TALKS THAT MATTER: The qualities children learn at home

In May 2021, Ipsos interviewed people from the twenty largest countries of the world about shared values and global phenomena. In one of the questions, people were asked which are the most important things to study at home with their children. This article will reveal the top values, in the opinion of people from Russia and other countries, to instill in children. Understanding what the Russians consider most significant in upbringing will allow brands not only to communicate with their parent audience at a higher level, but they will also get an idea of the attitudes that influence the behavioral profile of young generations.  

KEY TAKEAWAYS 

• Russia stands out from the G20 countries for its desire to learn a feeling of responsibility, hard work, unselfishness, and thriftiness with children at home. 

• Russia takes the last place among all the countries in respondents’ interest in learning good manners with children, as well as in the desire to develop unselfish behavior. However, unselfishness as a norm – as seen in charitable activity – is actively communicated outside families and gradually starts to be adopted by younger generations.  

• Independence is regarded as more important than obedience. However, learning imagination is not important.  

• The focus on protection of nature is not currently one of the main priorities for learning at home. However, as the popularity of this issue is growing, the share of the Russians who are ready to pay attention to this quality in their families is likely to increase following leading European countries such as Italy, France and Germany. 

Access the details of Flair Russia 2022, in Russian.
Download full edition of Flair Russia 2022 in English.