In a recent consumer survey conducted by Landor in Russia, 63% of respondents thought Western brands pitched themselves "just right" for the Russian market, while 32% thought they were already too permissive or provocative. And almost a third of Russians (29%) feel that Western brands don't understand what's appropriate for Russian society, while almost half (45%) thought Russian brands understand what's right for Russians better than western brands do. Our results illustrate the challenges global brands face in Russia and the careful balance they need to strike.
