Outlaw Moscow Outlaw Moscow
Puma for Wonderzine Puma for Wonderzine
Sputnik 1985 Sputnik 1985
Sasha Madenuaselle's Gabber Raves, Moscow Sasha Madenuaselle's Gabber Raves, Moscow

What drives Russian youth?

16 : 05 : 2017 Fashion : Advertising : Media

Russia – In the first instalment of LS:N Global’s new series on Emerging Youth we explore young consumer attitudes in Moscow and beyond.

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.

The Big Picture

  • Discover our full breakdown of Russian youth culture, including style tribes, brand activations, native networks and new media by visiting our Market page
  • For more on global youth culture, see our Gen Viz Tribe, a liberal and visual-first group of influencers at the forefront of key emerging trends among Generation Z