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!