming, perhaps also due to the pandemic. This may have strengthened the trend.

Go to the Report...

Compared directly to the Generation 65+, Generation Z (16- to 25-year-olds) is much more affine online, more focused on progress and speed and tends to appreciate flexibility. Significant differences between the generations are noticeable. Mobility is defined spontaneously by the means of transport, not the destination. When it comes to mobility, the focus is on physical, not mental, movement.

Go to the Report...

The Austrians had to struggle with physical and mental challenges in the last year, which was very much shaped by the corona pandemic, and two-thirds felt strained. Young women were more affected than any other socio-demographic group. The higher the stress level in everyday life, the more frequent the physical and mental strain. Around a fifth of the Austrians are stressed in everyday life, two thirds did not feel particularly stressed in the last week. Stress tends to be perceived negatively, two thirds of those under stress are of this opinion.

Go to the Report...

The Austrians are quite certain that the anchoring of democracy in our constitution is very important overall. 3 out of 5 are very convinced of this. When it comes to the effects of the crisis on democracy in Austria, around a third of the Austrian population thinks that democracy is in jeopardy, around half assume the opposite. No clear decision on the most suitable form of government, authoritarian-led countries do not fare significantly worse in the opinion of the Austrians. Among those who rate authoritarian countries as more successful in fighting pandemics, around a third disagree that democracy is nevertheless the better form of government.

Go to the Report...

Hier anmelden:

Studien und Berichte rund um Konsumenten Insights und gesellschaftspolitische Trends