What drives Russian youth?

From a vibrant underground music scene to a growing protest movement, the country is flush with a new generation keen to take on their parents’ values. Ideas such as status, security and career progression no longer hold the same clout.

‘Key values among young consumers in large Russian cities include having more life experiences, gaining knowledge and self-actualisation,’ says Max Bashkaev, co-founder of Outlaw Moscow.

Right now leisure time spent with friends, building communities and standing up for LGBQT rights is what is desirable and aspirational.