TNS

Ten things you should know about Russia

Katie Zurita
TNS

1. Russia is very diverse.
Geographically, Russia is the biggest country in the world with climatic conditions ranging from -50° to + 30°C both throughout the year and across the country. Socio-culture is just as varied as the weather with inhabitants in the Far East feeling closer to Japan and China, while the people of Kaliningrad believe themselves to be European. Therefore research carried out in Moscow alone is not representative of Russia as a whole.

2. Demographic decline in the 1990s.
15-20 years ago the complex political and economic situation in Russia led to a significant decline in the birth rate. As a result, the next 10-15 years will see a reduction in the population, particularly among the most active age bracket of consumers.