Survey: Only 22% of residents explain the significance of the Freedom Monument to the younger generation

Almost half (46%) of people spend national holidays with their loved ones, 18% participate in torchlight processions and the same number watch military parades in person or on television, according to a survey* conducted by AAS "BTA Baltic Insurance Company" (hereinafter - BTA) and the research agency "Norstat Latvija". At the same time, only 22% of respondents have explained the significance of the Freedom Monument to their children or children of their relatives, while 39% believe that this should be done by someone else, such as educational institutions. As Evija Matveja, member of the BTA Board, emphasizes, we all contribute to the traditions of national holidays and the understanding of the high value of freedom – with our attitude, actions and desire to preserve what unites us. 

How are national holidays celebrated in Latvia? 

Overall, Latvian residents most often spend national holidays with their families – this is indicated by 46% of respondents. This tradition is unifying regardless of age, but most often, namely in 52% of cases, people aged 18-29 celebrate national holidays with their families, and less often, in 41% of cases, people aged 50-59. 

18% of residents participate in torchlight processions, for example, in their city. This was most often indicated by people aged 18-29 – 27%. Military parades are also watched remotely on television or in person by 18% of respondents – moreover, seniors aged 60-74 watch military parades more often than others – 21%. 

Of all survey respondents, only 10% visit the Freedom Monument and place candles at the Riga Castle wall or the Brothers' Cemetery [LV – Brāļu kapi] during national holidays. Meanwhile, 33% responded that they do not participate in patriotic activities at all during national holidays. 

Evija Matveja, member of the BTA Board, continues: "BTA has been insuring the Freedom Monument for many years, and this gives us not only the opportunity to show our respect for Latvian history and the people who created and protected it, but also a way to highlight the significance of this symbol for each and every one of us every year. We all create national holiday traditions together – with our attitude, actions, and desire to preserve what unites us. Patriotic traditions, celebrating national holidays, bring people together and remind us that freedom and security are not self-evident values, especially in the current geopolitical circumstances." 

Both in the country as a whole and in the regions, family circles are given priority for celebrating holidays – 54% of respondents in Vidzeme, 47% in Kurzeme, 45% in Riga, 43% in Latgale, and 41% in Zemgale indicated this. Torchlight processions are most common in Vidzeme (31%) and Kurzeme (29%), while in Riga this activity is significantly lower – only 7%. Military parades are also most often watched in Vidzeme (22%), followed by Zemgale (19%) and Kurzeme (16%), while in Latgale and Riga this figure is 15% and 17% respectively. Riga has the highest proportion of residents who do not participate in national holiday events at all – 40%, while in Vidzeme this figure is only 20%. 

22% of residents explain the significance of the Freedom Monument to the younger generation 

The survey revealed that only 22% of respondents have explained the significance of the Freedom Monument to their children and children of their relatives, while 28% have mentioned it in the context of national holidays, but without further explanation. 39% admit that they do not talk about the significance of the monument at all, believing that someone else, such as educational institutions, should do so. 

In the regions, the Freedom Monument and its significance are most often explained to the younger generation by people from Vidzeme (26%) and Kurzeme (25%), while in Latgale only 18% do so and in Zemgale 19%. In Riga, 22% explain the significance of the monument, and Riga also has the highest percentage – 42% of people – who say that someone else, such as educational institutions, should do so. 

"The significance of national symbols can be explained to children and young people not only at school, but also within the family or in everyday conversations – this is our shared responsibility. The Freedom Monument is not just a historical object; it is a living symbol that inspires and reminds us how precious freedom is. Our task is to ensure that this security is also ensured in real life, because by protecting the monument, we are protecting part of Latvia's identity. That is why BTA is proud to continue the tradition, and this year, for the 22nd time in a row, we will present an insurance policy for the Freedom Monument – as a sign of respect and care for what unites us as a nation," says E. Matveja. 

The presentation of the Freedom Monument insurance policy to the city of Riga has become a tradition during the national holiday. The insurance policy is worth EUR 1.5 million and will be presented on November 14. 

*The survey was conducted in October 2025 by BTA and Norstat Latvia, with the participation of 1,013 Latvian residents aged 18 to 74.