The expert stated the need for brands to shift their focus to transparency.

With high inflation expectations, consumers, even with formal income growth, are increasingly switching to economy mode, demanding concrete benefits and transparency from brands rather than emotional promises. Daria Mosina, head of the Mosinpress PR agency, told Izvestia about this on December 22.

According to her, with double-digit expectations for inflation, which reached 13.3% in November 2025, people have an instinct to save money, which is reflected in behavioral caution when spending.

"This trend is confirmed by the data: according to VTsIOM, the share of Russians who consider the time favorable for large purchases decreased from 31% in August 2024 to 25% in February 2025. In everyday consumption, the main trend has become the "hunt for profit," she said.

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As Mosina notes, the discount has become a familiar mechanic, rather than a rare piece of luck, so communications that do not give a direct answer to the question "what am I winning here and now" lose their effectiveness.

In response, brands are changing their tone and communication tools. Firstly, the demand for transparency increases: the simpler the price, composition, guarantees and service are explained, the higher the buyer's trust. Secondly, the value of applied content is growing — comparisons, instructions, cost calculators and usage recommendations. According to the expert, marketing in such an environment is becoming closer to consumer expertise, where there is less gloss and more specific arguments.

Thirdly, companies rely on retaining existing customers through loyalty programs, kits, large packages, subscriptions and clear return conditions, the specialist noted.

A decrease in consumer confidence, as Mosina summarizes, rarely looks like a sharp collapse — this is a long-term habit of rationality, and brands have to talk to a person in his language, given his approach to cost planning.

Ekaterina Anishina, a leading accountant at the PR Partner communications agency, shared her tips on planning a budget for the New Year holidays on December 15. The expert recommended dividing all upcoming expenses into categories. She clarified that among them should be mandatory (utilities, loans, basic products), festive (gifts, treats) and January (expenses for the whole next month).

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