The Made in Russia Brand: Consumer and Business Patriotism in the Service of Import Substitution

It is no longer just a brand and a symbol; new challenges have led to the creation of the all-Russian ‘Made in Russia’ movement. Thousands of entrepreneurs and hundreds of thousands of citizens have rallied under the common slogan: ‘Made in Russia’. Today, manufacturers and consumers have access to a single ‘Made in Russia’ information system: dozens of digital services and special projects are starting to operate. Business, citizens, and the state have responded to the challenges posed to the Russian economy with a broad rise in business patriotism across the country. According to a recent survey by the All-Russian Center for the Study of Public Opinion (VTsIOM), 68 percent of the Russian population believes that Russian companies will be able to substitute foreign companies in full or greater volume, 66 percent would prefer Russian goods to foreign ones, and 57 percent believe that domestic goods are superior to foreign ones. This data indicates the broad opportunities and opening prospects for real support and development of import substitution in Russia. However, all those who wish to participate in the import substitution and promotion of the ‘Made in Russia’ brand will certainly have to find a unified development strategy to benefit the end users – state and society. How to grow and meet the demand for domestic products at the same time? What soft and hard mechanisms can be used to ensure quality assurance and standards of products? How can the state help to strengthen the position of companies engaged in import substitution? What demands do citizens have for information about Russian goods? What will allow goods made in Russia to be promoted more effectively in foreign markets? What is the DNA of values and meanings that should be embedded in the national ‘Made in Russia’ brand? What special projects, services, media content and other solutions can the ‘Made in Russia’ ecosystem offer to businesses and consumers?