Brand Relationships Post-Coronavirus
What’s the new normal all about? H/T/P conducted a global qualitative study using our TrueStories storytelling techniques to explore how brand relationhips may change, summarized in seven hypotheses.
“A strange country”, “an interesting country” – perceptions of Russia are for many in the West vague, knowledge gaps are the norm. Moscow is thought of as a vibrant city – but what’s going on in the rest of the country?
This complex and diverse country is changing in ways not readily visible to those on the outside.
As a company that spends a lot of time researching purpose, for brands and organisations, we would like to share some of the specific observations we have witnessed in our research in Russia across different categories.
Whilst the Russian stock market performed extremely well in 2019, the real economy continues to lag behind.
Everyday living is tough, social circumstances harsh for the many living outside the Moscow bubble – prices are going up, wages not. Living on credit is common; going on holiday abroad is a thing of the past for many.
The overall mood is one of resignation and uncertainty. Some are angry. Many still remember the drastic changes witnessed during the transition years of the 1990s.
But every dark cloud also has a silver lining…
Despite this difficult backdrop, the last few years have been characterized by a notable shift at a grass roots level. Individuals are organizing to become forces for good – filling in gaps left by the state or central government…
Interested in finding out more?
Please get in touch for the full report.