Russians named the main features of the national character

Russians of different generations perceive the national cultural code differently: young people more often associate it with diligence, adaptability and a desire for development, while the older generation focuses on teamwork, mutual assistance and family values. SberMarketing specialists came to such conclusions, and Izvestia reviewed the research data on May 29.

According to the survey, respondents consider "resilience and strength," "creativity and ingenuity," as well as the ability to live in the rhythm of the changing seasons to be the most typical traits of Russian people — 92% of the survey participants noted these qualities. Another 91% called Russians adaptive, and 90% of respondents identified the "breadth of the soul" and the ability to "move mountains."

At the same time, Russians often choose individual qualities rather than collectivist ones in their personal sympathies. Resilience and strength came first, as 15% of the respondents named them. This is followed by breadth of soul and honesty (13%), as well as kindness (12%). Creativity and ingenuity were among the favorite qualities of only 6% of respondents.

The study also showed noticeable age differences. Young people aged 18-24 are much more likely to perceive Russians as active and development-oriented people. Thus, 21% of young participants named love of work as a typical trait, compared to 9% among respondents over 55 years old. A similar dynamic is observed in matters of adaptability and striving for self-development.

Older generations, on the contrary, more often emphasize mental and moral qualities. Kindness and mercy are considered a typical feature of Russians by 35% of respondents aged 45-54 and 32% of participants over 55 years old. Only 22% of young people gave this answer.

Common past: Russians named the most interesting epochs and events in history.

Why did the Great Patriotic War, the era of Peter the Great and the palace coups turn out to be nearby?

"The request for a single, common cultural code exists for all generations, but it sounds different. The young audience sees him as an example of a hero and a personal story. The eldest is something collective, unifying. Brands that want to talk to younger and older people at the same time should understand that these are actually two different tasks," said Dmitry Orchenko, CEO of SberMarketing.

The researchers paid special attention to the associations with Russia. Women are more likely to associate the country with nature, family, and emotional images. Thus, 50% of women chose nature as the main association with Russia, compared to 32% of men. Men were more likely to name the strength, power, and industrial characteristics of the country.

Age differences were evident here as well. Young people are noticeably more likely to associate Russia with nature, state symbols, and specific personalities, while the older generation places more emphasis on family and traditional values.

Another important trend, the researchers called the growing demand for local identity. Young Russians are more likely to associate the image of the country with specific places, landscapes and details of their small homeland — forests, fields, village houses and household items familiar from childhood.

On April 22, a study by Ozon Travel and NPF "THE FUTURE" showed differences in travel by age. Thus, the demand for early booking of tickets among Russians over the age of 65 increased 3.3 times, among young people aged 25-35 — 2.2 times, and among the pre-retirement audience — almost doubled.