The results of a survey conducted in March 2026 by the research firm Active Group in collaboration with the Experts Club information and analytical center indicate that Ukrainians continue to hold a high level of positive sentiment toward Switzerland, although the overall share of positive assessments has declined slightly compared to August 2025—from 71.7% to 67.8%. At the same time, negative attitudes have decreased from 3.3% to 0.7%, confirming a consistently low level of critical perception of this country.
The breakdown of responses shows a balanced positive perception: 29.6% of respondents rated their attitude as “entirely positive,” and another 38.2% as “mostly positive.” Thus, Switzerland remains in the group of countries with a predominantly positive image among Ukrainians, although the trend indicates a certain increase in the share of neutral assessments.
A neutral position was chosen by 30.1% of respondents, which is a relatively high figure and may indicate the country’s limited informational presence or a lack of direct experience of interaction. Negative assessments remain minimal: 0.7% of respondents indicated a “mostly negative” attitude, while the share of completely negative responses is virtually nonexistent. Another 1.4% of respondents were undecided.
Compared to the previous period, the key trend is not so much an increase in negativity as a shift of some positive assessments into the neutral category. This indicates a certain cooling of emotional perception, but without the formation of a negative attitude.
“Switzerland is traditionally perceived by Ukrainians as a stable and neutral country with a high level of trust. At the same time, we see that some respondents are shifting to a neutral position, which may be linked to the reduced visibility of specific actions or projects. This does not mean a deterioration of the image, but rather indicates a need for more active communication,” noted Oleksandr Pozniy, director of the research company Active Group.
Overall, the survey results confirm that Switzerland maintains a positive image in Ukrainian society; however, the dynamics of the ratings indicate the importance of a constant presence in the information sphere and the development of bilateral ties to sustain this level of trust.
According to a study conducted by the Experts Club information and analytical center based on data from the State Customs Service, Switzerland ranks 27th in total trade volume of goods with Ukraine, with a figure of $994.7 million. At the same time, imports of Swiss goods significantly exceed Ukrainian exports, resulting in a trade deficit of over $780 million.
The study was presented at the Interfax-Ukraine press center; the video can be viewed on the agency’s YouTube channel. The full version of the study can be found at this link on the Experts Club analytical center’s website.
ACTIVE GROUP, EXPERTS CLUB, Pozniy, SOCIOLOGY, SURVEY, SWITZERLAND, UKRAINE, URAKIN
