RUSSIA 2022 IN THE FLOW OF CHANGE - IPSOS FLAIR COLLECTION
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RUSSIA 2022 IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION
IPSOS FLAIR:
UNDERSTAND
TO FORESEE
HENRI WALLARD
DEPUTY CEO - IPSOS GROUP
Despite a challenging environment atmosphere of a country, to perceive (their perceptions, trust, and By bringing together diverse and
marked by the Covid-19 crisis, the the right direction, and to know when frustrations) complementary perspectives, the
ambition of Ipsos Flair hasn’t changed. to act. Ipsos Flair series helps our clients
It is an international publication about • Exploring key topics (including to formulate and to fine-tune their
the values and attitudes of consumer- It is another way of seeing, with demographic shifts, the strategic planning approaches. Flair is
citizens and how they shape their survey results as sociological environment, consumer behviour, just one tool that allows Ipsos to: “Be
views on all actors of society, symptoms to understand the true new attitudes, and the impact of Sure. Act Smarter”.
providing in-depth analysis and relationship between people and technology
recommending the best strategies. everything around them. Enjoy your reading!
• Success stories and case studies.
It is a good moment to help people Breaking away from stereotypes, Flair Flair is also developed in Brazil, China,
around the world to better understand affirms Ipsos’ intellectual leadership, This year, we focus on what the France, India, Indonesia, Italy, the
Russia based on research and freedom of spirit, and expertise Covid-19 crisis had changed in the Kingdom of Saudi Arabia, Mexico,
experience of our experts. through: behavior of Russian consumers, Peru, South Korea and Thailand.
but where possible going further
Ipsos Flair is about instinct and • Analysis of people’s to consider their roots and cultural
intuition, the ability to capture the motivations and expectations developments.
2 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 3
EDITORIAL searches return pages showing a super
attractive country with architectural
wonders, a grandiose heritage,
space that can be controlled, improved,
and transformed. In Russia in particular,
there has been a kind of nostalgia for
breathtaking landscapes, and dramatic everything that the “dacha” (country
YVES BARDON and excellent cultural ventures. Russia
was highly decorated in the 2021
house) represents for urbanites; an
ideal, social status, a reunion with
IPSOS FLAIR PROGRAMME DIRECTOR, World Travel Awards, the “Oscars of nature, and so it has seen a great deal
IPSOS KNOWLEDGE CENTRE the tourism industry”: Moscow won
the prizes for Europe’s leading urban
of investment.
destination while Saint-Petersburg was The home is becoming the center of
Although the Covid-19 crisis is not yet their behavior in a crisis – much lower crowned Europe’s leading heritage our world. The pandemic-led physical
fully resolved around the world, can we than 87% in South Africa, 83% in destination, ahead of Paris, Amsterdam, limitations for retail created a sharp
still look past it, into the future? What Turkey or 82% in China2. Athens, Berlin and even Venice. change in the patterns of purchasing
conclusions can we take from it today? behavior and a new buyer was born,
Has it changed our values and our Despite the challenging situation In one of our previous editions of Flair one that flexibly moves between offline
behavior? created by the health crisis, Russians Russia, we noted that the international and online purchasing channels and
are also less pessimistic than the other embargoes placed on Russia created comfortably interacts with technology
We remember the prophetic inhabitants of the planet. In October the conditions to relocate production in-store and online.
announcements in 2020 of a new world 2021, only 22% felt coronavirus was a and find ways to be more independent.
of reduction, de-consumerism and great top issue facing their country, compared Covid-19 has also played the same role Because the crisis was frightening,
upheavals. It is much fairer to speak of to 29% globally, 38% in USA and 34% to an extent, by creating a life under revealed unexpected fragility, and
the same world of accelerating, pre- in the UK. The most important concerns constraints and the need to switch to provoked change, we must provide
existing trends, as illustrated by the in Russia are poverty & social inequality “coping” behaviors. And it is not the responses that are both practical and
2021 Ipsos Global Trends survey and (54%, as in December 2021) and least paradoxical element of this crisis psychological, using an empathic and
the thought-provoking future-building unemployment & jobs (27%). Russians that conditions are created for new emotional approach thanks to our ever-
scenario of “Shaping 2025”1. The world do not seem to be worried about opportunities. finer understanding of consumer values,
has changed less than some imagined, environmental issues, widely publicized motivations, and expectations. It is the
and the concerns remain those of 2019. in particular during the UN Climate The home is the chief symbol. In vocation of Ipsos Flair to help brands and
Change Conference (COP 26): 3% (vs. an environment that has become strategists to find the keys to success,
Interestingly, Russians are very aware 16% globally) say they are worried dangerous with the risks of particularly in crisis situations!
of this natural human tendency to adapt about climate change. contamination and because of
rather than transform. 67% of them the various restrictions, the home
agree that the Covid‐19 pandemic has Despite many critics addressed to has become more associated with
shown how quickly people can change Russia in foreign media, internet cocooning, protection, and wellbeing, a
4 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 5
IN THE FLOW • Russians are not prone to fatalism
and are ready to take their fate
world? Where can companies and
brands place their efforts to power-up
OF CHANGE
into their own hands. the qualities that so far are under-
developed for this context?
• Being “savvy”; demonstrating
the ability to find unconventional In this issue of Flair Russia, we
EKATERINA RYSEVA solutions, has always been a
strength, and people have become
also reflect on how everyday life in
Russia and the Russian character are
COUNTRY MANAGER RUSSIA, IPSOS even more ingenious in the past changing from different perspectives
five years: constant crises, falling that include family values, the home,
incomes – all these factors life in the city and the countryside,
In 2021, our clients often asked us united and rightfully proud of their contribute to people’s ability to leisure activities, shopping, and
not only to describe the changes culture and willingness to embrace adapt to difficult environment health.
in Russian people’s consumption change, transformation and potentially conditions, while avoiding risks
and purchase behavior, but also opportunity. when possible. All this will help brands to understand
to characterize the socio-cultural their customers not only as
profile of Russian residents. Indeed, I would like to share my conclusions We took a detailed analysis of the consumers and buyers, but also as
the value of this information during from these findings: profile of the Russian population one people from a more human point of
periods of change increases. Cultural step further and looked at the findings view. This can also become a starting
attitudes that exist in society influence • The data disproves the myth through the prism of transition from point for building an empathic brand
how people will react to changes, the that the Russian people have a the complex VUCA (volatile, uncertain, ecosystem3 which, in turn, will provide
speed of adoption and adaptation, and negative outlook. It is common complex, ambiguous) world1 to a new fuel for further strengthening the
the mentality we take into the future. to hear that we are not positive concept: the chaotic and disturbing strategic role of insights 4 and their
and are distrustful, but we find BANI (brittle, anxious, non-linear, more active influence on decision-
We have decided to take a systemic that, actually, the attitude towards incomprehensible) world2. We would making in the future development of
approach to answering this question other people is neither positive or like to offer our readers some food brands.
and study the socio-cultural profile negative. for thought. Which features of the
of the Russians within the framework Russian mentality will represent We have called this Flair Russia
of Flair Russia, which in 2022 is our • There is a trend towards being “superpowers” for a person’s more 2022 issue “In the Flow of Change”.
fourth edition. Read more about the more active: making independent comfortable life in the new BANI Developing businesses and brands in
research methodology and findings decisions, not waiting until
in the first article of this issue. 30 something passes on its own, and
1
VUCA is an acronym for English Volatility, Uncertainty, Complexity, and Ambiguity. A concept that emerged in
the 1990s to denote the uncertainty of the future.
years where Saudis have been so encouraging initiative. 2
BANI is an acronym for English Brittle, Anxious, Nonlinear, and Incomprehensible.
3
Ipsos Knowledge Center. Empathy Awakened. November 2021
4
Ipsos Knowledge Center. Transforming the Insight Function. October 2021
6 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 7
a world where stability is becoming an
anachronism is quite challenging. Yes,
changes are constantly taking place
today, and we must get used to it.
But what does it mean
to “be in the flow”?
Flow is a state of high
engagement when
you get maximum
satisfaction from the
process.5 I believe it is
completely applicable to
the researcher’s work.
In a constantly changing
world, the value of the
researcher’s work and
the scales of research
tasks are only growing.
That is why it is so
important to learn to be
in the flow. This will both
bring the most efficient
result and generate
inspiration.
I hope that you will find many starting
points for understanding the current
changes in our new Flair Russia. The
team of Ipsos in Russia is always
ready to help you choose the right
direction in this flow of change.
5
The term “flow” was introduced by American psychologist
Mihaly Csikszentmihalyi in his book Flow. The Psychology of
Optimal Experience.
8 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 9
CONTENTS
12 148
SOCIAL CODES AND VALUES 10 BETS. HOW WILL THE BANI
14 CULTURAL PROFILE OF RUSSIAN PEOPLE. PATH TO NEW WORLD WORLD AFFECT US?
32 NEW PARENTING: RETHINKING OF ATTITUDES AND BELIEFS
42 TALKS THAT MATTER: THE QUALITIES CHILDREN LEARN AT HOME
54 THE 21ST CENTURY MAN IN RUSSIA: HOW TRADITIONAL MASCULINE
150
ROLES ARE TRANSFORMING SONG
62 MADE IN RUSSIA: PRIDE IN THE RUSSIAN AUTOMOTIVE INDUSTRY
151
70 ABOUT IPSOS
THE PERSONAL ECOSYSTEM
72 DO GOOD. WHY RUSSIANS ENGAGE IN CHARITY
82 HOME, SWEET HOME: THE CHANGING ROLE OF THE HOME FOR MODERN
RUSSIAN FAMILIES
92 COUNTRY LIFE: DRIVERS, BARRIERS AND PROSPECTS
106 YOU WON’T GET BORED. NEW DIMENSIONS OF AMATEUR SPORTS
118
USER GUIDE
120 THE SHOPPING FORMATS SETTING RETAIL TRENDS
130 RUSSIAN CONSUMERS AND FOOD SUPPLEMENTS: CURRENT TRENDS
138 MODERN TRENDS IN THE GAME. RUSSIAN GAMER’S INNER WORLD
10 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 11
SOCIAL CODES AND VALUES
IN THE FLOW OF CHANGE
CULTURAL
PROFILE OF
RUSSIAN PEOPLE.
PATH TO NEW
WORLD
MILA NOVICHENKOVA
MARKETING AND COMMUNICATIONS
DIRECTOR, IPSOS IN RUSSIA
The VUCA world (standing for Volatility, Uncertainty, not only about what people associate attitude has changed in the past
Complexity, and Ambiguity) in which we have been themselves with at the moment, but five years.
living in the past decade is no longer relevant also about the extent to which their
today. It is being replaced by the BANI world,
which is characterized by the following alternative WHO ARE WE, THE RUSSIAN
descriptors: Brittle, Anxious, Nonlinear, and PEOPLE?
Incomprehensible. When standing on the border
between two worlds, we receive many questions According to Chart 1 with the NET • Refuting the myth about an
about what it means to be Russian. What is the indices2 of the current self-perception “unmirthful culture,” one in two
person living in Russia today like? How will he or of people in all the characteristics, respondents consider themselves
she react to external changes, whether value-based the generalized profile of a Russian to be a positive person.
and technology-relateds? How has the VUCA world resident is as follows:
• The myth about the nation’s
influenced them and how will they find their feet in
• A heterogeneous nation of collectivism is not confirmed as
the BANI world? In this article, we will talk about
straightforward people true to the desire to prioritize common
the results of our study into the cultural profile of their traditions. They do not strive good over the personal good is
Russian people through the prism of change and to live against the rules, but they weak.
framework of facing an uncertain future. are not passive, characterized
by savviness and the believe • The Russians prefer to live for the
that there is a way out of any moment, but contrary to another
When analyzing the cultural profile of adherence to tradition, the need for challenging situation. They need stereotype about Russian fatalism,
Russians, the Ipsos team identified a ”great idea”, straightforwardness, to see a “Great Idea” for the one in two believe that they can
12 basic characteristics that are often willingness to take risks, and, of country. change their life if they desire to.
used to describe the collective image course, the notorious collectivism and
of a “Russian resident.” We also took heterogeneity of cultures in a country
into account typical stereotypes stretching across 11 time zones.
such as “unsmiling nation,” “inert
people”, “living beyond their means”, For each of the 12 characteristics, we
fatalism, and a desire to live against selected three statements to describe
the rules. We included the iconic them and conducted a quantitative
characteristic of “savvy” in this study among the urban population of
profile and assessed the strength of Russia aged 18+.1 We asked questions
1
The survey within the Ipsos study Cultural Profile of Russia took place on November 12-16, 2021 using the 2
NET indices are calculated by subtracting the share of people who choose two lower evaluations of the scale
Ipsos i-Say online panel. The company surveyed 1,987 adults aged 18-64. It asked two questions: (1-2) from the share of people who choose two upper evaluations of the scale (6-7). TOP2 and BOTTOM2
Q1. To what extent do you agree with each of the following statements? (scale from 1 to 7) averaged for three statements in a block are taken for each of the 12 characteristics.
Q2. Please say how your views have changed in the past 5 years for each of the following statements (scale
from 1 to 7)
16 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 17
SOCIOCULTURAL PROFILE savviness, according to respondents’
self-assessment, is significantly lower
of 25, the share of people who believe
that they are savvy significantly grows
OF RUSSIA. at the beginning of their independent and practically does not change till
life. However, from as early as the age the end of their lives.
NET SCORES. DIFFERENCE BETWEEN %TOP2 (6-7) AND BOTTOM2 (1-2)
Chart 1. Today Chart 2. Changes in the past 5 years
Traditionalism is almost half as strong in the
Collectivism 15 Collectivism 4
youngest age group (18-24 years old) vs. the
Savvy 32 Savvy 12
average of all respondents. They more often
Risk avoidance 11 Risk avoidance 3 welcome changes in values and culture: only 26%
-42 Passivity -9 Passivity consider themselves adherents to traditional values
Unmirthful culture
-9
5
FatalismF
Unmirthful culture
atalism
5
0
(the average for all ages is 53%), while only 37%
Great idea 39 Great idea 10
support the preservation of the traditional roles of
Traditionalism 37 Traditionalism 13 men and women (the overall score being 59%).
-2 Living against the rules Living against the rules 1
Straightforwardness 44 Straightforwardness 14 The acceptance of traditionalism is The younger generation is less likely
Heterogeneity 43 Heterogeneity 13
significantly higher in the groups aged to be straightforward and willing to
-6 Living beyond one’s means Living beyond one’s means 1
over 25. Here, between 45% and explicitly express their point of view
Source: Sociocultural Profile of Russia. Russians, 18-64. Online survey, Ipsos i-Say 66% consider themselves adherents if it differs from the opinion of the
panel. Data collection: November 12-16, 2021 N=1,987 to traditional values, while 55% - majority. However, this is still quite
Q1. To what extent do you agree with each of the following statements? (1-7) 67% stand for the preservation of high (47%), as it is for all Russians
Q2. Please say how your views have changed in the past 5 years for each of the established gender roles. (50%, on average).
following statements. (1-7)
The representatives of the youngest Passivity is not very high for the total
age group also show less of a need population (9%) and, unexpectedly, it
AGE PROFILES for a “Great Idea”. Great idea includes does not grow but rather decreases
the importance to see country’s with age. Today’s older generation
The age-specific peculiarities we many people. Young people tend to success and achievements, desire to is losing the features of “old Soviet
found are quite marked in terms of take risks more often, but their level contribute to country’s success and ladies” who would spend their days
individual characteristics, especially of collectivism is somewhat higher the importance to have Great Idea for on outside benches. This is no longer
in the youngest group of respondents than that of the people belonging to the country itself. Only 38% say they a “time left to live,” but an active life
(18-24 years old) – see Chart 3. Here other age categories; they show a need to see country’s successes and full of personal freedom, at a time
the world outlook is formed under stronger need to feel a “shoulder- achievements, while this rises to 62% when children have already grown up
the influence of an independent, to-shoulder” – with their parents, by the age of 55. and become independent.
economically active life experience for colleagues or friends. Level of
18 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 19On the other hand,, fatalism is more at middle age (20% for those aged each of the districts vs. 48% in the pronounced here compared to other
pronounced in the oldest age group between 35-44). total sample. regions. Neither traditionalism nor
(27%). The lowest level of fatalism is a desire to live against the rules, or
The North-Western District stands a desire to live beyond one’s means
Chart 3
out with lower scores for 10 of the are strong in this district. These
PROFILE OF RUSSIA. BREAKDOWN 12 characteristics included in the people are more homogeneous
INTO AGE CATEGORIES study. Collectivism, savvy, fatalism, and less straightforward. Distrust
the need for a Great Idea, and a towards strangers is significantly
TOP2 (6-7), MEAN % FOR THREE STATEMENTS IN THE CATEGORY desire to be proud of country’s less pronounced here than in other
Today’s self-assessment achievements are significantly less regions.
TOTAL 18-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55-64 y.o.
However, only 41% of respondents consider
Collectivism
Savvy
27
43
30
37
29
45
26
43
26
42
27
45
themselves positive people, the lowest level in
Risk avoidance 30 30 29 28 29 34 the whole country (which scores 53% on average
Passivity 9 10 11 8 7 7 across all districts).
Unmirthful culture 29 30 31 30 28 28
Fatalism 23 21 23 20 25 27
Great idea 50 34 48 48 55 55 On the contrary, the Southern However, the Ural District
Traditionalism 49 28 43 49 57 59 and North Caucasian Districts demonstrates the highest result
Living against the rules 26 24 27 25 26 25
(58%) comprise the highest share in “Unmirthful culture.” Although
Straightforwardness 50 47 52 49 51 52
Heterogeneity 52 46 53 51 54 54
of positive people. People from the share of people who consider
Living beyond one’s means 26 22 27 26 26 26 these regions are exceptionally themselves positive is among the
N=1987 N=197 N=464 N=511 N=401 N=411
straightforward, committed to largest ones here (55%), the survey
Source: Sociocultural Profile of Russia. Russians, 18-64. Online survey, Ipsos i-Say traditions, and less willing to take also shows an exceptionally high level
panel. Data collection: November 12-16, 2021 N=1,987 risks. Society here is much more of distrust toward strangers: 49% vs.
heterogeneous than in other parts 35% for the country in general. The
of the country. Unfortunately, these Ural District also takes the second
REGIONAL PROFILES people also report the highest levels place after the Southern and North
of condemnation within society: 56% Caucasian Districts in the level of
The analysis of regional profiles percentage of positive people (55%). vs. the total level for the country at condemnation faced by people (54%).
(Chart 4) reveals interesting At the same time, the Central District, 48%. This means these regionsare Other peculiarities of the Urals are
peculiarities, such as people from like the neighboring North-Western significantly higher in terms of an a more pronounced desire to live
the Central District are more willing District, is characterized by the lowest “unmirthful culture” than the rest of against the rules and the highest level
to take risks and are less committed levels of perceived condemnation the country. of savvy in the country.
to traditions. Here we find a high received from other people – 44% in
20 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 21Siberia stands out for its residents are characterized by a lower fast pace of living. In Russia, people cultural profile under the influence
heterogeneity, straightforwardness, desire to live against the rules vs. the started using it much later when, after of the VUCA world can be assessed
traditionalism, and a need for country in general. the 2000s, the active development using data obtained in response to
a Great Idea. The Far East of international companies began to the question asked within our study
conversely demonstrates a lower The Volga District stands out from use current western terms, including about changes in respondents’
level of straightforwardness and others with only one parameter – a convenient abbreviations to denote a views in the past five years (Chart
traditionalism. At the same time, its desire to live beyond one’s means. complex external environment. The 2). The five characteristics that have
VUCA world in Russia is rather the intensified are straightforwardness,
Chart 4 period after the 2010s, especially heterogeneity, traditionalism, savvy,
SOCIOCULTURAL PECULIARITIES fueled by the 2014 sanctions-related and the need for a Great Idea.
OF REGIONS crisis. The changes in the Russian
TOP2 (6-7), MEAN % FOR THREE STATEMENTS IN THE CATEGORY
The unstable and volatile VUCA world has created
Today’s self-assessment
an excellent catalyst for further strengthening
Southern and North
Russia’s national characteristics and a subject of
special pride – savvy.
Central Federal North-Western Volga Federal Ural Federal Siberian Federal Far Eastern Feder-
TOTAL District Federal District District
Caucasian Federal
District al District
District District
Collectivism 27 28 23 29 29 26 26 27
Savvy 43 43 39 44 44 47 41 42
Risk avoidance 30 27 30 29 33 31 32 30
Passivity 9 9 8 9 8 8 8 9 One in five Russians now associate Grappling with the complexity and
Unmirthful culture
Fatalism
29
23
27
23
26
20
28
25
33
25
35
25
30
22
33
25
themselves with an ability to find a variability of the environment has
Great idea 50 48 45 51 52 51 53 47 way out of challenging situations and, further reduced Russians’ passivity.
Traditionalism 49 45 46 51 55 53 53 44
Living against the rules 26 26 23 26 27 29 25 22
more than before, they look for new Contrary to the popular image of the
Straightforwardness 50 49 45 50 55 51 53 47 ways and means to solve problems. Russian fairytale character Emelya
Heterogeneity 52 50 44 53 58 55 56 50
Living beyond one’s means 26 25 22 29 27 27 27 26 In the best traditions of the saying lying on the stove, Russians do not
N=1987 N=596 N=218 N=383 N=279 N=182 N=229 N=100
“there is only a shard of a joke in consider themselves passive. On
Source: Sociocultural Profile of Russia. Russians, 18-64. Online survey, Ipsos i-Say every joke,” a popular online meme average, one in two say they do not
panel. Data collection: November 12-16, 2021 N=1,987 has appeared, saying: “If a zombie agree with living at someone else’s
apocalypse occurs when you are bidding and waiting until problems
on vacation, stay close to Russian have resolved themselves.
HOW HAS THE VUCA WORLD tourists to increase your chances of
survival.”
INFLUENCED US? The overall perception of Russians as people
unwilling to achieve anything rather suggests that
The term “VUCA”3 was invented back business community for a long time
we are living in “energy-saving” mode until the
in the 1990s and has taken root in the to denote fragmentation, chaos, and
external environment becomes uncomfortable.
3
VUCA is an acronym for English Volatility, Uncertainty, Complexity, and Ambiguity. The concept emerged in
the 1990s to denote the uncertainty of the future.
22 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 23The VUCA world, which is displacing now and for the future generations. a fertile soil as they comply with a that differs from the position of
us from the comfort zone, has become Approximately one in five say that they person’s inner need. the majority. The same proportion
a good incentive to increase activity, have started feeling more pronounced also like to communicate with
as we can see in the changes shown aspirations of this kind in the past An interesting VUCA manifestation is straightforward people. One in five
within the chart. five years. The reason is partly the a growing straightforwardness in has felt this more acutely over a
strengthening of localism with the communication over the five-year five-year period. One respondent
At the same time, people do not feel growing importance of local affairs in period. The increasing complexity told us: “I have no time to think how
that they are subject to their fate. Only the life of individuals today. (and acceleration) of the environment, my words will affect you, I need to
one in 10 believes it is impossible to multitasking, the growing amount receive and transmit information as
change their fate, yet the past five Russian people are ready to look of information, and increasing fast as possible”. This is the motto
years has seen people start to feel a for new ways to solve problems, productivity cause people to begin of communication within the VUCA
stronger pressure of fate. The VUCA however, when it comes to values, to communicate in a more and environment. How will it change in the
world has added complexity, but it has 59% call themselves adherents to more direct and concise way. Even BANI world?
not suppressed people. traditional foundations. Some 53% greetings and goodbyes can disappear
confess that they do not welcome from interactions. Despite the The decreased caution in
It is interesting to note that, despite changes in culture and values while ubiquitous talks about the importance communication in the VUCA world
their overall moderate propensity to 36% would not appreciate a change of soft communication skills and the is also testified to by the fact that
take risk (39% of the respondents in gender roles. One in five report the need to introduce such subjects at one in two witness people criticizing
prefer not to risks for no reason, while strengthening of these sentiments in schools, universities and corporate or attacking each other in daily life.
27% feel uncomfortable if they need the past five years. This is partially training programs, the current data One in five has noticed this more
to take risks), the VUCA pressure has due to increased state propaganda does not show that we are moving often in the past five years. The
not had a significant effect on risk- of patriotism and traditional values towards more empathic, caring and communication environment has
avoidance. during this period. However, there may empathic ones. become less empathic, and the
also be another reason: the stronger problem is so noticeable that people
It is interesting that the demand for the “wind” is, the stronger the “roots” At the same time, half of respondents are talking a lot about it now. One of
a Great Idea and for traditionalism must be to feel sure. It is important prefer to say what they think, and the reasons to solve it is the need to
have both grown almost equally in the for people to understand what they are not afraid to share an opinion maintain good mental health. WHAT
VUCA BANI
past five years. One in two wants to can rely on in the conditions of a more
see the successes and achievements complicated chaotic environment.
of Russia, wants to do good to their The feeling of a strong country and
country, and would like their country invariable traditions is something that AMBIGUITY INCOMPREHENSIBLE
to have a Great Idea – i.e. the may give confidence and support. COMPLEXITY NONLINEAR
patriotic idea that the country should Therefore, even if such messages are UNCERTAINTY ANXIOUS
develop to secure its prosperity initially propaganda, they may fall on VOLATILITY BRITTLE
24 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 25WILL HELP US IN THE BANI WORLD? in our country, but they also fade world. Traditions do not have to be
away, so people are already able historical at all. We can talk about
The acronym BANI 4 was proposed by for new solutions are usually to resist looking at the world in a the creation of new traditions
futurologist Jamais Cascio in early characterized by a moderate catastrophizing way. and rituals within a country and a
2020 5. Unlike VUCA, which symbolized focus on risk. At the same time, family. Traditions bring constancy
the world’s complexity, BANI brings women more often prefer to avoid • Non-passivity. Not being passive and set the pace in a world of
disorientation, unpredictability, and unnecessary risks (33%), while is an important feature for living chaos.
chaos. We are moving from the the share of men who avoid risk in the BANI world. Women are
uncertainty of VUCA to the brittleness, is smaller (25%). Risk avoidance more proactive than men (54% vs. • Social environment
anxiety, and incomprehensibility of is a factor associated with the 46%, respectively 6). However, as heterogeneity. The diversity of
BANI. What features of the Russian brittleness of the BANI world. the new world is extremely brittle, the communication environment
mindset have we already managed Fragile systems work normally any activities should be well nourishes flexibility and openness
to develop that will support us to feel until it is unexpectedly exposed to thought-out and gentle in order in thinking, and helps us to see
more comfortable amid this chaos? a critical impact that introduces not to contribute to the risks of unconventional solutions. We
change. system collapse. find that 70% of Russians say
• Savvy. BANI is about savvy. that their social circle comprises
Living against the background of • Positive thinking. It will be easier • Great Idea and traditionalism. people of different ages while
a continuous search for solutions for positive people to endure the It is important to know what 56% communicate with people
to problems correlates very challenges posed by the BANI you can rely on in a fragile and of different nationalities and 32%
well with the unpredictability of world. Women (55%) more often chaotic world. A strong country have friends with very different
consequences and reactions and tend to consider themselves and reliable support in the form beliefs and views. This diversity
sometimes illogical answers in positive than men (50%). Positive of a “small motherland”, reflected has increased in the past five
the BANI world. The role of women thinking also helps maintain in traditions in a person’s close years, and, with more active
is growing here: they more often mental balance in the BANI circle and community can serve migration, this will grow in the
tend to find a way to overcome world. The collective image of the as footing. “Russia will save BANI world, fueled by trends of
situations (66%) and look for new Russians is that they “smile too the world” is the prophecy that social diversity and inclusion.
methods to solve problems (43%), seldom.” However, non-smiling, Russians often recall at the peak
in comparison with 60% and 39% as we can see, is not a reflection of global cataclysms, and this
of men, respectively. of a negative inner world. The may be reinforced in the BANI
studies conducted during the
• Risk avoidance. This desire pandemic show that the Russians
is at a moderate levels among were less worried about Covid-19
Russians today. Savvy people than residents of many other
who are not afraid to look countries. Crises happen too often
4
BANI is an acronym for English Brittle, Anxious, Nonlinear, and Incomprehensible.
6
Averaged Bottom2 values for the Passivity block of statements with a breakdown into gender.
5
Facing the Age of Chaos. Jamais Cascio. Medium.com. 29.04.2020
26 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 27WHAT WILL COMPLICATE OUR LIVES when it was inappropriate and see opportunities for people and
IN THE BANI WORLD? to stand out. As a result,
compensatory hyper-individualism
businesses in this chaotic world.
Brittleness implies preparing a
The three characteristics listed gender stereotypes is already arose during the post-Perestroika “safety bag” to protect the autonomy
below will significantly complicate growing now. years “Me” or “mine” became of of individual elements. Anxiety can
Russian people’s life in the prime importance. Urban residents be reduced through empathy and
BANI world. They are closely • Inclination toward could rarely recall their neighbors’ compassion, while nonlinearity is
interconnected: straightforwardness condemnation. Half of our names at the time. People are neutralized through adaptability and
and condemnation result from an study participants (48%) often more likely to join forces in flexibility, and incomprehensibility
excessively individualized society face situations in which people Russia to carry out a protective through transparency and
(with low collectivism). condemn each other, with function, for example when it development of intuition. More often,
women (52%) finding this more is necessary to fight common the answer is both a decision and a
• Straightforwardness. often than men (43%). Despite enemies. Russian people turn to reaction, but comprehending change
A complicating factor in numerous talks about the ideas of collectivism when they in the BANI environment suggests that
the brittle BANI world, importance of developing soft seek help and support. However, it might be difficult to find answers 8.
straightforwardness can be skills, competitive communication people prefer to maintain their
considered a synonym for the still dominates in Russia. We individuality during non-crisis Considering the growing importance
absence of empathy, especially in are only starting to take the first periods. The data shows that of working with purpose and social
Russia. Straightness contributes steps toward an empathic society. only one in four people are meaning, it will be useful for brands to
to the brittleness and anxiety of Condemnation that often arises willing to sacrifice something help their customers and employees
the BANI world. With women more as a hasty, spontaneous reaction for the common good. However, arrange their life in the BANI world,
likely to explicitly say what they to something means that people individualists feel less protected to power-up those aspects of Russian
think the trend towards gender receive little external support. in the BANI world, so the need for consumers’ mentality that complicate
equality will continue to fuel this This, as well as the generally collective protection from a hostile their life in the new reality, and to
straightforwardness, while further accepted environment of judging environment is growing. maintain or strengthen the existing
reducing it among men looking for and criticizing ideas in Russia characteristics of their social profile
a “new self.” 7 It will probably be only increases the brittleness and The BANI world concept was not to help make their lives more
neutralized by the trend toward anxiety of the BANI world. created to further spread panic. Its comfortable in the new context.
empathic communication and function is to comprehend, prepare,
respect for others, especially if • Low collectivism. Collectivism
gender equality ceases to be a has acquired a negative
pressure point with time: a young connotation in Russia as an
generation without pronounced inherited part of the USSR era
7
Man of the 21st Century in Russia. How Traditional Masculine Roles Transform. Flair Russia 2022 8
Facing the Age of Chaos. Jamais Cascio. Medium.com. 29.04.2020
28 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 29KEY TAKEAWAYS
• This study of the Russian socio-cultural profile has shown that Russians can
be characterized as a heterogeneous nation of straightforward people faithful
to traditions. Russian people are non-passive, savvy, and need traditions and
a Great Idea. One in two considers themself a positive person, but people
often face criticism from others. The myth about nation’s collectivism is not
confirmed.
• Characteristics such as straightforwardness, heterogeneity, traditionalism,
savvy, and the need for a Great Idea all increased in the VUCA world.
Passivity decreased even more significantly.
• A more comfortable life in the BANI world will be ensured by characteristics
such as savvy, non-passivity, risk avoidance, positive thinking,
traditionalism, and communication in a heterogeneous environment. On the
other hand, straightforwardness, condemnation, and individualism will make
life less comfortable.
• Women will feel more comfortable in the BANI world as they tend to be more
flexible in finding unconventional solutions, are less prone to taking risks,
and are more focused on positive thinking. The growing trend toward gender
equality, including in Russia, will fuel this, too.
• The BANI framework implies a search for reactions and solutions to living in
a world of disquieting chaos. As they work on their social missions, it will be
useful for companies to think about how they may help their customers and
employees strengthen the weaker characteristics that are important in the
BANI world, and how they may support consumers in what now gives them
“superpowers” for living in another new reality.
30 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 31IN THE FLOW OF CHANGE
NEW PARENTING:
RETHINKING OF
ATTITUDES AND
BELIEFS
ANNA BASHKIROVA
IPSOS UU IN RUSSIA
SERVICE LINE LEADERIt is hard to predict with any certainty the kind of the modern mothers and fathers This trend is supported by the
of people today’s children will grow to be in the is a thoughtful attitude to their role, active development of reproductive
future. However, we can consider the influence when the decision to have children technologies. IVF, egg freezing,
of modern practices and parenting ideas on their is weighted and individual rather and surrogacy make it possible to
development. We can also think about the ways than influenced by the state or social postpone parenting to a later age
that brands seeking to appeal to this audience can norms. and give immediate priority to career
connect with the “new parents” development or other activities.
Quite different ideas may coexist
within one single society, depending
prerogative of a wealthier audience.
NO PARENTING NORMS
on the social group or class that However, today’s media contributes It should be noted that society qualities should be instilled in a future
people belong to. For this reason, the to the widespread dissemination of has no single normative model of “comrade,” the current diversity of
trends described in this article cannot any ideas and views. Therefore, many parenting. Unlike the imperative thought and practices gives men and
be extrapolated to all Russian people; people may rethink their attitudes and child-rearing style widely practiced women more freedom and blurs the
some of them are more relevant to the beliefs, and this is the context that the during the USSR times when society idea that there is one “right” and
urban population, others remain the “new parenting” is being formed in. would unambiguously dictate what “wrong” approach.
This blurring of ideas not only allows people to
build their individual life paths, but also noticeably
PARENTING IS NOT A SYNONYM contributes to the level of modern parents’ anxiety.
FOR MATRIMONY
The first trend in recent years is
distinguishing between parenting and
and families with unmarried parents
is increasing: according to Rosstat,
CHILDRENS AS A PROJECT
matrimony. It is noteworthy that the every fifth child in Russia is born out A conscious approach to parenting in children’s lives and consistent
number of both married couples of wedlock today.1 often leads to a situation when a child observance of child’s interests, a
who choose not to have children becomes a project, in which one has source of extraordinary stress, is
to invest economic, time-related, and becoming more commonplace.
emotional resources. Now, society
PARENTING AS A CONSCIOUS STEP sometimes perceives parenting as a
potential area of self-actualization.
The availability and widespread use contributes to a trend of conscious As a result, we see that intense
of effective contraceptive methods parenting. A characteristic feature parenting, i.e., maximum involvement
1
Rosstat informs how many children are born out of wedlock in Russia. RIA.ru. 03.03.20
34 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 35PARENTING AS A SOURCE has created an incredible industry of parenting competencies and provide
OF STRESS goods, it is no surprise that a huge
array of information products have
the knowledge necessary to raise and
develop children from the prenatal
The new parents strive to create and the responsibility is heavy as they also appeared (trainings, lectures, period.
a favorable psychological climate seek to provide their child with the and so on), promising to develop
and an optimal environment for best. There is a dominant idea that
their children’s development. When parents are responsible for everything
recalling their own childhood, they
do their best to prevent similar
happening to their child now and in
the future. As the future wellbeing THE AMBIGUOUS IMPACT
psychological traumas in their
children. New parents experience
of their children depends on their
choices, parents feel like they are
OF SOCIAL MEDIA
higher levels of anxiety, as choices are treading a minefield. Modern parents are bombarded fashionable, or obsolete concepts
too wide, the list of duties is endless, with a huge amount of contradictory is becoming a serious challenge for
information, including from people who responsible parents. Support can
are not development and child-rearing also be found through social media,
PROFESSIONALIZATION experts. Judging by the perfect
snapshots posted by bloggers online,
and from parenting forums where
thousands of users develop collective
OF PARENTING they are always doing a great job.
The unrealism of the beautiful social
standards and create ratings to help
people make the right choices among
The axiom of parents’ responsibility special knowledge and psychological media picture sets a benchmark, the thousands of available options
is fueling the fashion of expert skills. There is an idea that parents while the need to manage information in the world of children’s goods and
knowledge. Child-rearing is more need to be taught to be parents. As flows and maneuver between relevant, services.
often perceived to be a job requiring the commercialization of childhood
VIRTUAL GRANDMOTHERS
The digitization of the environment toward gadgets is in conflict with
is an important factor. The speed the level of trust that children have
of mastering new technologies not in them. AI-based virtual assistants
only increases the generational gap can easily replace grandmothers if
between parents and children, but it there is a need to read a fairy tale or
also emphasizes that the experience play a cartoon. This form of parenting
of previous generations is no longer assistance is steadily growing in
in demand. The vigilance of adults Russian households.
36 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 37PARENTS LOOKING FOR increasing inequality between families resistance. Parents are already
PERSONAL SPACE across many dimensions; parents’
income, workload, and education.
distancing themselves and finding
themselves less willing and able to get
The practice of intensive parenting an internal conflict between child- This demand on parents to engage involved.
that has become almost standard rearing according to Petranovskaya more in their children’s education has
in urban communities requires high and self-development according to begun, and will continue to, trigger
engagement, funds, and leaves little Labkovsky. This is the tension of what
room for the parent’s own career will be the more important focus at a
achievements. On this path, social particular moment in time: the desire
success is ensured through the to become a support for one’s child or
successful implementation of the the individualistic desire to take care
child project. Many parents do not of oneself.
cope well with this and encounter
FAMILIES IN ISOLATION
Families found themselves in an Psychologists and sociologists
unprecedented situation amid the legitimized parents’ experience of
spread of the coronavirus infection. burnout, and recent publications have
Isolation, switching to remote work, provided grounds for a new ethic:
and distance learning drastically the right to vulnerability and fragility.
increased the amount of time spent The accelerated transition to the
with the family. This had a serious distant world of the future gave rise
impact on parent-child relations. to a number of questions around how
The acute shortage of stability and responsible social institutions are
resources combined with the degree for child-rearing. The remote format
of parents’ overload predictably of schooling requires even greater
caused a rollback in the trend of an engagement from parents engagement
overly intense parental role. in the educational process, thus
The quarantine formed a significant demand for
external emotional support. “Put on your own mask
first” became a mantra for parents in unstable
situations.
38 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 39A SECRET OF SUCCESSFUL KEY TAKEAWAYS
PARENTING • Today we are witnessing a generation with a new view of parenting who,
The real situation in our world is such be so necessary in the digital world of driven by changes taking place in society, are rethinking existing attitudes.
that, regardless of parents’ desire to the future. Experts consider creativity While this may be progressive, the blurring of ideas about the “right” and
know, guessing how their children will one of the four key competencies that “wrong” aspects of child-rearing significantly increases the parenting burden
live and what profession they will seek will help children successfully cope and, with it, levels of anxiety among modern parents.
is doomed to failure. But we do know with the challenges of the future. The
that perfectionism is undoubtedly an remaining three are communication, • Parenting is no longer a synonym for matrimony; it is becoming a more
obsolete behavioral pattern. No-one cooperation, and critical thinking. conscious step. Parents are balancing between a search for personal space,
can outstrip artificial intelligence in By fostering the development of an attempt to keep up with the trends of child-rearing and treating child
the perfect execution of routine tasks. these very skills, parents will give development as a project.
At the same time, perfectionism is the their children an obvious competitive
main enemy of creativity, which will benefit. • Isolation caused by the coronavirus pandemic required parents to engage
more in the educational process. This has raised questions about the role
and responsibility of parents vs. institutions and caused a pushback from
HOW BRANDS SHOULD WORK WITH overloaded parents who are distancing themselves.
“NEW PARENTS” • Brands can help to reduce parents’ anxiety by focusing on the valuable things
available “here and now”. Reassure them that mistakes are natural and focus
Based on our understanding of the resource-intensive task. Promote the on their primary objective of loving their child.
demands of parenting today, we can idea that mistakes cannot be avoided,
give three recommendations to brands but they can be taken less seriously.
looking to appeal to parents.
Support parents in their right to just
It is important to help reduce parents’ be parents. Let teachers teach, let
high levels of anxiety about the future doctors treat, and let parents just
and pay attention to “here and now”. be nearby and help their child feel
protected, loved and happy.
Help parents realize that parenting is
a highly controversial, elusive, and
40 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 41IN THE FLOW OF CHANGE
TALKS THAT
MATTER: THE
QUALITIES
CHILDREN LEARN
AT HOME
MILA NOVICHENKOVA
MARKETING AND COMMUNICATIONS
DIRECTOR, IPSOS IN RUSSIAIn May 2021, Ipsos interviewed people from and composed Russia’s top 3 list of In Russia, learning a feeling of
the twenty largest countries of the world about important values to instill in children. responsibility and hard work most
shared values and global phenomena. In one of These indicated levels seen in other often means independently (without
the questions, people were asked which are the G20 countries included in the study. reminders) performing tasks
most important things to study at home with their concerned with studies, hobby
children. This article will reveal the top values, Feeling of responsibility. China, groups (doing homework, studying
in the opinion of people from Russia and other Turkey, Indonesia, and South Korea, well, passing exams, not missing
countries, to instill in children. Understanding at 72%, were only one point behind classes, and not losing possessions)
Russia in terms of considering a and children cleaning their rooms
what the Russians consider most significant
feeling of responsibility as the most sometimes sarcastically called
in upbringing will allow brands not only to
important value to be developed in “swineries” on social media by
communicate with their parent audience at a higher
children. In Germany, it stands at desperate parents. Parents often
level, but they will also get an idea of the attitudes 69%. At the same time, only one in invest a lot of personal energy and
that influence the behavioral profile of young two in the large economies of the funds in these things, and this is
generations. US and Japan consider this a strong probably why these tasks become
necessity. This is even lower in the a popular cause of indignation on
The Ipsos Global Commons Survey1 were asked to choose the five most UK, at 37%. forums where they discuss the
studied the qualities and values significant things to discuss at home methods of “stick,” “carrot”, and the
people consider important to develop with their children from an exhaustive Hard work. Russia (64%) is best ways to achieve these goals.
in children, rather than the practical list. Comparing the responses given significantly ahead of the US, China,
foundations of upbringing. by people from different countries and India (all 54%) in the proportion of The tasks concerned with a feeling
allows us to gain an even better people who consider promoting hard of responsibility but focused on
In this study, the respondents, who understanding of Russia’s profile. work to be one of the most important society are more often relevant
did not necessarily have children, aspects. This quality receives even to extracurricular activities at
lower evaluations in the UK (38%), school, hobby groups, and amateur
Germany (29%), and Japan (24%). The performances where children have
RAISING RESPONSIBLE, HARD- countries with the lowest scores are
Brazil (10%) and Italy (7%). This does
a feeling of responsibility for their
contribution to the overall result
WORKING, AND DETERMINED not prevent countries with a lower
emphasis on hard work and a feeling
of collective projects, rather than
individual responsibility.
PEOPLE of responsibility in upbringing from
The three qualities of feeling a work (64%), and determination outstripping Russia in their economic According to the Ipsos RusIndex
sense of responsibility (73%), hard (58%) scored the highest values development and nominal GDP. study, 2 the share of adults over 16
years old who are ready to assume
1
Ipsos. Global Commons Survey. Data collection: 27.04.2021-14.05.2021. N=1,000 per country. Online survey 2
Ipsos. RusIndex study. 2021/H1. Russians, 16+, 100k+ cities.
via Ipsos i-Omnibus Online Panel
44 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 45Chart 1 In Russia, six out of ten respondents US, only one in three selects this, and
QUALITIES TO LEARN WITH attach great importance to learning in China and Great Britain this falls to
CHILDREN AT HOME determination and perseverance. one in four. Probably the strong desire
to instill determination in children is
The next country where determination due to the fact that the Russians are
Place in G20 list Russia G20 US Germany China
Feeling of responsibility 1 73 57 46 69 72
is considered important for children more likely to break existing rules or
Hard work 1 64 36 54 29 54 is France (48%). In Germany and the invent bypasses to achieve a result.
Determination, perseverance 1 58 34 33 34 28
Tolerance and respect
17 54 63 60 72 63
for other people
Good manners 20 50 59 62 60 52
Thrift, saving money
and things
Independence 18
1
28
39 25
34
29
32
33
28
36
60
TOLERANCE AND RESPECT ARE NOT
TOP-PRIORITY
Protection of nature
15 28 34 27 47 34
including climate
Imagination 16 17 24 26 15 20
20 13 31 35 29 18
Obedience 17 12 22 22 15 33
Learning tolerance and respect for attention to learning good manners.
other people, as well as good manners
Source: Sociocultural Profile of Russia. Russians, 18-64. Online survey, Ipsos i-Say at home, is considered important by The importance of learning respect for
panel. Data collection: November 12-16, 2021 N=1,987 one in two respondents in Russia other people and tolerance in Russia
(50%). takes one of the last places (54%),
responsibility is 55%. Only 17% to upbringing at kindergartens and on a par with Japan (52%) and South
say they are definitely not ready to schools is more often focused on In this indicator, Russia is last in the Korea (53%). This is significantly
assume responsibility and would punishing mistakes, which often does list of twenty. Russia’s neighbors in lower only in India (42%). The leaders
prefer to receive external guidance on not allow children to dare to advance terms of a comparable attitude to the in this indicator are France (75%),
what to do. The remaining 28% did their own initiative, or to perform a importance of learning good manners Germany (72%) and the countries
not give an answer one way or the difficult task as they are afraid of a are China (52%), Indonesia (52%), of South America (72%). They are
other. Meanwhile, 62% of the adults failure. Turkey (53%), and Brazil (53%). followed by countries where about
16+ surveyed believe they can make The leader is Italy with 75%, being 60% of the respondents stress the
their dreams come true if they work The Russian character is such significantly ahead of even traditional importance of learning respect for
hard. that, having started something and countries of good manners such as other people at home: the US, China,
given themselves a challenge, they the UK (65%) and France (56%). In the Turkey, Italy, and the UK.
Determination, perseverance. The must ultimately succeed. This is US, 62% consider it important to pay
third most important quality that the important both for children brought
Russians would like to foster with up in a culture where mistakes are
their children is determination and condemned, and for parents who
perseverance. The general approach want to be proud of their children.
46 RUSSIA 2022: IN THE FLOW OF CHANGE IPSOS FLAIR COLLECTION 47You can also read
