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

The home is probably one of the most stable notions in culture; for centuries it has conveyed values such as comfort and safety. “My home is my castle,” we say, regardless of the type and size of our home. Russian consumers associate even a small studio apartment with a space where they can relax and be themselves. What new values and meanings does the notion of home carry for Russian consumers? And what is an ideal home for them? 

KEY TAKEAWAYS 

• Homes are becoming more minimalistic and functional as people try to get rid of unnecessary things and fill their homes with items that will make their lives more comfortable and their home routines easier. 

• The home is not just a place to relax and recharge – it houses an entire life in miniature and is acquiring new functions: providing the space to work, do sports, or even walk. At the same time, the home is losing its privacy and becoming accessible to other people through video communications.  

• When fitting out their modern home, people not only try to make it stylish and beautiful, but also choose natural elements and safe materials to feel closeness with the nature that they miss out on within their walls. 

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