From Military Colonel to Salvation Army Advocate: A Swiss Leader’s Bold Shift
Markus Häfliger, a former federal parliament correspondent and Swiss army colonel, has taken on a new role as Head of Public Affairs for the Salvation Army in Switzerland. His transition to lobbying began in April 2023, following a career in journalism and military strategy. The move was partly inspired by a visit to an emergency shelter, where he witnessed firsthand the struggles of working individuals facing financial instability.
Häfliger’s background includes high-profile investigative work as a journalist for Neue Zürcher Zeitung and Tages-Anzeiger. He covered major scandals such as the Kazakhstan affair, the Libya affair, and cases of signature fraud in Swiss popular initiatives. Before entering lobbying, he served as an army colonel, leading the Strategic Command until his departure in early 2023.
The Salvation Army, an evangelical free church, provides direct aid to vulnerable groups, including those in emergency shelters. Häfliger noted that many shelter residents are not stereotypically homeless but employed people experiencing temporary crises. His observations reinforced the organization's dual challenge: delivering immediate support while addressing deeper systemic issues. As lobbyist, Häfliger aims to amplify the voices of marginalized communities in political discussions. However, the Salvation Army's mixed public reputation may complicate its advocacy efforts. The organization must balance its role as a unifying force across political divides with the need to take clear stances on structural injustices. In a 2024 interview with Anna Jungen, Häfliger referenced Brazilian archbishop Hélder Câmara’s quote on the tension between charity and justice. This perspective guides his approach to lobbying—combining practical aid with advocacy for long-term change.
Häfliger now leads the Salvation Army’s public affairs team, pushing for greater visibility in policy debates. His experience in journalism and military strategy brings a unique perspective to the role. The organization continues to navigate its mission of helping individuals while engaging with broader social challenges.
