On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
Russian population is fla gg ing Only in Sept 2009 did birth rate outpace death rate for the first time in 15 years (by 1000 people) Source: Rosstat 2009 Ministry of Public Health and Social Development 2009
and getting o lder Source: Goskomstat 2009
According to 2002 census:
67 . 6 mln men to
77 . 6 mln women
Source: Rosstat 2009 Men to w omen ratio
Muscovites are 2.5 times r icher than people in the regions Source: Federal State Statistics Service 2009
… and people in the regions are very p oor
Minimal official salary* – 4330 RUB / ~$120
Minimal pension** – 3540 RUB / ~$120
What one can buy for this money:
~ 86 1L packages of milk, or
~ 177 bread loafs, or
~ 15 books, or
~ 7 DVDs, or
~ 2 boxes of perfume
*as of Sep 1, 2009. **Source: Federal State Statistics Service, all Russia, 2009 http://www.amic.ru/news/95747/
C urrent Moods
“ How does it f eel here in Russia?”
Consumer Confidence Index has d ecreased by 18 points to its lowest in 3 years only in Nov 2008. Source: Nielsen report “Russia Through Crisis” Nov 2008.
“ My friends lost their jobs – both husband and wife. But they still went on a New Years vacation. Because maybe this is the last vacation they will be able to afford in the coming years”. Natalia, 29
Tomorrow is not promised, so Russians live for the m oment. Source: Saatchi Exploring 2009
Nielsen report: people (over 30) consider themselves p repared “for anything”
because they were seasoned by the 1998 crisis and previous instability years.
Source: Nielsen “Russians through crisis” Nov 2008
What are Russians ready to do for their country?
but not ready:
to pay taxes
Validata 2003. http://www.citizenship.ru/index.php?art=242&no=17 ROMIR Monitoring. All Russia survey. Sample 1630 ( 18 y.o.+ ), 2004 / http://rmh.ru/news/res_results/93.html
fight in a war (about 70%)
do a good job at their workplaces
Kids born in 1988 are the richest and most powerful generation in Russian history
First capitalist generation
First generation “without limitations”
Have considerable financial potential and remarkable ability to persuade their parents
Source: Tween marketing. It’s no longer child’s play. Martin Lindstrom. Brandchild.www.warc.com
About 60% of Russian are optimistic about their future*
Will today’s young generation have higher living standard than their parents?