Turning population growth into an opportunity for better living

Switzerland is growing, and with it the pressure on housing, land, and quality of life. With its current mission “Building. Housing. Living.”, the Migros Pioneer Fund is looking for entrepreneurial solutions that show how a growing population and a high quality of life can go hand in hand. We spoke with Britta Friedrich, Head of the Migros Pioneer Fund, about why densification needs innovation, what founders can contribute, and what the Fund is looking for in its current call for ideas.

Britta, the Migros Pioneer Fund has launched a call for ideas around building, housing and living. Why this topic, and why now?

Population growth is a fact, not a political statement. According to official projections, Switzerland will continue to grow in the coming decades. The real question is not whether we grow, but how we do so. Building, housing, and living are central to everyday life. They shape how we coexist. This makes the topic both highly relevant and highly tangible.

At the Migros Pioneer Fund, we focus on societal challenges where entrepreneurial solutions can make a real difference. Housing is exactly such a field: it connects ecology, social cohesion, and economic viability. It urgently needs new ideas that go beyond incremental change.

The Migros Pioneer Fund commissioned a representative population survey together with the Gottlieb Duttweiler Institute. What surprised you most?

One key insight was the gap between public debate and lived reality. Despite the negative narrative around housing shortages, densification stress, and rising rents, three out of four people in Switzerland are satisfied with their current housing situation.

At the same time, this satisfaction does not mean resistance to change. Many recognise that population growth requires new ways of living together, and around 80 percent consider densification a sensible measure in principle. This combination of high satisfaction and openness to change is an important starting point for innovation.

Under what conditions is densification accepted?

The survey shows that densification is accepted when it improves quality of life.

People support densification especially when it takes place in cities and agglomerations rather than in rural areas, and when it is combined with green spaces, sustainable construction, and improved surroundings. We also found that acceptance cannot be bought with financial incentives alone. It has to be earned through visible added value.

Where do people draw clear boundaries?

The strongest boundary is private space. While people accept proximity in public space, shared use of private living space remains limited. Around 15 percent would reduce their own living space for shared use. This tells us that innovation needs to respect deeply rooted needs for privacy and stability.

At the same time, this does not mean that sharing models are impossible. It means they must prove in everyday life that they work and genuinely improve quality of life.

What does this mean for founders and startups?

It means there is real opportunity. The survey helps us understand where openness already exists and where innovation still needs proof. This is exactly where entrepreneurial projects can act as pioneers.

We are looking for founders who translate abstract ideas like “qualitative densification” into tangible solutions: new ways to use space more efficiently, new concepts that combine density with greenery, community, and climate resilience. This can include repurposing and reusing existing buildings, modular, flexible, or circular construction approaches, or services that make moving, sharing, or adapting living space easier. It can also include solutions that combine densification with climate adaptation, for example heat mitigation or green infrastructure. What matters is an entrepreneurial approach. We want solutions that can grow and create impact beyond individual pilot projects.

Connect with Britta here!

---

Infobox

Migros Pioneer Fund: Making the Future Better

Since 2012, the Migros Pioneer Fund has complemented Migros’ social commitment by taking an entrepreneurial approach to funding. It provides start-up financing for young companies that want to address social issues and effect positive change through innovative business ideas. The fund has around CHF 15 million at its disposal each year and is supported by Migros Group companies such as Denner, Migros Bank, Migrol, Migrolino, and Ex Libris.

Through its “From 0 to 100” initiative, the Migros Pioneer Fund addresses key future issues. As part of a mission, the fund focuses on a socially relevant topic for a specific period of time. Its current mission, “Building. Housing. Living.”, addresses the question of how Switzerland can cope with population growth without compromising quality of life, sustainability, or social cohesion. A call for ideas is open until mid-March. The fund is looking for entrepreneurial ideas that create added value for everyone through qualitative densification.

Check it out here!