Trend Mill 2013

Looking back over 2013
In 2013 we at strategic planning in DDB decided to better understand how outside
forces influence the brands we work with . We translated key categories of our clients
into cultural notions and observed past, current and emerging behaviour for better
insight.
If I summarize the key take out from 2013 that would be assuming more responsibility
for one’s own life. That is reflected in writing your own story and starting your own
business if you are a young adult, building your family because you want to and the way
you want if you are more mature, assuming more responsibility for your pet, whether is
it your own or a homeless pet from the shelter, assuming responsibility for your own
body, the home, the city and the country you live in. This was manifested in different
ways, sometimes rather aggressive, but still it means that people are not indifferent any
longer.
Overall we became a little bit more responsible for those who we love in 2013. And I
sincerely hope this will continue in the next years to come.
Irina Kulikova & strategic planning department of DDB

Contents
Young Adults
Family
Pets
Health & Beauty
Urban Culture
Cars
Food
Digital

Young Adults

A start-up in any field
is easy as pie

2013
Young adults (18-24 y.o.) in Russia are
the same as in other countries: they
feel unique and are sure that the world
turns around them. Experience is the
new understanding of status.

Creativity moving
from hobby to a job

Parents define
your career
If earlier, their parents played the
major role in their future, now they are
not afraid to decide it for themselves.
Firstly, there was a boom of
commercialized creative hobbies. Now
creativeness is important not for the
product but for the idea: in 2013 there
were
more
innovative
start-ups
organized by young people than ever.

2011

2000+

Declining

Dominant

Emerging

YA want to be unique
77% of Russian young adults think
they are unique. They consider
themselves to be special and act like
celebrity stars.

Source: Johnson Partners 2012

Creative hobbies bring profit
Creativity always was the best way
for YA to express themselves and
40% of them consider themselves as
creative. But in the new digital world
their hobbies become something
more: you can sell your hand-made
jewelry on mini-fairs in anti-cafes,
take money for ads on your culinary
channel on YouTube or create a
public in Vkontakte to sell your
service as a photographer.


Boom of start-ups
With the belief of YA in themselves
and the opportunities of student
business
incubators
and
crowdsourcing, the amount of young
people with a start-up has grown by
leaps and bones. Trendy barbershops
or new art cafes are being opened by
creative and bold people.

Clothes brand

Deal-hunters
It is cool to manage your own
finance. The YA choose the cheapest
not because they don’t have money,
but because it is smart and
progressive. And the new services
are helping the YA to save money:
low-cost plane tickets, free living via
couchsurfing, special apps with
coupons, free stuff for check-ins on
foursquare and many others.

Sapiosexuals
http://youtu.be/RQnDboeco8

Not long legs or athletic constitution!
Smartness – that is what does really
attract in opposite sex

Popular TV series
where geeks get hot girls

Magazines of Park Gorkogo with
educational topics

Novels & Poems on your devices

Fusionists
YA don’t take life too serious and
also believe in their perfect sense of
style. That’s why mixing expensive
and mass brands, a finance career
and online shop for hand-made soap,
getting a hair-cut and enjoying a
good dessert is an everyday thing.

Workshop + bar

Beauty-salon + cafe

Dodo restaurant: mix of
cuisines

Fighting for their rights
Politics are not the main field of
interest of YA, but that doesn’t mean
that they are socially passive. They
value openness and are not afraid to
state their opinion and are ready to
fight for their rights.

Family
Social maternity
The traditional model ‘you are adult
enough and it’s time to build a family’
is .going into the past (though the topic
is exaggerated by media &
government).
There are no more ‘musts’ - it is a
very conscious choice. It’s only you
who decide how & when it happens
(and no matter if you are a 20 y.o.
tattooed punk or a business-lady in
your mid 30-ies).
And giving birth doesn’t mean the end
(or big pause) of your social life, it now
opens new ways of social
communication and can put you in the
center of new opportunities …

Family as I want

Family as they
want

Declining

Dominant

Emerging

“Build a family!” push
50%
Media and government continue pushing the family
values by establishing new traditions and financial
support. Still, number of divorces is very high.

Source: GKS, 2012

of couples
divorce

Officially safe childhood
The government tries to protect our children from everything
leaving just a few space for them in the big media world

Special Domen for
children

Family as you want to
But now there are less ‘musts’ and
more ‘wants’. You are the one to
decide how and when to build your
family and it will leave you much
more
personal
space
and
independency - both due to modern
gadgets and changing attitude.
Feeling more responsible for what’s
happening in their lives makes people
work more on relationships and not
forget themselves in the routine.

Simple weddings

Self-expression does not stop

On vacation with baby

Radio nanny

Relationships training

Beware, modern parents!
Parents go online all over Russia.
They know all the new trends, they
lead blogs, sign up a page for their
children on Instagram and have
accounts on Vkontakte.

Digital help for parents
Being a parent is a hard job. That’s
why the new digital possibilities
(special apps, online government
services or easy Internet shopping,
e.g.) make life much easier for them.

Applying for marriage online

Map with places for
children: doctors, food
etc.

“Call your parents” app:
Reminds of keeping in touch with
them

Educational apps for children
The number of mobile apps and games for children in Russia is fast
growing and will continue to increase. Angry birds is not the children's’
limit anymore, parents start to pay attention to the educational content.
In November a new tablet designed specially for children was launched Samsung Galaxy Tab 3 Kid.

Microsoft project
“Kid-Erudite”
New Russian company
- Indigo Kids

Young mothers make money
Personalized gifts made specially for
your loved ones are very popular. That’s
why a lot of women (especially young
mothers) begin their start-ups via
Internet or special markets to rise some
money from their hobbies.

Social maternity
No more ‘stay at home mom’! Being a
mother
opens
new
social
opportunities for a woman: ‘closed’
clubs, special communities in social
networks or just getting new friends.

Mama_Mamam
Social project about Modern Maternity

Instagram page for baby

Mothers Day + Mothers Market

“Woman’s club”
Beauty-salon with children’s entertainment

Mothers in Instagram

Pets
Social responsibility
for animals
Having a pet is a very common thing
among Russians - 3 out of 4 have
one. Nowadays the role of pets is
changing dramatically. They are less
viewed as symbols of style &
wellness, less expected to perform a
function (safety).
They become the members of the
society and true friends who deserve Breeds show off
a better life.

Declining
Source: mIndex, 2012/2

Pets integration
into society

Dominant

Emerging

Pets are welcome in social
places
Pets can also have social life!
More and more cafes doors are being
open for pets. There are even special
restaurants just for dogs, where they
can have a tasty meal and meet new
friends.
And more clothes and
accessories appear for dogs to wear
our of home.

Groom Room café for pets

Exhibition about & for dogs

Grooming and fitness for pets
Dog grooming salons and special
health centers for pets continue to
open in different Russian cities so
your pet can get a nice haircut,
practice its fitness or enjoy a
relaxing massage.

Spa-salon for pets

“Fitness” for pets

Dental service for dogs

Animals win more digital space
Is your dog signed up for an account in a Social
Network? Does your cat spend it’s evening,
enjoying a “catch-a-mouse” game on your
iPad? Pets now should be in the center of online
life!

Running together is more fun!
With all the marathons, motivating
apps, development of parks, running
is becoming the favorite sport of
Russians. If it’s so good for your
body, why not take your dog to train
as well?

Fooling around with your cat
Cats usually were seen as the more
boring ones than dogs. Well, look at
them now!

Colonel Meow

Catman

Catbeard

The growing need to care
The breed is not so important as 10
years ago. People are very proud to
find a new friend in the shelter for
pets and help the homeless animals.

No more mess from dogs!
Having a pet is becoming ecofriendly as the culture of cleaning up
after your pet develops

Health & Beauty
Beauty as
a life-style
Russians become more responsible
for their health. Photos from gyms
in social networks gain more likes
than ones from nightclubs!

•Sport as a
main hobby &
•Back to nature

People begin to do more sports and
become really attentive in what they
consume on the daily basis.

Smoking & Drinking
is hot
Pushkin is eternal with his “A man
who's
active
and
incisive
can yet keep nail-care much in
mind”, but today keeping yourself
good-looking has become much
easier and fits even the craziest
lifestyle.

Declining

Dominant

Emerging

Sport is the main hobby
Sport is becoming very important – 53% of Russians do it. Everybody seems to enjoy their time at
the gym, go to all the marathons and drink protein

Marathons

Free metro ticket for 30 squats

Natural and organic power
Russian products with very specific
local ingredients gain popularity,
become premium and go for export.

Small European brands also appear in
Moscow outlets offering premium and
eco-safe goods – e.g. selective
perfumery with only good for nature
ingredients
Eco ethical drogerie ‘Cosmotheca’
builds the chain in Moscow

Simple & Natural beauty
Minimum make up and focusing on
peculiarities to express your real
self.

Youth is a must-have
Being old is old school. Fighting for
youth starts early.

Hair obsession
Hair is the new first impression:
places with only men hair cuts or
only women hairdo are opening

Chop-Chop – barbershop for
men

Annie Hall – only for women

Fan Bar – only hair styling

Male beauty for real men
Taking much care of the way you
look can also be masculine

No more hunting for rare!
Rare cosmetics & beauty goods are
brought to Russia not only by
enthusiasts but also by big chains

Multifunctional beauty
The beauty-salons should now be called “Everything-you-want”-salons. Special
room for children with a baby-sitter, lectures about massages and tea, parties –
with all these activities you can forget about getting a haircut!

‘Shegol” barber shop
with lectures and master-classes

‘Tasty place” yoga-centre
with English-lessons and vocal
lessons

‘Quickly” fan-bar
with hair-styling and special
desserts

Urban

Digital city
services

2013
As the cities develop and become
“smarter”, more and more facilities
are being offered for the people and
the more opened and ready for new
opportunities they become.

2012 was remembered by the rapid
development of the parks and bike
culture within different cities. In
2013 a lot of new apps and online
services are created to make the
citizens’ life easier.

•Entertainment for
everyone:
•Park & Bikes boom

2012
Dominance of
private events

Declining

Dominant

Emerging

Urban renovation
The
city
is
becoming
more
comfortable for life and more modern

New pedestrian zones

Government services of fast urban
problem solutions

City navigation

Lane for public transport

Park boom
Parks are the new favorite place of
citizens to spend their leisure time.
And not only because of nature: all
the are being filled with new facilities
and are hosts to awesome urban
events. Free Wi-Fi, bike rentals,
summer cinemas, food and musical
festivals – just choose!

Park news paper

Festival in Samara

Open-air yoga lessons

Citizens participate in eco
events
This year is rich for special
ecological events: volunteers clean
the parks and forests from rubbish,
give children lessons about how to
save nature. Furthermore, the culture
of recycling is developing in schools
and Universities as well.

City sabbatarian

Recycling in MSU

Initiative citizens
Now people prefer not to wait for
somebody to change their life, they
actually act for themselves

Volunteers escort girls for their
safety

District blogs map

Sign: “Enough of destroying our
city”

Demonstration for public control of
museums’ reconstruction

Exploring the city
As the city is developing and the
citizens are becoming more active,
the social media experienced, a
sight-seeing boom occurs. Blogs
about your districts and cities,
excursions,
navigating
apps
–
everything helps when it comes to
knowing your city.

“Interesting Moscow” Public Vk
Excursion offer

Free Moscow tours

Lecture about the tallest building
in city

Festival mania
Cities connect people on the base of
their interests: an enormous amount
of food / music / graffiti festivals are
taking place

City decoration with graffiti
More often you can see beautiful
street art made by graffiti artists.
The government now sees this not as
vandalism, but as an easy and
convenient way to make the city look
better and often even organizes
special projects to make the city
more beautiful.
“Graffiti-help” project in Moscow

“City of a dream” graffiti
project in Nizhny
Novgorod

Positive energy in all Russian cities
Just a while ago it seemed as everybody copies Moscow and St.Petersburg and wish to move there. Now it becomes obvious that
the positive energy is in other cities as well and sometimes even
the major ones could learn something from them. E.g. In Rostovna-Donu a little group of enthusiasts managed to organize the first
urbanistic festival with a food market, recycling classes, open-air
cinema etc.

Own signs for cities
Russian cities develop and form a unique image for their citizens
and tourists. Following the example of Moscow, they all are
looking for a perfect logo to match their style.

Digital urbanism
It becomes easier to live in &
explore the Russian cities.
Navigation, information, routes and
history are in one’s smartphone.

Cars

Pedestrians are cool

2013
The car was traditionally a symbol of
success for Russians. The bigger and
cooler is your car, the more you are
considered to be awesome.
But now other values come to the
fore. People think more about fuel
economy, they start to appreciate
convenience of using additional
digital devices.

Computer
on wheels

2012
Make my car
bigger!

The role of pedestrians is changing
as well: they are now getting even
more possibilities than the drivers.

Declining

Dominant

Emerging

Status proof

Almost every second car is bought in
credit in 2013. “Entry points cars”
from expensive brands are in high
demand. Regardless of their budget,
Russians want their car to be filled
with touchable innovative features

Computer on wheels

People want to put as many gadgets
as they can in their cars. Even
economy class cars and compacts
now have many innovative features
(multimedia, navigation, identification
of blind spots, a speakerphone, an
iPod, and etc.)
Music system

Navigator

Smart consumption

Russians are becoming slightly more
rational and economical. People do
think about the cost of fuel but they
are still status conscious– that’s why
a lot of Russians prefer big cars with
small engines.

Disel engine

Being a pedestrian is cool

Now being a pedestrian is really
convenient due to the upgrade of
public transport, intercept parking
system and special apps for them,
the development of the taxi apps.

New 2-floor public transport

Intercept parking near the metro

App about
intercept parking

Over 40k legal taxis

Food

Street-food
start-ups

2013
The food sector experienced a big
wave of specialization: special places
only for sausages or cupcakes
opened. Pompous restaurants with
various menu are not popular
anymore, people prefer everything
simple and minimalistic.
Furthermore, as people started to be
more responsible for their health,
they began to prefer healthier food,
so the farm and organic products in
2013 are growing in popularity and
variety.

Back to nature

2012
Complicated
menu

Declining

Dominant

Emerging

Back to nature
People are looking for the alternative
to mass market “factory-made” and
unnatural products

• Products from farm
• Organic food shops
• Products from Belarus

New status of Street-food
If earlier street-food was positioned
only for a quick launch, now it
became a serious competitor to
restaurant-format places.

“Crabs are coming”

“Durum Durum”

“Meat point”

Restaurants specialize on one
product
Simplicity is the key to genius – you take one
product and get maximum taste and
usefulness from it. That’s why a lot of new
places make a very limited range of products
(sometimes even only one!), but they make
them perfectly.

“The Burger Brothers”

“Hummus”

“Ess-Thetic”. Sausages.

Food markets & festivals help
start-ups
As we have already stated in the
Young Adults Section, creating a
start-up is now fun and easy,
especially in the restaurant sector.
You just need to have a good idea
and lots of enthusiasm and go find
investors on the numerous food
markets and festivals.

Food market “Mestnaya eda”

Burgerfest

One of the participants –
“Frullateria”

Moscow gastronomic festival

Another succesful participant
“Durum Durum”

Mobile café formats
New commerce forms open on the
restaurant market to make your meal
fast and comfortable: mobile-food
bikes and cars, to-go windows in net
cafes.

Ingredients delivery
Being a housewife in a big city is hard,
you never have enough time for going to
the supermarket, deciding what to cook.
That’s
why
some
Internet-shops
decided to help you out – you choose
the recipes you like and they deliver all
the ingredients to your door.

Foodstagramming
It’s now all about eating it in a fancy
way.

Digital

Apps

2013
The social media boom has already
passed: maximum social networks
penetration
growth-rate
was
recorded in 2011.
2012 was the year of double screens,
81% Smartphone owners in Russia
used their device while watching TV.
Now the digital sphere is getting
more integrated with everyday life
via apps. They are aimed to make
everything easy – would it be
shopping for a new purse or watching
a theatre play online.

Double screen

2012
Boom of social
networking

2011

Declining

Source: TNS Web-Index, ComScore, Johnson Partners 2013

Dominant

Emerging

One device is not enough
Russians started to use several
devices at one time: enjoying a game
on the TV screen they check mail on
their Smartphone and learn facts
about the players on a tablet. 81%
Smartphone owners in Russia use
their device while watching TV.

Source: TNS Web-Index, ComScore, 2013

App obsession
Apps are successfully integrated into
everyday life, helping you shop, plan
holidays or find your way around the
city. Growth of mobile applications
market in Russia estimates 265%. In
the previous categories you can find
numerous examples of new Russian
apps.
Mamnadzor
New app for young mothers

Contest for the best urban app

Barierov.net
City tips for disabled ones

Smartphones make shopping
easier
Smartphones are now your best
friends for shopping: they can be
used to look up the best offers or get
discounts. Services that allow you to
find goods and compare their prices
are very popular among Smartphone
users, 46% of Russians use them.
The freshest ones offer you gifts for
points (ShopPoints) or help you to
find an item you want by posting a
photo (Slyce).

Source: http://www.cossa.ru/articles/152/52746/

Theatres go digital
The Internet is used to make Art
more accessible and also bring
Russians all around the world to the
theatrical life of Moscow and
St.Petersburg. Now you can buy
tickets to the online broadcast
performances on the web-site of the
Mayakovskiy theatre or download an
app that will help you choose which
play to visit next.

Online translation of
theatre plays

App “Theatre”
Information about theaters and
plays

Media asceticism
Conscious refuse of modern gadgets
and load of information coming from
web and especially social networks

Trend Mill 2013

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Trend Mill 2013

Similar a Trend Mill 2013 (20)

Más de DDB Russia

Más de DDB Russia (9)

Último

Último (20)

Trend Mill 2013