An Overview of Crucial Consumer Values in Russia
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Marketers ought to prioritize patriotism, technology gadgets, and evolving family values
GfK, a renowned global research firm, unveiled a comprehensive analysis of pivotal consumer values, prompting producers and media companies to reassess their communication strategies to develop products, services, entertainment, and educational content that resonate with their target audience.
This review was conducted utilizing GfK FutureWave, a methodology designed to study innovations and factors that shape the future of markets and specific categories. The findings were shared during the annual “Creative Food GfK” workshop, which brings together companies from the consumer sector and media industry.
- Emphasis on Patriotism
In recent years, experts have observed a shift in consumer interests from globalization towards a stronger focus on national and regional values. This trend is evident through the rise of patriotic sentiments, the increased importance placed on preserving and embracing national and regional culture and history, and changes in consumer preferences, including a growing interest in purchasing local products.
- Social Responsibility
Central to this trend are concepts such as charity, mutual aid, and volunteering. Brands, companies, and media projects that actively engage in social responsibility receive genuine support from individuals, including consumer loyalty in today’s market.
- Embracing the Green Lifestyle
Ecological compatibility, a focus on health, naturalness, authenticity, and green technologies are the key elements that define the interests of a significant consumer segment. Ecological compatibility and naturalness are timeless values that resonate with consumers in all aspects of life, ranging from purchasing consumer goods to choosing a place of residence or vacation destination.
The concept of green life encompasses both a new way of living and a worldview. Its followers demonstrate a responsible attitude towards the environment, actively participating in separate waste collection, being mindful of their food choices, and consciously opting for eco-friendly materials, products, and recyclable packaging.
- Simplified Solutions in Demand
“Fast” and “easy” are the magical words that strongly resonate with consumers seeking simplified solutions. These words hold relevance across various spheres of life, from education (where consumers desire to acquire skills without investing excessive time and effort) to banking services (where instant access to payment solutions anywhere in the world is a prevailing trend). Consequently, there has been a surge in consumer interest in mobile services, as well as entertainment and educational content that provides “do-it-yourself” guides and life-hacking tips.
- Rise of “Robolove”
No, it’s not about falling in love with robots (not yet). The “Robolove” trend signifies consumer fascination with innovative technologies and materials, particularly “smart” devices. People are increasingly willing to delegate daily tasks to smart assistants that can be controlled with a simple button press. These assistants handle various functions, such as managing purchases, cooking, scheduling, timely event reminders, information retrieval, geolocation, driving safety, monitoring physical indicators, training, and much more.
Today, a voice command is often sufficient, like the familiar phrase “OK Google!” In the future, it is expected that these internet-connected “smart” devices will be the driving force behind increased gadget sales.
- Evolving Family Values
Family values have undergone significant transformations over the past few decades, both in Russia and globally. On one hand, the concept of what constitutes a “normal” family has shifted. On the other hand, gender roles within families have also changed. One notable change is the emergence of the “active dad.” Modern fathers actively participate in childcare, household duties, cooking, and grocery shopping, sharing these responsibilities equally with their spouses. This trend has become the basis for new communication campaigns and the development of products that cater to both mothers and fathers.
- Embracing Personalization
Personalization is an extension of the individualism trend that emerged in the early 2000s. The rise of technology, the internet, and social networks has further fueled this trend. Today, everyone has the freedom of self-expression online through platforms like Pinterest, Instagram, and YouTube. Anyone can become a “celebrity” within a niche community or even on a global scale, emphasizing the importance of personalization in various aspects of life.
Source: www.sostav.ru