Two in one: Russian affluents as active consumers and inspired trendsetters

Personality and experiences are more valuable than things. Demonstrative luxury is not accepted anymore. Brands are expected to behave socially responsible.

Mixing brands and price segments

Denial of demonstrative behavior and even condemnation of demonstrativeness:

  • The value of quality, naturalness and functionality of things comes to the fore
  • Moving towards “affordable luxury” and “budget premium”
  • In the center of attention – a person, not what he/she consumes valuable than things

Expect from brands to be responsible in environmental and ethical issues

Ready to change themselves, but are waiting for proactivity in socially active behavior:

  • primarily from manufacturers of goods and from services providers,
  • secondly – from retailers
  • and only in last place is the responsibility of the consumers themselves.

Prefer to spend money on experiences over things

What does the affluent consumer look for today?

  • Comfort, service, style, design, convenience
  • Humor, emotions, stories, legends, True Stories, the idea of freedom
  • Communicating with family and friends, including offline
  • Connecting goods with positive emotions and impressions, interactivity and extension of the experience after purchase

Media consumption

The Internet is the main media channel for the upper segment of the middle class. 97% of the Premier audience use Internet daily.

Premier: upper middle class survey. Analyzing brands, goods and services, oriented to high income consumers. Russian cities 1 mln+. Sample - 2 500 respondents per year, 18-65 years old, income: Moscow - over 70 thousand rub. p/month; St Petersburg – over 60 thousand rub. p/month; other cities – over 50 thousand rub. p/month. High socio-economic status (based on SEL).
RusIndex is a quarterly all-Russia survey of goods and services consumption and media audience. Russia’s cities with 100,000 + population. Sample ~25 000 respondents per year.