exploring the blogosphere: young russians in the light of blog-culture

Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008

Exploring the Blogosphere: Young Russians in the light of blog-culture


Generation 2000: people aged 18-30 y.o.

Young and promising. In 5-7 years they will strike the keynote in society

Marketers dream about winning their loyalty. Every second research

project is devoted to the young consumers

Studying young people coupled with obstacles. Traditional research

methods, such as focus groups and in-depths do not work

YOUNG RUSSIANS: GENERATION 2000YOUNG RUSSIANS: GENERATION 2000




Exploring the BOGOSPHERE

REASONS:

Virtual means of communication are very important ones for the generation

2000

As of February 2008, in Russia the number of blogs exceeded 3.5 million and,

moreover, that number is expect to triple each year

Blogs are a dominant culture-forming influence

CLIENTS’ CRITICISM:

Bloggers always lie. The “virtual identity” is a fake one

Bloggers do nor represent the entire young generation

RESEARCH METHODRESEARCH METHOD


Generation 1990 vs. Generation 2000

“The landmarks have changed”

Many marketing and advertising strategies persist in following decade-long stereotypes

TWO GENERATIONS – TWO WORLDSTWO GENERATIONS – TWO WORLDS



JOBS: FROM SELF-SEEKING TO “WHO JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDECARES” ATTITUDE



1990s generation was extremely hard working, 16-18 hours a day Work and career were principal values in life – all the rest is not important Dreamed of working in big corporations as lawyers, commercial and finance

directors Eager to take up any business – from the fur coat and napkin trades to private cabs

and security operations

JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDEJOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE



Present-day young people look askance at career idea Don’t buy into the value of work, which is associated with money-making only Don’t want to work in an office, don’t tolerate working on schedule and, not ready to

spend most of their time at work Dream of professions that don’t pay a lot of money but provide more opportunities

for creativity, such as journalism, design, PR, etc.




Why?

“Social lift” has stopped – no more fast

promotion

Economic stabilization – no more need to

fight for life

Rise of value of liberty - freedom is one of

the key values, in direct contrast to

“corporate serfdom”



BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE



Admiration of the emerging consumerist society

Respect for the social hierarchy

Predominance of group norms of behavior

Naivety and enthusiasm




“Cult of individuality”

Intolerance of the “mass culture”

Acute criticism towards the “mainstream reality”

Skepticism and lack of trust




TV, cinema and stage advertising are also favorite targets for mockery

The parody of TV programs and their characters is extremely popular part of the youth culture


Evgeny Petrosyan (popular parodist)

Xenya Sobchak (TV-star and reality show presenter)

Vladimir Putin, ex- president




“Be mine” – Beeline, mobile phone operator

“We came to enslave the Earth” – MTS, another mobile phone operator




“Carlsberg is the general sponsor of Moscow gay parade”




“I use only Gillette razor”



Young people merely ignore all forms of political

activity

don’t participate in elections

Any form of political activity becomes the object of

satire

Attend various political events, but their basic

motivation - to have FUN




Absurdist “flash mobs” as an expression of young people skeptical attitude towards everything


Slogans

“No colonization of Mars”,

“No exploitation of Siberian savagery in modern art”,

“404 not found”



Parodies,

Total skepticism

Flash mobs


Unconscious protest against:

hackneyed thinking,

correctness,

tunnel vision of political and social life,

lack of new ideas



Escape from civilization and

downshifting

Popularity of “hitchhikers

movement”

“Movement southwards” — to

India, Thailand and Vietnam —

has recently started




“We belong to the last generation of travelers. The world is sweepingly getting uniform: asphalt, democracy and dollars quickly spread all over the planet surface.

Ancient fortresses, monuments and ruins, discovered by the archeologists and travelers 100-120 years ago, became tourist centers, ticket collectors and sellers of postcards and souvenirs graze around each ancient temple or a pyramid.

Uniform goods are brought aboard the steamers to the port worldwide: asphalt roads are constructed everywhere; crafts and local lifestyle are dying, coca-cola, Kodak-service and jeans are coming instead.

“Travels are replaced with tourism, world is reduced to a common denominator, is becoming more convenient and less exciting”. (quoted from the website “Academy of Free Travelers”)



DOWN SHIFTERS OR “CHILDREN OF A DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”CONSUMPTION SOCIETY”



recent changes in the value system and lifestyle have exerted a strong influence on purchasing behavior

DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”

1990s1990s

Conspicuous consumption

Idolization of status

Brands are “status-denominators”

2000s2000s

Status is no longer an absolute value

Brands help to form one’s own style

and individuality

Combination of cheap and expensive

brands and non-branded items




Inna:“Unfortunately, I don’t remember at all where I’ve bought the clothes I am wearing. All the articles of clothing are of some unknown brands”.

Ira is wearing:Trousers – made by her friend-designerT-shirt – DieselShoes – Chie MIHARAFrontlet – ExtraGlasses – Cotton ClubPants – DSquared

The photos are taken from http://www.street-fashion.ru



On the whole, today’s urban Russian youth pay less attention to the

process of purchasing commodities and services:

Shopping is an unpleasant and time-consuming obligation

“Consumerism is primitive”

Yet, there are some exceptions

Consumer electronics, Internet, PC, etc.

Hobby-related goods




Generation 2000 is a very skeptical one:

Do not believe advertising

Do not trust mass media

Are very skeptical about any PR campaign

A new “semi-expert” attitude to advertising has taken shape

“Companies aspire to conciliate our good attitude and bombard us with ads and PR activity. ОК, we’ll regard these attempts with interest.”




Young people like bright, non-standard, “smart” advertising:

Elegant advertising campaigns which achieve maximum results at minimum costs




Mass ad campaigns with million-dollar budgets




“Primitive”, deceiving advertising


Credit at 0% Send SMS to 1717 and get the prize



Young generation developed allergy towards “enthusiastic” ads advocating consumerist, bourgeois, “mainstream” values




Despite their declaration of downshifting values, they are still, “children of the consumption society.”

They can not imagine their life without “luxuries of civilization”



IMPLICATIONS FOR THE FUTUREIMPLICATIONS FOR THE FUTURE



“achievement” values such as status, success and high levels of consumption are replaced by individuality, freedom and varied life experiences

Within several years, the attitudes/values of “generation 2000”, which is so different in values and behavior from today’s average Russian consumer, will become the norm.




From a marketing point of view, this shift in values implies the need to change the promotion strategies of various goods and commodities:

placement of mass, “universal” brands on the market will lead to complications

The market will face increased segmentation and a growing number of brands

Consumption models, based upon psychographic characteristics of the audience will become increasingly important and widespread

Active use of downshift values in advertising (especially in that of youth brands)

Brands with the most effective interaction between the marketers and consumers will be most successful

Significant changes lie ahead for the advertising industry: new media, new forms and undoubtedly new scenarios


exploring the blogosphere: young russians in the light of blog-culture

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