Advertising with traditional values takes 60% of the market

From pictures of well-being to complex images

In 2021, a value most often took the form of a clear storyline or a brand's direct promise, Okkam Creative explains. A strong family meant care and shared consumption. Dignity meant confidence and entrepreneurship. Rights and freedoms meant the opportunity for self-realization.

“In 2026, the same images have become more complex and personal. Coming to the forefront are the distance between loved ones, return, memory, shared resources, and imperfect relationships. The family is no longer a picture of well-being, but a space that people maintain through joint effort,” the company concludes.

Market forecast

By the end of 2026, Okkam expects the advertising market, including e-commerce and retail media, to grow by 20% — to 2.15 trillion rubles. By the end of 2027, the agency forecasts growth of 22%. Traditional segments will add 5% by the results of this year, reaching 1.8 trillion rubles.

What has changed for brands

The point of this transformation is that a value for a brand is no longer just the plot of an advertising spot or a direct promise. When the same image is consistently present in both internal and external communications, employees perceive it as a real part of the company, and the product resonates with consumers.

Such communication requires appealing not only to recognizable symbols, but also to cultural meanings, sincerity, and responsibility for the image of the world the audience receives. Thanks to this, advertising builds trust. Taking cultural context into account and investing in the brand can give a company a sustainable competitive advantage.