Trend Mill. January
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Transcript of Trend Mill. January
Trend Mill
January Findings
Contents
Olympiad 2014
Young Adults
Family
Pets
Urban Culture
Cars
Food
Digital
Official view
The Olympiad propaganda has reached enormous sizes: the longest route of the
Olympic flame, the first time it was in space, shops filled with products with the
Sochi 2014 symbol, ads on TV, special events and much, much more.
Survey “Are you looking forward to the
Olympiad?” with no negative answer – was
deleted after criticism
Non-official view
However, all the buzz is not influencing the Russian citizens: the Internet is filled
with negative discussions, pictures and articles about corruption, poor organization,
influence on the economy, bad performance of government.
Web-site of Navalniy about the
Olympiade
How many times the
Olympics Flame has went
off in 3 months
106
The magazine Esquire has counted
what height would be the layer of
black caviar or fua-gra, if the Olympic
road Adler – Krasnaya Polyana (227
mlrd rub for 48 km) was built from
these materials
Foreign view
On the cover of the Economist in February you can find Vladimir Putin dropping his
partner-skater (= Russia). The author of the article “The triumph of Vladimir Putin”
claims that the president with his success abroad and the winter Olympiad
managed to present Russia as a strong country, whereas in reality it is quite weak.
Government recommendations for foreign
visitors of the Olympiad in Sochi:
- Avoid unfamiliar people
- Keep an eye on your drinks (so nothing would
be poured in them)
- Don’t show it if you are homosexual
-Be careful if you are Asian or African
http://www.economist.com/news/leaders/21595451-successes-abroad-and-winter-olympics-make-russia-look-strong-where-it-matters-it?spc=scode&spv=xm&ah=9d7f7ab945510a56fa6d37c30b6f1709
Young Adults
Intellectual leisure time
2 new discussion clubs have opened in Moscow this winter. In the centre of
modern art, “VinZavod”, a philosophic club will host different educational
events, where people will get a chance to discuss Art, Sociology and
Anthropology. The second place, devoted to Psychology, is located in the
cinema Fakel: here people will examine the influence of films on viewers.
CoWorking for young designers
Making clothes is becoming cheaper for the enthusiastic youngsters. On the
“Fabrique” territory a new public sewing workshop has opened it’s doors to
young clothes’ designers, that want to make their own stuff but can’t afford
getting a separate workshop.
TV channels only for girls
How do you reach an auditory, that seeks for its uniqueness? Right, make
special TV channels for them! The new STS Love will be fully oriented on
young girls about 18-25 y.o., showing them precisely what they want.
Family
It’s the kids’ turn to explain to parents
The editor of GQ has published parody posters on the ‘Don't care?' Social
advertising campaign on his Facebook page. If the original version called the
parents to explain the terms 'love', 'kindness', 'fairness' to the children, this one
goes the other way: kids should explain to the parents everyday terms for them
- twerking, selfie etc. Original version of the campaign
An ideal man should not be on Facebook
It might seem that in the digital world making new contacts and flirting is getting
as easy as a pie. Well, it's not that smooth as it looks: the Facebook page of the
man you like can really become a problem. Articles in popular journals explain
why an ideal man shouldn't be detected online, but if still he is on Facebook –
what do his Likes mean. .
http://www.wonderzine.com/wonderzine/life/life-opinion/197379-antisocial-personality/
Pets
Instructions for lost pets
People are really getting into the “help the animals” business and now, finding a
purebred dog on the street, they don’t want to walk by. This is why guides about
what to do in case you found somebody’s pet are well spread in the Internet.
Urban
Moscow fairs
The Moscow Fair “The trip to Christmas” now will become annual due to the
huge popularity of the event - over 6 mln people have visited the fairs. The
pedestrian zones of the capital have located 32 Fair zones with 270 “holiday
lodges” with souvenirs, hot beverages, sweets, master-classes and contests.
Religious boom
On the 6th of January the Gifts of the Magi were brought to Moscow. An
incredible amount of people have seeked to visit the relic: at some points the
queue was over 20 000 people.
The latest survey show that 70% of Russians believe in God and each 2d
Russian considers himself to be Orthodox.
http://www.the-village.ru/village/city/figure/137177-palomniki
Attractions for every taste
People try to have more and more active life styles, doing more sports and
visiting more places. Demand creates supply: a pleiad of “First in Russia”
attractions are being opened.
Dinopark Upside down house
Involvement of locals in region
improvement
The Moscow Youth Multifunctional Centre and the “Partisaning” service have
started a project on studying the Yaroslavl region. Mailboxes around the cities
will help to collect the opinions of people and determine the most popular
destinations of the habitants.
In spring a program of lectures and discussions will help to plan improvements.
Magazine about eco life style
The project Recycle, devoted to ecological life style in the urban reality, will
soon be launched as an independent online magazine. The main idea is that it
will be hyper local and practical, explaining how to recycle your smartphone or
where is the closest .reception of waste paper.
Food
“Silent Bar” in a café
The “TsurTsum” café on “VinZavod” has started a project named “Silent Bar”.
Each Monday films will be translated on the wall and people, who want to watch
them, can put on headphones for the sound.
“Buy-cook” farm food format
The Italian network of gastronomic boutiques – Eataly - is coming to Moscow.
About 10 000 square meters will be covered by a rather small market with
Italian farm food, where all the products you buy can be cooked right away.
Cars
Available chargers for eco cars
One of the problems of using electric cars was the inaccessibility of chargers for
them. In 2014 this problem will be solved: the Department of Transport has
promised to install charges for these cars on parkings.
The inspectors for the Protection of Specially protected natural areas already
use electric cars, soon the workers of the Russian Post-office will do the same.
Lovable public transport
The image of public transport continues to become more and more modern and
comfortable. The goal of the “I love public transport” campaign is to increase
the popularity of the public transport and to engage people to use it more often.
Virtual library in metro
Another way to make the metro more popular is a new initiative – a Virtual
library in the subway. You just need to scan the QR-code on the poster in the
wagon and voila! The book is now at your service.
Digital
Simplifying urban navigation
Friendly Moscow is a new app-guide for tourists, advising how to spend a good
time in Moscow and not regret it. Here you can find a list of non-touristic places,
where the hosts smile and even know English.
Thank you!