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Flair Russia 2022

In the fourth issue of Flair Russia, we look at the ongoing changes through the prism of the socio-cultural profile of Russians. It depends on the specifics of the cultural profile how people accept changes, what qualities will help them better adapt to changes, and which, on the contrary, will complicate life.

IPSOS FLAIR RUSSIA: UNDERSTAND TO FORESEE

Henri Wallard, Deputy CEO, Ipsos Group

EDITORIAL

Yves Bardon , Ipsos Flair Programme Director, Ipsos Knowledge Centre

IN THE FLOW OF CHANGE

Ekaterina Ryseva, Country Manager Russia, Ipsos

CULTURAL PROFILE OF RUSSIAN PEOPLE: Path to New World

In this article, we will talk about the results of our study into the cultural profile of Russian people through the prism of change and framework of facing an uncertain future. 

NEW PARENTING: Rethinking of Attitudes and Beliefs

This paper explains modern practices and parenting ideas on children development and ways that brands can connect with the “new parents”.

TALKS THAT MATTER: The qualities children learn at home

The Ipsos Global Commons Survey studied the qualities and values people consider important to develop in children, rather than the practical foundations of upbringing. This insights will a...

THE 21ST CENTURY MAN IN RUSSIA: How Traditional Masculine Roles are Transforming

This paper covers complexities of choosing between traditional masculine roles and new trends.

MADE IN RUSSIA: Pride in the Russian Automotive Industry

The Ipsos team in Russia decided to ask the Russian consumers if they now perceive Russia to be a manufacturer of high-tech industrial goods. To what extent are people ready to be proud of ...

DO GOOD: Why Russians Engage in Charity

This paper explains what drives private charity givers, and what businesses should take into account to make their charitable campaigns successful.

HOME, SWEET HOME: The Changing Role of The Home For Modern Russian Families

What new values and meanings does the notion of home carry for Russian consumers?

COUNTRY LIFE: Drivers, Barriers And Prospects

The pandemic has made Russian people take a fresh look at country life. The article covers changing Russian preferences for country life and ways companies should choose to develop.

YOU WON’T GET BORED: New Dimensions of Amateur Sports

The article covers new Russian trends in amateur sports in a transforming society.

THE SHOPPING FORMATS SETTING RETAIL TRENDS

This is the time of the omnichannel shopper, and online and offline channels are increasingly merging into a single seamless phygital environment, so new technologies play an important role. What are the main features of a new shopper and ways to develop commerce?

RUSSIAN CONSUMERS AND FOOD SUPPLEMENTS. Current Trends

The article covers stimulation of interest in food supplements, study of the target audience, place of food supplements in the consumer's life and future of this product category.

MODERN TRENDS IN THE GAME. Russian Gamer’s Inner World

The article explains Russians’ behavior patterns in the reality of video games. It will help brands to develop interaction with their consumers both in the real world and in the virtual one.