For decades, Russians have been taught how to live not by family and school.
but by advertising, TV series, YouTube, social networks for photos and IKEA. Domestic advertisers have been spying on Western habits – style, color, tempo, storytelling schemes.
They have adopted the
value systems of the consumer who was lucky enough to be born in the countries of the “Golden Billion”. They have broadcast them inside Russia, encouraging people to imitate the bourgeois life, for which most people did not have and do not have enough money. And now the everyday cosplay of Europe in the Russian Federation has ended, and at all levels.
The government is no longer the “only European” in the “Scythian”, “with greedy eyes” post-empire. Peoples, frustrated by the fact that for a bourgeois life, it turns out, you need to toil smartly and be socially france phone number data active, are returning with relief to such a familiar and understandable archaism.
The process is actively aided by the biblical exodus from the country of Western brands. IKEA, which unwittingly taught Russians interior design tricks, waved goodbye. McDonald’s, Microsoft and Apple, which allowed people to feel like “global Russians”, are gradually saying goodbye to the local market. Household appliances, electronics, cosmetics and clothing brands are going into decline en masse.
And, in fact, this is the
everyday life that each family has more or less established over the years. And most importantly, advertising, which formed the idea of what it is.
like when “everything is like everyone else’s”, is disappearing. “Everyday-forming” brands owned by PepsiCo, Procter & Gamble, L’Oreal Group, Unilever and other holdings have suspended advertising investments in Russia.
Domestic experts believe that the advertising market will shrink by about 40% in 2022. Against this background, large advertising agencies are forced to unite into a kind of artels in order to survive the crisis together.
But it is curious what exactly advertisers are going to offer people to use the request for as consumer meanings? After all, Russians can no longer afford to impersonate Europeans and Americans. According to Sberindex and Romir, citizens are buying less and less often, saving on literally everything and supporting consumption through small urgent savings and loans.
Moreover, 49% of Russians do not have any stash at all. The fans data vacuum of life models is here again After the collapse of the USSR, the concept of the lifestyle of “just like everyone else” that was common in the stagnant 70s and 80s showed all its wretchedness.
The country was flooded with information about the life of Europeans and Americans with their huge sanitary limits on living space per household member, with their individual houses, dishwashers, and habit of having a royal wardrobe