Over the last three years, awareness and sustainable normality have become a new trend in the lives of the Russian public. According to United Minds, 25% of respondents understand sustainable development as creation of favourable conditions for everyone, while another 21% see it as sustainable production by companies of goods and services. People recognize their responsibility for forming both the economic and the social sphere. For instance, during the pandemic years, a stratum took shape of «eco-evangelists» who save water (57%), hand in batteries for recycling (37%) and sort their rubbish (34%). 57% of buyers in the world state that they are prepared to pay more for environmentally clean products. In Russia, the figures is 86%. There has also been an increase in the proportion of the Russian public who regularly given to charity (10%) or engage in volunteering (16%). In parallel, funds and companies are including sustainable development agenda among their employees, beneficiaries and residents of cities: they hold eco-habit marathons, launch social marketing campaigns, volunteer events and others. And, according to Accenture, it is consumers demand expectations that constitute the main factor behind sustainable development in one of two companies. Give the current economic instability and reduction in resources, however, consumption priorities, values and models might change substantially. Will the new economic and political challenges cause Russias people and organizations to reject sustainable practices or have these already become part of normal DNA?How do businesses and NPOs introduce responsible environmental and social practices into peoples lives? How do people in Russia choose organizations and brands worthy of their trust and support? What new forms of involvement could responsible companies and charitable foundations offer people apart from financial support?