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.

26.01.22

The VUCA world (standing for Volatility, Uncertainty, Complexity, and Ambiguity) in which we have been living in the past decade is no longer relevant today. It is being replaced by the BANI world, which is characterized by the following alternative descriptors: Brittle, Anxious, Nonlinear, and Incomprehensible. When standing on the border between two worlds, we receive many questions about what it means to be Russian. What is the person living in Russia today like? How will he or she react to external changes, whether value-based and technology-relateds? How has the VUCA world influenced them and how will they find their feet in the BANI 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.

KEY 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.

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