Originally published in the BrandZ Top 100 Most Valuable Global Brands 2017, 6 June 2017
Russian millennials are essentially the country’s first proper “consumers.” Back in the USSR, there were no brands. But when the Soviet Union collapsed, Russia was suddenly exposed to full-blown capitalism. International brands flooded the Russian market in the late 80’s and 90’s, right around the time Russian millennials were born. While they never experienced the deprivations of the Soviet era themselves, Russian millennials are nevertheless influenced by an older generation that is very keen to consume after years of empty shelves. As a result, the Russian millennials are quite a unique species compared to their global peers, and brands need to keep their history in mind.