10 things marketers need to know about Russia: conspicuous consumption, lifestages and Russian TV

Today we continue to publish 10 things marketers need to know about Russia. You can read the first 3 insights if you follow this link.

#4 Russians consume conspicuously.
As in many developing markets, attitudes to consumerism are less conflicted than those in the West. It is important to remember that Russians did not have the pleasures of consumerist societies for over 70 years, so aren’t apologetic or self-deprecating about material success and aspirations: if you've got it, flaunt it! So should luxury brands try to be more understated? Of course not!

#5 Young lifestages are very different.
In Russia, fitting consumers into life stages can be trickier. ‘Gap years’ do not exist and most students live with their parents when they go to university. People tend to move in together, get married and have kids much earlier than in the West. Meanwhile, in a booming economy, careers can progress very rapidly, meaning social standing can be hard to pin down. So a 25 year old can be a CFO - and be just as likely to be single as to have three kids.

#6 Young Russians rarely watch TV.
If you think it is tricky to target youth in the UK – it’s even harder in Russia. Local terrestrial schedules there are heavily dominated by government propaganda, TV remains analogue and is widely pitched at an older, mainstream audience. This means that to not have a TV is now a hip lifestyle choice, and young Russians (especially the affluent and educated urban audience) tend to say goodbye to their TV sets willingly. Besides, with piracy being far more prevalent and monetized than it is in the West, the most popular TV shows and films are easily accessed online.